This paper explores the question of how we develop specific aesthetic reactions to particular colors. The existing literature on color-mood associations is described. The author concludes that there is a large, albeit indirect, body of research supporting the theory of color-mood associations as learned. Differences in color preferences across cultures and across ages seem to negate any idea of color universals. The few arguments for color-mood associations as innate are weak and tied to misunderstandings about the nature of hue versus brightness in color. Includes 19 references.
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