The relationship between preferences in pink colors and fashion taste

Abstract

Kawaii is a Japanese cultural uniqueness that attracts attention around the world. In this study, we focused on pink as a typical kawaii color. Four pink colors were selected and used in our questionnaire to collect data about most kawaii and most favorite pink colors as well as the behavior in using pink products including clothing and makeup. From the questionnaire results, we obtained the relationship between the most kawaii and/or the most favorite pink, and behavior in using pink products. Furthermore, we interpreted how fashion trend influenced to the results. Finally, we obtained tendencies of the pink colors for the most kawaii and the most favorite as well as their relationship with fashion trend, which should be useful for fashion product designs.