Abstract
Three experiments showed that naming latencies were significantly shorter when the patch color was consistent with the object’s typical color relative to when they were inconsistent. Such color simulation was also found for verbs involving an object with color and words psychologically-related to color, indicating that color simulation is not limited to situations where there is a concrete, direct connection between the concept and the color information. Results from SOA manipulation indicates a more rapid activation of color information for the words psychologically-related to color, followed by activation of color for object nouns, and slowest color activation for verbs, providing the first clear demonstration that the nature of the concept-color connection affects the time course of color simulation.