Different color associations
 
 
 
 

 
Courtney (1986), Bergum and Bergum (1981)
Choice of 8 different colors

	Hong Kong Chinese (N=784)		Americans
Concept	Color	%	Color	%
Safe	Green	62.2	Green	61.4
Cold	White	71.5	Blue	96.1
Caution	Yellow	44.1	Yellow	81.1
Go	Green	44.7	Green	99.2
On	Green	22.3	Red	50.4
Hot	Red	31.1	Red	94.5
Danger	Red	64.7	Red	89.8
Off	Black	53.5	Blue	31.5
Stop	Red	48.5	Red	100