A STUDY ON THE COLOR PREFERENCE AND ASSOCIATION: THE DIFFERENCE OF HAIR COLOR VS BASIC COLOR

CHAN HIU SEN, IVONBONY BA (Hons) Scheme in Fashion and Textiles (Fashion and Textile Design Specialism)

INSTITUTE OF TEXTILES & CLOTHING THE HONG KONG POLYTECHNIC UNIVERSITY 2013

A STUDY ON THE COLOR PREFERENCE AND ASSOCIATION: THE DIFFERENCE OF HAIR COLOR VS BASIC COLOR

A Thesis Submitted in Partial Fulfilment of the Requirements for the Degree of

Bachelor of Arts (Honours) In Fashion & Textiles (Fashion and Textile Design Specialism)

under the Supervision of Dr. C.P.Ho

By

Ivonbony Hiu Sen CHAN

Institute of Textiles & Clothing The Hong Kong Polytechnic University

April 2013

Acknowledgements

I take this opportunity to express my deep regards to my supervisor Dr. C.P.Ho for his valuable guidance and constant assistance. Without his patient guidance and useful critiques, this thesis would not have been possible. I am particularly grateful for the assistance given by Dr. S.F. Chan and thanks for his cordial support and guidance. His valuable advice and support encouraged me to complete this thesis. Besides, I thank almighty, my mom for her constant support throughout my study. Lastly, I would like to thank my best friend Celia for her assistance with the statistics used in this thesis.

Abstract
Associations are significant effects on human response to a color as well as the perception. Color is very important which can alter humans lives. Human beings are influenced by colors emotionally, especially those colors add on their bodies.

Hair color is one of the examples. Hair colors would affect ones image and looks. It is important to choose a suitable hair color; otherwise ones image would be ruined. Besides, in a fashion designers view, hair color is one of the design elements. If the designer can make use of the advantages of hair color, his/her design can excite and deeply impress the audiences. Hence, it is necessary to investigate how human beings select and understand the meanings of hair color.

The logic is that, hair colors should be part of basic colors. Therefore, an interesting hypothesis came out: is it really true that the preference or association in both basic color and hair color should be the same? If not, why do differences exist?

Currently there are numerous researches on basic color preference and association and demonstrate the significant psychological effects of them. However, there are seldom studies on hair color and the relationship between basic color and hair color.

The purpose of this research is to compare preference and association made by basic color and hair color. This study began with studying the basic color theory, hair color theory, perception and association of colors and hair colors. After carrying out the literature review and have a full understanding on the topic, a questionnaire research was done and analyzed. Finally, the relationship of color and hair color were determined. Besides, the reasons behind them would be discussed.

Contents
Acknowledgements Abstract Contents List of tables and figures Chapter 1 Introduction...................................................................................... - 1 1.1 Background of study ................................................................................................. - 1 1.2 Research objectives................................................................................................... - 2 1.3 Scope of study........................................................................................................... - 3 1.4 Methodology ............................................................................................................. - 3 1.4.1 Primary research- field research ...................................................................... - 3 1.4.1.1 Questionnaire survey .............................................................................. - 3 1.4.1.2 Pilot test .................................................................................................. - 3 1.4.2 Secondary data desk research ....................................................................... - 4 1.5 Data analysis and presentation.................................................................................. - 4 1.6 Summary....................................................................................................................- 4 -

Chapter 2 Literature review ............................................................................. - 5 2.1 Color ......................................................................................................................... - 5 -

2.1.1 Definition ......................................................................................................... - 5 2.1.2 The Process of Seeing Color............................................................................ - 6 2.1.3 Basic Color Theory .......................................................................................... - 6 2.1.3.1 Hue.......................................................................................................... - 7 2.1.3.2 Value ....................................................................................................... - 8 2.1.3.2.1 Tints and Shades ......................................................................... - 8 2.1.3.3 Saturation ................................................................................................ - 9 2.1.4 Color Systems ................................................................................................ - 10 2.1.4.1 Additive Color System (Light source).................................................. - 10 2.1.4.2 Subtractive color system (Pigment source)........................................... - 11 -

2.1.5 Cool/warm color ............................................................................................ - 12 -

2.2 Color preference...................................................................................................... - 13 -

2.2.1 Definition ....................................................................................................... - 13 2.2.1.1 Learned preference................................................................................ - 13 2.2.1.2 Autochthonous preference .................................................................... - 13 2.2.1.3 Trait preference..................................................................................... - 13 2.2.1.4 State preferences ................................................................................... - 14 2.2.2 Past color preference studies.......................................................................... - 14 -

2.3 Color association..................................................................................................... - 18 -

2.3.1 Definition ....................................................................................................... - 18 2.3.2 Past color association studies......................................................................... - 19 2.3.3 Factors affecting color associations ............................................................... - 20 2.3.4 General Color Associations and Symbolisms................................................ - 22 -

2.4 Hair ......................................................................................................................... - 25 -

2.4.1 Hair scattering effect...................................................................................... - 25 2.4.2 Light reflection............................................................................................... - 26 2.4.3 Pigmentation .................................................................................................. - 26 2.4.4 Depth and tone ............................................................................................... - 27 2.4.5 Hair color warmth .......................................................................................... - 28 2.4.6 Hair color preference and association............................................................ - 29 2.4.7 A Subculture of hair coloring ........................................................................ - 30 2.4.8 Celebrities and color hair ............................................................................... - 32 2.4.9 Fashion and hair color.................................................................................... - 35 -

Chapter 3 Methodology ................................................................................... - 40 3.1 Introduction............................................................................................................. - 40 3.2 Secondary data ........................................................................................................ - 40 3.3 Primary data ............................................................................................................ - 40 3.3.1 Questionnaire structure .................................................................................. - 41 3.3.2 Questionnaire contents................................................................................... - 41 3.3.2.1 Section one (Q1 Q3) - Personal information ..................................... - 42 3.3.2.2 Section two (Q5 Q7) - Color preference............................................ - 42 3.3.2.3 Section three (Q8 Q15) - Color associations ..................................... - 42 3.3.2.4 Section four (Q16 Q20) - Hair color preference................................ - 43 3.3.3 Pilot test ......................................................................................................... - 47 3.4 Sample selection ..................................................................................................... - 47 3.4.1 Sample size .................................................................................................... - 47 3.4.2 Sample method............................................................................................... - 48 3.5 Data analysis ........................................................................................................... - 48 3.5.1 Frequency....................................................................................................... - 48 3.5.2 Cross-tabulating ............................................................................................. - 48 3.5.3 Independent and paired t-test ......................................................................... - 49 3.6 Summary..................................................................................................................- 50 -

Chapter 4 Finding and analysis ...................................................................... - 50 4.1 Introduction............................................................................................................. - 50 -

4.2 Demographic profiles of the respondents ............................................................... - 50 -

4.2.1 Gender............................................................................................................ - 50 4.2.2 Age................................................................................................................. - 51 4.2.3 Education level............................................................................................... - 52 4.2.4 Occupation ..................................................................................................... - 52 -

4.3 Analysis of general findings ...................................................................... - 53 -

4.3.1 Color preference ................................................................................ - 53 4.3.1.1 Basic color preference in general.......................................................... - 53 4.3.1.2 Compared results with past researches ................................................. - 56 4.3.1.3 Relationship between basic color and hair color preference ................ - 58 4.3.1.3.1 Comparison between color and hair color preference .............. - 58 4.3.1.3.2 Comparison between hair coloring experiences and color preferences .................................................................................................... - 60 4.3.1.3.3 Reasons of choosing preferred or not preferred hair color ....... - 65 4.3.1.3.4 Summary of the relationship on preferences between basic color and hair color ................................................................................................ - 67 -

4.3.2 Color associations .............................................................................. - 69 4.3.2.1 Associations with color warmth............................................................ - 70 4.3.2.2 Associates with royal ............................................................................ - 73 4.3.2.2.1 Color association with royal ..................................................... - 73 4.3.2.2.2 Hair color association with royal .............................................. - 74 4.3.2.2.3 Comparison of color and hair color association with royal ...... - 75 4.3.2.3 Associates with good luck .................................................................... - 76 4.3.2.3.1 Color associates with good luck ............................................... - 76 4.3.2.3.2 Hair color associates with good luck ........................................ - 77 4.3.2.3.3 Comparison of color and hair color association with good luck- 78 4.3.2.4 Association with bad luck..................................................................... - 79 4.3.2.4.1 Color associates with bad luck.................................................. - 79 4.3.2.4.2 Hair color association with bad luck......................................... - 80 4.3.2.4.3 Comparison of color and hair color association with bad luck. - 81 4.3.2.5 Association with pure ........................................................................... - 82 4.3.2.5.1 Color associates with pure ........................................................ - 82 4.3.2.5.2 Hair color association with pure ............................................... - 83 -

