A cross-cultural study on color preference in three Asian cities Comparison between Tokyo, Taipei and Tianjin

MIHO SAITO

doi:10.4992/psycholres1954.36.219

A cross-cultural study on color preference in three Asian cities

Comparison between Tokyo, Taipei and Tianjin

MIHO SAITO

Author information

Keywords: colors, cross-culture, color preferences, Asian color preferences, Dual Scaling

JOURNAL FREE ACCESS

1994 Volume 36 Issue 4 Pages 219-232

DOI https://doi.org/10.4992/psycholres1954.36.219

Details

Published: December 21, 1994 Received: August 20, 1993 Available on J-STAGE: February 24, 2009 Accepted: January 08, 1994 Advance online publication: - Revised: -
Correction information
Date of correction: February 24, 2009 Reason for correction: - Correction: ABSTRACT Details: Wrong : In this comparative study on color preference in Tokyo, Taipei and Tianjin, subjects were asked to choose from a color chart the three colors they liked most and the three they liked least, in addition to stating the reasons for their choices. The statistically significant differences obtained for both hues and tones and the results of analysis by Dual Scaling indicated that each area has unique color preference tendencies. However, a high preference for white was common to all three areas, along with preferences for some other colors. These results, together with those of the author's previous comparative study in Japan and Korea, thus demonstrate a common strong preference for white in four neighboring Asian areas. The reasons given for the choices suggested that associative images of colors based on environmental and cultural aspects may he one of the important factors that influence color preference.
Right : In this comparative study on color preference in Tokyo, Taipei and Tianjin, subjects were asked to choose from a color chart the three colors they liked most and the three they liked least, in addition to statine the reasons for their choices. The statistically significant differences obtained for both hues and tones and the results of analysis by Dual Scaling indicated that each area has unique color preference tendencies. However, a high preference for white was common to all three areas, along with preferences for some other colors. These results, together with those of the author's previous comparative study in Japan and Korea, thus demonstrate a common strong preference for white in four neighboring Asian areas, The reasons given for the choices suggested that associative images of colors based on environmental and cultural aspects may be one of the important factors that influence color preference.

Date of correction: February 24, 2009 Reason for correction: - Correction: CITATION Details: Wrong : Adams, F. M., & Osgood, C. E. 1973 A cross-cultural study of the affective meaning of color. Journal of Cross-Cultural Psychology, 7, 135-157.
Birren, F. 1950 Color psychology and color therapy. New York: McGraw-Hill.
Chou, S. K., & Chen, H. P. 1935 General versus specific color preferences of chinese students. Journal of Social Psychology, 6, 290-314.
Choungourian, A. 1968 Color preference and cultural variation. Perceptual and Motor Skills, 26, 1203-1206.
Eysenek, H. J. 1941 A critical and experimental study of color-preferences. American Journal of Psychology, 54, 385-394.
Japan Color Research Institute 1992 12th annual report on consumers' color preference. Japan Color Research Institute, Tokyo. (In Japanese)
Nishisato, S. 1980 Dual scaling of successive categories data. Japanese Psychological Research, 22, 134-143.
Saito, M. 1981 A cross-cultural research on color preference. (Waseda University, M. A. Thesis), Bulletin of the Graduate Division of Literature of Waseda University, 27, 211-216. (In Japanese)
Saito, M, 1990 A cross-cultural survey on color preference. Bulletin of the Musashino Art University, 21, 81-88. (In Japanese with English summary)
Saito, M., Tomita, M., & Kogo, C. 1991a Color preference at four different districts in Japan(1)-factor analytical study-. Journal of the Color Science Association of Japan, 15, 1-12. (In Japanese with English summary)
Saito, M., Tomita, M., & Yamashita, K. 1991b Color preference at four different districts in Japan(2)-classification of characteristics of life style by cluster analysis-. Journal of the Color Science Association of Japan, 15, 99-108. (In Japanese with English summary)
Saito, M. 1992 A cross-cultural survey on color preference in Asian countries(1)-comparison between Japanese and Koreans with emphasis on preference for white-. Journal of the Color Science Association of Japan, 16, 1-10. (In Japanese with English summary)
Shen, N. C. 1937 The color preference of 1368 Chinese students, with special reference to the most preferred color. Journal of Social Psychology, 8, 185-204.

