52 Color Culture and Science Journal Vol. 13 (1) DOI: 10.23738/CCSJ.130206

Does gender have an impact on the color

preferences in fashion products?
Ítalo José de Medeiros Dantas

1
, Aline Gabriel Freire

2
, Lívia Juliana Silva Solino

2
, Mariana Nunes do

Nascimento
2
and Heloisa Mirelly Ferreira Alves

1
Department of Design, Federal University of Campina Grande, Campina Grande, Brazil.

italodantasdesign@hotmail.com

2
Department of Textile and Fashion, Federal Institute of Education, Science and Technology of Rio Grande

do Norte, Caicó, Brazil. aline.freire@ifrn.edu.br, livia.solino@ifrn.edu.br, mariana.n.n@hotmail.com,

heloisamirelly57@gmail.com

Corresponding author: Ítalo José de Medeiros Dantas (italodantasdesign@hotmail.com)

ABSTRACT

This paper is part of a project that aims to identify consumers' color preferences in fashion products. The

results presented in this work are part of a survey developed in 2019. In fashion products, colors are

responsible for adding value through emotional and aesthetic aspects, these preferences being essential

points to build a marketable and attractive product. However, through history and cultures, it was noticed

that certain colors, when applied to clothes, were positively seen in a society when worn only by men and

others only by women. Thus, this paper aims to identify how color preferences in fashion products change

as the differences between genders are observed. The survey was conducted with 252 volunteers, 176 of

whom were female, and 76 were male respondents; the results were analyzed using the IBM SPSS. As a

result, a greater focus on the female gender in pinks and lilaceous hue was understood, while a lower

preference for greenish hues. As for the male gender, the preferred hues were bluish, while the least

preferred were pinks and lilaceous. It was concluded that genders play a certain role in color preferences in

fashion products, identifying socially constructed characteristics through the history of colors as being

responsible for those tendencies. It was possible to corroborate the social notion of the female gender

preferring pinks hues and the masculine gender presenting tendencies of preferences to the bluish ones and

a high refusal to the pinks and lilaceous – seen as women colors.

KEYWORDS Gender Differences. Color Preferences. Hue. Color Psychology. Chromatic Studies. Fashion

design. Sex difference.

RECEIVED 10/02/2021; REVISED 03/04/2021; ACCEPTED 05/03/2021

Does gender have an impact on the color preferences in fashion products?

53 Color Culture and Science Journal Vol. 13 (1) DOI: 10.23738/CCSJ.130206

1. Introduction

Colors are found in everything around us, from the

artifacts to the clothes to the skin of the people (Farina,

2006). Therefore, an element of fundamental importance

for the development of any product (Baxter, 2011). The

colors are presented as the first factor of perception in a

visual stimulus (Pina, 2009). In fashion, the color

becomes even more indispensable, being used to

develop garments, accessories and shoes (Treptow,

2013).

Pina (2009) argues that color is an edifying element that

can transmit sensations. Therefore, the color is used as a

basis for fashion collections development. In this way, the

fashion collections are designed to attract the customer,

and, in several cases, "the power of attraction does not

depend only on color and light, but also on psychological

effects" (Farina, 2006:137).

The human being ends up preferring a certain color over

another because of empathy. In fashion collections,

colors are used as a trend and as a way to demonstrate

emotions, color semantics (Pina, 2009). The relationship

between the subject and color been positive or negative

is directly linked to the environment in which they live and

other factors such as age, education, and the individual's

gender categorization (Farina, 2006).

Gender becomes the focus of this paper when it is

understood that it has evidence of strong levels of

difference in color preferences (Ellis and Ficek, 2001). It

is based on this that we emphasize the need to enter into

these discussions bringing out as an object of study so

pertinent for use and practical application of colors:

fashion (Jones, 2005; Altıntaş and Ağaç, 2008).

Regarding color preferences in fashion/clothing products,

Zhang (2013: 476) found black to be the most accepted

color in the Chinese environment, “The survey of style

and color shows that black if fit for all styles and accepted

by 90 % of the male and female”. In studies focused on

children aged 6 to 8 years, it was determined that the

colors preferred most by the girls for all garment types

were magenta, red-violet, red, and red-orange, and the

colors preferred by the boys for all garment types were

black, blue, cyan, and yellow (Kilinç, 2011).

This work is based on the need to pay attention to the

subjective preferences of products' aesthetic-symbolic

content to future fashion users (Löbach, 2001). This

information allows us to create products that have a

greater affective connection with consumers, avoiding

product waste at the time of sale. Also, it allows us to

create a starting point to identify the core of tendency to

color preferences in our society. Color preferences in

design products have been identified in other works as

one of the main means of influencing consumers'

purchasing decisions, realizing their relevance (Yu et al.,

2017; Yu et al., 2018; Luo et al., 2019).

