Object color preferences

In this article, we investigate how context influences color preferences by comparing preferences for “contextless” colored squares with preferences for colors of a variety of objects (e.g., walls, couches, and T‐shirts). In experiment 1, we find that hue preferences for contextless squares generalize relatively well to hue preferences for imagined objects, with the substantial differences being in the saturation and lightness dimensions. In experiments 2 and 3, we find that object color preferences are relatively invariant when the objects are (a) imagined to be the color that is presented as a small square, (b) depicted as colored images of objects, and (c) viewed as actual physical objects. In experiment 4, we investigate the possibility that object color preferences are related to the degree to which colors help objects fulfill particular functions or outcomes. We also discuss relations between our results and previous theories of color preference. © 2012 Wiley Periodicals, Inc. Col Res Appl, 38, 393–411, 2013     

To see or not to see: Importance of color perception to color therapy

Color therapy, healing through color, supposedly works through the physical exposure to color. In two studies, we assessed stress and anxiety reduction after color exposure using a commercially available relaxation-through-color routine. Participants either completed the routine by looking at the accompanying color disks or at a white patch. In study 1 (longitudinal), 60 participants completed the routine three times, each testing session separated by a week. In study 2 (cross-sectional), 63 participants completed half of the trials once. In both studies, we recorded a decrease in stress and anxiety levels comparing before-after scores. In study 1, we recorded incremental decreases with each week. Crucially, decreases were the same whether participants (a) physically saw colors or not, and (b) completed the full or shortened version. We conclude that other factors but physical exposure to color explain changes in affective states associated with this and probably other color therapy routines.     

Exploring color attractiveness and its relevance to fashion

Many studies have been conducted on the phenomenon of color preference, with the aim of identifying the key color preferences. Most of the previous studies have been placing blue in the most preferred position and green-yellow in the least preferred position. This study was conducted online and aims to showcase new color preference trends in the digital age. The colors selected for this study were based on the colors most frequently mentioned in previous color studies. Here, we show an evaluation using 14 Pantone colors as stimuli on the sample of (N = 146) participants based on pairwise adjectives (attractive-unattractive). Principal component analysis and other multivariate statistics were used to examine participants' color attractiveness. In addition, gender and age were examined to determine if they had an impact on color attractiveness ratings. Results show that participants tend to prefer distinctive colors (black, pink, yellow), but there are slight differences in preferences that could be related to the influence of gender and age.     

A comparative study on perceptual evaluations of sports shoe exterior colors in Taiwan

We investigated consumer psychology, perception, and aesthetics in relation to sports shoe colors in Taiwan. Semantic differential rating (three emotional adjective pairs) and preference rating questionnaires were distributed among 512 university students to investigate whether their responses to various sports shoe colors differed. The results show that black is one of the most popular colors for sports shoes. The participants preferred designs that incorporated white as the secondary color and disliked those that featured green as the main and secondary colors. In addition, designs incorporating black or red as the main color with a bright color as the secondary color were considered modern. Black and white designs were perceived to be more suited to formal occasions. Furthermore, when the area of the main color exceeded that of the secondary color, the participants perceived a strong sense of simplicity, unless the colors were blue and green. The participants preferred two‐color over one‐color designs, and three‐color designs had a higher correlation with participant preferences. Women required more time than men to evaluate a sample. The men typically examined the samples from a frontal angle, whereas the women focused on the sides of the sample. The scoring scale was polarized (e.g., highest score for modern was ?10 and 10 for retro), rendering the values of the Pearson correlation coefficient analysis comparatively low, resulting in weak correlations between variables. However, the relative differences of these values retained referential value regarding objective quantification. © 2014 Wiley Periodicals, Inc. Col Res Appl, 40, 178–193, 2015     

Gender difference in color preference across cultures: An archetypal pattern modulated by a female cultural stereotype

A gender difference in color preference among British participants has been repeatedly reported, in which both males and females show a preference for blue‐green colors, while females express an additional preference for pink‐purple colors. To investigate the robustness of gender difference in color preference in a different culture, we tested 81 young adult Indians from a school of design and compared them to 80 young British students in Psychology. The 35‐item International Personality Item Pool (IPIP) and Bem Sex Role Inventory (BSRI) questionnaires were also administered to explore possible links between personality traits, gender schemata, and color preferences. Results confirmed a gender difference in both cultures; participants collectively expressed a preference for cool over warm colors, while in addition females showed a preference for pink colors, with a warm bias for Indian females and a cool bias for British females. While these results extend gender difference to Indian culture and support the universality of an underlying pattern they also reveal a culture‐specific contribution essentially observed in females. In British participants, color preference was correlated exclusively with BSRI scores in females and overwhelmingly with IPIP scores in males; this gender‐specific pattern of correlation was not replicated in the Indian sample. Results point to an archetypal pattern of gender difference in color preference with a remarkable cross‐cultural similarity in men and a subtle but significant cultural difference in women whose origin is yet to be explained.     

