Connotations of Color Names among Negroes and Caucasians

The study demonstrated highly significant differences in the connotative meanings of five “race-related” and five control color names. For all colors, semantic differential scores (Evaluation, Activity, Potency) were found to be virtually identical for Caucasian students in the South and Midwest. Responses of the pooled Caucasian group and a Southern Negro group were shown to be generally similar with many small but significant differences. In both groups, the color names white and black were shown to differ markedly in evaluative meaning with the former being rated quite “good,” and the latter somewhat “bad.” This was related to the custom of designating Negroes as “black persons” and Caucasians as “white persons.” The possible implication of this factor in racial prejudice was discussed.