Science Explains Why We Have Favorite Colors

Science Explains Why We Have Favorite Colors

Why do we have favorite colors at all? Historically, it has been difficult to empirically explain why we like certain colors, and it is still difficult to explain why people like some colors more than others. Here are some theories that may help us understand why we have favorites.

Ecological Valence Theory

Karen Schloss

If you activate the associations of particular objects, that can have a larger influence on your preference for the color

By activating, she means reminding you that an object exists, basically bringing it to the top of your mind.

An Evolutionary Drive to Be Happy

Scientists have explored the idea that color preference may be part of our evolutionary design

The Ecological Valence Theory (EVT)

People like/dislike a given color to the degree that they like /dislike all of the objects and entities that they associate with that color

Color WAVE

Schloss and Palmer hypothesized that color preference is caused by how someone feels about objects of that color

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