Associations of visual forms with colors: The minor role of emotion as the mediator

Associations of colors with a wide variety of visual forms were examined. Fifty visual forms were presented to Japanese participants, who were asked to report a color suitable to each visual form out of 15 colors. Correspondence analysis was applied to the responses, and four dimensions of configurations were obtained. The first and second dimensions were related to chromaticity or hue. In these dimensions, red and orange were associated with round symmetric shapes, yellow with shapes with sharp corners, violet and purple with irregular shapes with smooth curves, and cold colors such as blue and green with forms that consisted of simple geometrical elements such as triangles, squares, and circles. The third dimension was related to L* and b* in the CIELAB color space and to the stability of visual forms. Dimension 4 was not significantly related to any of L*, a*, and b*. In another experiment, participants rated the affective impressions of the colors and visual forms on semantic differential (SD) scales. The analyses of the SD data combined with the results of the color‐form associations suggest that the role of emotional meanings of colors and visual forms in mediating the associations was rather minor, and that world‐knowledge contributed considerably to the observed color‐form associations. Kandinsky's color‐form assignment was also examined, and except for the yellow‐triangle association, the assignment was not supported.     

Colored apparel and its potential influence on heterosexual attraction

The objective of this study is to determine if men would follow the “red effect” when choosing colors for women to wear on a date, and also to determine if the colors that men would wear when going on a date would be the same as the colors that females (their date) would wish them to wear. A set of psychophysical data was generated from this experiment, where participants were asked to rank a set of 10 colored samples based on preference for each question asked. There were three different sets of colored samples. The set of colored samples given to the participant depended on the question. A total of five questions were asked. Scaling analysis was done on the data to organize a set of items according to preferences providing values, an interval scale (Z values), that correspond to the relative perceptual differences among the stimuli. The Z values were graphed to show the general preference of colors for women to wear, and the preference of colors for men to wear. A Spearman's rank-order correlation coefficient (SRCC) was calculated comparing each individual's rank order with the mean rank order for that specific question. An average Spearman's rank order was calculated for each question and each gender in order to determine the variability in answers. Scaling results indicate that men follow the “red effect,” but women preferred to wear other colors such as turquoise, blue, or yellow depending on the outfit. Males and females agreed that no matter the colored bottoms (denim or black), blue was the preferred color top for men to wear. SRCC results showed a lot of variability between individual answers and the mean answer indicating that participants' rankings did not necessarily agree with general color preferences presented in the scaling analysis. While scaling analysis might suggest certain color preferences such as men following the “red effect” and women preferring to wear blue, the poor correlation found using SRCC between the individual answers and the mean rank orders suggests that color preferences for each individual are inherently unique.     

Why only blue in the traditional architecture of western Himalaya,India?

The local environment defines the traditional designs and color of buildings in remote wilderness areas. Color, an integral element of the traditional architecture, is related to the culture, experience, perception, and beliefs, which forms a part of the traditional knowledge of the user. Some ethnic groups have been using some specific color patterns in their houses for generations, which have been carried forward in their traditions and customs. Recognizing this, a study to document the color preference and motivations for the preference of specific colors by an ethnic community residing in the interior valleys of western Himalaya was conducted. By group discussions, 13 indicators, which further merged into five motivation categories, were identified. Semistructured interviews (n = 159) were conducted to assess the perception of selected ethnic groups toward color preference. This study reveals that color preference in architecture is influenced by psychological and sociocultural reasons that vary with gender and age classes.     

Hue,chroma, and lightness preference in Chinese adults: Age and gender differences

Recent studies have shown cultural differences in color preference. However, the color preference of people in China, which was found to have its own pattern, was yet to be studied in depth. The current study investigated color preference and the associated age and gender differences in an adult national sample (N = 1290) to provide a culture‐specific characteristic of color perception. Participants rated how much they liked each of 31 colors (four chroma‐lightness levels of red, orange, yellow, green, cyan, blue, and purple, plus three achromatic colors). We found a unique saturated color preference pattern characterized by red, cyan, and blue being preferred the most and orange as the least preferred chromatic color. The “red preference” phenomenon was observed in Chinese adults. Light colors were preferred the most in terms of chroma‐lightness level, followed by saturated, muted, and dark colors. The results of a principal component analysis of the 28 chromatic colors showed that blue‐green‐like colors (cool colors) constituted the largest proportion of color preference. The preference for orange and several dark colors increased with age, while that for bluish colors, purple, yellow, white, black, and light colors decreased. In terms of gender, women liked cyan, white, pink, and light colors and disliked red, orange, and dark colors more than men did. Our findings provide new empirical evidence about the color preference of Chinese and may offer some insight into the study of color preference and lay the foundations for future theoretical and practical research.     

