Iranians’ Color Emotional Dimensions

The purpose of the current work is to examine the universality of the color emotion dimensions for single-colors. Different scales in color emotion are investigated for single colors in CIELAB color space within a psychophysical experiment. The current work, in which ten word pairs were applied, is a development of the Ou’s study among Iranian observers. The applied word pairs are “Warm-Cool”, “Active-Passive”, “Like-Dislike”, “Clean-Dirty”, “Fresh-Stale”, “Modern- Classical”, “Heavy-Light”, “Hard-Soft”, “Tense-Relaxed” and “Masculine-Feminine”, which are translated into Persian, accordingly. The psychophysical experiment is carried out by forty Iranian university students. All of the observations are divided into two groups of “male” and “female” as well as two cultural groups in Iran and the effect of gender and culture are investigated. Data are analyzed using the method of factor analysis (FA). Three factors are extracted, accounting for 91.8 % of the total variance among Iranian. Color emotional dimensions of Iranians are divided into three categories, namely, Color Activity, Color Weight and Color Heat. These three color emotional dimensions agree well with the ones in the Ouʹs models. Results show that there is no significant effect of gender and culture on Iranian color emotional responses. The results of the present research are compared to the results in the Ouʹs research, and it is shown that the correlation coefficients values between color emotion scales are equal or more than the ones obtained in the Ou’s research. Also, the relationship between the color emotional responses of Iranian, British and Chinese, reported by Ou [5], are obtained using correlation coefficients (r). Apart from “Like-Dislike” and “Tense-Relaxed” color emotion scales, there is a good agreement between different emotional responses of Iranian, British and Chinese observers