COLOR-IN-CONTEXT THEORY

Color is a ubiquitous perceptual stimulus, yet relatively little empirical and even less theoretical work exists on color and psychological functioning. The research that has been conducted has tended to lack the scientific precision and rigor evident in other areas of inquiry in psychology. In response, we have set out to develop a general model of color and psychological functioning-color-in-context theory-which we present herein. We also overview several lines of empirical work that have emerged from this theoretical framework, starting with research on red in achievement contexts, moving on to research on red in affiliation contexts, and concluding with research on other colors in other contexts. In addition, we articulate the need to carefully attend to the fact that color comprises three attributes-hue, lightness, and chroma-in creating color manipulations in experimental work. We close by highlighting the conceptual, empirical, and practical implications of viewing color as a functional, as well as aesthetic, stimulus, and by sounding the call for more research in this important yet overlooked area.