4.3.2.5.3 Comparison of color and hair color association with pure ....... - 84 4.3.2.6 Association with feminine .................................................................... - 85 4.3.2.6.1 Color associates with feminine ................................................. - 85 4.3.2.6.2 Hair color association with feminine ........................................ - 86 4.3.2.6.3 Comparison of color and hair color association with feminine - 87 4.3.2.7Association with trendy or chic ............................................................. - 88 4.3.2.7.1 Color associates with trendy or chic ......................................... - 88 4.3.2.7.2 Hair color association with trendy or chic ................................ - 89 4.3.2.7.3 Comparison of color and hair color association with trendy or chic. ....................................................................................................................... - 90 4.3.2.8 Association with old-fashioned............................................................. - 92 4.3.2.8.1 Color associates with old-fashioned ......................................... - 92 4.3.2.8.2 Hair color association with old-fashioned ................................ - 93 4.3.2.8.3 Comparison of color and hair color association with old-fashioned. ....................................................................................................................... - 94 4.3.2.9 Hair association of other emotions or feelings ..................................... - 96 4.3.2.9.1 Comparison of color association from past researches with other emotions or feelings.................................................................. - 98 4.3.2.10 Summary of all associations of colors and hair colors (except color warmth) ............................................................................................... - 99 -

Chapter 5 Conclusions and recommendations............................................ - 102 -

5.1 Introduction ......................................................................................................... - 102 5.2 Conclusions .......................................................................................................... - 102 -

5.2.1 Differences between basic color preferences and past studies .................... - 102 5.2.2 Relationship between color and hair preferences ........................................ - 103 5.2.3 Relationship between hair coloring experiences and hair preferences ........ - 103 5.2.4 Reasons on preferred or not preferred hair color ......................................... - 104 5.2.5 Relationship between color association and hair color association ............. - 104 -

5.3 Limitations ................................................................................................ - 105 -

5.3.1 Sample size and data collection method ...................................................... - 105 5.3.2 Intrinsic and extrinsic factors....................................................................... - 105 5.3.3 Color choices ............................................................................................... - 106 5.3.4 Limitation in association words ................................................................... - 106 5.3.5 Technical problems...................................................................................... - 106 5.3.6 Limitation in past studies ............................................................................. - 106 -

5.4 Recommendations for further study ...................................................... - 107 Appendix I Questionnaire Appendix II Hair coloring samples from L'Oral Professional Appendix III Hair coloring samples from Wella Hair Professionals References

List of tables and figures

List of Figures
Figure 2.1 Visible light in electromagnetic spectrum ................................................ - 5 Figure 2.2 Color wheel ........................................................................................... - 7 Figure 2.3 Value levels of achromatic color ............................................................. - 8 Figure 2.4 Value levels of blue ................................................................................ - 8 Figure 2.5 Examples of tint and shade ..................................................................... - 8 Figure 2.6 Saturation and Value of Red color ........................................................... - 9 Figure 2.7 Additive color system ........................................................................... - 10 Figure 2.8 Color mixtures of subtractive ................................................................ - 10 Figure 2.9 The Subtractive color system ................................................................ - 11 Figure 2.10 Cool/warm color................................................................................. - 12 Figure 2.11 A comparative sequence picture illustrate the varying color with different feelings ................................................................................................................ - 18 Figure 2.12 Explanation of hair scattering effect .................................................... - 25 Figure 2.13 Examples of hair color warmth ............................................................ - 28 Figure 2.14 Actress Shirley MacLaine.........- 30 Figure 2.15 Punk hair color...................- 30 Figure 2.16 Goths hair style in 80s ........................................................................ - 30 Figure 2.17 Hip hop style in 90s...- 30 Figure 2.18 Color hair on the street in Americas ..................................................... - 31 Figure 2.19 Color hair on the street in Japan .......................................................... - 31 Figure 2.20 Sher colorful hair image. ..................................................................... - 32 Figure 2.21 Lady Gagas hair in purple and yellow (Left) & Nicki Minajs hair in blue and green highlighting (Right)..........- 32 Figure 2.22 The Joker in The Dark Knight (2008) ............................................... - 33 Figure 2.23 Katie Shillingford with dyed hair......................................................... - 33 Figure 2.24 Helen Mirren with pink hair ................................................................ - 34 Figure.2.25 Black hair in Prada 2008 Fall .............................................................. - 35 -

Figure 2.26 Colorful extension hair in Prada 2012 Fall........- 35 Figure 2.27 Turquoise hair at Cynthia Rowley Fall 2010 ........................................ - 36 Figure 2.28 Hot pink shade at Vena Cava Fall 2010 ............................................... - 36 Figure 2.29 Issey-miyake SS12 ............................................................................. - 37 Figure 2.30 Examples of color hair in fashion shows .............................................. - 38 Figure 2.31 Vogue Taiwan December..........- 38 Figure 2.32 Vogue China, October 2010...........-39 Figure 2.33 Mmodel Dempsey Stewart .................................................................. - 39 Figure 4.1 Gender ................................................................................................. - 50 Figure 4.2 Age ..................................................................................................... - 51 Figure 4.3 Education level .................................................................................... - 52 Figure 4.4 Occupation........................................................................................... - 52 Figure 4.5 Favorite basic color .............................................................................. - 54 Figure 4.6 The least favorite basic color................................................................. - 55 Figure 4.7 Relationship of preferred dyeing color in hair coloring experience.........- 62 Figure 4.8 Relationship of less preferred dyeing color in hair coloring experiences....- 64 Figure 4.9 Color associates with royal ................................................................... - 73 Figure 4.10 Hair color associates with royal ........................................................... - 74 Figure 4.11 Color associates with good luck .......................................................... - 76 Figure 4.12 Hair color associates with good luck .................................................... - 77 Figure 4.13 Color associates with bad luck ............................................................ - 79 Figure 4.14 Hair color associates with bad luck .......................................................... - 80 Figure 4.15 Color associates with pure................................................................... - 82 Figure 4.16 Hair color associates with pure ............................................................ - 83 Figure 4.17 Color associates with feminine ............................................................ - 85 Figure 4.18 Hair color associates with feminine ..................................................... - 86 Figure 4.19 Color associates with trendy or chic..................................................... - 88 Figure 4.20 Hair color associates with trendy or chic .............................................. - 89 Figure 4.21 Color associates with old-fashioned ..................................................... - 92 Figure 4.22 Hair color associates with old-fashioned .............................................. - 93 -

List of Tables
Table 2.1 Color preference studies in the past ........................................................ - 15 Table 2.2 Color association studies in the past ........................................................ - 19 Table 2.3 Summary of Color and Symbolism ......................................................... - 24 Table 2.4 Hair depth and tone (Source: Koenig, 2013) ............................................ - 27 Table 3.1 One of the examples of question in section two (color preference).......................................................................................................................-43Table 3.2 One of the examples of color warmth likert scale chart question in section three (Color associations) .............................................................................................. - 43 Table 3.3 One of the examples of color association question in section three (Color associations) ........................................................................................................ - 43 Table 3.4 Reference code of the hair color ............................................................. - 44 Table 3.5 One of the examples of hair color preference question in section four (Hair color preference) .................................................................................................. - 45 Table 3.6 One of the examples of hair coloring reasons likert scale chart question in section four (Hair color preference) ....................................................................... - 45 Table 3.7 One of the examples of hair color warmth likert scale chart question in section four (Hair color associations) ................................................................................ - 46 Table 3.8 One of the examples of hair color association in section four (Hair color associations) ........................................................................................................ - 47 Table 4.1 Favorite basic color ............................................................................... - 53 Table 4.2 The least favorite basic color .................................................................. - 55 Table 4.3 Results of past researches and this project ............................................... - 57 Table 4.4 The most favorite basic color versus preferred dyeing color Crosstabulation.......

