The Color of Weather: Examining Associations for Color in Forecast Graphics

We associate colors with many phenomena and use those associations when paying attention to or recalling images in our minds. In this work, we extended color association to weather phenomena, assessing implicit associations for 14 different weather hazards via a nationally representative survey of the US public. Additionally, we experimentally tested the importance of associations, comparing the use of associated or non-associated colors in a forecast map for cold temperatures and any subsequent effects in a 3x2 experimental design varying in color condition and in a simulated, timed-constrained environment where people encounter weather forecast map graphics–scrolling on social media. We found statistically significant, positive effects of congruent, associated color on comprehension, understanding, and protective action likelihood.