Colour preferences for traditional Korean colours

Colour perception and preference have often been considered to be culturally linked. In this study, samples of young Korean and UK consumers have been tested to examine their colour preferences and also what they considered to be successful fashion colours. The traditional Korean colours (in various degrees of saturation) have been used for the test and, in the case of the Korean participants, they were also asked which colours they considered to the more traditional. Though there were some differences between the young Korean and young UK participants, the degree of similarly in choice and preference was quite marked. It is suggested that this may be due to exposure to global media and internet products in the modern environment. Also it was found that the reliability of both test groups was high.