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.     

Effects of color on expectations of drug effects: A cross‐gender cross‐cultural study

To study the role of color in expectations of drug effects, 80 Chinese participants (40 females and 40 males) were asked to classify each of seven single colored capsules and six differently colored two‐piece capsules into one of four classifications of drug effects. The results from the Chinese sample were also compared with that from four other cultural groups studied elsewhere. The Chi‐square test results showed that all seven single colored capsules yielded non‐chance distributions in classifications of drug effects, with six showing specific effects; and that five two‐colored capsules had non‐chance distributions, with four significantly associated with specific effects. Notable gender differences were observed in the expectations of drug effects. While the cross‐group comparison revealed consistent red‐stimulant and blue‐depressant associations across the five cultural groups, disagreements existed for other colors among the groups. The findings emphasized the importance of color in drug design and administration in support of drug differentiation, medication adherence, and drug efficacy, and suggest gender and cultural implications on the basis of color to achieve better drug effects. © 2016 Wiley Periodicals, Inc. Col Res Appl, 42, 124–130, 2017     

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.     

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.     

Dependence of the color appearance of some flowers on illumination

Seven flower colors perceived by five color experts using visual color measurement under 2800 K warm white fluorescent lamps, 3500 K plant growth lamps, and 6500 K light‐emitting diodes (LEDs) were compared with those under 6500 K fluorescent lamps, which represented illuminants in florist shops. Fluorescent lamps (6500 K, 1000 lx) were found to be effective for displaying flower colors and were used as the standard condition. The colors of flowers generally shifted in the same direction as those of the illuminants in CIELAB space. The color differences were highest under the 3500 K fluorescent lamp at both 500 and 2000 lx. At 500 lx, the ΔE values under the 6500 K LED were higher than those under the 2800 K lamp. The C* and ΔE values revealed that the 2800 K lamp was unsatisfactory for purple‐blue and purple flowers and was more suitable for floral displays at lower illuminance. Under the 3500 K lamp, the highest color distortion occurred in cool‐colored flowers, but C* increased for purple‐blue and purple flowers. The 6500 K LED tended to decrease C* for warm‐colored flowers under both illuminances, but it was effective for displaying purple‐blue and purple flowers with increased C*. © 2012 Wiley Periodicals, Inc. Col Res Appl, 39, 28–36, 2014     

A cross‐cultural comparison of colour emotion for two‐colour combinations

Psychophysical experiments were conducted in the UK, Taiwan, France, Germany, Spain, Sweden, Argentina, and Iran to assess colour emotion for two‐colour combinations using semantic scales warm/cool, heavy/light, active/passive, and like/dislike. A total of 223 observers participated, each presented with 190 colour pairs as the stimuli, shown individually on a cathode ray tube display. The results show consistent responses across cultures only for warm/cool, heavy/light, and active/passive. The like/dislike scale, however, showed some differences between the observer groups, in particular between the Argentinian responses and those obtained from the other observers. Factor analysis reveals that the Argentinian observers preferred passive colour pairs to active ones more than the other observers. In addition to the cultural difference in like/dislike, the experimental results show some effects of gender, professional background (design vs. nondesign), and age. Female observers were found to prefer colour pairs with high‐lightness or low‐chroma values more than their male counterparts. Observers with a design background liked low‐chroma colour pairs or those containing colours of similar hue more than nondesign observers. Older observers liked colour pairs with high‐lightness or high‐chroma values more than young observers did. Based on the findings, a two‐level theory of colour emotion is proposed, in which warm/cool, heavy/light, and active/passive are identified as the reactive‐level responses and like/dislike the reflective‐level response. © 2010 Wiley Periodicals, Inc. Col Res Appl, 2012     

Coffee cup color and evaluation of a beverage's “warmth quality”

