Abstract:

Previous studies have demonstrated an obvious graphical effect in the field of risk avoidance such that graphical formats could convey more effective risk information than numerical formats. However, those studies only present risk information in gray or black. Moreover, some studies have indicated that red, relative to blue and other colors, can induce stronger avoidance behavior. Based on these considerations, the present study aimed to explore graphical effect in the different colors (i.e., red and blue). The results showed that participants in the red condition, compared with those in the blue condition, exhibited stronger risk avoidance behavior. Furthermore, the strength of graphical effect was stronger in the red than blue conditions. This finding reflected that color could moderate graphical effect, which was named "red graphical effect". Thus, it is proposed that the red color, as a kind of warning color, can elicit stronger risk avoidance and enhanced graphical effect.

Key words: color, red, graphical effect, risk avoidance, graphical displays