Color Preference: Seasonal and Gender Diffferences. Background. Results.
Method. Conclusions. References and acknowledgements. Rolf Nelson1, Karen
B.
Color Preference: Seasonal and Gender Diffferences Rolf Nelson , Karen B. Schloss , Laura Parker , & Stephen E. Palmer 1
1
2
1
Wheaton College, Norton, MA
Background
2
2
University of California, Berkeley
Results Correspondences Among Seasonal Differences in Color Preferences and Color Associations
Berkeley
30
**
20 10 0
Stanford
Composite Preference
-10 -20
Berkeley Students
Light
Light
Muted
Muted
Saturated
Saturated
Dark
Dark
Stanford Students
R
O
Y
H
G
C
B
G
C
B
Black
P Achromatic
Hue
Winter White
Light
Light
Muted
Muted
Saturated
Saturated
Dark
Dark O
Y
H
G
C
B
Black
P
r = 0.53**
0 -10
-20 -200 -100 0 100 200 Color-Season Association Difference
10 0 -10
R
O
Achromatic
Y
H
G
C
B
B
Preference Difference
Berkeley Color Project: 37 Colors P
Light Muted Saturated
Spring
10
20 Light Muted
0
Saturated Dark
-10 -20
20
0 -10
10 0
-10
-20 -200 -100 0 100 200 Color-Season Association Difference
10 0 -10
-20 -200 -100 0 100 200 Color-Season Association Difference
Summer vs. Spring r = 0.03
r = 0.28
20
Winter vs. Summer r = -0.19
10 0 -10
-20 -200 -100 0 100 200 Color Season Association Difference
Achromatic
R O Y H G C B P Hue
Fall
10 0 -10 -20
R O Y H G C B P Hue
Dark Achromatic
How strongly do you associate this color with...
Conclusions
Summer
10 0 -10 -20
20
R O Y H G C B P Hue
Winter
10 0 -10 -20
R O Y H G C B P Hue
Overall, there was a season x cut interaction (p < .05), with light colors being particularly preferred in spring and disliked in fall.
This longitudinal study undertaken over the course of a year provides evidence for the Ecological Valence Theory of color preference (Palmer & Schloss, 2010), since color preference changed with season in an environment where there are substantial seasonal color variations in the natural environment. The most pronounced differences in color preference were found between spring and fall. This may be due to the more vivid colors present in New England falls (e.g., oranges, reds, yellows) and springs (e.g., greens). There were also gender differences in color preference across seasons. Males appeared to vary more in their preferences, while females were more stable. This is in accord with other studies showing that color preference in males may be more influenced by their surroundings. Taylor , Clifford, & Franklin (2011) found that males were more susceptible to mere exposure effects on color preferences whereas females were unaffected.
Males showed this season x cut interaction (p < .01) and a season x hue interaction (p < .05) (chartreuse preferred in fall, cyan in winter, purple in spring). Females did not show either effect (Fs