Glass color may influence the evaluation of food and beverages as has been reported in a previous study where participants rated a cold beverage presented in a blue glass to be more thirst‐quenching than the same beverage poured into a green, yellow, or red glass. Our experiment sought to test whether container color also can affect the perceived temperature of a warm beverage. One hundred and twenty undergraduates were given warm coffee served in cups of different colors (blue, green, yellow, and red) and were asked to indicate which beverage was the warmest. Statistically significant differences among colors were found. The red cup was evaluated as containing the warmest beverage (38.3%), followed by the yellow (28.3%), the green (20.0%), and the blue (13.3%) cups. Conventional associations between warm versus cool colors are used to explain these results. © 2012 Wiley Periodicals, Inc. Col Res Appl, 39, 79–81, 2014     

A study of colour emotion and colour preference. Part II: Colour emotions for two‐colour combinations

Eleven colour‐emotion scales, warm–cool, heavy–light, modern–classical, clean–dirty, active–passive, hard–soft, harmonious–disharmonious, tense–relaxed, fresh–stale, masculine–feminine, and like–dislike, were investigated on 190 colour pairs with British and Chinese observers. Experimental results show that gender difference existed in masculine–feminine, whereas no significant cultural difference was found between British and Chinese observers. Three colour‐emotion factors were identified by the method of factor analysis and were labeled “colour activity,” “colour weight,” and “colour heat.” These factors were found similar to those extracted from the single colour emotions developed in Part I. This indicates a coherent framework of colour emotion factors for single colours and two‐colour combinations. An additivity relationship was found between single‐colour and colour‐combination emotions. This relationship predicts colour emotions for a colour pair by averaging the colour emotions of individual colours that generate the pair. However, it cannot be applied to colour preference prediction. By combining the additivity relationship with a single‐colour emotion model, such as those developed in Part I, a colour‐appearance‐based model was established for colour‐combination emotions. With this model one can predict colour emotions for a colour pair if colour‐appearance attributes of the component colours in that pair are known. © 2004 Wiley Periodicals, Inc. Col Res Appl, 29, 292–298, 2004; Published online in Wiley InterScience (www.interscience.wiley.com). DOI 10.1002/col.20024     

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.     

Hue and warm‐cool feeling as the visual resemblance criteria for iso‐CCT judgment

The hue perception and ‘warm‐cool’ feelings were investigated, in response to various lighting settings, following the adaptation to either 3500K or 5000K to compare which one—between conventional iso‐Correlated Color Temperature (CCT) and a new one based on CIE u'v′ color space—is more compatible with the visual perception. Twenty participants evaluated hue and warm‐cool feelings for 48 test lighting settings, by observing an empty gray booth. The results showed that yellow‐blue and ‘warm‐cool’ feelings are closely located around the Planckian locus, while red‐green roughly follows the line orthogonal to the Planckian locus in CIE u'v′ color space, at both 3500 K and 5000 K settings. This suggests that u'v′ color space correlates better with human perception.     

Can eyes smell? cross‐modal correspondences between color hue‐tone and fragrance family

Color can facilitate the identification of odor quality and influence the perception of odor intensity. To deliver coherent sensory messages of perfumes effectively, this research investigated whether people experience cross‐modal interactions between color hue–tone and fragrance family and how consistent these cross‐modal interactions are. Two experimental tasks were conducted with eight commercial perfumes in four typical fragrance families (floral, oriental, fresh, and woody): direct fragrance–color matching and degree of similarity judgement between color and fragrance. These tasks revealed that fragrances were nonrandomly, consistently matched with colors. The correspondences between the fragrance families and colors were influenced by the hue (warm–cool color images) and tone (especially, lightness property) dimensions. In addition, gender differences in the color–fragrance correspondences were partially revealed for the four fragrance families. On the other hand, there were no significant differences between the degrees of familiarity with the fragrance families and the color–fragrance correspondences. These findings confirm the robust existence of cross‐modal correspondences between vision and olfaction in perfumery. © 2011 Wiley Periodicals, Inc. Col Res Appl, 2013     

