New Research Examines Color Preference
Although the question “What’s your favorite color?” conveys a sentiment that’s distinctly relatable and universal, the simplicity of this question belies its nuanced underpinnings.
At the turn of the twentieth century, many scientists postulated that color preference was too idiosyncratic to be studied in the lab. However, new research suggests that color preference may have to do with a person’s affective response to objects of a certain color as well as personal experiences. This prediction has been coined ecological valence theory.
Despite substantial variability in color preferences among individuals, testing has shown that there are patterns with respect to color preference. For instance, some research has shown that people tend to prefer color with deeper saturation. Furthermore, other research has shown that many people prefer blue and relatively few people like yellow or yellow-green.