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

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.