Neural responses to rapidly selecting color names with different novelty.

It is well known that different names of color can lead to distinct attractions to people. To study the neural mechanism underlying this phenomenon, an implicit association test task was designed for color names, in which participants were required to select the possible meanings of a Greek phrase from two color names (in Chinese). The behavioral results showed that the participants were more likely to select novel names for long Greek phrases and dates names for short Greek phrases. The EEG results showed that the mean amplitude of N1 was greater for selections of novel color names than selections of dates names for Greek phrases. Meanwhile, the mean amplitude of N3 for novel color names was more negative than that of dates color names. Significant interaction effect of N3 was also found for the four kinds of selections between Greek phrases and Chinese color names. Moreover, a frontal-positive and occipital-negative distribution for scalp topography of N1 was found, while the scalp topography of N3 was opposite as frontal-negative and occipital-positive distribution, suggesting the importance of visual cortex for perception of the color names and prefrontal cortex for integration and decision of selection. In summary, the results here indicated that colors with novel names could easily attract people's attention than colors with dates names, which might shed light on the usage of color names in real life.