Two experiments explored the hypothesis that colors produce different cognitive learning
motivations: red produces an avoidance motivation and blue produces an approach
motivation. The avoidance motivation results in better performance on detail-oriented
tasks, and the approach motivation results in better performance on creative tasks. To test
this prediction, the first study used a signal detection task manipulating word valence and
color to independently measure (a) the ability to discriminate previously seen words from
new words and (b) response bias. The second study used process dissociation, a method
that separates conscious recollection from unconscious memory, to measure the effect of
color and divided vs. full attention on a word-stem completion task. In both studies the
effect of color was found to be non-significant while the secondary effects (word valence
in the first study and attention in the second study) were found to be significant. These
studies call into question the idea that color strongly influences cognitive task performance.