Conference article

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.

Color Preference; Product Category; International Comparison; Cultural Background