Investigation of yellowing perception: comparison of “whitish,” “yellowish,” “yellowing,” “yellowed,” “aged” and “dirty” colors

Abstract

Perceptions of yellowing, aging and dirtiness in textile products affect consumer satisfaction and sustainable use. Customers often decide whether to use a product based on its color, even if it is functionally usable. It is difficult to avoid the yellowing of objects; consequently, many scales have been developed to evaluate this phenomenon. This study examined consumers' perceptions of various colors associated with yellowing, aging and dirtiness using the terms “whitish,” “yellowish,” “yellowing,” “yellowed,” “aged” and “dirty,” and the differences between them. The applicability of the commonly used yellowness index (YI) was also examined. The results showed perceptual similarities among “yellowish,” “yellowing” and “yellowed,” but there were also notable differences. The boundary between “whitish” and “yellowish” was clear, but near-white colors were included for “yellowing” and “yellowed” colors. The yellow component was a major factor in “aged” and “dirty,” but not the only characteristic. Similarities and differences between “aged” and “dirty” perceptions were demonstrated. The “aged” colors were distributed in a wider range than the “dirty” colors, and most of the “dirty” colors were within the “aged” color range. This suggests that even colors perceived as “aged” are not necessarily “dirty.” The YI did not adequately assess the perceptions. Consumers' perceptions of colors ranged more widely than those of the YI. As the need for sustainability and creating products that meet consumers' needs for long-term use continues to grow, it would be valuable to understand not only yellow-associated colors but also “aged” and “dirty” and their differences.