............................................................................................................................ - 58 Table 4.5 The least favorite basic color versus not preferred dyeing color Crosstabulation.

............................................................................................................................ - 59 Table 4.6 Hair coloring experiences....................................................................... - 60 Table 4.7 Hair coloring experiences versus preferred dyeing colors Crosstabulation - 61 Table 4.7 Hair coloring experiences versus preferred dyeing colors Crosstabulation - 63 Table 4.9 t-test for reasons of choosing preferred hair color .................................... - 65 -

Table 4.10 t-test for reasons of choosing not preferred hair color............................. - 66 Table 4.11 Paired t-test of color warmth.......................................................................- 72 Table 4.12 Summary of color warmth .................................................................... - 72 Table 4.13 Color associates with royal ................................................................... - 73 Table 4.14 Hair color association with royal .......................................................... - 74 Figure 4.10 Hair color associates with royal ........................................................... - 74 Table 4.15 color associate with royal versus hair color associates with royal Crosstabulation.....................................................................................................- 75 Table 4.16 color associates with royal versus hair color associates with royal Crosstabulation ............................................................................. .......................- 75 Table 4.17 Color associates with good luck ............................................................ - 76 Table 4.18 Hair color association with good luck ................................................... - 77 Table 4.19 color associates with good luck versus hair color associates with good luck Crosstabulation .................................................................................................... - 78 Table 4.20 Color associates with bad luck .............................................................. - 79 Table 4.21 Hair color association with bad luck ..................................................... - 80 Table 4.22 color associates with bad luck versus hair color associates with bad luck Crosstabulation .................................................................................................... - 81 Table 4.24 Color associates with pure .................................................................... - 82 Table 4.25 Hair color association with pure ........................................................... - 83 Table 4.26 color associates with pure versus hair color associates with pure Crosstabulation ................................................................................. ...................- 84 Table 4.27 Color associates with feminine ............................................................. - 85 Table 4.28 Hair color association with feminine ..................................................... - 86 Table 4.29 color associates with feminine versus hair color associates with feminine Crosstabulation .................................................................................................... - 87 Table 4.30 Color associates with trendy or chic ...................................................... - 88 Table 4.31 Hair color association with trendy or chic ............................................. - 89 Table 4.32 color associates with trendy or chic versus hair color associates with trendy or chic Crosstabulation ............................................................................................. - 90 Table 4.33 color associates with trendy or chic versus hair color associates with trendy or chic Crosstabulation ............................................................................................. - 90 -

Table 4.34 color associates with trendy or chic versus hair color associates with trendy or chic Crosstabulation ............................................................................................. - 91 Table 4.35 Color associates with old-fashioned ...................................................... - 92 Table 4.36 Hair color association with old-fashioned .............................................. - 93 Table 4.37 color associates versus hair color associates of old-fashioned Crosstabulation..

............................................................................................................................ - 94 Table 4.38 color associates versus hair color associates of old-fashioned Crosstabulation..

............................................................................................................................ - 94 Table 4.39 color associates versus hair color associates of old-fashioned Crosstabulation..

............................................................................................................................ - 95 Table 4.40 Hair color associates with others ........................................................... - 96 Table 4.41 Hair color associates with others II ....................................................... - 97 Table 4.42 Color and hair color associations in past researches and this project ....... - 98 Table 4.43 Summary of all associations of colors and hair colors .......................... - 101 -

For my love Boot & Lung in memoriam

Chapter 1 Introduction
1.1 Background of study

Humans are born with natural hair colors, such as, blonde, brown, black or red. Hair coloring has a long history. In the past, the uses of hair color were affected by religious, social or cultural reasons (Pallaclino, 2006). People nowadays use hair color to enhance their images and looks. Hair color has its own trend which mostly is affected by the fashion shows, celebrities or movies on television. Hair coloring takes an important role in fashion. Fashion designers make use of specific hair colors to add on the models and create unique moods for the targeted audiences. The reasons of how people select their hair colors have been an interest for researchers and psychologists. The relationship between hair color preference, association and attractiveness challenges psychologists who attempt to find the reasons behind them. Some proposed preference of hair color was affected by a rare is the best idea (Frost, 2006), whereas other suggested cultural or national meanings were the main influence effects (Jaher, 1983; Swami & Furnham, 2007; Baumann, 2008). And there are many other interesting surveys on attitude of men/women who choose their spouse by hair colors.

Besides hair color, basic color has high influences to human past experiences and daily lives. All colors we see can be basic color. It is an essential element for all design aspects even though the way we see hair color is based on the basic color theory. People have preference and associations on colors and these influential factors have long been investigated by psychologists. They attempted to find out how color affects people in choosing or thinking of it. Cohn (1984 cited in Chanler, 1934) was the first person who investigated the issue of color preferences. Later on, other researchers were interested in this field and numerous studies were done on color preferences. Beside preferences, color association was another topic for psychologists. Although color association shares similarities with preferences, however, they encountered difficulties in conducting these kinds of researches and hence fewer studies were done on association than preference. Moreover, resembling factors of preference or association of colors were concluded by the psychologists, including gender, age, personalities and most influential factors, cultural meanings (Kouwer, 1949; Birren, 1978; Byrnes, 1983; Edwards, 2004).

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Hair color is part of the colors preference and association, nevertheless, in daily lives, we unconsciously have percepts between them. It is easy to understand by asking a question, What do you think about green? Most people argue green as forest or clam. Some of them may associate green with Christmas and happiness (Sutton & Whelan, 2004; Koenig, 2013). If someone asks you a question, what do you think about green hair color? Different answers are possible: Wield, scared, freakish. Some people may think that green hair is trendy or stylish. Therefore, after all, does hair color have the same association with colors? It is an interesting topic to find out whether there are relationship between colors and hair colors preferences and their associations.

Hence, in this research, a detailed investigation is carried out and sought for their similarities or differences.

1.2 Research objectives

The purpose of this project was to investigate whether colors preference and association correspond with hair colors or not. As hair colors have a close relationship with fashion design, they may enhance or hinder a designers collection. On the other hand, the outfit colors occupy important positions in the collection. It is a must for designers to consider if the hair color meanings or an association suitable on his/her designs. If the outfits color and hair color have different emotions on the audiences, the whole collection would create an incongruous story. Hence, it is important to figure out do people have the same preference or associations on colors and hair colors.

Specifically, the objectives of the project are as follows:

1. To study the basic color theory, basic color preference and association; 2. To study the human hair color, its preference and association; 3. To explore the past studies on basic color and hair color preference and association; 4. To identify the factors affecting basic color or hair color preference and association; 5. To investigate the similarities or differences on preference and association of basic colors and hair colors; and

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6. To determine whether there are relationship between basic color and hair on preferences and association.

1.3 Scope of study

The project is mainly focused on the psychological emotions of basic colors and hair colors. The study is comprised of the general knowledge of color theory, color preference and association, hair colors preference and association and the reasons behind those psychological issues.

1.4 Methodology

Both primary and secondary researches were included in the project. A questionnaire was developed and distributed through internet to supply primary data and a literature review was the secondary research method.

1.4.1 Primary research- field research

1.4.1.1 Questionnaire survey

An online questionnaire survey was conducted and respondents were in non-probability method. The questionnaires questions were related to the preferences and associations of color and hair color. Besides, the reasons of respondents on color choices were studied. The questionnaire survey was conducted between 9th February and 1st March 2013. Data was gathered via Internet.

1.4.1.2 Pilot test

In order to improve the validity of the questionnaire survey, a pilot test will be carried out before distributing the questionnaire to targeted respondents. Twelve participants are asked to complete the trial version of the questionnaire. Comments will be made by each respondent after filling in the questionnaire and subsequent modifications will be made before the conduct of the actual survey.

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1.4.2 Secondary data desk research

The desk research includes reference books, academic journals, articles, internet data or news and several databases in the library. The subject areas include color principles, color psychology, hair color principles, hair color psychology and hair color in fashion related areas. In this research, the influences affecting humans color preference and association, general color association and the factors affecting hair color trend will be used to design the questionnaire.

1.5 Data analysis and presentation

After collecting all distributed questionnaire, the data of color and hair color preferences and association were gathered. Both data were analyzed to observe if there are any relationships between them. Software, Statistical Product and Service Solutions (SPSS), and Microsoft Excel were used for data analysis and statistics graph presentation. SPSS can clearly show the relationship between questions and organize the data in table while Excel helps in generate numeric data into graphic format.

