Why do we like both natural and unusual colors in art?

What is it about?

Why do some colors in artworks feel more appealing than others? We systematically changed the overall color organization of paintings and photographs, while keeping their visual structure largely unchanged, and asked people which versions they preferred. We found that viewers generally favored the original or near-natural colors. Surprisingly, however, preference did not simply decrease as colors became less natural. Some strongly altered color arrangements became appealing again, especially in abstract artworks. Brain imaging with fNIRS further showed that these changing preferences were accompanied by systematic patterns of cortical activity. Together, the findings suggest that color aesthetics may reflect a balance between the appeal of naturalness and the attraction of novelty.

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Why is it important?

A common idea in color aesthetics is that we prefer colors that look harmonious, familiar, or close to those found in nature. Our results show that this is only part of the story. Aesthetic preference can also increase when colors depart substantially from their natural organization, suggesting that novelty and deviation can have aesthetic value of their own. This helps explain why artworks can be attractive not only when they feel coherent and natural, but also when they surprise or challenge our expectations. By linking these behavioral patterns with cortical responses, the study also provides a way to investigate aesthetic experience as a continuous and dynamic process rather than simply comparing “beautiful” and “unbeautiful” images.

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