Right : Adams, F. M., & Osgood, C. E. 1973 A cross-cultural study of the affective meaning of color. Journal of Cross-Cultural Psychology, 7, 135-157.
Birren, F. 1950 Color psychology and color therapy. New York: McGraw-Hill.
Chou, S. K., & Chen, H. P. 1935 General versus specific color preferences of chinese students. Journal of Social Psychology, 6, 290-314.
Choungourian, A. 1968 Color preference and cultural variation. Perceptual and Motor Skills, 26, 1203-1206.
Eysenck, H. J. 1941 A critical and experimental study of color-preferences. American Journal of Psychology, 54, 385-394.
Japan Color Research Institute 1992 12th annual report on consumers' color preference. Japan Color Research Institute, Tokyo.(In Japanese)
Nishisato, S. 1980 Dual scaling of successive categories data. Japanese Psychological Research, 22, 134-143.
Saito, M. 1981 A cross-cultural research on color preference.(Waseda University, M. A. Thesis), Bulletin of the Graduate Division of Literature of Waseda University, 27, 211-216.(In Japanese)
Saito, M. 1990 A cross-cultural survey on color preference. Bulletin of the Musashino Art University, 21, 81-88.(In Japanese with English summary)
Saito, M., Tomita, M., & Kogo, C. 1991a Color preference at four different districts in Japan (I)-factor analytical study- Journal of the Color Science Association of Japan, 15, 1-12.(In Japanese with English summary)
Saito, M., Tomita, M., & Yamashita, K. 1991b Color preference at four different districts in Japan (2)-classilication of characteristics of life style by cluster analysis- Journal of the Color Science Association of Japan, 15, 99-108.(In Japanese with English summary)
Saito, M. 1992 A cross-cultural survey on color preference in Asian countries (I)-comparison between Japanese and Koreans with emphasis on preference for white. Journal of the Color Science Association of Japan, 16, 1-10.(In Japanese with English summary)
Shen, N. C. 1937 The color preference of 1368 Chinese students, with special reference to the most preferred color. Journal of Social Psychology, 8, 185-204.

Date of correction: February 24, 2009 Reason for correction: - Correction: PDF FILE Details: -

Date of correction: February 24, 2009 Reason for correction: - Correction: ABSTRACT Details: Wrong : In this comparative study on color preference in Tokyo, Taipei and Tianjin, subjects were asked to choose from a color chart the three colors they liked most and the three they liked least, in addition to statine the reasons for their choices. The statistically significant differences obtained for both hues and tones and the results of analysis by Dual Scaling indicated that each area has unique color preference tendencies. However, a high preference for white was common to all three areas, along with preferences for some other colors. These results, together with those of the author's previous comparative study in Japan and Korea, thus demonstrate a common strong preference for white in four neighboring Asian areas, The reasons given for the choices suggested that associative images of colors based on environmental and cultural aspects may be one of the important factors that influence color preference.
Right : In this comparative study on color preference in Tokyo, Taipei and Tianjin, subjects were asked to choose from a color chart the three colors they liked most and the three they liked least, in addition to stating the reasons for their choices. The statistically significant differences obtained for both hues and tones and the results of analysis by Dual Scaling indicated that each area has unique color preference tendencies. However, a high preference for white was common to all three areas, along with preferences for some other colors. These results, together with those of the author's previous comparative study in Japan and Korea, thus demonstrate a common strong preference for white in four neighboring Asian areas. The reasons given for the choices suggested that associative images of colors based on environmental and cultural aspects may be one of the important factors that influence color preference.

