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Color Morality

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gabriel witkin

on 26 April 2010

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Transcript of Color Morality

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Color & Morality
By Gabe M. Witkin
Karen B. Schloss
And Stephen E. Palmer

April 28th 2010
UC Berkeley How Does Influence our
Moral Perceptions? What IS A Social Code (Hart 1962):
rules and regulations of conduct that define reciprocal rights and obligations that, at the very least, prohibit malevolent acts. Little is known about
color and its correlations
with moral dimensions.
The experimental study was made up of
an adaptation of Hogan's (1973) dimensions of morality and
was presented using a -5 to +5 scale. There were 37 colors:
8 hues (red, orange, yellow, chartreuse, green, cyan, blue, and magenta)
4 cuts: maximum saturation at medium lightness, medium saturation at medium lightness, high lightness, and low lightness,
plus 5 levels of gray, including black and white. 37 Slides Followed Results Correlation between the five moral dimensions and the five color dimensions The percent variation explained by four color dimensions for each moral dimension Multi-dimensional scaling of correlation
between dimensions of morality by ALSCALE software (stress=0.0009) Multi-dimensional scaling of correlation of the thirty-seven colors with proposed moral dimensions by ALSCALE software
(stress=0.16) There may be an ecological explanation for the color associations:
Warmer colors may be associated with anger (flushed expression), toxicity (poisonous animals), and grossness (blood).
Cooler colors may be associated with stability (ice), calmness (blue skies and green forests), and receptivity (water). There may be an evolutionary explanation:
Darkness conceals dangers and so should be avoided.
Light generates life (via the sun) and allows for exploration and growth of ones environment

And more intuitively:
Saturated colors give one an impression of infalibility as they are unmixed and vibrant.
Muted colors give one an impression of being thwarted, of concealmeant and evasiveness. Ie: "That just doesn't seem clear to me." Meaning: Applications

Color may manipulate how one rates an event as being moral
Rooms should be painted to match how one should behave within them. EX: court rooms should be painted with cooler colors to promote judicious, non-biased verdicts

Further Research

Cross cultural studies should be done to assess universals vs. cultural idiosynchracies
Experiments that seek to determine how arguments are "colored." More simply, how might color in visually presented arguments (such as different colored fonts or different colored paper) influence the extent to which a person agrees or disagrees, takes a personal affront or a personal interest, and so on.
Studies that use Ecological Valance Theory (WAVE) approach to produce correlational data between color and morality

All three dimensions of color (hue, saturation, and brightness) are found to correlate with one or more of the moral dimensions tested.

The cooler the hue is the better the chance is of an event containing unifying and harmonious themes, the warmer the hue the better the chance of an event containing stimulating and revolutionizing themes.
The more saturated a color is the truer and more embracing the outcome of an event will most likely be , and conversely desaturated colors predict a biased, pit-fall ridden outcome.
The brighter the color is the more agreeable an event will appear and the darker the color is the more tyrannical and despicable an event will appear. Take Away Message

Color may predict how we assign moral values to events
moral values are generated from societies agreed upon laws.
Thank You

The End
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