An Arousal Effect of Colors Saturation A Study of Self-Reported Ratings and Electrodermal Responses

Abstract

Abstract. The purpose of the experiment was to test the relationship between attributes of color, self-rated arousal, and autonomic reactions to color stimuli. Sixteen colored backgrounds of different hue, saturation, and brightness were each viewed by 64 subjects (females, Mage = 22.48) while skin conductance responses (SCRs) were recorded. Subjective judgments relating to pleasantness (valence) and arousal were also measured. Results show that among color attributes only saturation had an effect on SCR magnitude, F(1, 63) = 6.31, p < .05, ηG2 = .01. There was also significant correlation, r(14) = .64, p < .01, between aggregated SCR magnitude and arousal ratings. It confirms that SCR could be used as a marker of phasic arousal even in response to the abstract, devoid of content stimuli. Saturation seems to be the main property connected with color’s ability to elicit orienting response. More saturated stimuli are better in capturing attention regardless of hue, thus suggesting that at the first stage of...