The influence of past associations upon attributive color judgments.

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Abstract
In order to investigate the hypothesis that attributive color judgments are functions of past color associations, 26 subjects were shown 6 nonsense form-color name pairs 14 times each and then were asked to match from memory the color of each form as it appeared when shown as a gray silhouette with a dull orange contrast color. In the pretest situation 3 associations involved labeling alone for neutral gray forms; the other 3 included color as a perceived attribute of the forms. Color matches were recorded in terms of the percentage of yellow in a red-yellow mixture on a color wheel. Color matches for forms associated with yellow, orange, and red required decreasing amounts of yellow in that order. Color labeling alone produced the same effects as labeling plus perceived color. Analyses of variance showed the differences between matches to be statistically significant. Only two comparisons between matches for pairs of forms failed to show significance. Significant individual differences between matches for different subjects were found when color was an attribute of forms. Results support the hypothesis that attributive color judgments depend upon past color associations as well as physical energy factors and adaptation conditions of the eye.

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