Psychology of Color: Similarities Between Abstract and Clothing Color Preferences

Abstract

Two studies, one of university students and one of non-students, of the similarities between color preferences as an abstract concept and color preferences for clothing are reported. Using Munsell color standards in a controlled viewing setting, subjects ranked preferences for 10 hues, the color of a favorite garment, and dominant colors in their wardrobe. Chi Square, Kendall Coefficient of Concordance and Friedman Two-way Analysis of Variance by Ranks were used in data analysis. Blue and purple-blue were most preferred hues for any use. Colors of favorite garments and dominant colors in the wardrobe were similar to stated color preferences. Findings support the importance of both biological and social factors influence on color preferences. Knowledge of color preferences is useful for planning colors of consumer products, but color preferences may be product specific. The 15 to 25% of subjects who selected different colors as most preferred for abstract color and clothing color present an obstacle to using clothing colors as indicators of personality traits.