Cross-cultural comparison of the influence of skin-color change on facial impressions

Abstract

Skin color is one of the colors we are most frequently exposed to. It contains information, such as ethnic group and health status, and numerous studies have demonstrated the influence of various facial attributes on the formation of impressions. However, no research has specifically explored the repercussions of treating changes in skin color as a singular variable. We cross-culturally examined skin color changes along with the red-yellow axis and how they influence facial impressions across six face shapes from three types of ethnicities. A 7-point scale was used for evaluation, and the observers evaluated the impression of face images according to the following six evaluation items: healthiness, preference, brightness, whiteness, transparency, and skin tone. The observers were divided into the following four groups: Japan, China, Thailand, and the Caucasus. Differences in the evaluation and association of skin color with various traits emerged between cultures. For instance, East Asian cultures associated positive attributes with reddish skin colors, whereas Caucasians often linked positive traits with yellowish skin colors. These cultural disparities emphasize the dynamic interplay between culture and perception in assessing facial impressions.