DEVELOPMENT AND VALIDATION OF THE INFLUENCE OF COLORS ON EMOTIONS SCALE

Abstract

This study developed the Indigenous Colour Emotion Scale (ICES) through a two-phase process. In the first phase, an original pool of 49 items was developed from eight in-depth, semi-structured interviews (n = 4 males, n= 4 females). The pool of items was administered to a sample of 300 young adults (age 18–32; M = 26, SD = 4.31), and these young adults represented numerous geographical areas in District Jhang. In the second phase, a psychometric evaluation was conducted on the scale. A principal factor analysis revealed a three-factor structure which distinguished between factors related to the psychological effects of colour, colour effects on mood, and emotional/symbolic associations. These factors had Cronbach's alpha reliabilities of .52, .53, and .57, and the scale overall was reliable with a score of .70. Overall, the scale can serve as a resource for understanding how colours may affect the emotional aspects of youth's behaviour