Cover: Rated Association Values of 251 Colors.

Rated Association Values of 251 Colors.

Published 1967

by S. W. Cochran

Purchase Print Copy

 Format Price
Add to Cart Paperback13 pages $20.00

Results of a color association test of 100 male and 100 female students in psychology classes at three Colorado coeducational colleges. Shown booklets in which squares of each of 251 colors were displayed in random order, the subjects rated each as to the number of things and ideas it made them think of, from None to Very Many. Females reported more associations than males, but ratings among the colors were the same (correlation of .91). The colors with highest association values were the whites and off-whites, the blacks, and some strong colors with high chroma. The seven highest rated were, in order, a dark red, white, bluish white, black, greenish white, another black, and deep blue. The association value of colors should be taken into consideration when color is used as a variable in learning experiments. 13 pp.

This report is part of the RAND paper series. The paper was a product of RAND from 1948 to 2003 that captured speeches, memorials, and derivative research, usually prepared on authors' own time and meant to be the scholarly or scientific contribution of individual authors to their professional fields. Papers were less formal than reports and did not require rigorous peer review.

This document and trademark(s) contained herein are protected by law. This representation of RAND intellectual property is provided for noncommercial use only. Unauthorized posting of this publication online is prohibited; linking directly to this product page is encouraged. Permission is required from RAND to reproduce, or reuse in another form, any of its research documents for commercial purposes. For information on reprint and reuse permissions, please visit

RAND is a nonprofit institution that helps improve policy and decisionmaking through research and analysis. RAND's publications do not necessarily reflect the opinions of its research clients and sponsors.