In 3 experiments the authors used a new contextual bias paradigm to explore how quickly information is extracted from a scene to activate gist, whether color contributes to this activation, and how color contributes, if it does. Participants were shown a brief presentation of a scene followed by the name of a target object. The target object could be consistent or inconsistent with scene gist but was never actually present in the scene. Scene gist activation was operationalized as the degree to which participants respond "yes" to consistent versus inconsistent objects, reflecting a response bias produced by scene gist. Experiment 1 demonstrated that scene gist is activated after a 42-ms exposure and that the strength of the activation increases with longer presentation durations. Experiments 2 and 3 explored the contribution of color to the activation of scene gist. The results revealed that color has an influence across a wide variety of scenes and is directly associated with scene gist.