Cover: Rated Association Values of 251 Colors.

Rated Association Values of 251 Colors.

Published 1967

by S. W. Cochran

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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.

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