Color, Color Everywhere

While color associations can differ from culture to culture (white, the color of weddings in the U.S., is the color of mourning in Japan), there are associations that cross all cultures. "Regardless of who you are or when you've lived in the history of mankind, when you look at the sky it's blue," says McCauley. "Color perception has a spectacular emotional effect on all people," he says. "Think of the Sistine Chapel. Michelangelo's use of color is breathtaking, and the Japanese tourist will see it in the same way as the Norwegian tourist. The combination of those colors will produce the same emotional states."

Here, McCauley explores some of the common color associations.