1.6 Summary

This chapter gave a brief introduction to the whole thesis. The background and main objectives, including the purpose of this thesis were introduced in the beginning, following by is the scope of study and the methodology. Detailed methodology will be introduced in Chapter 3.

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Chapter 2 Literature review

2.1 Basic Color
Human experience color and recognize them by the brain through vision. All color we see by our eyes can be called as basic color. Basic color is a kind of light wave. It is an illusion. The world is, in fact, colorless but we are usually fooled by our eyes. We think that it is a colorful world. The truth is that the world combines by some colorless substances and electromagnetic vibrations (Koenig, 2013).

2.1.1 Definition

Visual light located in electromagnetic spectrum is measured in nanometer (nm). The lower end of the spectrum which can be received by human eye is 400 nm. The color appears as deep blue. The higher end is about 700 nm, which appears as deep red. It is a narrow range for the human eyes to see color. We can distinguish about ten million variations of colors (Fehrman & Fehrman, 2004; Koenig, 2013). Sunlight is the origin of colors. Figure 2.1 shows the location of visible light. Those ranges which are labeled intra and ultra cannot be recognized by our eyes (Cumming & Porter, 1990; Fehrman & Fehrman, 2004; Koenig, 2013).

When an object receives light, some light energy is absorbed and some is reflected. Our eyes see those reflected light energy and the wavelengths determine what color it is. If the object absorbs all energy, it appears as black. If it reflects all energy, it appears as white. Light is reflected in random directions. This is called a scattering effect (Gerritsen, 1975; Fehrman & Fehrman, 2004; Koenig, 2013).

Figure 2.1: Visible light in electromagnetic spectrum (Source: Cumming & Porter)

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2.1.2 The Process of Seeing Color

The stages of seeing a color are as follows:

Light energy object eye brain image formation recognition assimilation

(Gerritsen, 1975; Stockman and Brainard, 2010)

When light flows on an object, a portion of light energy is absorbed by the object and another portion is reflected. The eye captures the reflected light which, in turn, is transmitted to the brain. Upon processing the light, an image is formed. It is recognized, assimilated and stored in the memory cell for future use.

Shevell (2003) pointed out that color has a close relationship with our nervous system. When light energy flows on an object, some are absorbed or reflected. The vision center of our brain then starts analyzing the input-information which is received by the eyes, and composes a spatial image. It subsequently affects the visual cortex through optic nerve. We finally see the color world by the digested information. We feel and recognize the color senses by the psycho-physiological creative process which makes use of the nerve impulses and feelings on colors to transform the visual information into a color and rich message. The recognition can affect our emotion by the color surfaces through the senses of color preference and association (Gerritsen, 1975).

2.1.3 Basic Color Theory

The most influential color theory is trichromatic theory which is put forward by Thomas Young (1773-1829) and Hermann von Helmholtz (1821-1894). They studied the primary colors making up the traditional light which consists of red, green and blue. Young found that human has three eye cone cells to see these three colors. Helmholtz developed the theory further. He found that the wavelength signals are detected by the human brain that transforms them as visible color (Wolfe, 2012; Koenig, 2013). Subsequently, James Clerk Maxwell (1831-1879) examined the theory and produced color images by photographic means using red, green and blue filters which are the colors we call RGB today. Maxwell presented the hues in a color triangle (Wolfe, 2012).

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There are three definite characteristics in color theory, including hue, value and saturation. Color hue is connected to color wavelength. Value refers to the lightness or darkness of color. Saturation relates to the property of color, which highlights its purity, intensity or chroma.

2.1.3.1 Hue

A hue means the spectral color and it represents a single color in the color circle. It shows the location of color in the circle (Figure 2.2). The hue, in turn, becomes the source and a base of color variations. Using blue color as an example, when blue is mixed with white, it results in a tint of blue. Baby blue is a descriptive color name. The descriptive color name can be used for differentiating a large variety of colors. An achromatic color is a color which has no hue or saturation (that is, black and white), while a chromatic color has hue (except black and white) (Cumming & Porter, 1990; Koenig, 2013).

Figure 2.2: Color wheel (Source: Gerritsen, 1975)

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2.1.3.2 Value

Value refers to the level of brightness and darkness of colors. Both achromatic and chromatic colors have different value levels (Figures 2.3 and 2.4). It can be said as a gradual change or a series of neutral grays. Our eyes can distinguish a large number of neutral gray steps from the white through gradual change to the black. Usually a color ranges from ten to twelve values. When the full color scales are shown together, a continuous gradual and smooth transition in value gradient band can be seen (Cumming & Porter, 1990; Koenig, 2013).

Figure 2.3: Value levels of achromatic color (Source: Koenig, 2013)

Figure 2.4: Value levels of blue (chromatic color) (Source: Koenig, 2013)

2.1.3.2.1 Tints and Shades

For hue, the value is changed by adding different amounts of white or black. It is simple to explain in this way, adding white to lighten a hue, adding black to darken it. During these two processes, a hue with white color added is called tint, while a hue with black color added is called shade (Figure 2.5). The primary and secondary hues can be scaled out into ten steps each and eventually produce forty-eight colors which do not include black and white (Koenig, 2013).

Figure 2.5: Examples of tint and shade (Source: Koenig, 2013)

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2.1.3.3 Saturation

The last characteristic of color is saturation. It is defined in terms of the purity or intensity of hue. In other words, it shows how pale or strong a color is. It has a close relationship with the value. When a hue tints or shades, it has a lighter or darker value level and a higher or lower intensity than the original hue (Figure 2.6). According to Koenig (2013), Value is the lightness/darkness variable of a color, and saturation is the brightness/ dullness variable of that color.

Figure 2.6: Saturation and Value of Red color (Source: http://www.ncsu.edu/scivis/lessons/colormodels/color_models2.html#saturation)

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2.1.4 Color Systems

There are two main color systems in the industry, namely, the additive color system and the subtractive color system. Usually, both systems are combined in visible colors.

2.1.4.1 Additive Color System (Light source)

Light is the main source of all colors. The additive color starts with no light that means black color. When all wavelengths are reflected or added together, the color would become white (Figure 2.7). Hence, we call it as additive colors. The primary colors of additive color system are red, green and blue (Gerritsen 1975; Fehrman & Fehrman, 2004; Koenig, 2013). In the trichromatic theory, RGB are the basic colors to produce other colors. The RGB are mixed to form secondary and tertiary hues (Figure 2.8) (Fehrman & Fehrman, 2004; Koenig, 2013).

Figure 2.7: Additive color system (Source: Cumming & Porter, 1990) Figure 2.8: Color mixtures of subtractive primary hues to form secondary hues and secondary hues to form tertiary hues, R=red, B=blue, Y=yellow, G=green, V=violet, O=orange, YG=yellow-green, YO=yellow-orange, RO=red-orange, BV=blue-violet, RV=red-violet, G=blue- green (Source: Koenig, 2013)

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2.1.4.2 Subtractive color system (Pigment source)

The mechanism works similarly to the additive color system. Both systems have primary colors and create variations to form secondary and tertiary colors. The differences between the two systems are that subtractive colors start with different primaries and the mixing of color begins and ends are different also. The primary colors are RYB (Red, Yellow, Blue) which are the pigments for printing or art ink or other color pigments. RYB overlap and mix and eventually become black color (Figure 2.9). The printing industries adopt the subtractive color system for mixing inks and paints. In this case, the colors of inks and colorants used are cyan, magenta, yellow and black which we call CMYK (Gerritsen, 1975; Fehrman & Fehrman, 2004; Koenig, 2013).

Figure 2.9 The Subtractive color system (Source: Cumming & Porter)

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2.1.5 Cool/warm Color

A color affects our feeling of its temperature. Due to the effects of environment and culture, we treat red as warm by linking it with blood, fire and the sun. Also, we treat blue as cold because of the ice, water and the sky. Warm hues would emit light and heat; cold hues lead to coolness, distance and a shadow feeling. The color theorist, Charles Hayter (1761-1835), divided the color circle into two halves, one cool side and one warm side (Figure 2.10). The segment beginning from yellow to red represents warm hue, whereas the section from green to violet represents cool hue. Yellow-green and red-violet are borderline hues. This concept helps artists or designers create products with visual effects and different feelings (Farr, 1992; Wolfe, 2009; Koenig, 2013).

