Experomental psychological study on variety and fluidity of color preference

• Project/Area Number: 17K18695
• Research Category: Grant-in-Aid for Challenging Research (Exploratory)
• Allocation Type: Multi-year Fund
• Research Field: Psychology and related fields
• Research Institution: The University of Tokyo
• Principal Investigator: Yokosawa Kazuhiko 東京大学, 大学院人文社会系研究科(文学部), 教授 (20311649)
• Project Period (FY): 2017-06-30 – 2020-03-31
• Project Status: Completed (Fiscal Year 2019)
• Budget Amount: ¥6,370,000 (Direct Cost: ¥4,900,000、Indirect Cost: ¥1,470,000); Fiscal Year 2019: ¥2,990,000 (Direct Cost: ¥2,300,000、Indirect Cost: ¥690,000); Fiscal Year 2018: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000); Fiscal Year 2017: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
• Keywords: 色嗜好 / 実験心理学 / 美感 / 統合的認知 / 物体嗜好 / 文化的構え

Outline of Final Research Achievements

This study investigated whether color preferences changed when the mental set on color was manipulated, by providing participants with instructions about different cultural sets without any physical change in the environment. To this end, we compared the color preferences of Japanese participants under three different cultural sets, namely, “colors that are used in America,“ “colors of Japanese traditional culture,“ or no specified cultural set. We also investigated the degree to which participants matched colors with each cultural set, i.e., American or traditional Japanese. The results demonstrated the modulation of color preferences. Furthermore, the size of the modulation for each color positively correlated with the degree of the match between each color and each cultural set, suggesting that the cultural set affected the color preferences.

Academic Significance and Societal Importance of the Research Achievements

嗜好や美感に関する文化差について実験心理学的検討を行い、日本文化における美感の基礎指標としての色嗜好は、物体や抽象的概念の寄与によって形成されていることを明らかにできたことが学術的意義である。必ずしも色そのものの嗜好に日本文化の特徴があるのではなく、抽象概念も加味して色嗜好が決定される際に日本文化など、様々な文化の特徴が反映されることを明らかにできたことに社会的な意義もある。

Research Products

• [Int'l Joint Research] Eberhard-Karls University/Stuttgart Media University(ドイツ)
• [Int'l Joint Research] チュービンゲン大学/シュツットガルトメディア大学(ドイツ)
• [Journal Article] Effects of cultural set on color preferences (2019)
  • Author(s): 熊倉恵梨香、信田拓也、浅野倫子、横澤一彦
  • Journal Title: The Japanese Journal of Psychonomic Science Volume: 38 Issue: 1 Pages: 26-32
  • DOI: 10.14947/psychono.38.4
  • NAID: 130007760493
  • ISSN: 0287-7651, 2188-7977
  • Year and Date: 2019-09-30
  • Peer Reviewed
• [Journal Article] Subjective evaluation of natural high-saturated images on a wide gamut display (2019)
  • Author(s): Erika Kumakura, Katja Schmid, Kazuhiko Yokosawa, & Annette Werner
  • Journal Title: Color Research and Application Volume: 44 Issue: 6 Pages: 886-893
  • DOI: 10.1002/col.22409
  • Peer Reviewed / Int'l Joint Research
• [Presentation] 日本人の色嗜好における文化依存性についての検討 (2019)
  • Author(s): 熊倉恵梨香, 信田拓也, 浅野倫子, 横澤一彦
  • Organizer: 第17回「注意と認知」研究会
• [Presentation] Effect of imagining another culture on color preference (2018)
  • Author(s): Erika Kumakura, Annette Werner, & Kazuhiko Yokosawa
  • Organizer: The 18th annual meeting of the Vision Sciences Society
  • Int'l Joint Research
• [Presentation] The relationship between color preference and traditional culture (2018)
  • Author(s): Kazuhiko Yokosawa, Takuya Nobuta, & Michiko Asano
  • Organizer: The 59th annual meeting of the Psychonomic Society
  • Int'l Joint Research
• [Presentation] 異文化の想像が色嗜好に与える影響 (2018)
  • Author(s): 熊倉恵梨香, Annette Werner, 横澤一彦
  • Organizer: 日本心理学会第82回大会
• [Presentation] 広色域ディスプレイにおける画像の彩度と主観的印象の関係 (2018)
  • Author(s): 熊倉恵梨香, Katja Schmid, 横澤一彦, Annette Werner
  • Organizer: 日本基礎心理学会第37回大会
• [Presentation] Becoming a “bandwagon fan” of a sports team immediately increases preference for colors associated with the team (2017)
  • Author(s): Yokosawa, K., Kita, S., & Asano, M.
  • Organizer: 58th Annual Meeting of the Psychonomic Society
  • Int'l Joint Research
• [Book] 美感 ー感と知の統合ー (2018)
  • Author(s): 三浦 佳世、川畑 秀明、横澤 一彦
  • Total Pages: 288
  • Publisher: 勁草書房
  • ISBN: 9784326251124