A Study on the Clothing/ Appearance Message: On the Colors in Dress

Abstract

This study aims to measure the message of basic colors in dress by using clothing/appearance message scale in terms of nonverbal communication. Major findings obtained were as follows: 1) Each color like red, orange, yellow, yellow green, green, blue green, blue, purple blue, purple, red purple, black, or white color, communicates different kinds of information. And it was possible to measure this. 2) Four or five factors were extracted as the message of colors in dress. For example, in the case of red, they could be interpreted as follows; I. Sexual Attractiveness, II. Elegance, III. Gaudiness, IV. Sophistication, and V. Cheerfulness. And in the case of black, they could be interpreted as follows; I. Sexual Attractiveness, II. Formality, III. Mood, IV. Anti-sociality, and V. Occupation. 3) Some difference of color message was deemed to exist between the case of this study where colors were shown in the one-piece dress style and the case of previous studies where colors were shown in the simple square or circle. 4) Information about ‘Sexual Attractiveness’, ‘Elegance’, and ‘Finery’ was particularly conspicuous in clothing/appearance message in common with many colors. In particular, dresses of red, black, or purple were deemed to communicate ‘Sexual Attractiveness’. 5) Dresses of white or black were deemed to communicate ‘Feminity’, ‘Good-looks’ and ‘Intelligence’. 6) Dresses of yellow or purple were deemed to communicate ‘Showiness’, ‘Obtrusiveness’, Looking for Excitement’, and ‘Provocation’. 7) Dresses of blue were deemed to communicate ‘Engagement in A Strict Job’ and ‘Respect for Manners’. 8) Dresses of green, purple, or black were deemed to communicate ‘Antisociality’, that is, a personality of social unadaptability. © 1992, The Japan Research Association for Textile End-Uses. All rights reserved.