Figure 2.10 Cool/warm color (Source: Koenig, 2013)

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2.2 Color Preference

2.2.1 Definition

Color preference has been defined as like or dislike of a particular color (Sharpe, 1974). In recent studies, researchers defined color preference with reference to four criteria. They are learned preferences, autochthonous preferences, trait preferences and state preferences. Each criterion is briefly below.

2.2.1.1 Learned Preference

Learned preference is a basic definition of color preference. The preference is affected by the learned experiences, including taught experiences or exposure incidentally in daily life. These factors would generate a pleasant or an unpleasant emotion to a person. This kind of feeling would be remembered by a person than one recognizes an object (Sharpe, 1974).

2.2.1.2 Autochthonous Preference

It is defined as a spontaneous response to a color when one sees a color for the first time. Without prior experience, the initial stimuli to the nervous system would give an innate response to the brain. This kind of preference exists in children who are unaware of their experience with a color stimulus. It is related to their cognitive or emotional development (Sharpe, 1974).

2.2.1.3 Trait Preference

Trait preference is a long-lasting characteristic of a person that can be explained by the regulations or endurances in behavior (Reber, 1985). It refers to consistent color choice appearing in a variety of tests by targeted participants. These tests can be observations, questionnaires, experiments or documents (Alport, 1937).

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2.2.1.4 State Preferences

Our preference may suddenly be affected by the mood or environmental conditions as our feelings will fluctuate under different situations. Hence, the test result may be different by changing the variables (Abbott, 1947). A study by Kuller (1981) showed different results in two opposite environments. Peoples heartbeat was slower in a colorful room than in a gray one. Stress level was also shown to affect human emotion, whereas people felt bored in a gray room and hence gray was the least preferred color in this study.

2.2.2 Past Color Preference Studies

A lot of studies were done on color preference in the past. Color preference studies involved tests which provide possibilities of color choices to target participants. Participants were asked to pick up two or more colors that they liked or preferred in appropriate responses (Kouwer, 1949; Sharpe, 1974).

In Table 2.1, it shows that blue color was the most preferred color while yellow and orange were the least preferred ones. Gender is regarded as the least influential factor to account for color preference. Nationality and culture are the most significant factors. Color preference would vary with age and intelligence.

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Table 2.1 Color preference studies in the past Researcher

1. Cohn

Year
1894

Aims
Attempted to find out the pleasant and unpleasant colors of adults The feelings on different hues The feelings on color combinations

Brief description
The pioneer in color preference studies Small sample groups was involved

Results
Blue had the highest rank Followed by red, light blue, blue violet, red violet, light red, violet, no choice, green and finally yellow Male selected blue three times more than females

Conclusion
Males preferred blue more Blue was the most preferred color, yellow was the least preferred

2. Jastrow

1897

Attempt to find preference color in large sample group which make differences with Cohn

Collected over 4000 data from people aged 7 to 70 Involved 12 hues of colors and same hue with different tints Participants were asked to choose their first choice of colors or indicate no choice

Blue was the most preferred color Green was ranked the second Red was the third Followed by violet, yellow and orange

There were no differences between the two genders Blue was the most preferred color, yellow and orange was the least preferred

3. Katz and Breed

1922

Attempted to find out the color preference in children age

Conducted an experiment in people aged 5 to 15 of school children Six color choices (green, orange, blue, yellow, violet and red) were provided

Blue was the most preferred one Following blue was green and red

Age and educational level were the influential factors of color preference No difference in gender

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4. Mercer (author)

1925

Not applicable

Not applicable

Warm colors (red and violet) were more preferred by subject of low educational level

Educational level was the influential factors

Warm colors Cool colors (blue) were more were most frequently preferred chosen by subject of high educational level

5. Eysenck

1941

Studied on Cohns experiments and started further studies on them

Summarized the research of Cohn Test involved 30 subjects Blue, red, purple, green and yellow choices were involved

Across the culture, the most pleasant color was blue, then red, green, and purple Yellow and orange were the least preferred color in both males or females

No differences between genders Blue was the most preferred color, yellow and orange was the least preferred

6. Birren

1952 1961 1978

Not applicable

Not applicable

Blue and red had high Age was the preference in all age main factor groups and genders Blue and red Brown, orange or were the most yellow, both tend to preferred color drop the preference level when people grow older Yellow was the most preferred for children but was the least preferred one for adults The rank of both orange and brown dropped for elder people

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7. 1968 Chongourian

Tried to investigate the factors affecting color preferences

Studied 160 university students from four different nationalities (American, Kuwaiti, Lebanese, and Iranian) with equal number of males and females Eight hues (red, orange, yellow, yellow-green, green, blue-green, blue, purple) were provided for the participants.

Red and blue were the highest preferred colors for Americans but they were the least preferred ones for eastern countries Green was ranked high for all nationalities Blue was preferred by males Blue-green was the most preferred one by females and was a similar hue by comparing with blue. Blue was the most preferred color Yellow was the least Green and red had similar results.

Cultural and sex differences were founded Cultural factors more influential than genders Both males or females prefer blue tone colors

8. Dittmar

2001

To assess whether color preferences changed along ages

Indicated a statistical study on color preference in different age and gender 842 adults and youngsters were targeted Blue, green, red, yellow were given Not applicable

Blue was the most preferred color, yellow and orange was the least preferred

9. Fisher

2004

Not applicable

Preschool children preferred bright red 5 to 10 years old children preferred bright yellow Adult prefer blue tone colors.

Age was the influential factor

Adult prefer blue tone colors

(Sources: 1. Cohn, 1894 cited in Chanler, 1934; 2. Jastrow, 1897; 3. Katz and Breed, 1922; 4. Mercer, 1925; 5. Eysenck, 1941; 6. Birren, 1952, 1961, 1978; 7. Chongourian, 1968; 8. Dittmar, 2001; 9. Fisher, 2004)

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2.3 Color Association

2.3.1 Definition

Color association refers to the response of how a person reacts to a color. As defined in the Dictionary of Behavioral Science (1973), it is a functional connection between psychological phenomena established through experiences or learning whereby the occurrence of one tends to wake up the other. The connection between ideas or feelings may exist at a conscious or unconscious level.

In Figure 2.11, the three pictures are the same. They were taken under different lightings. The top picture was under natural daylight and readers might perceive it as neutral (neither warm nor cool). The middle one was in yellow-orange lightings which create a warm sense. The bottom one was under bluish light source, the sense is cool and cold.

Figure 2.11 A comparative sequence picture illustrate the varying color with different feelings. (Source: Sutton and Whelan, 2004)

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2.3.2 Past Color Association Studies

Psychologists select, sort out, and then list the description words which associate with colors. This kind of studies is to point out the relationship between psychological phenomena of experiences in order to find out how they evoke or alert with each other (Kouwer, 1949; Wolman, 1973). Table 2.2 is a summary about the results and conclusions of the past experiments which were carried out by various

psychologists/researchers.

Table 2.2 Color association studies in the past

Researcher Year
1. Dorcus 1932

Aims
Attempted to find out whether the same color association s resulted at different time

Brief description
Asking 131 male participants to write association vocabularies beside each color (totally 6 colors were involved, including, red, blue, green, purple, yellow and orange) Eight weeks later, wrote the association words with the same color again Studied on his college students

Results
Red, blue, green obtained the same results in two tests Yellow and orange had the most variations

Conclusion
Respondents under different situation may associate differently

2. Ross of Stanford University

Late 30s to early 40s

Find out color symbolism

Gray, blue and purple associated with tragedy Red, orange, yellow related to comedy Three to four colors had similar results while others did not

Associations on different colors (details in later section)

3. Kouwer

1949

Developed experiment al studies on color association

Used different color card boxes and card paper which some description words were written on it Asked the participants to drop the cards into card boxes by their associations

A system of relationship built up in each color Required a specific affective atmosphere

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4. Lawler

1965

Attempted to find out whether emotions was an influential factor

Divided two subject groups One group was told a sad story and other group was told a happy story Asked two groups of respondents to select the color after the story Applied a questionnaire survey in his study of color association Questions like, What color does anger make you think of? were listed on the questionnaires

Yellow associate with happiness Brown related to sadness

Emotions affected the association Associations on different colors (details in later section)

