In this study, six standard two dimentional shapes and seven standard color samples of a given definite shape were provided and their preference ranking was decided on separately by 100 male and 50 female subjects. Next, the 42 samples which combined the above-mentioned shapes with 7 colors were provided and the 5 highest ranking samples baced on the likes and dislikes of the same subjects were decided on. On the basis of these data, a score obtained by adding the rank score of a shape to that of a color was compared to the rank score of a sample which combined the shape with the color. And then the effects of the interaction between shapes and colors on preference were studied quantitatively. Results obtained were as follows:
(1) In both males and females degree, to which preference ranking to the shape is affected by changing the color, is greater than that, to which preference ranking to the color is affected by changing the shape.
(2) Preference to ellipse is affected most by changing the color in particular.
(3) Preference to regular square is not particularly affected by changing the color, whereas among females preference to white is greatly affected by changing the shape.
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