Personality and Gender-schemata contributions to colour preferences

A gender difference in color preference has been repeatedly reported among English speakers, with a secondary preference among females for pink-purple colors, modulating a primary preference from both sexes for “cool” over “warm” hues. However, this group difference leaves much individual variation in preference patterns unaccounted-for. Here we examine personality traits and gender schemata as possible determinants. Preference choices across sixteen hue samples were elicited from 120 young British psychology students, who also rated themselves on the International Personality Item Pool and Bem Sex Role Inventory questionnaires. Principal Component Analysis reduced their individual preference variations to four prototypical patterns. Some associations emerged between preference and personality; these may be culturally determined. Links with gender schemata were less substantial.