On the preferred flesh colour in Japan, China and South Korea

The preferred flesh colour was surveyed in Japan, China and South Korea to investigate the influence of cross-cultural effects. The three groups of observers exhibited common factors, i.e. geographic environment (large cities in temperate Far East Asia), race, age and knowledge of image technologies. The mean lightness (L*) of flesh colour accepted by 50 per cent or more of the observers in each country was in descending order China > Japan > Korea, with a significant difference. Similarly, the mean values of CIELAB hue angle, h(ab), and chroma, C-ab*, were in descending order Korea > Japan > China, and the Chinese mean values were significantly low. Differences between the preferences of male and female observers were common to all three countries. The results suggest that the preference for flesh colour is determined not only by memory colour but also by cultural factors.