Investigating the Color Preference Changes of Men and Women with Different Levels of Sensation Seeking

Document Type : Original Article

Authors

1 Art Department, Tarbiat Modares University, P.O. Box: 1411711316, Tehran, Iran

2 Institute of Psychology (IP), University of Lausanne, Lausanne, P.O. Box: CH-1015 Lausanne, Switzerland

3 Advanced Textile Materials and Technology Research Center, Amirkabir University of Technology

Abstract

Due to the importance of the color role in communication, production, and trade in the contemporary world, identifying individuals' color preferences and the affective factors are very important to increase the ability of forecasters and planners in this field. This study aims to investigate the relationship between sensation seeking and color preference by the role of gender as moderating variable. Zuckerman sensation seeking (1994) and color preference questionnaire was used to collect research data. The statistical sample includes 402 who were randomly and accessibly selected. The two-way analysis of variance in each color showed that women and men with different levels of sensation seeking concerning blue and pink have different color preferences. Also, the results of multivariate analysis of variance concerning the preference of cool, warm, and neutral colors showed that women and men with different levels of sensation seeking with warm and cool colors have different color preferences. The results of the present study confirmed the need to pay attention to the gender variable and the level of sensation seeking in predicting the color preference pattern of individuals.

Keywords

References

1.  L. C. Ou, M. R. Luo, A. Woodcock, A. Wright, Study of colour emotion and colour preference. part i: colour emotions for single colours. Color Res. Appl. 29(2004), 232-240.
2.  D. Jonauskaite, B.Althaus, N. Dael, E. Dan‐Glauser, C. Mohr. What color do you feel? Color choices are driven by mood. Color Res. Appl. 44(2019), 272-284.
3. M. Rostami, H. Izadan, F. Mahyar, Iranian colour emotional dimensions. J. Text. Polym. 2(2014), 51-55.
4.  J. Condenço, S.Gama, D. Gonçalves .Color code: exploring social and psychological dimensions of color. MSc dissertation. Universidade de Lisboa – Instituto Superior Técnico, Lisbon. (2018).
5.  Z. Wu, T .Lin. Investigating the personality associations evoked by single colors: An exploratory study. Color Res. Appl. 42(2017), 388-396.
6.   M. Clyns, M. Kohn. Recognition of visual stimuli from the electric responses of the brain. In Computers and electronic devices in psychiatry, Grune, New York. Edited by N. S. m and E. Lwa. (1968) , 206-237
7.   L. Wilms, D. Oberfeld, Color and emotion: effects of hue, saturation, and brightness. Psychol. Res. 82(2018), 896-914.
8.   A. P French, Color rejection revisited. Am. J. Forensic Psychol. 14(1996), 73-74.
9.   N. Pontes, L. K. Williams. Feeling red lucky? The interplay between color and luck in gambling settings. Psychol. Marketing. 38(2021), 43-55.
10. A. J. Elliot, M. A. Maier, A. C. Moller, R. Friedman, J. Meinhardt. Color and psychological functioning: the effect of red on performance attainment. J. Exp. Psychol. General. 136(1) (2007), 154.
11. Z. Poursafar, N. R. Devi, L. R. Rodrigues. Evaluation of color and lighting preferences in architects' offices for enhancing productivity. Int. J. Current Res. Review. 8(2016), 1-6.
12. S. N. Kamaruzzaman, E. M. A. Zawawi. Influence of employees' perceptions of colour preferences on productivity in Malaysian office buildings. J. Sustainable Dev. 3(2010), 283.
13. M. safi, A. Veisi, R. Golmohammadi, A. Soltani. Evaluation of sleep quality and sleepiness characteristics of the staff and its relationship with the light source parameters used in the work room. J. Color Sci. Tech. 12(2018), 241-250.
14. C. Ceylan, J. Dul, S. Aytac. Can the office environment stimulate a manager's creativity? Hum.factors Ergon. Manuf. Serv. Ind. 18(2008), 589-602.
15. D. Jonauskaite, I. Tremea, L. Bürki, C. N. Diouf, C. Mohr. To see or not to see: Importance of color perception to color therapy. Color Res. Appl. 45(2020), 450-464.
16. M. Luscher, I. Scott. The Luscher colour test. New York: Random House(1969).
17.P. Valdez, A. Mehrabian. Effects of color on emotion. J. Exp. Psychol: Gen. 123(1994), 394-409.
