Colors used in the Pollimeter--a new rating scale.

The responses of different races to the colors used in the Pollimeter were examined. This scaling device is based on a movable visual element of one or two different colors permitting attitude, involvement, or choice to be measured on a continuous scale. The scores of Negroes and non-Negroes were highly correlated with a five-point rating scale. Through the racial groups differed on the perception of colors, the majority viewed white as positive and black as negative. They did not differ in selection and perception of green and yellow/green. No sex difference was detected. The Pollimeter was reliable, easy to handle, and held the interest of the respondents.