Yellow is usually the color of happy, joyful emotions. But according to a new study, not all people associate the sunshiney shade with good vibes.
To find out what factors might play a role, researchers tested a new hypothesis: What if people’s physical surroundings affect their feelings about certain colors? For instance, if someone lived in cold and rainy Sweden, would they feel differently about the color yellow from someone who lived near the Sahara Desert?
The researchers looked at color-emotion data from an ongoing international survey of 6625 people in 55 countries. The survey asks participants to rate 12 colors on how closely they are associated with feelings including joy, pride, fear, and shame.
See more at Nature News