Colorfulness influences perceptions of valence and arousal.

Research on color-emotion associations provides evidence that hue, chroma, and lightness relate to various emotional experiences. Most of this research has assessed these relationships via isolated color swatches while confounding color dimensions. We broadened the medium in which color-emotion associations were made by manipulating color in photographs varying in valence and/or arousal, and we solely focused on the chroma dimension. In Experiment 1, participants perceived neutral and positive-valence photographs to be happier and more arousing when displayed chromatically, relative to achromatically. In Experiment 2, participants increased the chroma content of photographs to make them appear maximally happy, and they decreased the chroma content of photographs to make them appear maximally sad. In Experiment 3, participants altered the chroma content of photographs to their preferred levels, with positive-valence photographs containing the most chroma, followed by neutral, then negative-valence photographs. In Experiment 4, participants increased the chroma content of photographs to make them appear maximally positive or arousing, and they decreased chroma to make photographs appear maximally negative or calming. This pattern was similar regardless of the initial valence/arousal content of the images. These results indicate that chroma may convey emotion-relevant information independent of hue or lightness. (PsycInfo Database Record (c) 2024 APA, all rights reserved).