| Abstract: | 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. |
