A cross-cultural study on color preference in three Asian cities: Comparison between Tokyo, Taipei and Tianjin

Miho Saito

    Research output: Contribution to journalArticle

    26 Citations (Scopus)

    Abstract

    In this comparative study on color preference in Tokyo, Taipei and Tianjin, subjects were asked to choose from a color chart the three colors they liked most and the three they liked least, in addition to stating the reasons for their choices. The statistically significant differences obtained for both hues and tones and the results of analysis by Dual Scaling indicated that each area has unique color preference tendencies. However, a high preference for white was common to all three areas, along with preferences for some other colors. These results, together with those of the author's previous comparative study in Japan and Korea, thus demonstrate a common strong preference for white in four neighboring Asian areas, The reasons given for the choices suggested that associative images of colors based on environmental and cultural aspects may be one of the important factors that influence color preference.

    Original languageEnglish
    Pages (from-to)219-232
    Number of pages14
    JournalJapanese Psychological Research
    Volume36
    Issue number4
    DOIs
    Publication statusPublished - 1994 Jan 1

    Fingerprint

    Tokyo
    Color
    Korea
    Japan

    Keywords

    • Asian color preferences
    • color preferences
    • colors
    • cross-culture
    • Dual Scaling

    ASJC Scopus subject areas

    • Psychology(all)

    Cite this

    A cross-cultural study on color preference in three Asian cities : Comparison between Tokyo, Taipei and Tianjin. / Saito, Miho.

    In: Japanese Psychological Research, Vol. 36, No. 4, 01.01.1994, p. 219-232.

    Research output: Contribution to journalArticle

    @article{5fe73c3542684e8ebbbafef00e926f0e,
    title = "A cross-cultural study on color preference in three Asian cities: Comparison between Tokyo, Taipei and Tianjin",
    abstract = "In this comparative study on color preference in Tokyo, Taipei and Tianjin, subjects were asked to choose from a color chart the three colors they liked most and the three they liked least, in addition to stating the reasons for their choices. The statistically significant differences obtained for both hues and tones and the results of analysis by Dual Scaling indicated that each area has unique color preference tendencies. However, a high preference for white was common to all three areas, along with preferences for some other colors. These results, together with those of the author's previous comparative study in Japan and Korea, thus demonstrate a common strong preference for white in four neighboring Asian areas, The reasons given for the choices suggested that associative images of colors based on environmental and cultural aspects may be one of the important factors that influence color preference.",
    keywords = "Asian color preferences, color preferences, colors, cross-culture, Dual Scaling",
    author = "Miho Saito",
    year = "1994",
    month = "1",
    day = "1",
    doi = "10.4992/psycholres1954.36.219",
    language = "English",
    volume = "36",
    pages = "219--232",
    journal = "Japanese Psychological Research",
    issn = "0021-5368",
    publisher = "Wiley-Blackwell",
    number = "4",

    }

    TY - JOUR

    T1 - A cross-cultural study on color preference in three Asian cities

    T2 - Comparison between Tokyo, Taipei and Tianjin

    AU - Saito, Miho

    PY - 1994/1/1

    Y1 - 1994/1/1

    N2 - In this comparative study on color preference in Tokyo, Taipei and Tianjin, subjects were asked to choose from a color chart the three colors they liked most and the three they liked least, in addition to stating the reasons for their choices. The statistically significant differences obtained for both hues and tones and the results of analysis by Dual Scaling indicated that each area has unique color preference tendencies. However, a high preference for white was common to all three areas, along with preferences for some other colors. These results, together with those of the author's previous comparative study in Japan and Korea, thus demonstrate a common strong preference for white in four neighboring Asian areas, The reasons given for the choices suggested that associative images of colors based on environmental and cultural aspects may be one of the important factors that influence color preference.

    AB - In this comparative study on color preference in Tokyo, Taipei and Tianjin, subjects were asked to choose from a color chart the three colors they liked most and the three they liked least, in addition to stating the reasons for their choices. The statistically significant differences obtained for both hues and tones and the results of analysis by Dual Scaling indicated that each area has unique color preference tendencies. However, a high preference for white was common to all three areas, along with preferences for some other colors. These results, together with those of the author's previous comparative study in Japan and Korea, thus demonstrate a common strong preference for white in four neighboring Asian areas, The reasons given for the choices suggested that associative images of colors based on environmental and cultural aspects may be one of the important factors that influence color preference.

    KW - Asian color preferences

    KW - color preferences

    KW - colors

    KW - cross-culture

    KW - Dual Scaling

    UR - http://www.scopus.com/inward/record.url?scp=85015463239&partnerID=8YFLogxK

    UR - http://www.scopus.com/inward/citedby.url?scp=85015463239&partnerID=8YFLogxK

    U2 - 10.4992/psycholres1954.36.219

    DO - 10.4992/psycholres1954.36.219

    M3 - Article

    AN - SCOPUS:85015463239

    VL - 36

    SP - 219

    EP - 232

    JO - Japanese Psychological Research

    JF - Japanese Psychological Research

    SN - 0021-5368

    IS - 4

    ER -