Color Preferences (08-26-21)

Jeon, Han, and Namstudied how preferences for particular color vary.  They report that “designers and marketers often use a mix of colors whose harmony must be taken into consideration, which includes choosing whether to use colors placed next to each other on the color wheel (analogous combination) or to combine colors that are opposite each other (complementary combination). . . . Individuals with interdependent [with other people] self-construals tend to focus on relational similarity and value harmony, whereas individuals with independent [apart from other people] self-construals tend to view objects as discrete and disconnected. Accordingly, the authors posited that individuals with interdependent self-construals would be more sensitive to the relationship between two colors and perceive analogous colors as more harmonious, thus preferring brands and products featuring analogous colors to those featuring complementary colors. Contrariwise, individuals with independent self-construals would display indifference in this regard. The hypotheses were confirmed in four studies employing various colors to form analogous and complementary color combinations.”

Eunmi Jeon, Youngjee Han, and Myungwoo Nam.  2020. “How You See Yourself Influences Your Color Preference:  Effects of Self-Construal on Evaluations of Color Combinations.”  Psychology and Marketing, vol. 37, no. 7, pp. 980-994, https://doi.org/10.1002/mar.21348