Perception, Preference, and Prices in Josef Albers’ Square Series

Josef Albers’ Homage to the Square series comprises a vast ensemble of compositions based on similar arrays of nested squares. The main difference among these paintings is the colors employed. Therefore, they constitute an almost natural experiment to explore color preferences. We focus on the relationship between the prices paid in public auctions for these paintings and their color attributes over a fourteen-year period. We describe the attributes of the color palette using several color-related metrics aimed at capturing dominant colors, color diversity and contrast, color harmony, and color emotions. We find that color-related metrics explain a great deal of the price variation in Albers’ Squares series. Intriguingly, dominant colors and emotions are the key variables, while color harmony, contrast and diversity play no role at all. We also find that the market favors lighter tones and bluer hues. Additionally, the analyses reveal that Albers, judged by the prices commanded by his paintings, was a quintessential experimentalist ‒ as opposed to a conceptual artist. That is, an artist who kept improving as he gained more experience playing with the same concept over and over. It is worth noting that using market prices to study color preferences or judge aesthetic merits can provide different insights regarding color preferences and color perception, given the fact that most color preference studies are carried out in experimental or artificial settings, where the subjects do not have any direct interests at stake.