Yellow is traditionally associated with positive emotions. However, recent studies have shown that not all people agree with this.
So, scientists decided to test a hypothesis about how the environment affects a person's perception of color. For example, residents of Finland, where it is often cold and rainy, have a completely different attitude to yellow compared to those who live in the Sahara region.
Researchers studied data from a survey in which 6, 625 people from 55 countries took part. They were asked to rate 12 suggested colors for their closeness to certain emotions, including joy, pride, fear, and shame.
It turned out that the yellow color evokes the most positive emotions in the inhabitants of countries located far from the equator, where there are not so many sunny days. For example, in Finland, the sunny color is associated with joy and happiness in 87, 7% of respondents, in the USA - in about 60-70%, but in sultry Egypt this figure did not even reach 6%.
The team also tested how "color" associations change with the seasons. It turned out that people's opinion about a particular color does not depend on the season - yellow reminds of the sun both in winter and in summer.