Clothing Color Preferences of Adolescent Females

Abstract

Sixty black and sixty white female high school students were asked to indicate their hue; hue, tint, or shade; and color combination choices for clothing. To standardize measurement conditions for each of these three selection situations, subjects were provided with color cards and transparent overlays of a fashion figure. Chi‐square analyses indicated that the two groups were generally similar in their preferences except for hue, tint, or shade choices. When asked to select from among pure hues and corresponding chroma, the majority of the black subjects showed a preference for pure hues whereas white subjects favored tints. For both groups, shades were the least often preferred.