We examined the extent to which the perceived changes in visual imagery colorfulness impact on the affect intensity associated with ordinary autobiographical events across time. We garnered support for the hypothesis that recent events become memorial phenomena via an emotion regulation process such that positive events retained their affective pleasantness longer than negative events retained affective unpleasantness because, in part, across 2 weeks the former retained their imagery colorfulness longer than the latter events did. A similar but distinct model was (...) unsupported. We discuss the significance of imagery colorfulness and affect intensity in the context of memory for everyday autobiographical events. (shrink)