An online color naming experiment in Russian using Munsell color samples

Russian color naming was explored in a web‐based experiment. The purpose was 3‐fold: to examine (1) CIELAB coordinates of centroids for 12 Russian basic color terms (BCTs), including 2 Russian terms for “blue”, sinij “dark blue”, and goluboj “light blue”, and compare these with coordinates for the 11 English BCTs obtained in earlier studies; (2) frequent nonBCTs; and (3) gender differences in color naming. Native Russian speakers participated in the experiment using an unconstrained color‐naming method. Each participant named 20 colors, selected from 600 colors densely sampling the Munsell Color Solid. Color names and response times of typing onset were registered. Several deviations between centroids of the Russian and English BCTs were found. The 2 “Russian blues”, as expected, divided the BLUE area along the lightness dimension; their centroids deviated from a centroid of English blue. Further minor departures were found between centroids of Russian and English counterparts of “brown” and “red”. The Russian color inventory confirmed the linguistic refinement of the PURPLE area, with high frequencies of nonBCTs. In addition, Russian speakers revealed elaborated naming strategies and use of a rich inventory of nonBCTs. Elicitation frequencies of the 12 BCTs were comparable for both genders; however, linguistic segmentation of color space, employing a synthetic observer, revealed gender differences in naming colors, with more refined naming of the “warm” colors from females. We conclude that, along with universal perceptual factors, that govern categorical partition of color space, Russian speakers’ color naming reflects language‐specific factors, supporting the weak relativity hypothesis.     

Observer preference for perceived illumination chromaticity

Subjects assessed white tone preference and tint percentage perception (e.g., a faint greenish tint perceived in the white tone) in a viewing booth containing small colored objects at the illuminance level of 1000 lx for cool white, neutral white and warm white spectra. White points with the lowest perceived tint percentage were most preferred. White tone preference was rated on interval scales labeled by semantic categories, for example, “very good,” “good,” and “moderate” The location of the white points of different preference levels (e.g., “good‐very good” level or “moderate‐good” level) was depicted in the u′‐v′ chromaticity diagram. The most preferred white points were located below the Planckian locus, inside the region of the white points required by CIE Publication 13.3 (1995) with the criterion of the chromaticity difference DC being <0.0054. The most preferred correlated color temperature (CCT) was at 3400, 4500, and 5800 K in the warm, neutral, and cool white CCT groups, respectively. Results were interpreted in terms of the Rea and Freyssinier (2014) model.     

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     

Optimal employment of color attributes to achieve saliency in icon matrix designs

With the wide use of smart devices, through which information is presented in vast quantities, objective guidelines are needed to enable designers to choose appropriate colors for information display. The purpose of this study is to determine which colors are the most eye‐catching in displays that employ icon matrices and thereby provide empirical grounds for strengthening the visual information structure of interface designs. Three attributes of color, which include hue, tone, and color combinations, are examined to optimize the color saliency in information displays. An eye‐tracking study was conducted to evaluate saliency objectively by analyzing fixations of visual attention. Based on the hue‐saturation‐brightness color system, a 5‐by‐5 matrix of 25 color patches was adopted to generate 21 color stimuli. Part I of the study focused on hue and indicated that warm colors are perceptually more eye‐catching relative to cool and neutral colors. Part II of the study investigated tonal influences and revealed that highly saturated colors provoked the greatest visual magnetism against a black background across all hue groups, although there was an alternative tendency for a blue hue. Contrary to expectations, no distinctive patterns were observed among brightness groups. With regard to color combination, Part III of the study provided empirical verification that high contrast between a foreground and a background generates a more dominant conspicuity. The results of the present study can be applied in designing electronic interfaces that display icon matrices to create effective communication by guiding visual attention and increasing aesthetic satisfaction. © 2014 Wiley Periodicals, Inc. Col Res Appl, 40, 429–436, 2015     

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.     

