The Relationship Between Personality Type and Color Preference For Color Combinations

Abstract

The purpose of this paper will be to discuss current research in color preference and personality types and add new value to the literature by evaluating the relationship between personality type and color preference for color combinations from a consumer behavior perspective. In order to accomplish the aims of this work, a quantitative color preference survey was created and administered to 97 participants to determine individual color preference for analogous, complimentary, identical, and random color combinations. In addition, participants completed the 16 PF personality assessment to determine the personality factor scores of Extraversion and Independence. The results of this study suggest relationships between the personality types of Extroversion and Independence and color preference for random color combinations. These findings add value to color and personality research and can be strategically applied in a business organization’s branding, product design, marketing, or sales training efforts to positively influence consumer-purchasing decisions.