Reward priming eliminates color-driven affect in perception

Differential color tuning of the mesolimbic reward system

Visual wavelengths are not only associated with the subjective experience of color but also have long been thought to regulate affect. Here we examined the attracting rewarding properties of opposite ends of the wavelength spectrum, as well as their individual variation. As reward is multifaceted, we sought convergent evidence from subjective and objective behavioral and attentional indices, as well as its neural reward system bases. On average, short (blue) relative to long (red) wavelengths were judged subjectively more pleasant and had objectively greater behavioral and attentional salience, regulating speed of simple color discriminations and perception of temporal order. Consistent with reward, these color effects were magnified following monetary reinforcement. Pronounced individual differences in color effects were related to reward but not punishment sensitivity, with blue relative to red preference associated with high relative to low reward sensitivity. An fMRI study revealed these individual differences were supported by color-dependent functional coupling between the visual cortices and mesolimbic reward circuitry. Our findings reveal the reward bases of color, demonstrating color is a potent regulator of perception, action, and neural dynamics.

Yellow is for safety: perceptual and affective perspectives

Is there a link between color and safety? Yellow is often used in safety contexts. Using the Singapore accident record datasets, Ho et al. provided evidence that yellow taxis have fewer accidents than blue taxis (Ho et al. in Proc Natl Acad Sci 114(12):3074-3078, 2017). Does yellow differentially influence attention and action and if so is this related to purely visual or affective factors? Here, we examined the visual priority of yellow relative to luminance matched colors at opposing ends of the wavelength spectrum (i.e., red and blue), using a temporal order judgment task, between color pairs. Despite being matched in arousal, when yellow and blue were pitted against each other, yellow was consistently seen as occurring first, even when objectively appearing second at short stimulus onset asynchronies. Despite being matched in valence, yellow again showed a larger temporal priority when it was pitted against red. Yellow temporal priority bias was modulated by individual differences in regulatory focus, highlighting a potential affective-motivational origin. These results support that yellow is a safety color, having a temporal advantage, and further evidence that colors have special influences on cognition, perception and behavior.