To investigate color and number preferences in Japan, 586 university undergraduates (239 men and 347 women; M age = 20.9 yr.) were asked to name a color (Question 1), to name their preferred color (Question 2), and to name their preferred number between zero and nine (Question 3). The results showed that Japanese students chose blue (33.5%) or red (26.0%) when asked to name a color but that red was not chosen as frequently as blue as a preferred color (red: 11.1%, blue:37.1%). Sex differences were found on both Questions 1 and 2 by chi-squared test. Black was chosen more by men, while pink was selected more by women. 22.5% subjects also selected the number seven, supporting Simon's observation of the "blue-seven phenomenon." The reasons given for the choice showed that seven was "a lucky number" and "represented happiness" among Japanese students. Four colors (blue, red, white, and black) accounted for 76.8% and 65.1% of responses to Questions 1 and 2, respectively, and odd numbers 68.4% for Question 3.
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