Universal Patterns in Color-Emotion Associations Are Further Shaped by Linguistic and Geographic Proximity

Many of us "see red," "feel blue," or "turn green with envy." Are such color-emotion associations fundamental to our shared cognitive architecture, or are they cultural creations learned through our languages and traditions? To answer these questions, we tested emotional associations of colors in 4,598 participants from 30 nations speaking 22 native languages. Participants associated 20 emotion concepts with 12 color terms. Pattern-similarity analyses revealed universal color-emotion associations (average similarity coefficientr= .88). However, local differences were also apparent. A machine-learning algorithm revealed that nation predicted color-emotion associations above and beyond those observed universally. Similarity was greater when nations were linguistically or geographically close. This study highlights robust universal color-emotion associations, further modulated by linguistic and geographic factors. These results pose further theoretical and empirical questions about the affective properties of color and may inform practice in applied domains, such as well-being and design.Peer reviewe

The sun is no fun without rain : Physical environments affect how we feel about yellow across 55 countries

Across cultures, people associate colours with emotions. Here, we test the hypothesis that one driver of this cross-modal correspondence is the physical environment we live in. We focus on a prime example – the association of yellow with joy, – which conceivably arises because yellow is reminiscent of life-sustaining sunshine and pleasant weather. If so, this association should be especially strong in countries where sunny weather is a rare occurrence. We analysed yellow-joy associations of 6625 participants from 55 countries to investigate how yellow-joy associations varied geographically, climatologically, and seasonally. We assessed the distance to the equator, sunshine, precipitation, and daytime hours. Consistent with our hypotheses, participants who live further away from the equator and in rainier countries are more likely to associate yellow with joy. We did not find associations with seasonal variations. Our findings support a role for the physical environment in shaping the affective meaning of colour.Peer reviewe

A922 Sequential measurement of 1 hour creatinine clearance (1-CRCL) in critically ill patients at risk of acute kidney injury (AKI)

Meeting abstrac

The Butcher's Tongue Illusion.

We report two experiments, based on a novel variant of the Rubber Hand Illusion (RHI), in which tactile stimulation is referred to an artificial (out-of-body) tongue. In the experiments reported here the participant's tongue was stimulated while they looked at a mirrored dummy tongue. On average, the participants agreed with the statement that they felt as if they had been touched in the location where they saw the rubber tongue being touched (experiment 1), thus demonstrating visual capture. When the external tongue was illuminated with a laser pointer (experiment 2), a significant proportion of the participants reported feeling either tactile or thermal stimulation on their own tongue. These results therefore demonstrate that the multisensory integration of visual, tactile, and proprioceptive information that gives rise to the RHI can be extended to the tongue (a body part that is rarely seen directly)

Predictive packaging design: Tasting shapes, typefaces, names, and sounds

Many studies have documented that people match a variety of tastes, aromas, and flavours crossmodally to other sensory features, such as abstract shapes, names, and speech sounds. These findings have had a significant impact on how the sensory attributes of product packaging are understood and how they can contribute to product communication and hence enhance brand value. Here, we report on a study designed to assess how rounded vs. angular shapes, typefaces, and names, and high vs. low pitched sounds, can be combined in order to convey information about the taste (sweetness and sourness) of a product. Our results support the view that "sweet" tastes are better expressed by means of rounded shapes, typefaces, and names, and low-pitched sounds, whereas "sour tastes" are better conveyed by means of angular shapes, typefaces, and names, and high-pitched sounds. These results are discussed in light of the literature on crossmodal correspondences and predictive packaging design. © 2013 Elsevier Ltd

The shapes associated with approach/avoidance words

People prefer curved and symmetrical shapes to their angular and asymmetrical counterparts. While it is known that stimulus valence is central to approach and avoidance motivation, the exact nature of the relationship between curvature/symmetry and approach/avoidance motivation still needs to be clarified. Experiment 1 was designed to investigate whether simple shapes are associated with approach and avoidance words. Participants found it easier to match more symmetrical shapes with approach words. In Experiment 2, symmetry was differentially associated with approach words and was rated significantly higher on the approach dimension than asymmetry. Next, we assessed whether object valence and object curvature (Experiment 3) or symmetry (Experiment 4) would lead to different associations to approach and avoidance words. Only object valence had a significant influence on participants’ ratings, with the positively-valenced objects being more closely associated with approach words than their negatively-valenced counterparts. These results highlight the complex relation between visual properties of objects, their valence, and appetitive and aversive categories

The context of colour-flavour associations in crisps packaging: A cross-cultural study comparing Chinese, Colombian, and British consumers

Consumers often associate particular packaging colours with specific flavours. However, further research is needed in order to assess the extent to which these crossmodal associations (or correspondences) vary as a function of culture. Here, we report on the results of an online study designed to assess any cross-cultural differences in colour-flavour associations in the packaging of crisps. By comparing Colombian, Chinese, and British participants, we were able to demonstrate that certain correspondences are consistent across culture, whereas others vary. Closer inspection of the data revealed that those associations corresponding to natural parings in the environment such as "tomato" with red and "cucumber" with green can be found across countries, whereas other more complex flavours such as "salt and vinegar" or unspecified flavours such as "natural" or "original", tend to have different colour associations depending on the country. These latter associations may only be consistent in those countries in which they exist and have been learned, or internalized, by the consumer (in Colombia, for instance, the "natural" flavour is signified by blue packaging). The results are discussed in the context of crossmodal correspondences and directions for future research are provided. © 2014 Elsevier Ltd

The context of colour-flavour associations in crisps packaging: A cross-cultural study comparing Chinese, Colombian, and British consumers

Consumers often associate particular packaging colours with specific flavours. However, further research is needed in order to assess the extent to which these crossmodal associations (or correspondences) vary as a function of culture. Here, we report on the results of an online study designed to assess any cross-cultural differences in colour-flavour associations in the packaging of crisps. By comparing Colombian, Chinese, and British participants, we were able to demonstrate that certain correspondences are consistent across culture, whereas others vary. Closer inspection of the data revealed that those associations corresponding to natural parings in the environment such as "tomato" with red and "cucumber" with green can be found across countries, whereas other more complex flavours such as "salt and vinegar" or unspecified flavours such as "natural" or "original", tend to have different colour associations depending on the country. These latter associations may only be consistent in those countries in which they exist and have been learned, or internalized, by the consumer (in Colombia, for instance, the "natural" flavour is signified by blue packaging). The results are discussed in the context of crossmodal correspondences and directions for future research are provided. © 2014 Elsevier Ltd