Document Detail

A comparative study of color preferences in Japan, China and Indonesia, with emphasis on the preference for white.
MedLine Citation:
PMID:  8873184     Owner:  NLM     Status:  MEDLINE    
To measure and compare the main color-preference tendencies in Japan, China, and Indonesia, 490 subjects (175 Japanese, 158 Chinese, and 157 Indonesian) were asked to choose from a color chart the three colors they liked most and the three they liked least and to state the reasons for their choices. Analysis of the choices by correspondence analysis showed that each area (country) shows tendencies for unique color preference and that there are statistically significant differences in the frequency of selection of colors of certain hues and tones. However, a high preference for white was common to all areas, along with preferences for some other colors. The successive studies done by the author have shown a common strong preference for white in other Asian areas as well. The reasons given for the choices suggested that associative images based on environmental and cultural aspects may be important influences on color preference.
M Saito
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Publication Detail:
Type:  Comparative Study; Journal Article    
Journal Detail:
Title:  Perceptual and motor skills     Volume:  83     ISSN:  0031-5125     ISO Abbreviation:  Percept Mot Skills     Publication Date:  1996 Aug 
Date Detail:
Created Date:  1997-01-17     Completed Date:  1997-01-17     Revised Date:  2006-11-15    
Medline Journal Info:
Nlm Unique ID:  0401131     Medline TA:  Percept Mot Skills     Country:  UNITED STATES    
Other Details:
Languages:  eng     Pagination:  115-28     Citation Subset:  IM    
Waseda University School of Human Sciences, Japan.
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MeSH Terms
Choice Behavior*
Color Perception*
Cross-Cultural Comparison*
Ethnic Groups / psychology*
Students / psychology

From MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine

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