The relationship between container colors and the beauty benefits of skin care products

This study explored the best color selections to match the benefits of beauty products based on rankings obtained from an experimental perception of different skin care product containers. Gender (64 males, 75 females) and cultural (76 Taiwanese, 63 Malaysians) differences were also compared, aiming to explore color associations and emotional bonding by using psychophysical testing methods. A survey of 205 market samples showed that nearly half of the existing skin care product containers had a white body color. White appeared frequently on containers for skin whitening, firming, exfoliating, antiaging, and antiacne products. However, skin moisturizing products used an equal amount of white and blue on their containers. The psychophysical experiment results showed that participants felt that white best matched skin whitening products, red matched skin firming and antiaging products, blue matched skin moisturizing products, black matched exfoliating products, and green matched antiacne products. Neither gender nor cultural differences were found to be significant. Comparing the results with color emotion studies, it was found that (1) for color emotion weight, firming products were related to heaviness, whereas whitening products were connected to lightness; (2) for color emotion heat, whitening, moisturizing, exfoliating and antiacne products were aligned with coolness; and (3) for color emotion activity, product container colors were not related, except slightly for firming products. These findings suggest that psychological responses to color meaning are context‐ and experience‐dependent, meaning that selection of colors to match beauty benefits is based more on people's expectations of the products than their color emotion response.     

Complementary colors theory of color vision: Physiology,color mixture,color constancy and color perception

I describe complementary colors' physiology and functional roles in color vision, in a three‐stage theory (receptor, opponent color, and complementary color stages). 40 specific roles include the complementary structuring of: S and L cones, opponent single cells, cardinal directions, hue cycle structure, hue constancy, trichromatic color mixture, additive/subtractive primaries, two unique hues, color mixture space, uniform hue difference, lightness‐, saturation‐, and wavelength/hue‐discrimination, spectral sensitivity, chromatic adaptation, metamerism, chromatic induction, Helson‐Judd effect, colored shadows, color rendering, warm‐cool colors, brilliance, color harmony, Aristotle's flight of colors, white‐black responsivity, Helmholtz‐Kohlrausch effect, rainbows/halos/glories, dichromatism, spectral‐sharpening, and trimodality of functions (RGB peaks, CMY troughs whose complementarism adapts functions to illuminant). The 40 specific roles fall into 3 general roles: color mixture, color constancy, and color perception. Complementarism evidently structures much of the visual process. Its physiology is evident in complementarism of cones, and opponent single cells in retina, LGN, and cortex. Genetics show our first cones were S and L, which are complementary in daylight D65, giving a standard white to aid chromatic adaptation. M cone later split from L to oppose the nonspectral (red and purple) hues mixed from S+L. Response curves and wavelength peaks of cones L, S, and (S+L), M, closely resemble, and lead to, those of opponent‐color chromatic responses y, b, and r, g, a bimodal system whose summation gives spectral‐sharpened trimodal complementarism (RGB peaks, CMY troughs). Spectral sharpening demands a post‐receptoral, post‐opponent‐colors location, hence a third stage. © 2011 Wiley Periodicals, Inc. Col Res Appl, 2011     

Color preferences for different topics in connection to personal characteristics

Studies on color preferences are dependent on the topic and the relationships with personal characteristics, particularly personality, but these are seldom studied in one population. Therefore a questionnaire was collected from 1095 Dutch people asking for color preferences about different topics and relating them to personal characteristics. Color preferences regarding different topics show different patterns and significant differences were found between gender, age, education and personality such as being technical, being emotional or being a team player. Also, different colors were mentioned when asked for colors that stimulate to be quiet, energetic, and able to focus or creative. Probably, due to unconsciousness of contexts, many people had no color preference, a result that in the literature seldom is mentioned. Blue was the overall favorite color; however, most males chose for blue (25%) while most females had no color preference (18%). Black was the overall favorite color for clothing, mainly chosen by females (40%), while males primarily chose blue (27%). For building interiors subjects preferred white. For moods, subjects preferred white for being quiet or being able to focus, red for being energetic and had no color preference for being creative. It is concluded that color preferences are dependent upon the topic, and personal characteristics. The findings are important for architects, interior designers, fashion designers and product designers to have a basic idea of preferred colors for different objects by different types of people. © 2013 Wiley Periodicals, Inc. Col Res Appl, 40, 62–71, 2015     

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