This study examines individuals' color associations with different building types (i.e., residences, schools, official buildings, hospitals, shopping malls, entertainment buildings, restaurants, hotels, factories, and religious buildings) and the reasons given behind their color choices. Ninety-eight college students at a public institution in the southeast region of the United States participated in the study. Results indicate that color associations seem to be based on individual and emotional aspects where previous knowledge and experience with a particular building type play an important role. The reasons for color-building associations are discussed and future research areas are suggested. (C) 2005 Wiley Periodicals, Inc.