ABSTRACT
Much of color theory deals with classification of color by saturation, value, and chroma
(for example, Munsell’s Color System, [1913]) brightness, and hue/temperature/wave-
length, but those who discuss color (and form) seem most passionate about the personal,
emotional response. Because of the strong emotion-color connection, individuals are
sometimes color coded; for instance, personality “color” tests claim to help individuals
self-actualize as well as determine what colors are best-suited for attire and personal
surroundings to increase productivity, improve relationship communication, and even
improve healing, including mental health problems (as discussed, for example, in
Mella, 1988 and Birren, 1978). Despite the enthusiasm of its proponents, many aspects
of this “pop” color psychology are intuitive at best and pseudoscientific at worst, basing
their claims on scientific-sounding generalizations with no basis in empirical research.
