Influence of color-texture associations on preference
Embargo Lift Date: 2020-07-28
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This study analyzes the possible existence of a relationship between color and texture in terms of preference. One hundred design-trained and 96 non-design trained respondents underwent an experiment carried out in a virtual and abstract environment. 12 color-texture mapped squares, (4 colors x 3 textures) were placed in a neutral grey colored background and shown to the respondents. They responded the question about their most preferred color-association. As a second part of the experiment, they answered also about their most preferred texture strength of the previously selected square. Results of the study deny the existence of a dependency between color and texture. Moreover, blue was the overall most preferred color in any context. Fine textures were preferred more compared to coarse ones. In addition, small changes were observed in terms of preference between the design trained and non-design trained respondents. However, gender was not a prominent factor affecting preferences in this study.