Does gender have an impact on the color preferences in fashion products?
Keywords:Gender differences, color preferences, hue, color psychology, chromatic studies, fashion design, sex differences
This paper is part of a project that aims to identify consumers' color preferences in fashion products. The results presented in this work are part of a survey developed in 2019. In fashion products, colors are responsible for adding value through emotional and aesthetic aspects, these preferences being essential points to build a marketable and attractive product. However, through history and cultures, it was noticed that certain colors, when applied to clothes, were positively seen in a society when worn only by men and others only by women. Thus, this paper aims to identify how color preferences in fashion products change as the differences between genders are observed. The survey was conducted with 252 volunteers, 176 of whom were female, and 76 were male respondents; the results were analyzed using the IBM SPSS. As a result, a greater focus on the female gender in pinks and lilaceous hue was understood, while a lower preference for greenish hues. As for the male gender, the preferred hues were bluish, while the least preferred were pinks and lilaceous. It was concluded that genders play a certain role in color preferences in fashion products, identifying socially constructed characteristics through the history of colors as being responsible for those tendencies. It was possible to corroborate the social notion of the female gender preferring pinks hues and the masculine gender presenting tendencies of preferences to the bluish ones and a high refusal to the pinks and lilaceous – seen as women colors.
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