CROSS-CULTURAL COLOR PREFERENCE

The purpose of this study is to investigate the differences in the psychophysical judgment of mobile display color appearances between Europeans and Asians. The subjects were asked to assess the optimal level of the display stimuli under different illuminants. In general, confirming the previous studies on color reproduction, we found a positive correlation in the correlated color temperatures between the illuminants and optimal displays. However, Europeans preferred a lower color temperature compared to Asians along the entire range of the illuminants. The findings provide the theoretical basis from which manufacturers can take a cultural-sensitive approach to enhancing their products’ appeal in the global markets.

Choi, K. & Suk, H. J. (2015). “A comparative study of psychophysical judgment of color reproductions on mobile displays between Europeans and Asians.” In Proc. of the SPIE/IS&T Electronic Imaging, 93950T.