Curved Contours and the Associative Response

Abstract

72 random polygons and their curvilinear transformations were exposed for 3 sec. to 40 subjects who produced written associations during a 10-sec. interval. The number of associations varied, in general, directly with the amount of curved contour as well as with the degree of contour dispersion. The amount of variance accounted for by these two variables was small, however. Differences in curvature produced much greater differences in the content of the associations, greater degrees of curvature evoking more associations that were curved, man-made objects or living things and fewer associations that were straight-edged, man-made objects. A significant and inverse relationship was also established between contour dispersion and associations that were nonliving, natural objects. It is concluded that physical form dimensions, especially curvature, affect less the association value (connotative meaning) of visual forms and much more their denotative meaning.