At least that's the gist of ecological valence theory, an idea put forward by Karen Schloss, an assistant professor of psychology at the University of Wisconsin-Madison in the US, and her colleagues.
Her experiments showed that colours – yes, even beige – are far from neutral. Rather, humans layer meaning onto them, mostly drawn from our subjective histories, and so create high personal reasons to find one shade repellent or appealing in the process.
"This accounts for why different people have different preferences for the same colour, and why your preference for a given colour can change over time," she says. As new associations accrete – whether through everyday exposure in the world around us or artificially by deliberate conditioning – this can cause what we love to change over time.
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"This accounts for why different people have different preferences for the same colour, and why your preference for a given colour can change over time," she says. As new associations accrete – whether through everyday exposure in the world around us or artificially by deliberate conditioning – this can cause what we love to change over time.
Read more
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