Color Preferences Among University Students in the City of Medellín, Colombia

Abstract

Color is significant for people’s perception because, based on it, decisions can be made regarding the acceptance of products, food, environments, emotions, among many other factors. This study aims to characterize the acceptance of colors by university students from the city of Medellín, Colombia, in order to be a benchmark in multiple everyday applications. Multiple correspondence factor analysis, factor analysis, and frequency distribution were used, and the information was collected by non-random sampling using a Likert scale survey. One result that stands out is that a significant difference was identified (p<0.05) between sexes in terms of the following colors: yellow, black, purple, and pink. The most chosen color was black, and the least accepted one by those surveyed was brown. It is concluded that the color red is associated with blood, yellow with the sun, blue with the sky, white with peace, black with elegance, and green with nature.