Based on previously evidences that shows there are

gender differences in color preferences (Yu et al., 2020),

it is understood that the social role that each gender has

played for years in the chain of a society configures

important delimitations in the ways they live, behave and

consume products (Silverman et al., 2007). Furthermore,

this study is necessary to verify whether there are signs

of the reflex of socio-cultural categorization of gender in

human cognition of molding subjective preferences in

colors when in a scenario of selecting fashion products.

1.1. A brief background on color theory and color

preferences

Relevant to color theories and to better understand the

treaties proposed in this research, it is important to note

that colors are composed of three essential attributes that

configure their existence: hue, chroma, and lightness

(Holtzschue, 2011). Thus, a) hue is configured as another

word to describe what each color is, as well as being able

to characterize a set of similar colors; b) chroma refers to

the level of gray that exists in its composition; c) lightness

refers to the level of the brightness of the color (Zhang et

al., 2019).

These relationships shape people's daily lives and

exchanges of values and information with artifacts,

serving as a strong element of pre-judgment and instant

connection (Holtzschue, 2011).

Entering the field of color psychology, we discuss the

effect of colors on individuals' cognition. Sherin (2012:77)

says that "A person's response to color and tone can help

determine how information is understood and can affect

whether a consumer buys a product or uses a client's

services". This information is extremely important for the

product development area since it deals with consumers'

needs and desires (Rathee and Rajain, 2019).

Based on this, we bring up research on color preferences

as a valid starting point for identifying patterns of

aesthetic-symbolic preferences in consumers' cognition

(Singh, 2006; Kilinç, 2011). These researches started in

the studies of J. Cohn when the researcher argued that

color preferences came from a subjective value that was

already born with individuals (Taylor et al., 2013).

At present, the theory with the greatest number of

evidences is the ecological valence theory, which seeks

to explain color preferences through the positive or

negative relationship of human with the artifacts and

objects that permeate our daily life, from elements of

nature to industrial products (Palmer and Schloss, 2010).

Does gender have an impact on the color preferences in fashion products?

54 Color Culture and Science Journal Vol. 13 (1) DOI: 10.23738/CCSJ.130206

1.2. Gender differences in color preferences

One of the first studies developed, in the 40s, determined

that men and women tended to prefer colors in the same

way, identifying traces of differences only to the orange

colors, most preferred by men, and also on the yellow

color, most preferred by women (Eysenck, 1941).

However, over time and with the expansion of studies in

color preferences, several other studies have emerged to

realize the existence of differences in color preferences,

formalizing theories (He et al., 2011; Zhang et al., 2019).

Later on, it was possible to identify those female children

tended to prefer pink more, as women preferred reddish

hues; male children and adult men preferred more light-

tinted blue (Burkitt et al., 2003; Ling et al., 2006).

One of the main theories that seek to explain the core of

color preferences is called Hunter-Gatherer Theory

(Regan et al., 2001; Hurlbert and Ling, 2007). Thus, it

discusses an existing relationship between the social

roles that occupy the feminine gender and the masculine

gender within a social organization, focusing on their

survival adaptation, ending how this is reflected in color

preferences (He et al., 2011). In this sense, this theory

identifies the preference of women for warmer colors

according to the tasks they tend to perform in a domestic

context, such as identifying the quality of fruit based on

its red or purple color) (He et al., 2011; Zhang et al.,

2019). Meanwhile, the same scenario would tend to

apply to the male gender, which, being considered in a

context of nature, outside a domestic zone, tends to

demonstrate preferences for colors such as blue and

green (He et al., 2011; Zhang et al., 2019).

The authors mentioned above still presented a second

theory, called Social Structural Theory. In this, color

preferences would be related to a search for equality of

gender roles in society (He et al., 2011). Based on this

theory, Zhang et al. (2019:969) explain that "Men would

prefer some stimulating colors such as yellow to increase

their sociability, while women would prefer some

energetic and disturbing colors such as orange to

increase their aggression-hostility". In science, there is

evidence that both confirms and refutes the theories.

2. Objectives

This research's main objective is to identify whether there

are differences in color preferences in fashion products

across binary genres. From this, three research

hypotheses were defined to be tested:

H1a. People's gender has a direct impact on how

they prefer color in fashion.

H1b. People's gender has a direct impact on how

they prefer groups of hues in fashion.

H1c. People's gender has a direct impact on how

they prefer color lightness in fashion.

