The Colored Computer: Effects of Color on Implicit Biases

This thesis offers a look into color theory and how it applies to commonly-used electronics, with computers being the main focus. This is done by employing research in user interface design, color theory, Brief Implicit Association Task validity, and Mechanical Turk participant validity. This study utilizes a recent modification of the more widely known implicit association task and takes advantage of MTurk's pool of subjects for its' data. Via a BIAT, implicit associations between red or blue colored computer images and "analytic" or "creative" synonyms were examined. No significant associations were found, despite strong background research. These findings suggest that further research is needed in this area before broader conclusions can be made.