what is the color of a word?

I've just came across this little game over at Times Labs Blog. The game is fun enough, but what caught my attention was a description of our tendency to associate colors with objects: "Sometimes our color associations are “diagnostic” - heat being red, for example - but they can also be semantic, a product of culture: we associate red with danger because our society has tended to make warning signs red." I started playing with colors, and for me "stylish" is purple. For most people, it's black.