HIGHLIGHTS
SUMMARY
When Taylor et_al tested the color-object associations and color preference of the Himba (a non-industrialized indigenous group in northern Namibia) they found that WAVE was a relatively poor predictor of color preference, accounting for only 23% of the variance in color preference (a simple model of saturation was the best predictor). Decades of research has established that humans have systematic and reliable color preferences (e_g, Guilford and Smith, 1959; McManus et_al, 1981; Hurlbert and Ling, 2007; Palmer and Schloss, 2010). Common patterns of color preference found in studies across the years, such . . .
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