The meanings of colour: preferences among hues

Abstract

Colour preferences have both scientific significance and relevance to manufacturers. Despite claims that these preferences are unsystematic and that saturation and brightness exert more influence on judgements than hue, a substantial body of research suggests that the rank order of preference for hues ‐ blue, red, green, violet, orange, yellow ‐ emerges with some degree of consistency and, in particular, blue is regularly preferred to other hues. Five explanations of this trend are considered: preferences are simply conventional; blue is more neutral and less susceptible to extremes of judgement than other hues; preference for blue is a by‐product of more general principles; blue has largely positive associations; blue has an evolutionary significance. It is proposed that further investigation of the connotations of hues will provide insight into the pattern of colour preferences.

Tag Cloud Algorithm with the Inclusion of Personality Traits

“…In accordance with [23] that reported from his experiments that Extroverted (E) in majority love brighter color, whereby Introverted (I) prefer lighter or softer color. In addition, a study from [9] also stated that extrovert people has preferences towards higher contrast color (saturated color), while on the opposite, the introvert people prefer lower contrast level of color (desaturated color).…”

Abstract Concepts in Grounded Cognition

“…Black was the most negative color (M = 4.13, SD = 2.68), white was rated around the midpoint of the scale (M = 5.13, SD = 2.31) with blue being the most positive color (M = 7.23, SD = 1.45). This pattern of color evaluations is identical to that found in previous studies (e.g., Eysenck, 1941;Frank, 1976;Meerum Terwocht & Hoeksma, 1995) where blue is the most preferred color (Crozier, 1999). In a second pilot, 90 participants evaluated only one color on a scale from -4 to + 4.…”

Market price differentials for food packaging characteristics

“…Orth and Malkewitz (2008) identified five design prototypes, which generate different product impressions and affect how consumers perceive product traits such as product quality, prestige and value for money. The effect of colour on consumer preferences is based on conditioning and associative learning processes (Crozier, 1999;Grossman & Wisenblit, 1999), but was found to strongly depend on the product and the cultural context (Aslam, 2006;Wei, Ou, Luo, & Hutchings, 2012). Accordingly, cross-cultural differences are to be expected, when examining consumer preferences for product design and packaging colour (Malhotra, Agarwal, & Peterson, 1996).…”