A review of the field commonly referred to as color psychology poses a number of organizational problems stemming from the size and diversity of the literature, the range of issues investigated, and the different degrees of experimental rigor exercised. As a selective approach is both inevitable and desirable, the focus of this review is on those laboratory studies involving an "evaluative" response to color patches or chips. Numerically, this research represents the main body of work in color psychology and in experimental aesthetics generally.