Are locations or colors more effective cues in biasing attention? We addressed this question with a visual search task that featured an associative priming manipulation. The observers indicated which target appeared in a search array. Unknown to them, one target appeared at the same location more often and a second target appeared in the same color more often. Both location and color biases facilitated performance, but location biases benefited the selection of all targets, whereas color biases only benefited the associated target letter. The generalized benefit of location biases suggests that locations are more effective cues to attention. © 2009 Elsevier Ltd. All rights reserved.