Our brain processes different colors as having distinct emotional characteristics, but our reaction to the colors varies, depending upon the context in which we see them and our mood. Thus, unlike spoken language, which often has an emotional significance regardless of context, color is open to a great deal more top-down processing. As a result, the same color can mean different things to different people and to the same person in different contexts. - Reductionism in ART and Brain Science, by Eric Kandel, page 144, Zettel 133