Abstract
Color is present all around us and its presence affects our perception. It can add excitement and emotion to our everyday life . Past psychological models reported emotional responses with color, but the Language is a factor which is linked to the culture and expressed verbally. In the current study, we investigated the cross-cultural associations between color and emotion among Dravidian’s (Telugu, Tamil, Kannada, and Malayalam) language participants. A random sample of 60 participants in the age group of 19 to 40 years who are native to Dravidian culture were included. A standardized questionnaire of color and emotions was used in all four languages, by executing the face to face interview of participants. Observational and survey methods were used to collect the data. The variables of eight emotions such as love, sadness, fear, hatred, desire, happiness, jealousy and anger were considered and participants were asked to choose any colors from the listed i.e.; violet, blue, green, yellow, orange, red, white, black or to specify any other color that they associate most related to a specific emotion. We used binomial test’s and likelihood ratios to understand the specificity of color and emotion associated. Confidence interval of proportions was compared to see the similar color and emotion association’s significance. We emphasize that the emotions are most commonly associated with warm and shiny colors and the role of language display differences in color and emotion associations among a Dravidian culture of South India.