18.C. Soriano, J. Valenzuela. Emotion and colour across languages: Implicit associations in Spanish colour terms. Soc. Sci. Inf. 48(2009), 421-445.
19.T. M. Sutton, J. Altarriba. Color associations to emotion and emotion-laden words: A collection of norms for stimulus construction and selection. Behavior Res. Methods. 48(2016), 686-728.
20. M. Rostami, H. Izadan, F. Mahyar. Colour Emotion Models, CIELAB Colour Coordinates, and Iranian Emotional Responses. J. Text. Polym. 3(2015), 46-54. 
21. B. Tao, S. Xu, X. Pan, Q. Gao, W. Wang. Personality trait correlates of color preference in schizophrenia. Transl. Neurosci. 1 (2015),174-178
22.H. R. Carruthers, J. Morris, N. Tarrier, P. J. Whorwell. The Manchester Color Wheel: development of a novel way of identifying color choice and its validation in healthy, anxious and depressed individuals. BMC Med. Res. Method. 10(2010), 1-13.
23.R. F. Nolan, Y. Dai, P. D. Stanley. An investigation of the relationship between color choice and depression measured by the Beck Depression Inventory. Perceptual Motor Skills. 81(1995), 1195-1200.
24. D. V. Stimpson, M. F. Stimpson. Relation of Personality Characteristics and Color Preferences. Perceptual Motor Skills. 49(1979).
25.S. Nikolić, I. Burić, A. Milošević, A. Jovančević, N. Milićević, Relation between personality traits and preference for warm and cool color. Emprical studies in psychology. Proceedings of the XXV scientific conference Belgrade. )2019(, 98-100
26.Y. Rim. Color preferences according to personality and sex. Bolletino di Psicologia Applicata. 158(1981), 5-8.
27. I. Bakker, T. Voordt, P. Vink, J. Boon, C. Bazley. Color preferences for different topics in connection to personal characteristics. Color Res. Appl. (2013), 62-71
28.S. R. Mourtazavi Far, F. Farzan, S. S. Alamtalab Poshtiri. Investigating the role of personality in choosing the color of clothing (Case Study: Sport Clothing). J. Color Sci. Tech. 11(2017), 1-10
29.T. Rosenbloom. Color preferences of high and low sensation seekers. Creativity Res. J. 18(2006), 229-235.
30. M. Zuckerman. Behavioral expression and biosocial bases of sensation seeking. Cambridge: Cambridge University Press. (1994), 36
31.M. Smorti. Sensation seeking and self-efficacy effect on adolescents risky driving and substance abuse. Procedia Social Behav.Sci. 140(2014), 362-348.
32. J. E. Joseph, X. Liu, Y. Jiang, D. Lynam, T. H. Kelly. Neural correlates of emotional reactivity in sensation seeking. Psychol. Sci. 20(2) (2009), 215-223.
33. S. C. Banerjee1, K. Greene, M. Krcmar, Z. Bagdasarov, D. Ruginyte. The role of gender and sensation seeking in film choice. exploring mood and arousal J. Media Psychol. 20(3)(2008), 87–95
34. D. Rawlings, I. Barrantes, N. Vidal, A. Furnham. Personality and aesthetic preference in Spain and England: Two studies relating sensation seeking and openness to experience to liking for paintings and music. Eur. J. Pers. 14(2000), 553-576.
35.D. Rawlings, F. Twomey, E. Burns, S. Morris. Personality, creativity and aesthetic preference: Comparing psychotism, sensation seeking, schizotypy and openness to experience. Empirical Stud. Arts. 16, (1998), 153–178.
36. D. Rawlings. Personality correlates of liking for ‘unpleasant’ paintings and photographs. Personality Individual Differences. 34(2003), 395-410.
37. M. C. Gridley. Preference for abstract art according to thinking styles and personality. North American J. Psychol. 15(2013), 463-481.
38. W. R.Looft, M. D.Baranowski. An analysis of five measures of sensation seeking and preference for complexity.  J. General Psychol. 85(2) (1971), 307-313.
39. M. Zuckerman, R. S. Neary, B. A. Brustman. Sensation-Seeking Scale correlates in experience (smoking, drugs, alcohol," hallucinations," and sex) and preference for complexity (designs). In Proceedings of the Annual Convention of the American Psychological Association. American Psychological Association (1970).
40.H. J. Eysenck. Creativity and personality: Word association, origence, and psychoticism. Creativity Res. J. 7(1994), 209-216.
41. A. Furnham, M. Bunyan, Personality and art preferences. Eur. J. Personality. 2(1988), 67-74.
42. A. Furnham, J. Walker. Personality and judgements of abstract, pop art and representational paintings. Eur. J. Personality. 15(2001a), 57–72.
