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.     

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.     

Cross preferences for colors and shapes

Preferences for colors and geometric shapes vary considerably across individuals. Studies have demonstrated these variations in preference separately for colors and shapes, but the relationships between preference variations for colors and shapes are not yet known. By measuring individual preferences for basic colors and shapes, we found that color preferences and shape preferences were partly, but systematically, correlated. People who preferred some simple shapes (e.g., cone, pyramid) tended to prefer some light or warm colors (e.g., yellow, orange). In contrast, people who preferred some complex shapes (e.g., scrambled truncated‐pyramid, scrambled pyramid) tended to prefer some dark or cold colors (e.g., blue, blue‐green). That is, people who like “simple” or “complex” visual features might tend to like “light or warm” or “dark or cold” visual features. These results indicate that individual preferences for colors and shapes might not be independent, but could be correlated and intertwined to some extent. We suggest that the semantic information associated with colors and shapes underlies the cross preferences. © 2015 Wiley Periodicals, Inc. Col Res Appl, 41, 188–195, 2016     

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     

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.     

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.     

Individual differences of unique hue loci and their relation to color preferences

Loci of the four unique hues (red, green, blue, and yellow) on the equiluminant plane on the color display and three preferred colors were obtained from 115 normal trichromats. We sought possible correlations between these measures. Different unique hue loci were not correlated with each other. The three preferred colors were not correlated with each other. We found five combinations of significant correlation between a preferred color and unique hue settings, yet the overall tendency is not very clear. We conclude that individual differences in color appearance measured by unique hues and color preferences measured by asking for favorite colors may not be predicted from each other or even within a category because the differences in the earlier visual mechanisms can be compensated for and these high‐level measures can be influenced by learning and experience. © 2004 Wiley Periodicals, Inc. Col Res Appl, 29, 285–291, 2004; Published online in Wiley InterScience (www.interscience.wiley.com). DOI 10.1002/col.20023     

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.     

Hue,saturation, lightness,and building exterior preference: An empirical study in Turkey comparing architects' and nonarchitects' evaluative and cognitive judgments

This study investigated architects' and nonarchitects' evaluative and cognitive judgments of color on building exteriors. Thirty architects and 30 high school teachers living in Izmir, Turkey participated in the study. The experiment had two phases. First, participants viewed eight images, in which the color of a building exterior was manipulated with hues selected from HSB (hue, saturation, and brightness) color space. Participants were then asked to rate each image on 7‐point semantic differential scales measuring preference (like–dislike), arousal (arousing–sleepy), naturalness (natural–artificial), and relaxation (relaxing–distressing). Second, participants viewed the same building in nine saturation and lightness levels for each hue and picked the most preferred lightness and saturation level for each hue. Findings showed that for a building exterior: (1) yellow and blue were the most liked colors, (2) some hues were rated as more arousing, more natural, and more relaxing over the others, (3) gender had an effect on color preference and semantic ratings of naturalness and relaxation, (4) architects and nonarchitects differed in their color preference and semantic ratings of arousal and naturalness, and (5) full bright and moderate to low saturated colors and full saturated and moderate to high bright colors were preferred more. The results have practical implications for architects and urban designers. A successful coloration of a building exterior may increase its use frequency and economical value. © 2008 Wiley Periodicals, Inc. Col Res Appl, 33, 395–405, 2008     

The impact of color preference on adolescent children's choice of furniture

It is widely believed that children will choose furniture that has the same color as their preferred color. Furthermore, for different categories of furniture, the color they preferred for furniture is consistent. A study of 508 adolescent Chinese children between the ages of 12 and 16 has been carried out to explore whether color preference influences their choice of furniture when they are provided with various color options (16 chromatic and five achromatic colors). This work tested six items of furniture in two functional spaces (study and bedroom space). Findings indicate that adolescent children's color preferences did indeed affect their furniture choice, but the extent varies with the categories of furniture. Furthermore, this study reveals that children's preference for furniture in different functional spaces is slightly different. Some effects of gender and age were also explored. This work discusses the implications of adolescent color preference and color choice for children's furniture color design.     

Analyzing a decade of Colors of the Year

The Color of the Year was first introduced by Pantone in 2000, and recently (the last decade) we saw the trend of introducing a Color of the Year being picked up by more and more companies. Paints and coatings companies typically select their colors of the year by extensive research by designers and trend experts, resulting in a plurality of colors being introduced as Color of the Year, every year. In this article, we collated colors of the year of 15 different paints and coatings companies published in the past decade and we show that most colors of the year can be described as neutral or off‐white color (ie, the median value for NCS Chromaticness is low, 20%) although occasionally colors of the year have high NCS Chromaticness. We demonstrate that the distribution of colors of the year follow a certain narrative from year to year: The average Lightness and Chroma (averaged over all companies, per year) appear to follow a wavelike pattern, where the average Lightness appears to repeat itself every ~8 years and the average Chroma approximately every 4.5 years. Similarly, we can see a cyclic pattern in the hue: From mostly yellowish red or greenish blue in 2015, towards predominantly blue in 2017, to a wide variation in hues in 2020 suggesting a fragmentation in colors of the year preferences. In addition, we demonstrate that the colors of the year differ significantly from what can be expected if the colors would have been selected randomly. This could reflect the fact that paint companies use similar raw data to identify their color trends.     

