Analysis of research strategies to determine individual color preference: N-alternative forced choice, rank-order, rating and paired comparison

Abstract

Exploring an efficient research method for understanding color preference is important to researchers and designers. This work compares four experimental methods for individual color preference research (N-alternative forced choice, rank-order, rating and paired comparison). Three psychophysical experiments were carried out with 338 participants. Participants were presented with six color patches (red, orange, yellow, green, blue and purple) arranged in a random order. This work suggested orange is the strongest preferred color and green is the weakest preferred using three individual color preference experimental methods with six hues. The Monte Carlo Analysis method further compares the result performance for four methods, which suggests the rating, paired comparison and rank-order methods are more stable than the N-alternative forced choice method when only a small number of participants take part in the experiment. For studies involving small numbers of participants (even less than 6), the rating, rank-order and pair comparison methods should be preferred.

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Item Type:	Article
Authors/Creators:	Yu, L Yun, C Xia, G Westland, S https://orcid.org/0000-0003-3480-4755 Li, Z https://orcid.org/0000-0003-2583-5082 Cheung, V https://orcid.org/0000-0002-9808-3670
Copyright, Publisher and Additional Information:	© 2022 Wiley Periodicals LLC. This is the peer reviewed version of the following article: Yu, L, Yun, C, Xia, G, Westland, S, Li, Z, Cheung, V. Analysis of research strategies to determine individual color preference: N-alternative forced choice, rank-order, rating and paired comparison. Color Res Appl. 2023; 48(2): 222- 229, which has been published in final form at https://doi.org/10.1002/col.22836. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. This article may not be enhanced, enriched or otherwise transformed into a derivative work, without express permission from Wiley or by statutory rights under applicable legislation. Copyright notices must not be removed, obscured or modified. The article must be linked to Wiley’s version of record on Wiley Online Library and any embedding, framing or otherwise making available the article or pages thereof by third parties from platforms, services and websites other than Wiley Online Library must be prohibited.
Keywords:	color preferences; experimental method; Monte Carlo analysis; research strategy
Dates:	Published: 6 February 2023 Published (online): 26 December 2022 Accepted: 29 November 2022
Institution:	The University of Leeds
Academic Units:	The University of Leeds > Faculty of Engineering & Physical Sciences (Leeds) > School of Electronic & Electrical Engineering (Leeds) > Robotics, Autonomous Systems & Sensing (Leeds) The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Design (Leeds)
Depositing User:	Symplectic Publications
Date Deposited:	12 Dec 2022 15:22
Last Modified:	26 Dec 2023 01:13
Status:	Published
Publisher:	Wiley
Identification Number:	10.1002/col.22836
Open Archives Initiative ID (OAI ID):	oai:eprints.whiterose.ac.uk:194007

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Analysis of research strategies to determine individual color preference: N-alternative forced choice, rank-order, rating and paired comparison

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