Does Color Preference Change With Age?

based on 11 ratings
Author: Sofia PC

Grade Level: 7th - 9th; Type: Behavioral Science


To determine whether the older population prefers darker, duller colors rather than bright and lush colors and vice versa for younger people.

Research Questions:

Companies market to different age populations. Children's clothing, accessories, and decorations are almost always brightly-colored and fun while adult clothing is more often seen with more sophisticated colors. But is this just media advertising or is it really in the psychological preference of the person according to their age?


  • Test subjects from two different age groups (as many as you can get, keep the numbers equal):
    • Under 30
    • Over 30
  • Gradient/ Hue color charts for each color in your test
    • Example :
  • Printer/ Computer
  • Pen and paper for notes

Experimental Procedure:

  1. First, you must obtain various color charts like the one seen here with many variations of a color group: . These should be printed out.
  2. Next you need to interview your test subject. First ask them what is their favorite color off the top of their head. (Most will just say a very basic color such as red or green, rather than scarlet or jade [variations of colors]).
  3. After they have replied, ask them to be more specific in their choices. Is there a certain kind of the color that they prefer?
  4. Show them the color charts for the colors of the spectrum and instruct them to pick their favorite variation of each color on the chart.
  5. Repeat steps 2-4 for all of your test subjects.
  6. Evaluate your findings based on the trends (if any).

Date Collection

Test Subject #_________

Name _________


Favorite Color?__________
Variation of Favorite Color__________
Favorite Color(s) on the chart__________


Terms/Concepts: Color; Preference; Hue/Saturation


Berlin, B. and Kay, P.Basic Color Terms: Their Universality and Evolution, Berkeley: University of California Press, 1969.

Add your own comment