Most and Least Preferred Colours Differ According to Object Context: New Insights from an Unrestricted Colour Range.

ABSTRACT: Humans like some colours and dislike others, but which particular colours and why remains to be understood. Empirical studies on colour preferences generally targeted most preferred colours, but rarely least preferred (disliked) colours. In addition, findings are often based on general colour preferences leaving open the question whether results generalise to specific objects. Here, 88 participants selected the colours they preferred most and least for three context conditions (general, interior walls, t-shirt) using a high-precision colour picker. Participants also indicated whether they associated their colour choice to a valenced object or concept. The chosen colours varied widely between individuals and contexts and so did the reasons for their choices. Consistent patterns also emerged

SUBMITTER: Jonauskaite D 

PROVIDER: S-EPMC4811414 | biostudies-literature | 2016

REPOSITORIES: biostudies-literature