Survey of Single Color Preference and Multi-color Emotion

In this study, forty-two colors were selected from INTERCOLOR of the Spring-Summer color trends, and twenty-four kinds of color combinations were made according to the six color concepts. The study included two parts: one was single color preference investigation; the other was color emotion survey of multi-color combinations. In the second part, fifteen color emotion scales, including "modern-classic", "vulgar-elegant", "formal-casual", "fresh-stale", "gaudy tasteful" "lively-stiff', "implicit-flaunty", "gorgeous-plain", "fashionable-dated", "individual-popular", "powerful-powerless", "rural-urban", "warm-cool", "intellectual non-intellectual", "like-dislike" were selected according to the Semantic Differential Method. The survey was conducted among the undergraduate college students from Xi'an Polytechnic University. Color histogram was used to express the result of single color preference, and it was clear that the popularity of these released colors was not even. Factor Analysis and cluster analysis were used to analyse the data from the second part of the survey. Three factors were extracted and labeled "personality", "taste", and "fashion". Twenty-four multi-color combinations were classified into three groups. It indicated that comprehensive color emotions were more important than other factors.