Chinese Population Stereotypes: Color Associations

Abstract

Population stereotypes for color were tested using a paper-and-pencil test. Seven hundred and eighty-four Yunnan Province Chinese subjects of both sexes from a wide range of ages and backgrounds were asked to indicate color associations for nine concepts such as go, off, and stop, using eight colors. The results indicated that the Chinese subjects did not yield such clearcut associations as those found with U.S. subjects. Red for stop and green for go, which have virtually perfect association for American subjects, were not particularly strong associations for the Chinese subjects. Also, the Chinese chose green for "on," whereas U.S. subjects were more likely to choose red.