The article describes the problem of using polling methods for studying learning motivation due to the factor of social desirability; it is distinguished between explicit (declared) and implicit (hidden or unconscious) motivation. The article deals with the attempt to modify the color metaphors technique by I.L. Solomin for a purpose of group diagnostics of implicit learning motivation of university students. The following methods were used in the research: the method of survey analysis, including theoretical analysis of psychological and pedagogical literature concerning the topic of the study; psychodiagnostics (including tests and polling techniques); statistical treatment of empirical information (in order to detect significant differences between test groups we used the Student's t-test for unpaired samples). The results allow us to recommend psychosemantic approach to studying the content of learning motivation of university students when it refers to research and practical tasks related to the goals of evaluation of the effectiveness of learning, the choice of motivation strategies, the increase of efficiency of educational process. The elements of novelty are as following: the modified version of the color metaphors technique by I.L. Solomin enriches the methodological basis of practical psychology, providing the ability to perform group and individual diagnostics of implicit learning motivation of university students. The practical significance of the research is as follows: the results of the research are aimed at scientific and methodological support of psychological support service of universities.