2021 年 5 巻 1 号 p. 1_97-1_104
As a method of makeup, Japanese women prefer similar colors to their skin. This study aims to clarify this statement, using the perceptual illusion of makeup, and to establish whether the statement is biased by women's exposure to the method. A preliminary survey showed that only the Japanese female participants were aware of the similar-color method, and preferred similar colors to their complexions. The primary experiment tested the evaluation, by Japanese and Chinese in their 20s, male and female participants, of a yellowish face, with various shades of lipstick, as "beautiful," "natural," a "ruddy complexion" or "acceptable." All participant groups agreed that orange to red-pink lipsticks, result in a ruddy complexion. These colors were appreciated, by Japanese and Chinese men and Chinese women, as beautiful, natural and acceptable. However, Japanese women rated orangish lipstick the highest, in these three measures. Therefore, the judgement of makeup is a behavior that is determined and learned, based on past experience.