Encyclopedia of Color Science and Technology

2016 Edition
| Editors: Ming Ronnier Luo

Color Preference

  • Stephen E. Palmer
  • Karen B. Schloss
Reference work entry
DOI: https://doi.org/10.1007/978-1-4419-8071-7_70



How much people like different colors.


One of the most fascinating aspects of the perception of colors is that people have relatively strong preferences, liking certain colors and color combinations much more than others. This entry discusses what is known about human color preferences, not only in terms of which colors and color combinations people like but also why they like them.

Preference for Single Colors

Average relative color preferences for a given sample of colors are typically measured behaviorally by asking a group of people to perform one of three tasks. First, the observers can be asked to indicate which of two simultaneously presented colors they prefer for each possible pair of colors in the sample. The probability, averaged over observers, of choosing each color versus all other sample colors is then taken as a measure of its average relative preference within that sample. Second,...

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This material is based upon work supported by the National Science Foundation under Grant Nos. 0745820 and 1059088. Any opinions, findings, and conclusions or recommendations expressed in this material are those of the author(s) and do not necessarily reflect the views of the National Science Foundation.


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Copyright information

© Springer Science+Business Media New York 2016

Authors and Affiliations

  1. 1.Department of PsychologyUniversity of California, BerkeleyBerkeleyUSA
  2. 2.Department of Cognitive, Linguistic, and Psychological SciencesBrown UniversityProvidenceUSA