A comparative study of color preferences in Japan, China and Indonesia, with emphasis on the preference for white.

To measure and compare the main color-preference tendencies in Japan, China, and Indonesia, 490 subjects (175 Japanese, 158 Chinese, and 157 Indonesian) were asked to choose from a color chart the three colors they liked most and the three they liked least and to state the reasons for their choices. Analysis of the choices by correspondence analysis showed that each area (country) shows tendencies for unique color preference and that there are statistically significant differences in the frequency of selection of colors of certain hues and tones. However, a high preference for white was common to all areas, along with preferences for some other colors. The successive studies done by the author have shown a common strong preference for white in other Asian areas as well. The reasons given for the choices suggested that associative images based on environmental and cultural aspects may be important influences on color preference.