2 Ecological Valence Theory
Gillian Rose isn’t the only scientist who thinks a lot about color. Neuroscientist Bevil Conway, who comes from an art background but now studies color and perception at Harvard Medical School, also has a few ideas about iPhone color preference.
While Conway has some color science findings of his own, he points out that the Ecological Valence Theory posited by Karen B. Schloss and Stephen E. Palmer in 2010 can explain why some people prefer certain iPhone finishes.
It’s a complicated subject, but the Ecological Valence Theory basically breaks down to this: a person’s preference for a certain color stems from how strongly they associate that color with various objects or experiences.
How they feel about those objects and experiences will dictate their preference. Blue, for example, is associated with clear skies and clean water — two positive associations. Brown, on the other hand, can be associated with either chocolate or, yes, poop. For many colors, context and individual experience can determine these preferences.