Date of correction: February 24, 2009 Reason for correction: - Correction: CITATION Details: Wrong : Adams, F. M., & Osgood, C. E. 1973 A cross-cultural study of the affective meaning of color. Journal of Cross-Cultural Psychology, 7, 135-157.
Birren, F. 1950 Color psychology and color therapy. New York: McGraw-Hill.
Chou, S. K., & Chen, H. P. 1935 General versus specific color preferences of chinese students. Journal of Social Psychology, 6, 290-314.
Choungourian, A. 1968 Color preference and cultural variation. Perceptual and Motor Skills, 26, 1203-1206.
Eysenck, H. J. 1941 A critical and experimental study of color-preferences. American Journal of Psychology, 54, 385-394.
Japan Color Research Institute 1992 12th annual report on consumers' color preference. Japan Color Research Institute, Tokyo.(In Japanese)
Nishisato, S. 1980 Dual scaling of successive categories data. Japanese Psychological Research, 22, 134-143.
Saito, M. 1981 A cross-cultural research on color preference.(Waseda University, M. A. Thesis), Bulletin of the Graduate Division of Literature of Waseda University, 27, 211-216.(In Japanese)
Saito, M. 1990 A cross-cultural survey on color preference. Bulletin of the Musashino Art University, 21, 81-88.(In Japanese with English summary)
Saito, M., Tomita, M., & Kogo, C. 1991a Color preference at four different districts in Japan (I)-factor analytical study- Journal of the Color Science Association of Japan, 15, 1-12.(In Japanese with English summary)
Saito, M., Tomita, M., & Yamashita, K. 1991b Color preference at four different districts in Japan (2)-classilication of characteristics of life style by cluster analysis- Journal of the Color Science Association of Japan, 15, 99-108.(In Japanese with English summary)
Saito, M. 1992 A cross-cultural survey on color preference in Asian countries (I)-comparison between Japanese and Koreans with emphasis on preference for white. Journal of the Color Science Association of Japan, 16, 1-10.(In Japanese with English summary)
Shen, N. C. 1937 The color preference of 1368 Chinese students, with special reference to the most preferred color. Journal of Social Psychology, 8, 185-204.

Right : Adams, F. M., & Osgood, C. E. 1973 A cross-cultural study of the affective meaning of color. Journal of Cross-Cultural Psychology, 7, 135-157.
Birren, F. 1950 Color psychology and color therapy. New York: McGraw-Hill.
Chou, S. K., & Chen, H. P. 1935 General versus specific color preferences of chinese students. Journal of Social Psychology, 6, 290-314.
Choungourian, A. 1968 Color preference and cultural variation. Perceptual and Motor Skills, 26, 1203-1206.
Eysenck, H. J. 1941 A critical and experimental study of color-preferences. American Journal of Psychology, 54, 385-394.
Japan Color Research Institute 1992 12th annual report on consumers' color preference. Japan Color Research Institute, Tokyo.(In Japanese)
Nishisato, S. 1980 Dual scaling of successive categories data. Japanese Psychological Research, 22, 134-143.
Saito, M. 1981 A cross-cultural research on color preference.(Waseda University, M. A. Thesis), Bulletin of the Graduate Division of Literature of Waseda University, 27, 211-216.(In Japanese)
Saito, M. 1990 A cross-cultural survey on color preference. Bulletin of the Musashino Art University, 21, 81-88.(In Japanese with English summary)
Saito, M., Tomita, M., & Kogo, C. 1991a Color preference at four different districts in Japan (1)-factor analytical study- Journal of the Color Science Association of Japan, 15, 1-12.(In Japanese with English summary)
Saito, M., Tomita, M., & Yamashita, K. 1991b Color preference at four different districts in Japan (2)-classification of characteristics of life style by cluster analysis- Journal of the Color Science Association of Japan, 15, 99-108.(In Japanese with English summary)
Saito, M. 1992 A cross-cultural survey on color preference in Asian countries (1)-comparison between Japanese and Koreans with emphasis on preference for white-. Journal of the Color Science Association of Japan, 16, 1-10.(In Japanese with English summary)
Shen, N. C. 1937 The color preference of 1368 Chinese students, with special reference to the most preferred color. Journal of Social Psychology, 8, 185-204.

Abstract

In this comparative study on color preference in Tokyo, Taipei and Tianjin, subjects were asked to choose from a color chart the three colors they liked most and the three they liked least, in addition to stating the reasons for their choices. The statistically significant differences obtained for both hues and tones and the results of analysis by Dual Scaling indicated that each area has unique color preference tendencies. However, a high preference for white was common to all three areas, along with preferences for some other colors. These results, together with those of the author's previous comparative study in Japan and Korea, thus demonstrate a common strong preference for white in four neighboring Asian areas. The reasons given for the choices suggested that associative images of colors based on environmental and cultural aspects may be one of the important factors that influence color preference.

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