5. Byrnes

1982

Attempted to find evidence on previous studies

Red for love (50.5%) and anger (43.9%) Black for death (57.9) and anger (37.1%)

Cultural and historic symbolism affect respondents answers Associations on different colors (details in later section) Age was a factors affecting color associations

6. Boyatzis & Varghese

1982

To find out the emotional association s of children

30 boys and girls aged 5 to 6.5 were invited to participate in the study Provided nine colors and asked the participants for their favorite color They had to comment and describe their feelings for each color

69% (21) of children expressed positive comments on the colors

(Sources: 1. Dorcus, 1932; 2. cited in Birren, 1961; 3. Kouwer, 1949; 4. Lawler, 1965; 5. Byrnes, 1982; 6. Boyatzis & Varghese, 1982)

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2.3.3 Factors affecting Color Associations

Similar to color preference, the intrinsic factors (age, gender, personalities), extrinsic factors (cultural, educational level), and prior experiences influence a persons decision to associate with a color. It is a difficult and complex matter to generalize all color symbolisms as human reacts differently in diverse situations. Some colors have discordant associations under different situations. For example, red can stand for love or happiness, but in other circumstances, people may associate it with danger and injury (Kouwer, 1949; Birren, 1978; Byrnes, 1983). Although color association varies from individual to individual, group to group, the differences between groups are less than the differences between individuals. This conclusion is put forward by Katz and Breed (1922) in their study whose subjects were school children.

As mentioned in Sections 2.2.2 and 2.2.2.1, color preference is affected by cultural factors, whereas color association has the same influence. Color is interpreted differently in various countries due to different cultures and judgment. Demographics affect the culture and symbolisms of people and hence affecting the meaning of color (Edwards, 2004).

Oyama et al. (1962) conducted a study by using westerners and Japanese as subjects. The results showed that both American and Japanese thought that red was hot, exciting and blue or bluish-purple was cold or calm. Japanese rated red-purple and orange as bad; blue and bluish-green as good. However, American rated red-purple and orange as bad; red, yellow, green and blue as good. And in Australia, black and red are not popular in which red would be associated with the rising sun of Japan during Australia being a victim in the World War II.

Black and white colors are common examples. Winick (1963) claimed that black is commonly the least popular color in all countries. Associations of African are from weather and the symbolism of black. They thought that black represents darkness and corruption which have an associated meaning of death. For the same reasons, Asian people, including Chinese, believed that black implies bad luck because both Buddhists and Hindus regarded black as Tamas who is a demon in both religions. Moreover, Chinese usually wear black outfits for mourning and use white for funeral. Hence they

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relate both black and white with death and regard the two colors as bad. On the contrary, the western countries only regard black as death but not the white color. They think white color can represent brightness and purity which can easily be associated with the heaven. In addition, Buddhists and Hindus regard yellow and gold as royalty but the Arab disapproves them (Sharpe, 1974, Koenig, 2013).

2.3.4 General Color Associations and Symbolisms

Despite the cultural influences on color associations, there are common symbolisms among most of the colors. According to numerous studies and literatures (Katz & Breed, 1922; Kouwer, 1949; Birren, 1961; Winick, 1963; Lawler & Lawler, 1965; Sharpe, 1974; Byrnes, 1983; Kitao & Kitao, 1986; Cumming & Porter, 1990; Kobayashi, 1998; Hallok, 2003; Sutton & Whelan, 2004; Koenig, 2013), the symbolic meanings are summarized as follows:

Red is associated with the sun, fire, love, blood, power which could imply the emotions of fear, anger, passion, sexy and seductive wild. The Chinese people believe that red means good luck (Katz & Breed, 1922; Kouwer, 1949; Birren, 1961; Lawler & Lawler, 1965; Sharpe, 1974; Byrnes, 1983; Kitao & Kitao, 1986; Saito, 1996; Kobayashi, 1998; Sutton & Whelan, 2004; Koenig, 2013).

Orange is associated with cheapness (Kobayashi, 1998, Hallok, 2003; Sutton & Whelan, 2004).

Brown is associated with cheapness, worry, and old-fashioned image (Kobayashi, 1998; Hallok, 2003).

Gold is associated with royalty in Buddhist or Hindus (Sharpe, 1974).

Yellow is an optimistic color and is associated with happiness, excitement, energy. In some cultures, yellow is related to gold and can represent royalty also (Birren, 1961; Lawler & Lawler, 1965; Kobayashi, 1998; Hallok, 2003; Sutton & Whelan, 2004; Koenig, 2013).

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Gray is associated with depression, worry and failure. People easily relate gray color to aging or gloomy sky, so most of the associations of gray are negative in impressions (Birren, 1961; Kobayashi, 1998; Sutton & Whelan, 2004).

Green is associated with calmness and relaxation, wildness, youthfulness. Green is related to the nature and is restful to the eyes. Hence, most people would associate green with relaxed feelings (Sutton & Whelan, 2004; Koenig, 2013).

Blue is associated with the sky and the ocean which is due to the living environment. As a cool color, blue color gives a calm and relaxed feeling also. Blue is also associated with achievements, confidence, feminism and youthfulness (Birren, 1961, Kitao & Kitao, 1986; Saito, 1996; Sutton & Whelan, 2004; Koenig, 2013).

Purple is associated with confidence and royalty. Some people would think that purple means femininity and romance (Sutton & Whelan, 2004; Koenig, 2013).

Pink is associated with loveliness, romance and young girls. Previous studies also found that young girls mostly like pink color (Kobayashi, 1998; Sutton & Whelan, 2004).

Black, as mentioned in last section (2.3.3.1), is commonly affected by cultural meaning. Mostly, black is associated with evil, mourning, fear or terror, trendy and chic and bad luck (Winick, 1963; Byrnes, 1982, Kitao & Kitao, 1986; Sutton & Whelan, 2004; Koenig, 2013).

White, similar to black, is usually affected by cultural interpretation. It is commonly associated with purity, and youthfulness. Chinese regard white as bad luck (Kobayashi, 1998; Sharpe, 1974; Sutton & Whelan, 2004; Koenig, 2013).

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Table 2.3 summarizes the association of colors with different preferences as perceived by different cultures described in the previous paragraphs.

Table 2.3: Summary of Color and Symbolism Symbolism Happy Depressed and sad Worry Fear or terror Excitement Anger Power Achievement Failure Confidence Energetic Royal Good luck Bad luck Lovely Calm and relaxing Pure Wild Feminine Trendy chic Old-fashioned Sexy and seductive Youthful Old Color names Yellow Gray Green, brown, gray Red, black Yellow Black, red Red Blue Gray Blue, violet, Yellow Black, gold, purple Red Black white Pink Green White Green, red Blue Black Brown Red Green blue white Gray

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2.4 Hair
2.4.1 Hair scattering effect

The core of hair fiber is the cortex. Hair fibers are covered with cuticle scales. The cuticle acts as a protective layer of the cortex. The scales overlap and add roughness to the hair surfaces. The pigments and medulla inside the cortex affect the hair color. When light flows on the hair, the hair surface reflects light directly. The latter causes us to see the hair color by our eyes. However, the light rays would diverge from the rough cuticle surfaces and the rough surfaces affect the direction of light reflection. Dispersion occurs and it is the primary hair reflection which has the same color as light. On the other hand, some light penetrates the hair fiber and some light is absorbed. The light then returns to the subsurface of hair and causes a diffused light reflection within the hair fiber. This kind of reflection is referred to as the secondary hair reflection and has the same color as pigments inside our hair. Both the primary and secondary light reflection mix together and become the final hair color that we see by our eyes. The whole process is called the light scattering effect (See Figure 2.12). The scattering effect would cause color variations to our eyes as not all the light wavelengths are reflected directly to our eyes (Bustard and Smith, 1991; Lagarde et al., 1994; Formanek et al, 2006).

