Group experiment measuring implicit color preference was executed using paper-formatted Implicit Association Test (paper-IAT). Two sessions of paper-IAT were repeated with 5 weeks interval in which relative implicit color preferences of chromatic antagonistic colors (red-green and blue-yellow) and achromatic antagonistic color (white-black) were measured, and compared with explicit color preferences measured by Visual Analogue Scale (VAS). Results showed that (1)paper-IAT exhibited a certain range of reliability against 5-weeks interval, though it was lower than VAS, (2)significant implicit-explicit correlations were confirmed in the chromatic color evaluation, but not in the achromatic evaluation, and (3)discrepancy between implicit and explicit measurements in the achromatic evaluation was supposed to be linked to the participant’s cognitive attitude toward color, i.e., tendency of stereotypical thinking concerning color in their daily livings. These results were consistent with the results of PC-based conventional IAT experiments, and indicated that paper-IAT was useful method of group experiment for measuring implicit color preference.
Earlier studies (Yamada, 2010, 2015) have reported the differences between mental images and the actual appearances of skin colour. According to that research, young Japanese female students tended to choose more yellowish colour patches as representative of men’s skin rather than women’s skin, even though, in actuality, young Japanese men’s skin is redder in tint than that of young Japanese women (Yamada, 2010). In the present study, we aimed to further extract respondents’ views on the skin colour of each gender and of their own bodies.
Our study consisted of 82 young Japanese female students. The results showed a difference in assessing the lightness of skin between the two genders. In contrast, the wording used to describe the hue was highly ambiguous. The young women assessed skin colour as fairer than the imagined average among both females and males, even though the traditional Japanese view holds that fair skin belonged exclusively to females. A cluster analysis done by us identified some patterns in the students’ word choices for skin colour.