Introducing modern memory color

Long-term memory color has been studied extensively in the literature. Traditionally, the colors used in such experiments of memory matching are often color chips from Munsell Color Atlas or familiar objects such as green grass, blue sky, or skin tones. In this work, we investigate long-term memory color in a more contemporary real-world context, hereby referred to as modern memory color. Our target is memory colors of popular commercial logos and brand names, something that observers are exposed to frequently and therefore we hypothesize that memory color is formed in a similar manner as with traditional memory colors. The effect of image context on modern memory color is also explored.