Implicit Effects of Motivational Cues and Color Stimuli on Creativity

The present research explored the notion that the meaning of the color red varies depending on regulatory focus, with implicit effects on creative thinking in a Remote Association Test. Specifically, inducing promotion (vs. prevention) enhances creativity, because red (vs. blue or grey) then triggers the meaning of approach and potential success. Two laboratory studies revealed this regulatory focus-color interaction showing that promotion yields more creativity for red, whereas this effect is not observed for prevention. These results show that the effect of red on creativity depends on someone’s motivational state, and not only contribute to existing research on the context-dependence of color, but also add to the growing research on creativity and design cognition.