3. Methodology

In terms of its nature, the research is classified as

applied, whose main characteristic is the application and

use of knowledge in the fashion industry. Classify as

exploratory-descriptive research. As for its approach, it is

classified as quantitative research (Gil, 2008).

Concerning its methodological procedures, it is classified

as a survey, "the purpose of a survey is to provide

statistical estimates of the characteristics of a target

population, some set of people" (Fowler, 2014:8). Thus,

we sought to discover the preference profiles in colors for

fashion products. "To do that we designate a subset of

that population, a sample, from whom we try to collect

information (Fowler, 2014:8).

3.1. Participants

The research sought to understand the color preferences

for fashion products among people considering the

unique colors, the group of hues, and color lightness. In

this way, it was also possible to perceive and discuss the

color preferences between men and women. The

survey's application was conducted with 252 people

participated, 176 of them female and 76 men, aged

between 7 and 64 years (Table 1).

Table 1. Profile of survey respondents

3.2. Sample of colors

Based on the color chart developed by Silva (2017; 2020)

in her works, the survey's questionnaire had a total of 39

colors presented to the respondents. It was devised into

12 pure colors, 12 colors darkened with 50% black, 12

Does gender have an impact on the color preferences in fashion products?

55 Color Culture and Science Journal Vol. 13 (1) DOI: 10.23738/CCSJ.130206

colors lightened at 50% opacity, and three achromatic

colors, arranged and divided into four groups of 5 hues

and three lightness, and 1 group of 3 hues and three

lightness (Fig. 1).

Fig. 1. Colors listed presented to the participants,

together with the questionnaire (Silva, 2017; 2020).

3.3. Survey process

The survey was conducted in late 2019 during a scientific

and technological exhibition held annually by the Federal

Institute of Education, Science, and Technology of Rio

Grande do Norte, in Brazil. It was decided to create a

thematic room on colors at a science fair where the

questionnaire was applied to attract a greater number of

respondents to the questionnaire. The room was called

“Know Your Colors” and was designed to analyze the

color temperature and contrast of people's skin and relate

these variables to the use of colors in clothes and, in

return, these people answered our questionnaire (Fig. 2).

The questionnaire's composition first sought

demographic data, and in the second stage was selecting

5 of the colors that the respondents liked most when it

comes to fashion products. Two new iPads (6th

generation) with a 10.2-inch retina screen and a

resolution of 2160 x 1620 pixels at 264 dpi were used for

the application. It was a guarantee that both have the

same lighting settings, thus ensuring that respondents

were subjected to the same visualization conditions of the

colors and at the same time optimize the time of

application of the questionnaires.

Fig. 2. The thematic room where the questionnaire was

applied.

The data obtained were analyzed using basic descriptive

statistics and ANOVA, focusing on identifying the levels

of significance through the statistical analysis software

IBM SPSS Statistic 20. The results were compared

among themselves, considering divergences and

convergences as the central focus in perceptions

between genders. This paper consists of an initial and

exploratory discussion on color preferences since there

are so few works focusing on fashion products, and this

research in Brazil is in the early stages.

4. Results: what color do men and women prefer

in fashion?

This topic will be organized through the following three

subtopics: unique colors, hue and color lightness.

4.1. Color preferences within unique color

At first, it is noticed that the color black (159 general

choices) and white (75 available choices) has a common

Does gender have an impact on the color preferences in fashion products?

56 Color Culture and Science Journal Vol. 13 (1) DOI: 10.23738/CCSJ.130206

consensus of preference between genders; both colors

presented a higher level of preference in general and

through genders (Fig 3).

Then, concerning the perspectives of individual genders

and going beyond the colors already mentioned, women

tended to prefer a shade of dark red (47 choices) and

magenta (42 choices), with this set being the four most

prominent colors among the female gender. In contrast,

four colors derived from green were also identified as the

least preferred among the female gender.

Regarding male preferences, trends were identified for

preferring the color gray (20 choices) and the color red

(20 choices). Unlike the female gender, the colors least

preferred by men varied significantly, ranging from dark

cyan (3 choices) to dark magenta (2 choices), violet (2

choices), and dark yellow (1 choice).

For the hypothesis outlined in H1a, it was found that

there is no significant difference in preferences for

individual colors in fashion (p-value = 0.383 > 0.05) [1].

The hypothesis is rejected.

Fig. 3. Main gender color preferences for fashion products [2].

4.2. Color preferences through the group of hues

The second analysis of the results was divided between

five hues: achromatic (black, white, and gray), greenish,

bluish, yellow/orange and reddish, and pinks and

lilaceous (see Fig. 1). It was possible to observe that the

most preferred hues for the research's general results are

pink and violet, with 291 mentions, and greenish hues

were the least preferred with only 170 mentions.

