Color Research and Application, Vol.43, No.2, 209-223, 2018
Gender difference in color preference across cultures: An archetypal pattern modulated by a female cultural stereotype
A gender difference in color preference among British participants has been repeatedly reported, in which both males and females show a preference for blue-green colors, while females express an additional preference for pink-purple colors. To investigate the robustness of gender difference in color preference in a different culture, we tested 81 young adult Indians from a school of design and compared them to 80 young British students in Psychology. The 35-item International Personality Item Pool (IPIP) and Bem Sex Role Inventory (BSRI) questionnaires were also administered to explore possible links between personality traits, gender schemata, and color preferences. Results confirmed a gender difference in both cultures; participants collectively expressed a preference for cool over warm colors, while in addition females showed a preference for pink colors, with a warm bias for Indian females and a cool bias for British females. While these results extend gender difference to Indian culture and support the universality of an underlying pattern they also reveal a culture-specific contribution essentially observed in females. In British participants, color preference was correlated exclusively with BSRI scores in females and overwhelmingly with IPIP scores in males; this gender-specific pattern of correlation was not replicated in the Indian sample. Results point to an archetypal pattern of gender difference in color preference with a remarkable cross-cultural similarity in men and a subtle but significant cultural difference in women whose origin is yet to be explained.