The appearance of colors produced by a minimum-energy stimulus and two pairs of fundamental colors

This article presents the results of experiments designed to measure the color appearance produced by a minimum-energy stimulus within very small color fields and exposed for a very short duration. The experiments also revealed the common nature of colors in both spatial and temporal reductions. The hue is shifted toward either red or green and then toward a line connecting yellow and blue on the chromaticity diagram. The decrease and increase in saturation and brightness, respectively, correspond to this variation in hue. The nature of the results pertaining to the mechanism of color perception led to the assumption that a color-sensation mechanism consisting of two pairs of fundamental colors acted functionally. These fundamental colors were calculated from the variations of the results obtained in color space, and were defined respectively as 513C, 510, 585, and 484 nm.     

Correlations between color attributes and children's color preferences

This study examined the role of color attributes (lightness and saturation) on children's color preferences for interior room colors. It also investigated children's most preferred colors among each of the five major hue families in the Munsell color system using scale‐models. Previous color preference studies have typically been done with small color chips or papers, which are very different from seeing a color applied on wall surfaces. A simulation method allowed for investigating the value of color in real contexts and controlling confounding variables. Forty‐five color samples were displayed on scale‐models to 63 children ages 7–11 years old. This study identified children's most preferred colors among each of the five major hue families in Munsell color system. It also demonstrated that saturation was positively correlated with children's preferences in the red, green, blue, and purple hue families. In the yellow hue family, interestingly, lightness has a positive correlation with preferences. Children's gender differences were found in that girls prefer red and purple more than boys. These findings lead to color application guidelines for designers to understand better color and eventually to create improved environments for children and their families. © 2013 Wiley Periodicals, Inc. Col Res Appl, 39, 452–462, 2014     

What color do you feel? Color choices are driven by mood

Popular opinion holds that color has specific affective meaning. Brighter, more chromatic, and warm colors were conceptually linked to positive stimuli and darker, less chromatic, and cool colors to negative stimuli. Whether such systematic color associations exist with actually mood felt remains to be tested. We experimentally induced four moods—joy, relaxation, fear, and sadness—in a between‐subject design (N = 96). Subsequently, we asked participants to select a color, from an unrestricted sample, best representing their current mood. Color choices differed between moods on hue, lightness, and chroma. Yellow hues were systematically associated with joy while yellow‐green hues with relaxation. Lighter colors were matched to joy and relaxation (positive moods) than fear and sadness (negative moods). Most chromatic colors were matched to joy, then relaxation, fear, and sadness. We conclude that color choices represent felt mood to some extent, after accounting for a relatively low specificity for color‐mood associations.     

A method for revising package image colors to express brand perceptions better

Product packaging is an important element for branding that directly affects product sales. We have developed a method for creating package images that better express brand perception as a way to motivate purchasing behavior and increase sales. The method works by replacing a color that gives an impression different from the brand perception with one that better expresses the brand perception and that is appropriate for the target product. Brand perceptions perceived by consumers were identified by administering a questionnaire to 160 participants. We constructed two databases: a color database of the correspondence between colors and typical adjectives representing various inner emotional states and a feature database for target products. Using these databases, we applied appropriate colors to packaging (except for areas providing information or containing the logo) to express brand perceptions more accurately. We evaluated this method by performing two experiments, one with 96 participants to determine how changing a package color changed the viewer's impression of the product and the other with seven design experts to determine how this method could help them simulate package design. The results revealed that displaying an appropriately revised package image reduced the gap between the brand perception and the impression obtained upon viewing the package image and gave design experts new ideas for package design.     

A comparative study of the emotional assessment of automotive exterior colors in Asia

This article compares color assessments of automotive exteriors at four locations in China, Thailand and Japan. This study employed painted panels of twelve colors, thirty sensory words and fifteen pairs of emotion variables. It also used reference figures of nine cars that included four styling categories, namely sedans, compacts, sport utility vehicles and sports cars. The results of like-dislike tests revealed that basic automotive exterior colors, such as black, white and red, were highly preferred across locations. However, geographical differences are apparent in the preference for some non-basic colors. To elucidate these geographical differences, a Chi-square test and principal component analysis were performed on the data on emotion variables. The results revealed both similarities and differences in color preferences among the four locations. Color preferences were similar in Hong Kong and Shanghai when simply evaluated by color samples. However, similar preferences for automotive exterior colors were observed in Hong Kong, Kyoto and Bangkok, but not in Shanghai. These results suggest that there is fluctuation in the emotion evoked by a color when the color is considered in the context of automotive exteriors. Therefore, this study indicates that automotive sales can be secured in the global marketplace by creating a single palette of exterior colors based on similar color preferences across countries. However, these results also indicate that preparing market-specific automotive-color line-ups can be an effective marketing strategy.     

