A Cross-Cultural Study of the Affective Meanings of Color

  title={A Cross-Cultural Study of the Affective Meanings of Color},
  author={Francis M. Adams and Charles E. Osgood},
  journal={Journal of Cross-Cultural Psychology},
  pages={135 - 156}
Color data from the Osgood et al. 23-culture semantic differential study of affective meanings reveal cross-cultural similarities in feelings about colors. The concept RED is affectively quite salient. BLACK and GREY are bad, and WHITE, BLUE, and GREEN are good. YELLOW, WHITE, and GREY are weak; RED and BLACK are strong. BLACK and GREY are passive; RED is active. The color component Brightness, as determined by comparing data on WHITE, GREY, and BLACK, is strongly associated with positive… 

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