Encyclopedia of Color Science and Technology

Living Edition
| Editors: Ronnier Luo

Comparative (Cross-cultural) Color Preference and Its Structure

  • Miho Saito
Living reference work entry
DOI: https://doi.org/10.1007/978-3-642-27851-8_73-1



Surveys on color preference can be found among the very first psychological experiments, with several factors thought to be responsible for color preference, such as age, gender, and geographical area of residence. Although numerous studies have investigated age and gender differences in color preference, very few have concentrated on geographical regions, especially from a cross-cultural perspective. Data from early surveys indicated the existence of cultural differences, especially in Asia where white was commonly and strongly preferred by Japanese, Koreans, Chinese, and Indonesians. Subsequent studies have shown that blue has been consistently preferred in many countries for many years. The term “Blue-Seven Phenomenon” is used to indicate that blue is the universally favorite color. The phenomenon refers to...


Colored Chip Color Preference Favorite Color Japanese Student Prefer Number 
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© Springer Science+Business Media New York 2015

Authors and Affiliations

  1. 1.Faculty of Human SciencesWaseda UniversityTokorozawaJapan