Published: 2014-06-11
ISBN: 978-91-7519-276-5
ISSN: 1650-3686 (print), 1650-3740 (online)
In this study; I focus on color; one of the factors involved in design. It has been assumed that color preference is affected by culture and geographical factors; and much international comparative research has been done on this issue. However; the conclusions vary widely; suggesting that it is difficult to generalize. Therefore; in addition to studying color preference itself; I investigated how basic stated color preference is correlated with specific color preference for commercial products. I analyzed how color preferences vary in different countries and product categories. I interviewed Japanese; Chinese Vietnam and Dutch students on their color preferences; and investigated the correlation between their basic color preference and their specific color preference for product categories such as clothes; cell phones; notebook computers; refrigerators; and vehicles. I found that Japanese participants tend to prefer dark colors. All of three nations other than China liked achromatic colors such as black and white for commercial products. By contrast; the color preferences of Chinese participants varied widely. The Chinese tend to have similar color preferences throughout product categories; whereas the Japanese; Vietnam and Dutch people showed different tendencies for different categories.
Color Preference; Product Category; International Comparison; Cultural Background
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