In this study children's emotional associations with colors were inves
tigated. Sixty children (30 girls, 30 boys), equally divided into grou
ps of 5-year-olds and 6 1/2-year-olds, were asked their favorite color
and were then shown nine different colors, one at a time and in a ran
dom order. For each color, children were asked, ''How does (the color)
make you feel?'' All children were able to verbally express an emotio
nal response to each color, and 69% of children's emotional responses
were positive (e.g., happiness, excitement). Responses also demonstrat
ed distinct color-emotion associations. Children had positive reaction
s to bright colors (e.g., pink, blue, red) and negative emotions for d
ark colors (e.g., brown, black, gray). Children's emotional reactions
to bright colors became increasingly positive with age, and girls in p
articular showed a preference for brighter colors and a dislike for da
rker colors. Boys were more likely than girls were to have positive em
otional associations with dark colors. Potential sources for children'
s color-emotion concepts, such as gender-related and idiosyncratic exp
eriences, are discussed.