engleski

Relationship of four colour preference and short term memory

Colour preference represents an affective aspect of colour. The investigations in this area showed that people differ in colour preference as individuals, and cross-culturally. The aim of this investigation was to try to find out effects of colour preference on short term memory. Two equivalent groups of subjects (eighth in each) took part in this investigation, each group in one experimental situation. Their task was to remember three monosyllable words, which were computer presented for a short period of time. In first experimental situation coloured words (red, yellow, blue and green) were presented on blaek background, while in second experimental situation black words were presented on four colour backgrounds. After the words presentation subjects had to count by three from a given three digit number. The aim of this was to prevent them repeating the words. The first experimental situation consisted of successive presentation of 36 triads of monosyllable words, i.e. nine triads in each of the four colours. The effects of colour preference were found in expected direction between the most preferred and the least preferred colour, in both experimental situations. These effects were more prominent in experimental situation with the coloured background, probably because of larger coloured surface presented.

colour; colour preference

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