Figure 2.12: Explanation of hair scattering effect (Source: http://renderman.pixar.com/products/whats_renderman/showcase_kingkong.html)

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2.4.2 Light Reflection

Light reflection would affect the outcome shade of hair. The shinny effect may affect human preference on them also. As said before, all colors we experienced are due to the wavelength. For natural pigments of hair, their wavelength is between 586 and 606 nm. Different color of hair has different features on the absorption of light. Here are some examples. Black hair absorbs all light so it has the least reflection. Virgin brown hair that is, it has received no treatments - has the most reflection effect under visible light. However, under red light, it shows a large increase in reflection. For virgin red hair, it is similar to the brown hair but it shows a much higher reflection at the end of red light spectrum. On the other hand, for bleached brown hair, the reflection effect increases in red light. For bleached red hair, it depends on how many cycles of bleaching have been processed. The more the process of bleaching, the least the reflection effect comes out (Gray, 2005). By the effect of light, it is important to strike a balance under different light source. Although we see all light are in white color, there are slight differences under different light sources. Natural light should be set as the standard. However, under other sources, for example, light bulbs are mainly tungsten bulbs which have an orange hue. White fluorescent light would have a blue hue. Fluorescent tubes are similar to the natural light (Farr, 1992).

2.4.3 Pigmentation

The hair cortex contains color pigments which determine the natural hair color. These pigments are called melanin. There are two types of pigments. They include the eumelanin which controls the black and brown hair, and the pheomelanin which controls the red and yellow hair. The final outcome of the hair color depends on the proportion of the two pigments, the light reflection on it, the thickness of the hair, and the size of the melanin granules. The production of pigments will be reduced with increasing age or stress. New hair coming out will have a different color and after a period of time, the new fading color will replace the original one. When hair ages, white hair with no pigments (as melanin is lost) absorbs no light and transmits all the light. Dark hair contains more melanin than light one. Bleaching or coloring of hair changes the amount of melanin proportion (Halal, 2002; Gray, 2005; Palladino and Green, 2006).

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2.4.4 Depth and Tone

We use depth and tone to show the hair color and balance the color. Depth refers to the lightness or darkness of the hair while tone refers to the color hue and color warmth of the hair, for example, red, blue, green, etc. It makes use of the color theory and the proportion of primary colors to explain the variation of hair color (Halal, 2002).

The International Color Chart (ICC) uses this principle to define hair color. Referring to Table 2.4, all shades (or depth) are divided into a number of ways. In the chart, the rows down the side are shades and the column across the top is the tone. For shades, black is 1 on one end and the lightest blonde is 10 on the other end. For tones, there are different color names which are named in /1, /2 or .1, .2. When both shade and tone combine, a variety of hair colors can be produced. When considering a hair color, the shade is decided first, and then the tune, the color by tone. For example, from the table, take the medium blonde hair in depth 7 and then with copper tone with number .4, the final color name is deep copper blonde with number 7.4 (Halal, 2002; Palladino and Green, 2006).

Table 2.4: Hair depth and tone (Source: Koenig, 2013)

10 9 8 7 Lightest blonde 10 Very light blonde 9 Light blonde 8 Medium blonde 7 Dark blonde 6 Light brown 5 Brown 4 Medium golden brown 4.3 Medium ash blonde 7.1 Dark golden blonde 6.3

Very light ash blond 9.1 Light golden blonde 8.3 Deep copper blonde 7.4 Dark copper red blonde 6.4 Russet 5.4

Depth/shade

6 5 4

3 2 1

Dark brown 3 Natural/basic 0 Ash .1 Mauve ash .2 Gold .3 Copper .4

Tone

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2.4.5 Hair Color Warmth

As mentioned in Section 2.4.4, there are 10 levels of shades in hair color. Besides the shade, there are 3 categories of hair tones, including cool, neutral and warm.

Referring to Figure 2.13, cool tones are those hair colors with blue and green undertones. Ash tones are categorized as cool tones. Most of the cool tones are at light levels but not dark levels. Cool tones can darken the whole hair (Hughes, 2006; Anders, 2012).

Neutral tones are the balance of cool and warm tones to which the color is in-between both sides (Anders, 2012).

Warm tones are those hair colors with red, orange and gold/yellow undertones. Most of them are dominant colors. Warm tones can brighten and lighten the whole hair (Hughes, 2006; Anders, 2012).

Cool

Neutral
Figure 2.13 Examples of hair color warmth

Warm

(Source: http://www.haircolorcode.com/hair-color-shades)

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2.4.6 Hair Color Preference and Association

In a study by Frost (2006), hair color preference is affected by rare-color advantage. Rarecolor advantage means the less common the color, the higher the attractiveness of it. Black hair accounts for more than 90% of the population and that for blonde hair is about 2%. Less than 8 % are red hair. Gray, (2008) Frost (2006) and Schweder (1994) claimed that people perceived rare color as more attractive. In their studies, they found that women are willing to change their hair color.

Moreover, cultural meanings are factors that affect the preference of hair color. In the history of America, dark hair represents colonialism and racism. Immigrants are with dark hair, whereas, most of the native-born people are in blonde. In this view, light-hair people are regarded as high-class and good (Jaher, 1983; Swami, 2007; Baumann, 2008).

Using the explanation of rare-color advantage and cultural meanings, blonde-hair women are regarded as more attractive than black or red. People think that blonde-hair women are healthier and younger (Matz & Hinsz, 2000; Ayton, 2005).

An online survey was conducted on the worlds most beautiful women by askmen.com. The results showed 10 women with blonde hair, 9 with black hair and 1 with red hair. Psychologist Ilyin (1973) explained that, blondes can highlight the color of their eyes and make their teeth look whiter. This is why most of people prefer blondes are more attractive than others.

On the contrary, women like men with black hair. A test by Hans Juergens, an anthropologist, showed that women prefer to choose men with black hair as their husband. Psychologist explained that, blonde hair guys look too flaky and more likely to play around, whereas, black hair looks more reliable. Black hair also gives an intelligent feeling to others. Research found that black-hair person can find a job more easily than the blonde one (Goins, 2004).

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2.4.7 A Subculture of hair coloring Hair coloring has been popular for a long period of time, even in the 60s (hippies style), 70s (punk styles), 80s (Goths style), 90s (hip-hop style) and nowadays (Figures 2.14, 2.15, 2.16, and 2.17). In early days, hair coloring was quite a conventional society and unique hair color was conspicuous. However, hair coloring was a subculture among youngsters. Youngsters were impressed by movie stars and singers and they imitated their idols to dye their hairs on their own. Today, hair coloring becomes a kind of street fashion. People are willing to dye their hair in a colorful way to create their own style and image (Figures 2.18 and 2.19).

Figure 2.14: Actress Shirley MacLaine with pink hair in the film What a Way to Go! (1964) (Source: http://www.xeanafashion.com /2012/02/colored-hair-pastel-orneon.html#)

Figure 2.15: Punk hair color in 70s (Source:http://hairsflows. blogspot.hk/2010/07/70s.html)

Figure 2.16: Goths hair style in 80s (Source: http://www.tumblr.com/ tagged/gruftis) Figure 2.17: Hip hop style in 90s (Source: http://wishfulthinkinclothing. ordpress.com/tag/90s)

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Figure 2.18: Color hair on the street in Americas (Source: http://www.xeanafashion.com/2012/02/olored-hair-pastel-or- neon.html#)

Figure 2.19: Color hair on the street in Japan (Source: http://blog.asiantown.net//8216/Japanese_new_hair_color_trends_alert)

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2.4.8 Celebrities and color hair

Celebrities are brave in coloring their hair. They invent new trends to the masses. Below are some celebrities that always create trendy and chic images in their hair styles,

The famous singer, Sher, was once a rock and hippie singer in the sixties (Figure 2.20). She always creates a trendy chic wild color on her hair until now.

Figure 2.20: Sher colorful hair image. (Source: http://www.xeanafashion.com/2012/02/olored-hair-pastel-or- neon.html#)

Another well-known artists, Lady Gaga (Figure 2.21, upper) and Nicki Minaj (Figure 2.21, lower), who frequently changed their hair color in brave and unique way. Purple, yellow, orange, shocking blue, green were common. They have nearly tried all rainbow colors on their hair. These images attract youngsters and create a new fashion trend.

Figure 2.21: Lady Gagas hair in purple and yellow (Left) & Nicki Minajs hair in blue and green highlighting (Right) (Source:http://www.xeanafashion.com/2012/02/olored-hair-pastel-or-neon.html#)

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In a famous movie, The Dark Knight (2008), showed the starring Heath Ledger, Christian Bale and Aaron Eckhart. The negative character, Joker (Figure 2.22), dyed in green hair. The whole image is charismatic and unique. It impressed the audiences.

