![]() ![]() This study set out to investigate color impressions in the general public and to elucidate the relationship between personality type and color preference. These results raise the need to examine the relationship between color impressions and the personalities. Introverts tend to direct their attention inward, which runs contrary to the widely known characteristics of red–action, power, and dominance ( Andrews, 2005 McLeod, 2006). Similarly, Kim and Park (2008), who used the introvert-extrovert personality classification, found that introverts prefer red much more than extroverts. However, recent empirical studies have shown that thinking-type people who prioritize logic and objectivity prefer red color to blue, while blue is widely perceived as symbolizing logic ( Gage, 2000 Kim and Kim, 2013 Jue, 2017 Cha and Jung, 2018). For example, since red is a vibrant, energetic, warm, and vigorous color, it has been widely believed that people who prefer it are similarly energetic and enthusiastic ( Verner-Bonds, 2000). However, it is still challenging, as there have been exceptions ( Kim and Park, 2008 Kim and Kim, 2013 Cha and Jung, 2018). As colors have three dimensions (active–passive, light–heavy, and cool–warm), they could evoke certain emotions accordingly ( Ou et al., 2004). Most of the studies have been successful in finding associations between personality and color preference, which can be explained in terms of color-evoked emotions. Recently, color researchers have devoted more attention to the relationship between color and personality ( Kim, 2005 Kim and Park, 2008 Cha et al., 2009 Je et al., 2011 Kim and Kim, 2013 Fetterman et al., 2015 Tao et al., 2015 Cha and Jung, 2018 Lee and Lee, 2021). Meanwhile, a study of gender differences in color preference found that females have a strong preference for reddish colors, while males prefer green–blue ( Hurbert and Ling, 2007). In addition, a study comparing the color preferences of the British and Arabs showed that the British prefer blue and Arabs prefer red ( Al-Rasheed, 2015). The Chinese tend to prefer red ( Zhang et al., 2019), showing a much higher preference for it than the British ( Hurbert and Ling, 2007). For instance, preference for red especially vary by culture ( Hurbert and Ling, 2007 Al-Rasheed, 2015). Previous research found how much people prefer different colors according to their culture, gender, and age group ( Palmer and Schloss, 2015). ![]() Inter-individual differences in color preference have been noted by a number of studies ( Hurbert and Ling, 2007 Lee et al., 2009 Al-Rasheed, 2015 Fetterman et al., 2015 Tao et al., 2015). ![]()
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