Quantitative Research on Color Preference of Clothing Using T-shirt Computer Graphic Images with Various Colors

Abstract

  To investigate the psychological effects of clothing color on people's color preference, an online questionnaire survey using CG T-shirt images on the computer display was conducted. As a result, regarding chromatic colors, the subjects tended to prefer cold colors over warm colors and light colors over dark colors. It was also observed that they preferred achromatic colors such as white and black. Furthermore, when color preference for clothing was quantitatively investigated using the L^*a^*b^* color system, it was found that the smaller the values of a^* and b^*, the higher the preference for the color. In other words, it is quantitatively clear that today's youth prefer clothing with hues that tend toward colder colors. The relationship between color preference regarding clothing and saturation C^*ab was also investigated, and we found that the color preference increased as the value of saturation C^*ab decreased, thereby quantitatively indicating the preference for slightly dull, dusty colors.

  The color preference regarding clothing among these subjects was highly correlated with the thermal sensation created by the color. With regard to chromatic colors, a strong preference toward T-shirt images creating a low thermal sensation was observed. However, in the case of achromatic colors, color preference toward them was found to be relatively higher than preference toward chromatic colors, regardless of thermal sensation.