However, those results are mainly influenced by the level

of feminine representation in the research.

Regarding the differences in preferences between

genders, it was found that there were 104 mentions of

bluish hues among male people, and for pink and

lilaceous hues, there were only 50 mentions,

characterized as the last in the list. Regarding the female

gender, there were 241 mentions of pink and lilaceous

hues, the largest number of choices, and 112 mentions of

greenish hues, the least preferred group of colors (Fig.

4).

Does gender have an impact on the color preferences in fashion products?

57 Color Culture and Science Journal Vol. 13 (1) DOI: 10.23738/CCSJ.130206

Thus, it is possible to understand that women have a

greater preference for pink and lilaceous hues and men

for bluish hues, which, in the study by Heller (2013),

presents the color blue as preferred among 46% of men,

also being consonant with the found by Ellis and Fieck

(2001), about colors in general.

Statically, it was found that there is no difference between

the groups of hue in color preferences in fashion

products for the male gender compared to the female

gender (p-value = 0,145 > 0,05) [1]. So, regarding the

hypothesis stated in H1b, the evidence indicates that it

was not an accepted hypothesis.

4.3. Color preferences through the color lightness

In general, dark tones appear as the preferred type of

color lightness, with 476 mentions, followed by light tones

with 405 mentions and medium tones with 378 mentions

(Fig. 5). Therefore, according to the general results, dark

tones are the preferred lightness due to the greater

preference for the color black in both genders.

Fig. 4. Color preferences for fashion product through a range of colors [2].

Fig. 5. Color preferences for fashion product through the color lightness [2].

Does gender have an impact on the color preferences in fashion products?

58 Color Culture and Science Journal Vol. 13 (1) DOI: 10.23738/CCSJ.130206

There is a greater preference for medium tones among

males with 139 mentions, followed by 131 mentions for

dark tones and 110 for light tones; in general, black is the

preferred shade among the men.

Thus, among the female gender, there is a predominance

of preference for dark tones with 233 mentions, followed

by 198 mentions of light tones and 154 mentions of

medium tones; the black tone was preferred among

women. What exactly differs from the research by

Fortamann-Roe (2011), since the researcher identified a

much greater male preference for dark tones and

medium tones.

Regarding the hypothesis placed in H1c, it was not

possible to identify any significant difference in color

preferences across genders in fashion products for color

lightness (p-value = 0.919 > 0.05) [1]. Based on this, the

hypothesis is indicated as rejected.

5. Discussion: the reflex of gender social

construction on color preferences in fashion

products

Even though the results statistically suggest no difference

in color preferences related to fashion products between

genders, we can observe a much greater tendency for

women to prefer pink and violet hues and men to higher

reject it, preferring bluish hues instead (See Fig. 4).

These results were in line with other studies previously

developed regarding color preferences in general,

without sticking to any product type (Fortamann-Roe,

2011; Heller, 2013; Bonnardel et al., 2018).

These data then suggest a more in-depth approach than

would be the social dynamics of sexism rooted in a socio-

cultural context, this being Brazil. This sexist thinking is

very much in line with the global influences that the

country has suffered and still suffers historically, mainly

from the mass media. LoBue and DeLocache (2011: 663)

bring that "if pink is what helps define a girl, it is not

surprising that boys would have the opposite reaction".

Thus, the thought of clothing is rooted in society as a

daily communication vehicle attached to one's body,

actively participating in a society's interpersonal

relationships, becoming part of itself, and reflecting visual

messages (Jones, 2005). It is based on the thinking of

fashion as a means of permeating a message that the

male gender tends to create a departure from the use of

clothing that brings the color pink as central since it

automatically brings him closer to features that resemble

the female gender (Ben-Zeev and Dennehy, 2014; Ishii et

al., 2018). In Brazilian society, among cisgender men of

heterosexual orientation, this approach to femininity that

the use of pink automatically brings, ends up being seen

as something negative, as a denial of its masculinity

(Schwinn and Funck, 2019).

The idea of 'pink for girls and blue for boys' is a socio-

cultural concept established since the individual is a child

(Kilinç, 2011). The artifacts in the marketed for these age

groups, such as toys, are limited and categorized through

targeting the male gender, appropriating blue and green,

and to the feminine, delimiting the colors pink and lilac.

