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Personality Traits and Colour Preferences

Authors:
  • Clinical Center of Vojvodina, Medical Faculty, University of Novi Sad, Serbia

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The objective of this investigation was to find out if there existed any differences in personality traits of subjects grouped according to the colour preference criterion. The study sample included a total of 104 subjects recruited from the third-year students of two grammar schools in Novi Sad, Serbia. The research instruments applied were the short version of the Zuckerman-Kuhlman Personality Questionnaire and the Colour Preference Questionnaire designed particularly for the purpose of this investigation. The obtained results showed that there were personality differences between subjects preferring dark colours (brown, grey and black) and subjects preferring bright colours (red, yellow). Social introversion and neuroticism/anxiety were more prominent personality traits in subjects who preferred dark colours, while aggression and activity were more prominent in subjects who preferred bright colours.
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... This may also be due to the sample itself whom are polytechnic engineering students. Engineering students are known to be mildly introvert and introverts are known to prefer dark colours such as brown, grey and black [57],[58]. These students are also much more inclined towards the concept of outer space thus preferring cool colour such as dark colours that are reflected by the blue-grey combination [58]. ...
... Engineering students are known to be mildly introvert and introverts are known to prefer dark colours such as brown, grey and black [57],[58]. These students are also much more inclined towards the concept of outer space thus preferring cool colour such as dark colours that are reflected by the blue-grey combination [58]. Next, Hypothesis H0 2 was also accepted as there was no significant difference between levels of EI on students learning achievement scores, perceived intrinsic motivation and perceived satisfaction when exposed to a Multimedia Learning Environment (MLE). ...
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This study is designed as a preliminary study to explore the effects of emotional intelligence (EI) on achievement, perceived intrinsic motivation and perceived satisfaction when expose to an emotional designed Multimedia Learning Environment (MLE) that was designed to induce either positive, neutral or negative emotions. All three designs had similar content and narration but differed in visual element such as colour, font size, font style and images. Based on the findings, it was reported that students performed better in the design used to induce negative emotion (NegD design) followed by the positive (PosD) and Neutral (NeuD). There is no significant difference in levels of emotional intelligence towards these learning outcomes; however, students with Low EI performed better overall. EI only qualified perceived satisfaction when using a MLE designed to induce emotions and it was found that students with Low EI preferred the design that induces positive emotions. In addition, High EI students favored designs with emotionality (positive or negative) compared to neutral design.
... This hypothesis has originated from the premise that human response to colour is triggered by deep seated 'biological impulses' that are manifested through various physiological cum psychological responses. A number of studies are available on colour preferences and substantial data has been generated to map personality types (6,7,8,9,10). Many of these have centred around the use of various colours and colour groups to get a cue of the human personality and its underlying complexities. ...
... A landmark study (11) laid the foundation for a deep understanding of the subject. Colour perception choices are quite strong and they are dependent on a number of underlying factors such as personality types (12,6,7,8,13,14), ethnic background of the subjects (15,16,17,18), age (19,20,21,22,23,24), gender (25,26,27,28,29), education (30), mental status and information processing in such conditions (31,32,33). It has been demonstrated that brain activity is modulated by colour preference which implies a deep seated correlation between colour preference and personality traits; and colour preference is a persuasive aspect of visual processing (34). ...
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A B S T R A C T Response to colour is an outcome of complex interactions between retinal neurophysiology and light. This paper puts forward the hypothesis that the sequence of preferences for the three primary colours Red, Yellow and Blue could provide cues to the personality of an individual. The sequence of preferences will harbour hidden patterns or algorithms that are linked to personality traits. The fluctuations or volatility observed in these preferences carefully recorded over a large number of observations will throw up interesting patterns that can be linked to personality traits. The data from a number of subjects will be used to identify similarities in colour preference patterns that match with personality types that have been determined using standardised tools for identifying personality types. The protocols to be followed for testing the hypothesis have been detailed. Statistical analyses of the data sets are suggested. The subjects that will be studied will hopefully be a source of data that will lead to unveiling the complexities of various personality types and personality traits. It will not be out of place to assume that the data generated can be extrapolated to read the biological and physiological conditions also.
... In fact, almost universally, people tend to like cool colors such as blue and have a dislike for dark-yellow (Adams & Osgood, 1973;Hurlbert & Ling, 2007;Ou et al., 2004;Saito, 1996). However, it is likely that friendly and sociable people interact more with the left image, because it has warm colors, while introverted people interact more with the right one because there are cool colors (Cigić & Bugarski, 2010). ...
Chapter
Computational neuroaesthetics is the new discipline that integrates neuromarketing, psychology and computer science to develop digital contents aligned to users' psychological characteristics, such as personality traits. The chapter illustrates the importance of content aesthetics in marketing (advertising and product).
... Infatti, quasi universalmente, le persone mostrano un maggior gradimento del colore blu e un'avversione verso il colore giallo-scuro (Adams & Osgood, 1973;Hurlbert & Ling, 2007;Ou et al., 2004;Saito, 1996). Tuttavia, è anche probabile che le persone più socievoli interagiscano maggiormente con l'immagine di sinistra, dal momento che presenta colori più caldi, e le persone più introverse con quella di destra poiché possiede colori più freddi (Cigić & Bugarski, 2010). ...