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     

Effects of hue,saturation, and brightness on preference

A study was done to investigate preference responses for foreground–background color relationships. To do this, 123 university undergraduates in Ankara, Turkey, were asked to view eight background colors selected from HSB color space on which color squares of differing hues, saturations, and brightnesses were presented. Subjects were asked to show the color square they preferred on the presented background color. Findings showed that colors having maximum saturation and brightness were most preferred. Blue was the most preferred hue regardless of background. The findings for preferences for foreground–background color relationships are also included in this article. © 2002 Wiley Periodicals, Inc. Col Res Appl, 27, 199–207, 2002; Published online in Wiley InterScience (www.interscience.wiley.com). DOI 10.1002/col.10051     

Effects of hue,saturation, and brightness on color preference in social networks: Gender‐based color preference on the social networking site Twitter

Account information for over 1 million Twitter users was downloaded and analyzed to determine color preference. Blues were found to be the most preferred color, whereas greens were least preferred. Distinct gender‐specific differences were found. Males preferred blues to a greater extent than females, whereas females preferred magentas to a much greater extent than males. Males preferred darker colors to a greater extent than women. Density plots within hue, saturation, and brightness space summarize the distribution of color choices and illustrate color preferences for both males and females. © 2011 Wiley Periodicals, Inc. Col Res Appl, 38, 196–202, 2013.     

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.     

Preference for accent and background colors in interior architecture in terms of similarity/contrast of natural color system attributes

Color combination criteria are said to entail an affective response in interior design. We investigated the color combination criteria that orient the preference of current observers, after Le Corbusier's 1931 Salubra keyboards. We explored the similarity/contrast in Natural Color System (NCS) hue, blackness, and chromaticness in 312 combinations with four colors, two backgrounds and two accent colors, coming from 43 individual colors, on the walls of a simulated interior of a bedroom from the Swiss Pavilion (Le Corbusier, 1930-1931). Participants were 644 students of architecture and interior design in Western Europe and Near East, who evaluated with a Likert scale their preference for virtual images via an online survey. Results indicate that the most preferred color combinations are those with hues closer in the color wheel, being the similarity between hues in the backgrounds more important than in the accent colors, and with NCS B30G to G as the most preferred hues. Observers preferred color compositions with blackness under 10% and similar blackness between the two background colors, together with a certain blackness contrast between these background colors and the two color accents. Similarly, observers liked color compositions with low chromaticness and low chromaticness difference among the four colors of the composition.     

A comparative study on correlation between personal background and interior color preference

In this research, we identify and investigate some of the factors influencing residential color preference. We have taken social environment as a primary focus and the influence of a person's residential, regional, educational, and personal background have been examined. A questionnaire, two drawings (one of a bedroom and another of the exterior of a few houses) and 24 color pencils were prepared. In total, 319 data were gathered from Japanese students living in Japan, Foreign students living in Japan, and Iranian students living in Iran, with 301 applicable data. One of the questions was the respondent's favorite color. The results showed that more than 96.7% have used their favorite colors in the drawings. Blue hues were used most by people living in coastal areas (P < 0.05). Education had a strong correlation with number of color varieties (P < 0.01). Moreover, students who had parents with art backgrounds had used more colors in the drawings rather than the ones with parents with no art background (P < 0.05). Foreigners and Iranians have used more color varieties compared to Japanese (P < 0.05). Ultimately, it was observed that among the case studies (regional, residential, and educational), education had a strong positive correlation with number of color varieties (P < 0.01). © 2014 Wiley Periodicals, Inc. Col Res Appl, 40, 416–424, 2015     

Color preference affected by mode of color appearance

Most color preference research focuses on colors in an object color mode. In our daily life, however, colors are perceived not only as an object color mode but also as other modes, such as unnatural object color and light source color modes. To explore the effect of the color appearance mode on color preference, we examined the relationship between color preference and the mode of color appearance. Thirty‐three color chips were chosen from the Munsell notation varying in hues and chromas. The color chips were presented in different color appearance modes by changing the subject's room illuminance and the color chip room illuminance. The experimental results showed that the brightest and most saturated colors were preferred. It was found that the subject preferred color in a light source color mode and unnatural object color mode to color in an object color mode. Moreover, we found that hue had a small effect on color preference in the light source color mode. We also investigated the relationship between color preference and the perceived color attributes (perceived chromaticness, whiteness, and blackness). In a supplementary experiment, elementary color naming was conducted. The results showed that the perceived chromaticness, perceived whiteness, and perceived blackness play a role for the determination of color preference for different color appearance modes. We, consequently, suggest that color preference is dominated not only by color attributes but also by the mode of color appearance. © 2009 Wiley Periodicals, Inc. Col Res Appl, 2010     

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     

Bayesian analysis of color preferences: An application for product and product line design

When choosing which colors to offer in their product lines, firms often rely upon consumer preference models that do not account for the heterogeneity of their target market and do not consider the trade‐offs consumers are willing to make for different color options. For this research we used visual conjoint analysis to assess preference for backpack color and then modeled respondent utilities with a Bayesian hierarchal multinomial logit model. This provided counter intuitive results in which product line color options are not additive but each color changes depending on the number of options the firm is willing to offer and that colors which seem to dominate secondary preferences within a target market may not be the best colors to choose for product line expansion. © 2015 Wiley Periodicals, Inc. Col Res Appl, 41, 445–456, 2016