LoBue and Delocache (2011:665) go on to explain that

"while girls are developing a preference for pink with age,

boys are developing an avoidance of pink at the same

time". These reinforced influences since childhood grow

with our social preconceptions and become part of the

judgments that we develop daily, guiding our purchase

intensities sometimes only in the colors that certain

artifacts carry and how they impact our social image,

where men tend to refuse to wear a certain set of clothes

because they are pink, lilac or red (Heller, 2013; Ben-

Zeev and Dennehy, 2014; Ishii et al., 2018).

6. Final considerations

The research demonstrated the need further to

investigate color preferences with a focus on fashion

products. The results suggest that the preferences

identified in this work are not derived either specifically

from what is proposed in Hunter-Gatherer Theory or

Social Structural Theory. As discussed earlier, the core of

this color preference has been the pink and blue

semantics' socio-cultural construction when related to

genres. The results reveal this categorization of sexism

projected in color as being more present in male fashion

choices.

This work starts developing research in Brazil in an area

not explored before. Creating a basis for what to be

formalized and validated in future research as a theory

about the potentializing and appearance of color

preferences in fashion products and their socio-cultural

and semantics perception. Besides, designers can find

an opening of possibilities to explore the dimension and

the psychological relationship between color-product-

consumer.

Some previous studies suggest that the female

preference for the color pink is directly linked to the age

of the people studied, occurring mainly in children or

young people. However, relationships between age and

color preferences were not analyzed in this research and

can be explored in other future studies.

Does gender have an impact on the color preferences in fashion products?

59 Color Culture and Science Journal Vol. 13 (1) DOI: 10.23738/CCSJ.130206

7. Conflict of interest declaration

The authors declare that there is no conflict of interest

regarding the publication of this paper.

8. Funding source declaration

This research did not receive any specific grant from

funding agencies in the public, commercial, or not-for-

profit sectors. However, during the execution of the

thematic room where the survey was applied, the Federal

Institute of Education, Science and Technology of Rio

Grande do Norte (Caicó, Brazil) provided material and

structural support to perform the survey.

9. Acknowledgment

We wish to thank all those who took the time to visit our

thematic room on colors at the 6th Scientific,

Technological and Cultural Exhibition of the IFRN

campus Caicó (2019) and to contribute answering our

survey. We would also like to thank our colleagues at the

IFRN/Ca who promptly helped us to assemble and

organize our thematic room. These people were Vanda

Silva, Breno Moore, Ionara Tereza, Esron Candeia,

Amanda Souza, Ananda Medeiros, Lavínia Araújo,

Raiane Dantas, Marilia Rodrigues, Luiz Eduardo and

Maria Eugênia. Thank you for all the support provided.

10. Short biography of the authors

Ítalo José de Medeiros Dantas - Master's Student in

Design at the UFCG/UAD (Brazil) and Fashion Designer

at the IFRN (Brazil). Research member of the Pro-Cor do

Brasil Association and the Language of Color and

Environment Color Design study groups from the AIC.

Conducts research in the field of visual and semantic

color messages, color psychology applied to fashion, and

color preferences in clothing products.

Aline Gabriel Freire – Textile Engineer at the UFRN

(Brazil), Master in Textile Engineering at the UFRN

(Brazil) and fashion stylist at the SENAI (Brazil).

Professor in the areas of textiles, clothing and fashion at

the IFRN (Brazil). Researcher and extensionist in the

areas of colors applied to the creative process, innovation

in textile materials, modeling and circular economy.

Lívia Juliana Silva Solino – Professor and Coordinator

of the Fashion Design Undergraduate course at IFRN

(Brazil). Undergraduate in Fashion Design at UFC

(Brazil) and Master in Production Engineering at UFRN

(Brazil). She works in the areas of Slow Fashion,

Innovation in Fashion Products, Processes and Color

Psychology. In addition to actively participating in

university extension, promoting the circular economy.

Mariana Nunes do Nascimento - Technician in Clothing

Production and Undergraduate in Fashion Design by the

Federal Institute of Rio Grande do Norte (Brazil). She

worked as a research student at the Textile and Clothing

Research Center (IFRN). Conducts research in the area

of product development to elderly, shoe ergonomics,

color psychology applied to fashion and color

preferences in clothing products.

Heloisa Mirelly Ferreira Alves - Undergraduate in

Fashion Design by the Federal Institute of Rio Grande do

Norte (Brazil). She worked as a research student at the

Textile and Clothing Research Center (IFRN). Conducts

research in the area of product development to elderly,

shoe ergonomics, color psychology applied to fashion

and color preferences in clothing products.

Notes

[1] When the p-value is higher than 0,05, we reject the hypothesis

stated.

[2] Male and female graphic figure used in the image was created by

Pikisuperstar. Available at https://br.freepik.com/pikisuperstar.

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