Chapter
La neuroestetica computazionale è la nuova disciplina che integra il neuromarketing, la psicologia e le scienze informatiche per sviluppare contenuti digitali allineati alle caratteristiche psicografiche, come i tratti di personalità, degli utenti. Il capitolo illustra l'importanza dell'estetica dei contenuti negli ambiti sia del marketing (pubblicità e prodotto) sia del design (user experience).
... According to Cigic and Bugarski (2010) social introversion and neuroticism/ anxiety were more prominent personality traits in subjects who preferred dark colors, while aggression and activity were more prominent in subjects who preferred bright colors. Ghorawat and Madan (2014) reported that there was no significant correlation found between the personality types and color shade preferences of the subjects except in the case of extroverted males. ...
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Clothing is important to the entire human beings at all stages of their life cycle. As the fashion and style changes fast, individuals especially youngsters give more preference to color and design and they want their dresses to be comfortable in addition to expression of their individuality. One of the major and most exciting elements of buying garments is color. This study aimed to identify the relationship between personality and color preference and to know the fabric color preferences of young female consumers with an age range of 20 to 30. The selected research instruments were NEO Five Factor Inventory and Fabric Color Preference Cards. Results indicated that there is no significant association between color preference and personality.
... In this study, two prominent visual features that are mostly related to personality traits are proposed, namely color [17] and shape [18]. This study is conducted by incorporating these two visual features in order to produce varying tagcloud layout styles. ...
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The world has undergone a techno‐cultural revolution during the last decades with the materialization of the “global village” and more; all having a profound impact on our culture. Quantitative analysis of these profound multidimensional changes needs cross‐cultural data, and scalable tools/techniques that can discover interesting nontrivial hidden relationships in large data sets. Subsequently, presenting these discovered relationships in an intuitive visual form to non‐IT domain experts. In this article, using proven data mining techniques, we perform cross‐cultural clustering of word‐color associations for 344 respondents from three cultures, that is, the United States, Pakistan, and Kingdom of Saudi Arabia. We consider the concept words cheap, reliable, and high quality along with colors liked and disliked for 10 colors. After statistical data validation one‐way cross‐cultural clustering was performed. High similarity of word‐based cluster association was discovered across the three cultures for negative and positive connotation words, and clear dissimilarity in clustering was discovered within each culture for color‐based cluster association; with possible explanations given. The universal consistent similarities in cross‐culture associations and the dissimilarities in local or intra‐culture associations could be useful for global brand decision making. In this article, we also do a technical comparison of the proposed technique with three traditional techniques used for such analysis, that is, hierarchical clustering, k‐means clustering and factor analysis; along with related comparison with principal component analysis and multidimensional scaling.
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This study aimed to explore the relationship between colors and emotions. The sample included 344 men and women from three age groups: youth, adults, and the elderly. Their ages ranged between 17 and 74 years. The results indicated that the light colors tended to express positive feelings in comparison with dark colors. Dark colors expressed a negative feelings, except the yellow color, which associated with negative feelings among both sexes, and all age groups, except female adults. There was no a statistically significant difference between the percentage of positive and negative responses to the yellow color. The violet and dark blue colors did not represent negative feelings. They were considered either neutral colors, or represent positive feelings. The number of the positive responses to the color orange was significantly higher than the negative ones in males in all ages. On the other hand, the orange color represented to female youth and adults either neutral or negative feelings. It could be concluded that the light colors indicated positive feelings compared to the dark colors. Keywords: Colors, feelings, youth, late adulthood, old age. هدفت هذه الدراسة إلى استكشاف العلاقة بين الألوان والمشاعر، وتكونت العينة من 344 رجلاً وامرأة، من ثلاث فئات عمرية: الشباب، والراشدون، وكبار السن، وتراوحت أعمارهم جميعًا بين 17 ، و 74 عامًا، وأظهرت النتائج، ميل الألوان الفاتحة، إلى التعبير عن المشاعر الإيجابية، مقارنة بالألوان الداكنة، التى عبرت عن المشاعر السلبية، ويستثنى من ذلك اللون الأصفر، الذى ارتبط بمشاعر سلبية لدى كلا الجنسين، فى كافة الفئات العمرية، باستثناء الإناث الراشدين، فقد كان اللون الأصفر لونًا حياديًا لديهن، ولم توجد فروق ذات دلالة إحصائية بين نسبة الردود الإيجابية والسلبية، ولم يمثل اللونان البنفسجى والأزرق أى مشاعر سلبية، وتوزعا بين كونهما إما ألوانًا حيادية، وإما ممثلة لمشاعر إيجابية، وكانت نسبة الردود الإيجابية للون البرتقالى أعلى جوهريًا من السلبية، لدى الذكور، فى كافة الأعمار، فى حين مثل اللون البرتقالى للإناث، إما لونًا محايدًا كما حدث فى فئة الراشدين وكبار السن، وإما لونًا سلبيًا لدى الإناث من فئة الشباب. ويمكن أن نخلص من هذه النتائج، إلى أن الألوان الفاتحة تعبر عن مشاعر إيجابية، بالمقارنة بالألوان القاتمة. المصطلحات الأساسية: الألوان، المشاعر، الشباب، الراشدون، كبار السن.
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Preface 1. Temperament and personality: trait structure and persistence 2. Psychobiological methods 3. Extraversion/sociability 4. Neuroticism 5. Psychoticism (psychopathy), impulsivity, sensation and/or novelty seeking, conscientiousness 6. Aggression-hostility/agreeableness 7. Consilience References.
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