The Effects Of The Colour On Verbal Creativity And Visual Creativity

Nowadays,innovation has not only related to the survival of individuals and businesses,but also related to the rise and fall of a country and nation.Creativity has become a quality of individuals that should be improve urgently.There are so many factors could influence creativity,such as physical environment,it is very convenient and economical to manipulation.This study chose color.which is one of the physical environment factors to examine the influence of color to verbal and visual creativity.We selected six chromatic color that include red,orange,yellow,green,blue,purple and one achromatic color(white)as seven argument levels.The manipulation of color was achieved by A4 writing paper with different color.The two projects that measure verbal creativity and one project that measures visual creativity as well as the Williams Creative Tendency Scale are booked and printed using different colors of writing paper,and the subjects are asked to answer on different color's writing paper within the specified time.Study one used product improvement task and unusual uses task in Torrance Thinking Creativity with Words Test to examine the effects of colors on verbal creativity.Study two used repainted figures of lines task in Torrance Thinking Creativity with Pictures Test to examine the effects of colors on visual creativity.280 subjects are involved in the research,finally we recovery 245 valid questionnaires.The result found that:(1)Color effect on verbal creativity is not significant.color effect on visual creativity is significant.(2)Compared with white,yellow can significantly enhance verbal creativity.The verbal creative score in color group from high to low were yellow,blue,orange,purple,green,red.white.Compared with white,blue can enhance scores significantly in the fluency dimension;blue and yellow promoted significantly in the flexibility dimension;yellow can enhance scores significantly in the originally dimension.(3)Purple,red,blue,orange can significantly promote the visual creativity compared with white.In visual creativity the score from high to low were purple,red,blue,orange,green,yellow,white.Red,purple,blue,orange can significant promote the performance in the fluency,flexibility,originality compared to the white;but in the elaboration dimension,white can significant enhance the performance.(4)We speculate that the lower arousal color is conducive to promoting verbal creativity,higher and lower arousal color is conducive to promoting verbal creativity.We speculate that the color who triggers more positive valence is conducive to the promotion of verbal creativity,but results to less promote of visual creativity.