Does gender have an impact on the color preferences in fashion products?

Authors

  • Ítalo José de Medeiros Dantas Federal University of Campina Grande https://orcid.org/0000-0003-0710-6142
  • Aline Gabriel Freire Federal Institute of Education, Science and Technology of Rio Grande do Norte https://orcid.org/0000-0002-0365-227X
  • Livia Juliana Silva Solino Federal Institute of Education, Science and Technology of Rio Grande do Norte https://orcid.org/0000-0003-2530-1144
  • Mariana Nunes do Nascimento Federal Institute of Education, Science and Technology of Rio Grande do Norte
  • Heloisa Mirelly Ferreira Alves Federal Institute of Education, Science and Technology of Rio Grande do Norte

DOI:

https://doi.org/10.23738/CCSJ.130206

Keywords:

Gender differences, color preferences, hue, color psychology, chromatic studies, fashion design, sex differences

Abstract

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.

Author Biographies

Ítalo José de Medeiros Dantas, Federal University of Campina Grande

Master's Student in Design at the UFCG/UAD (Brazil) and Fashion Designer at the IFRN (Brazil). Research member of the Pro-Cor do Brasil Association and the Language of Color and Environment Color Design study groups from the AIC. Conducts research in the field of visual and semantic color messages, color psychology applied to fashion, and color preferences in clothing products.

Aline Gabriel Freire, Federal Institute of Education, Science and Technology of Rio Grande do Norte

Textile Engineer at the UFRN (Brazil), Master in Textile Engineering at the UFRN (Brazil), and fashion stylist at the SENAI (UFRN). Professor in the areas of textiles, clothing, and fashion at the IFRN (Brazil). Researcher and extensionist in the areas of colors applied to the creative process, innovation in textile materials, modeling, and circular economy.

Livia Juliana Silva Solino, Federal Institute of Education, Science and Technology of Rio Grande do Norte

Professor and Coordinator of the Fashion Design Undergraduate course at IFRN (Brazil). Undergraduate in Fashion Design at UFC (Brazil) and Master in Production Engineering at UFRN (Brazil). She works in the areas of Slow Fashion, Innovation in Fashion Products, Processes, and Color Psychology. Also, actively participating in university extension, promoting the circular economy.

Mariana Nunes do Nascimento, Federal Institute of Education, Science and Technology of Rio Grande do Norte

Technician in Clothing Production and Undergraduate in Fashion Design by the Federal Institute of Rio Grande do Norte (Brazil). She worked as a research student at the Textile and Clothing Research Center (IFRN). Conducts research in the area of product development to the elderly, shoe ergonomics, color psychology applied to fashion and color preferences in clothing products.

Heloisa Mirelly Ferreira Alves, Federal Institute of Education, Science and Technology of Rio Grande do Norte

Undergraduate in Fashion Design by the Federal Institute of Rio Grande do Norte (Brazil). She worked as a research student at the Textile and Clothing Research Center (IFRN). Conducts research in the area of product development to the elderly, shoe ergonomics, color psychology applied to fashion and color preferences in clothing products.

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Published

2021-04-09

How to Cite

Dantas, Ítalo J. de M., Freire, A. G., Solino, L. J. S., Nascimento, M. N. do and Alves, H. M. F. (2021) “Does gender have an impact on the color preferences in fashion products?”, Cultura e Scienza del Colore - Color Culture and Science, 13(01), pp. 52–60. doi: 10.23738/CCSJ.130206.

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