Analysis of cross-cultural color emotion

Xiao Ping Gao, John Haozhong Xin, Tetsuya Sato, Aran Hansuebsai, Marcello Scalzo, Kanji Kajiwara, Shing Sheng Guan, J. Valldeperas, Manuel José Lis, Monica Billger

Research output: Journal article publicationJournal articleAcademic researchpeer-review

108 Citations (Scopus)


This study investigates the relationship between color perceptual attributes and color emotions, as well as the influence of different cultural backgrounds. Totally 214 color samples were evaluated on 12 emotion variables by subjects from seven different region groups in the psychophysical experiment. By factor analysis, it was found that three factors were sufficient to represent 80 "region-emotion" variables. For each variable, there is no distinct difference among different region groups. The 12 emotion variables could be divided into four categories, namely, activity index, potency index, definition index, and temperature index. Factor scores were further calculated to study the determinants on each factor. The analysis showed that the three factors were mainly related to chroma, lightness, and hue, respectively. It was concluded that chroma and lightness were the most important factors on color emotion, whereas the influences of hue and cultural background were very limited.
Original languageEnglish
Pages (from-to)223-229
Number of pages7
JournalColor Research and Application
Issue number3
Publication statusPublished - 1 Jun 2007


  • Color emotion
  • Color perception
  • Cross-culture
  • Psychology

ASJC Scopus subject areas

  • Human Factors and Ergonomics
  • Chemistry(all)
  • Chemical Engineering(all)


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