Aside from Goldstein’s proposal and its derivatives, most
theoretical statements about color rely on general associations.
Different colors are presumed to have different associations, and
viewing a color is thought to trigger psychological responses
consistent with these associations. For example, Frank and
Gilovich (1988) posited that black is associated with evil and
death and, therefore, leads to aggressive behavior. Likewise,
Soldat, Sinclair, and Mark (1997) proposed that red and blue
are associated with happiness and sadness, respectively, and
therefore lead to cognitive processing and behavior consistent with those emotions