Latent spaces of color preference with and without a context: Using the shape of an automobile as the context

This article compares color preferences with a context to color preferences without it, using chips of 50 colors and the shape of an automobile as the context. Subjects were asked to make preference judgments of the color chips with the shape and also without it in the experiment. Multi- variate analyses were performed on the two sets of data to deriue latent spaces of color preference with and without the context. Through interpretation and comparison of the derived spaces, it was found that there was a noticeable context effect between the preference judgments.     

Perceptions of the taste of colors in children and adults

Taste is an acquired phenomenon. The tastes of colors are related to people's perceptions and assumptions, as well as their personal experiences. In other words, there is a meaningful correlation between taste and color. However, this correlation requires extensive investigation before general patterns of taste perceptions can be determined. In addition, multiple studies of a range of different populations are necessary. This study investigated the responses of 56 male and 56 female Iranian participants aged 2 to 6 years to 11 colors commonly used in food and food packaging. Data analysis revealed significant correlations between perceptions of the taste of colors and the relationships between primary and secondary colors in Itten's color wheel. The data were also compared with data from an earlier and identical survey of the taste perceptions of adult Iranians. Participants in both groups perceived the taste of secondary colors as the taste common to their two constituent primary colors. In addition, the basic color rules set out in Itten's color wheel in relation to secondary and achromatic colors also affected how the taste of each color was perceived.     

Emotional response to color across media

In this study, the characteristics of emotional responses to color are explored in two empirical studies. In particular, the relationship between color attributes and emotional dimensions—valence, arousal, and dominance—is analyzed. To account for the cognitive quantity of color, 36 color stimuli were selected following hue and tone categorizations and based on the CIELAB LCh system. In one experiment, the colors were presented on A5‐size glossy paper whereas the identical colors were displayed on CRT monitors in the other experiment. In both experiments, the subjects assessed the emotional responses to each color stimulus using a Self‐Assessment‐Manikin (SAM), which consists of three rows of five pictograms illustrating the three dimensions of emotion, respectively. The empirical results provide evidence that the patterns of affective judgment of colors can be profiled in terms of the three dimensions of emotion (Reliability coefficient, Cronbach's alpha > 0.7). All three attributes of colors, i.e. hue, Chroma, and Lightness, influenced the emotional responses (repeated measurement One‐way ANOVA, P < 0.05), and especially, Chroma was always positively correlated with each of the three emotional dimensions (r > 0.60 P < 0.01). Moreover, the results indicate that emotional responses to color vary more strongly with regard to tone than to hue categories. Comparing the SAM ratings between the two experiments, a systemic explanation has yet to be found to conclude that there is a media effect on the emotional responses to colors. Furthermore, the process of affective judgment of colors and the limit of color as an emotion elicitor are discussed. © 2009 Wiley Periodicals, Inc., Col Res Appl, 2010.     

Apparel color preferences for different regions in China: The connection to personal values

This article examines the associations between personal values and apparel color preferences, and deduces the apparel color preferences of consumers based on the mainstream values in different regions in China. Clustering analysis was used to classify the values, and a Chi‐square test was used to verify whether the different values had a significant effect on the consumer's color preferences. Finally, a corresponding analysis was conducted to clarify the associations between personal values and apparel color preferences. The associations reported in the study suggest the apparel color preferences in the 4 major urban agglomerations in China. It was found that consumers in the Pearl River Delta region were mainly ideal‐oriented and authority value types and preferred darker apparel colors than other city groups in China; consumers in the Yangtze River Delta region were mainly responsibility‐oriented and justice value types and preferred warmer and more contrasting colors; and consumers in the Beijing–Tianjin–Hebei and Chengdu–Chongqing regions were mainly benevolence‐oriented value types, preferring more highly saturated and brighter colors than the other regions. Self‐oriented consumers, who preferred cool and dark apparel colors were found to have no clear correspondence to any region. These results are important for fashion designers and fashion brands in China; it can assist the Chinese fashion industry in regionalizing their product offerings and in providing a theoretical reference for the development of the garment industry.