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ERIC Number: ED371407
Record Type: Non-Journal
Publication Date: 1994-Jun-24
Pages: 23
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
Preliminary Exploration of the Chromatic Differential: The Measurement of the Meaning of Color.
Johnson, Edward A.
A study investigated the reciprocal relationship between colors and semantic terms--just as certain semantic terms elicit thoughts of particular colors, so those colors may also elicit their reciprocal semantic terms. Twenty-six students were each shown 18 words: 3 each of bipolar pairs that expressed evaluation, activity, or potency. The students were asked what color came to mind when they read each word. They then were asked to select the coded color swatch that most closely matched that color. In terms of evaluation, negative words tended to elicit a reddish, dark gray, whereas positive words tended to elicit a light gray. In terms of activity, active words tended to elicit a weak red, whereas passive words elicited a blue gray. In terms of potency, strong words tended to elicit a weak red, whereas weak words elicited a light gray. Findings suggest a greater importance of color's role in communication, and that perhaps in the study of communication there has been an undue tendency toward verbocentrism and an aversion to other symbols, including the study of color. (Contains 13 references, and six tables and three figures of data. The questionnaire is attached.) (Author/RS)
Publication Type: Speeches/Meeting Papers; Reports - Research; Tests/Questionnaires
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A