43. S. Mastandrea, G. Bartoli, G. Bove. Preferences for ancient and modern art museums: Visitor experiences and personality characteristics. Psychol. Aesthetics Creativity, Arts. 3(2009), 164.
44. J. J. Tobacyk, H. Myers, L. Bailey. Field-dependence, sensation-seeking, and preference of paintings. J. Personality Assess. 45(3) (1981), 270-277.
45. M. Zuckerman, A. Aluja. Measures of Sensation Seeking. Measures Personality Social Psychol. Constructs. (2015), 352-380.
46. T. Clarke, A. Costall. The emotional connotations of color: A qualitative investigation. Color Res. Appl. 33 (2008), 406–410.
47.T. Fraser, A. Banks. Designers color manual: The complete guide to color theory and application. San Francisco, CA: Chronicle Books (2004).
48. Y. Iten. The art of color. Yesavali INC.Tehran (1389) 126.
49.F. Birren, Color preference as a clue to personality. Art Psychotherapy. 1(1973), 13-16.
50. H. J. Eysenck,. Aesthetic preferences and individual differences. In D. O’ Hare (Ed.), Psychology and the Arts. Brighton, Sussex: Harvester Press. (1981), 76–101.
51.G. Nelson: M. Pelech, S. F. Foster. Color Preference and stimulation seeking. Perceptual and Motor Skills. Perceptual Motor. 59(1984), 913-914.
52. K. O. Gotz, K. Gotz. Color preferences of art students: Surface colors. Perceptual Motor Skills. 41 (1975), 271–278.
53.  L. J. Hafner. L. V. Corotto. Age, sex, race and the Luscher color test. Perceptual Motor Skills. 50(1980), 1144–1146.
54. V. Bonnardel, S. Beniwal, N. Dubey, M. Pande, D. Bimler. Gender difference in color preference across cultures: An archetypal pattern modulated by a female cultural stereotype. Color Res Appl. 43 (2018), 209–223.
55.  P. Sorokowski, A. Sorokowska, C. Witzel. Sex differences in color preferences transcend extreme differences in culture and ecology. Psychon. Bull. Rev. 21)2014(1195–1201.
56.  Y. Mohammadi Far. The effect of color on the perceived psychological value of car quality. J. Stud. Color world. 9(2020), 55-63.
57.  R. Jafari, M. Safi. Determining tolerance values of instrumentally measured color differences to evaluate black filament yarns. Prog. Color Colorants Coat. 13 (2020), 187-197.
58.  M. Safi, N. Khalili. Effect of measurement geometry on the colorimetry of glossy white samples. J. Color Sci. Tech. 14(2020), 237-246.
59.  S. Rahmani, M. Gholamali Lavasani. Gender differences in five factor model of personality and sensation seeking. Procedia - Social Behav. Sci. 46 (2012), 2906-2911.
60.  L. Ellis, C. Ficek. Color preferences according to gender and sexual oriention. Personality Individual Differences, 31(2001), 1375–1379.
61.  S. F. Roe. Effects of hue, saturation, and brightness on color preference in social networks: Gender-based color preference on the social networking site Twitter. Color Res. Appl. 38(2011), 196-202.
62.  J. H. Kim, Y. Kim. Instagram user characteristics and the color of their photos: Colorfulness, color diversity, and color harmony. Information Processing Management. 56(2019), 1494-1505
63.  A. S. Al-Rasheed. An experimental study of gender and cultural differences in hue preference. Front Psychol. 6 (2015), 1–5.
64.  R. Mehta, J. Demmers, W. M. Dolen, C. B. Weinberg. When red means go: non-normative effects of red under sensation-seeking. J. Consumer Psychol. (2016), 2-26
65. W. He, Y. Zhang, J. Zhu, Y. Xu, W. Yu, W. Chen, Y. Liu, W. Wang. Could sex difference in color preference and its personality correlates fit into social theories? Let Chinese university students tell you. Personality Individual Differences. 51(2011), 154–159.
66.  Hurlbert AC, Ling Y. Biological components of sex differences in color preference. Curr Biol, 17 (2007), 623–625.
67.  J. Strerlau. M. Kaczmarek. Warsaw studies on sensation seeking. On the Psycobiology of personality. essays in honor of marvin zakherman. Elsevier. (2004), 29-44.
68. D. Gebhardt. Preferences of coloring and music tempo depending on the intensity of stimulation. M Thesis. Silesian university. Poland. (1997).
69. Z. Khanjani, N. Fakhrai, R. Badri. Examining sensation seeking in addicted and normal people according to gender. Behav. Sci. Res. 9(2011), 287-295.
Journal of Color Science and Technology
Volume 16, Issue 3 - Serial Number 61
December 2022
Pages 197-209

Files

Share

How to cite

Statistics