“Do We Dream in Color? Cultural Variations and Skepticism”, Eric Schwitzgebel, Changbing Huang, Yifeng Zhou2006 ()⁠:

In the United States, the rise and fall of the opinion that we dream in black and white coincided with the rise and fall of black and white film media over the course of the 20th century, suggesting that our opinions about the coloration of our dreams are subject to cultural influences.

This study generalizes that conclusion cross-culturally. 3 groups of Chinese respondents, similar in age but differing in history of colored media exposure, were given questionnaires replicating those of Middleton1942 and Schwitzgebel2003.

As expected, the groups with longer histories of colored media exposure reported more colored dreaming.

[KEY WORDS: dreams, color, black and white, methodology, cross-cultural]