The Color of Similarity

Conceptual Metaphor Theory (Lakoff & Johnson, 1980) posits that the metaphorical ways in which we talk about abstract concepts are indicative of the ways in which we think about those concepts. In a recent test of this hypothesis, Casasanto (2007) considered the metaphor SIMILARITY IS PROXIMITY. He found evidence to suggest that the effect of physical proximity on similarity ratings differs depending on whether the task requires a perceptual or conceptual judgment regarding the similarity of common objects: only for conceptual judgments did Casasanto find that physical proximity increased similarity ratings. We extend this finding, asking whether physical proximity will similarly affect conceptual, but not perceptual, judgments regarding the similarity between two color swatches.