Abstract
The purposes of this study were to determine (a) if color attributes affect color preferences and (b) if psychological types affect colorpreferencesfor apparel fabrics. Color theory was applied using hue seasonal color categories, value categories, and chroma categories. The experimental research design used a sample of 111 clothing, textile, and design majors to determine color preferences. Results of analysis of variance and Tukey's HSD revealed several significant differences with respect to color preferences. Summer andwinter colors were significantlypreferred more than autumn colors, while spring colors were significantly more preferred than autumn colors. Medium, dark, and light values were significantly different from each other, most preferred in the order listed. Significance was also found for each level of chroma with dull most preferred; then medium, then intense chroma as least preferred. All of the eight psychological types showed significant differences in seasonal color preferences except for introverted thinking types. Extroverted sensing types were found to be the most discriminating across the four season color categories and preferred colors with the least intensity. Extroverted and introverted thinkers did not have significant differences in value color preferences. Introverted feeling and introverted intuitive types did not have significant preferences for chroma. While color is a complex phenomenon, this study suggests that distinctions are part of a person's natural propensities. It also supports the theory that hue seasonal color categories, value, and chroma can be used to elicit variations in human response to color.
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