中國大陸色彩嗜好研究－以廣東地區為例

本研究將對於由先天條件影響所致的色彩嗜好「性別說」做深入的研究與探討，進一步從性別角度了解廣東地區民眾最喜歡與最厭惡的色彩排序，並根據統計結果分析因性別不同而產生明顯差異性的色彩，進而為不同性別族群進行產品設計時，在色彩選擇上提供理論支援和幫助。本研究透過問卷調查的方式，以將多數調查對象的想法加以彙整、分析後發現只有在3個「性別色」上發現了顯著差異；被選擇出的嗜好色前7位都屬於Vivid Tone與Light Tone中的色彩，5種厭惡色都屬於Dark Tone和Dull Tone類別中，且不存在性別上的差異；當以性別為變項時意外觀察到，無論男女對於厭惡色的選擇具有一致性，且同時發現女性與男性都喜歡青色系色相的顏色。

關鍵字

色彩嗜好；性別說；卡方檢定

並列摘要

This study will make in-depth research and discussion on the color preference ＂gender theory＂ caused by the effects of congenital conditions, and further understand the sorting of the most popular and disgusting colors of Guangdong people from a gender perspective. Generates significantly different colors, and then provides theoretical support and assistance in color selection when designing products for different gender groups. This study used questionnaires to summarize the ideas of most of the respondents. After analysis, it was found that only significant differences were found in the three ＂gender colors＂; the top 7 selected hobby colors belong to Vivid Tone and Light The colors in Tone, the five aversive colors belong to the Dark Tone and Dull Tone categories, and there is no gender difference; when gender is used as a variable, it is unexpectedly observed that regardless of the choice of aversive colors for men and women, and At the same time, it was found that women and men like the color of cyan hue.