SEX-DIFFERENCES IN COLOR PREFERENCES AMONG AN ELDERLY SAMPLE

The purpose of the study was to assess differences in color performanc es between the sexes. A sample of 193 retirees were asked to report th eir favorite colors. The pattern of frequencies for preferred color di ffered as a function of sex. Blue was chosen as the most preferred col or by both sexes. Women preferred black and purple more than men did. Moreover, the men preferred red over pink, whereas the women preferred red and pink equally. The rank order of color preferences for this el derly group were very similar to the findings of Silver, et al. who sa mpled young adults in 1988.