Black-White Color Connotations and Racial Awareness in Preschool Children

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Abstract
Racial groups are often designated by color names, with Negroes called “black” and Caucasians “white.” Previous research with adults had shown that the color name black has a negative (“bad”) evaluative connotation and white a positive (“good”) connotation. The present study, designed to measure the degree of awareness of black-white evaluative connotation in Caucasian children, demonstrated that the black-white color-meaning concept is developing during the preschool years—the period during which racial awareness was also shown to be developing. Possible origins of the black-white evaluative concept in young children were discussed, as was the possible role of the concept in the formation of racial attitudes of Caucasian children toward Negroes.

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