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Visual wavelengths are not only associated with the subjective experience of color but also have long been thought to regulate affect. Here we examined the attracting rewarding properties of opposite ends of the wavelength spectrum, as well as their individual variation. As reward is multifaceted, we sought convergent evidence from subjective and objective behavioral and attentional indices, as well as its neural reward system bases. On average, short (blue) relative to long (red) wavelengths were judged subjectively more pleasant and had objectively greater behavioral and attentional salience, regulating speed of simple color discriminations and perception of temporal order. Consistent with reward, these color effects were magnified following monetary reinforcement. Pronounced individual differences in color effects were related to reward but not punishment sensitivity, with blue relative to red preference associated with high relative to low reward sensitivity. An fMRI study revealed these individual differences were supported by color-dependent functional coupling between the visual cortices and mesolimbic reward circuitry. Our findings reveal the reward bases of color, demonstrating color is a potent regulator of perception, action, and neural dynamics.

Differential color tuning of the mesolimbic reward system