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Cultural Differences in Color Preferences

Ten Munsell hues were selected and each hue was represented by nine combinations of lightness and saturation. Two neutral backgrounds were used. Random sets of 12 colors were exposed and subjects were required to rate on a scale of nine categories ranging from one for very, very unpleasant, to nine for very, very pleasant. Eighteen subjects from America (USA), ten from India, and seven from Nigeria participated in the experiment. It was found that the results obtained for Americans closely correlated with Helson and Lansford findings. Lightness contrast was the single most important factor in determining the pleasantness of object colors. The most important contrast was that Indians and Nigerians preferred high lightness to high saturation whereas Americans preferred highly saturated colors. Hue preference was the same for Americans and Indians, purples and blues, but Nigerians liked colors with red components also.