Colour Perception in Immersive Virtual Reality: Emotional and Physiological Responses to Fifteen Munsell Hues

Colour is a fundamental determinant of affective experience in immersive virtual reality (VR), yet the emotional and physiological impact of individual hues remains poorly characterised. This study investigated how fifteen calibrated Munsell hues influence subjective and autonomic responses when presented in immersive VR. Thirty-six adults (18–45 years) viewed each hue in a within-subject design while pupil diameter and skin conductance were recorded continuously, and self-reported emotions were assessed using the Self-Assessment Manikin across pleasure, arousal, and dominance. Repeated-measures ANOVAs revealed robust hue effects on all three self-report dimensions and on pupil dilation, with medium-to-large effect sizes. Reds and red–purple hues elicited the highest arousal and dominance, whereas blue–green hues were rated most pleasurable. Pupil dilation closely tracked arousal ratings, while skin conductance showed no reliable hue differentiation, likely due to the brief exposure times (30 s). Individual differences in cognitive style and personality modulated overall reactivity but did not alter the relative ranking of hues. Taken together, these findings provide the first systematic hue-by-hue mapping of affective and physiological responses in immersive VR. They demonstrate that calibrated colour shapes both experience and ocular physiology, while also offering practical guidance for educational, clinical, and interface design in virtual environments.