Article | KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13 | Cultural Influence to the Color Preference According to Product Category
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Title:
Cultural Influence to the Color Preference According to Product Category
Author:
Kazuko Sakamoto: Kyoto Institute of Technology, Japan
Download:
Full text (pdf)
Year:
2014
Conference:
KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13
Issue:
100
Article no.:
119
Pages:
1427-1434
No. of pages:
8
Publication type:
Abstract and Fulltext
Published:
2014-06-11
ISBN:
978-91-7519-276-5
Series:
Linköping Electronic Conference Proceedings
ISSN (print):
1650-3686
ISSN (online):
1650-3740
Publisher:
Linköping University Electronic Press; Linköpings universitet


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In this study; I focus on color; one of the factors involved in design. It has been assumed that color preference is affected by culture and geographical factors; and much international comparative research has been done on this issue. However; the conclusions vary widely; suggesting that it is difficult to generalize. Therefore; in addition to studying color preference itself; I investigated how basic stated color preference is correlated with specific color preference for commercial products. I analyzed how color preferences vary in different countries and product categories. I interviewed Japanese; Chinese Vietnam and Dutch students on their color preferences; and investigated the correlation between their basic color preference and their specific color preference for product categories such as clothes; cell phones; notebook computers; refrigerators; and vehicles. I found that Japanese participants tend to prefer dark colors. All of three nations other than China liked achromatic colors such as black and white for commercial products. By contrast; the color preferences of Chinese participants varied widely. The Chinese tend to have similar color preferences throughout product categories; whereas the Japanese; Vietnam and Dutch people showed different tendencies for different categories.

Keywords: Color Preference; Product Category; International Comparison; Cultural Background

KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13

Author:
Kazuko Sakamoto
Title:
Cultural Influence to the Color Preference According to Product Category
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KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13

Author:
Kazuko Sakamoto
Title:
Cultural Influence to the Color Preference According to Product Category
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