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Part of
Colour Studies: A broad spectrum
Edited by Wendy Anderson, Carole P. Biggam, Carole Hough and Christian Kay
[Not in series 191] 2014
► pp. 240–257

Personality and gender-schemata contributions to colour preferences

 | Massey University, New Zealand
 | University of Winchester, UK
 | University of Winchester, UK
 | University of Winchester, UK
A gender difference in color preference has been repeatedly reported among English speakers, with a secondary preference among females for pink-purple colors, modulating a primary preference from both sexes for “cool” over “warm” hues. However, this group difference leaves much individual variation in preference patterns unaccounted-for. Here we examine personality traits and gender schemata as possible determinants. Preference choices across sixteen hue samples were elicited from 120 young British psychology students, who also rated themselves on the International Personality Item Pool and Bem Sex Role Inventory questionnaires. Principal Component Analysis reduced their individual preference variations to four prototypical patterns. Some associations emerged between preference and personality; these may be culturally determined. Links with gender schemata were less substantial.
Published online: 26 November 2014
DOI logo
https://doi.org/10.1075/z.191.16bim
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Cited by (1)

Cited by one other publication

Jonauskaite, Domicele, Amber Gayle Thalmayer, Lauriane Müller & Christine Mohr
2021. What does your favourite colour say about your personality? Not much. Personality Science 2 DOI logo

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