Figure 2.22: The Joker in The Dark Knight (2008) (Source: http://apennyinthewell.blogspot.hk/2012/07/penny-thoughts-12the-dark-knight2008.html)

Katie Shillingford (Figure 2.23), who is a famous stylist, dyed her hair in blond with blue gray tint. Her photo was posted on Style.com and was popular for a long time which appreciates many bloggers in the world.

Figure 2.23 Katie Shillingford with dyed hair (Source: models.com/people/katie-shillingford)

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Helen Mirren, who is a famous English actress, wore long chiffon gown and dyed her hair in shocking pink for the BAFTA Awards in 2013 (Figure 2.24). The whole looks like a fairy godmother and press comment her look is fun and young. Meirren mentioned that, she watched a model on TV who had pink hair and thought she looks really pretty. She believed that it would be fun to dye the same color on hers (Eby, 2013).

Figure 2.24 Helen Mirren with pink hair (Source: http://www.nydailynews.com/entertainment/gossip/helen- mirren-debuts-pink-hairarticle-1.1261007)

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2.4.9 Fashion and hair color

In fashion world, hair coloring is an important tool to create a successful and impressive collection. Designers make use of the color advantages to visualize the theme of their designs.

In Prada 2008 Fall fashion show, the theme and mood of the collection is strong and neat. With the combination of make-up, the models hair are mainly in black and dark color which does not look chic (Figure 2.25) (Cruel, 2012).

Figure.2.25: Black hair in Prada 2008 Fall (Source: http://www.bellasugar.com/Best-Prada-Fashion-Show-Hair-Makeup24744214?slide=17)

In 2012, Prada created another collection with a theme pleasure of fashion with models in fashion digital virtual princesses image. Colorful extension of hair adds on models to match the digital mood of the collection (Figure 2.26) (Cruel, 2012; Blanks, 2012).

Figure 2.26: Colorful extension hair in Prada 2012 Fall (Source: http://www.bellasugar.com/Best-Prada-Fashion-Show-Hair-Makeup24744214?slide=17)

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In 2010, at Cynthia Rowley Fall fashion show, the designer invited Wella Professionals to customize the hair colors, including turquoise, lapis emerald, amethyst and navy, for her models in order to add interest to the collection, (Figure 2.27). The whole collection created excitements and surprises to the audiences (McIntyre, 2010).

Figure 2.27: Turquoise hair at Cynthia Rowley Fall 2010 (Source:http://beyondbeautybasics.com/fashion-week-funky-chunky-haircolor/)

In another fashion show, Vena Cava Fall 2010, the models hair are shaded in purple, hot pink and green (Figure 2.28). The designers wished to present downtown and cool feeling to her collection (McIntyre, 2010).

Figure 2.28: Hot pink shade at Vena Cava Fall 2010 (Source:http://beyondbeautybasics.com/fashion-week-funky-chunky-haircolor/)

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For Spring/Summer 2012, Issey Miyake indicated the collections name as Bloom Skin. The collection refers to the beauty and ethereal woman nature. The whole collection consists of beautiful silky outfit with color diffusion hair (Figure 2.29).

Its all about flowers but not florals. The addition of spray colour allowed me to bring to life the vibrancy of nature with vivid colors that fade and graduate, exactly as they would appear in the natural world

by Eugene Souleiman, global creative director, Wella Professionals (Lanig, 2011).

Figure 2.29: Issey-miyake SS12 (Source: (http://www.style.com/fashionshows/complete/S2012RTW -ISMIYAKE)

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Here are further examples of color hair from fashion show stages (Figure 2.30),

Figure 2.30: Examples of color hair in fashion shows (Source:http://www.xeanafashion.com/2012/02/olored-hair- pastel-or-neon.html#)

In fashion magazines, models commonly dye their hair with unique color in order to catch the audiences attention and help to moody feelings to the photograph (Figures 2.31, 2.32, 2.33, and 2.34).

Figure 2.31: Vogue Taiwan December

Figure 2.32: Vogue China, October 2010

2011 (Source:http://reallifeiselsewhere. (Source: http://blankmotion.live journal. blogspot.hk/2011/12/cool-girl.html) com/55858.html)

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Figure 2.33: Mmodel Dempsey Stewart photographed by Victor Demarchelier (Source: http://www.timhowardman agement.com/blog/chrisitan-mcculloch -for-harper-s-bazaar-australia-by -victor-demarchelier)

Figure 2.34: Julia Nobis for Vogue Australia May 2011 (Source: http://fashiongonerogue.com/ julia-nobis-vogue-australia2011-kai-feng/)

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Chapter 3 Methodology
3.1 Introduction

This chapter focuses on the method of data collection and design of the questionnaire. Secondary data will be gathered by desk research and review of literature in order to gain a thorough understanding of the topic. Primary data are collected through questionnaire which contains a series of topic related questions. Data so collected are then analyzed by SPSS software. From the analysis, correlation of color and hair color will be looked into and explained using the current knowledge.

In this chapter, different methodology and the aims which applied in this study will be provided.

3.2 Secondary data

Secondary data was obtained from literature review in Chapter 2. This data collection approach aims to gain a full understanding of the basic color theory, basic color preference and association, past studies on preference and association, hair color knowledge, hair color psychology and factors affecting people on hair coloring. With this supportive information, a clear picture about the relationship on color and hair color was reviewed and establish a foundation for questionnaire design and development. All secondary data are mainly from reference books, journals, reports, academic articles, internet news and web-pages, etc.

3.3 Primary data

After viewing and comprehending the background of basic color and hair color, a questionnaire was generated for collection primary information. Questionnaire is a supportive quantitative research method having accurate and prompt responses from respondents. The information included respondents background profile, basic color preference, basic color association on different emotions and feelings, hair color

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preference, reasons of preference on hair coloring or no interest on hair coloring and finally hair color associations on different emotions and feelings.

3.3.1 Questionnaire structure

As in Section 2.3.4, it was said that culture is the main influence on both basic color preference and association. The target group for the questionnaire survey is Hong Kong people. The first language of Hong Kong people is mainly Chinese and hence the questionnaire is written in both Chinese and English in order to ensure the respondent to have a better understanding of the questions. As mentioned in Section 2.3.4, age is one of the effects on color preference and association. Before the questionnaire started, it mentioned aged below 18 or over 50 is not suitable to answer. Also, a question was set to ask if the respondents suffer from color-blindness. Respondents who have this problem were excluded from the study. In the questionnaire, it consists of five sections.

Section one targeted to collect personal background data from respondents which were used to analysis the demographic profiles later. Section two was designed to find out respondent preferred color and not preferred color. Section three was about basic color associations on color warmth and different vocabularies of emotions or feelings. Section four aimed at obtaining respondents preference on hair color and the reasons of why they are willing or not willing to have hair dyeing. The fifth section focused on the associations of hair colors by providing a chart with color warmth and different vocabularies of emotions or feelings.

3.3.2 Questionnaire contents

The questionnaire is divided into five sections with forty-one questions. Section 1 has four questions. Each question asks for the personal data of the participant. The subsequent four sections attempt to gather primary data on color preference (Section 2), color association (Section 3), hair color preference (Section 4) and hair color association in Section 5. Each part is briefly described below.

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3.3.2.1 Section one (Q1 Q4) - personal information

The first section gathers personal data of respondents. There are four questions containing gender, age, education level and occupation. They provide the background information of participant.

3.3.2.2 Section two (Q5 Q7) - Color preference

There are three questions in this section. The first one is a screening question which asks about the color-blindness. It ensures that the participant taking part in the survey does not suffer from color-blindness. The other two questions seek inputs on the most favorite and the least favorite color; that is, investigating the individual preference on basic color. A color wheel with fourteen colors marked in number is applied for reference in this section. The fourteen colors selected enable one to see the sample color, including, red, orange, brown, copper, gold/blonde, yellow, silver, gray, green, purple, pink, black and white. Respondents are asked to choose the most and the least favorite color (Table 3.1).

Table 3.1 One of the examples of question in section two (color preference) (others please refer appendix)

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3.3.2.3 Section three (Q8 Q15) - Color associations

This section is concerned with the respondents associations on colors. A Likert scale of 1 to 5 and fourteen colors are listed for selection, and respondents are asked to choose the color warmth for each color, whereas 1 is very cold, 2 means cold, 3 refers to neutral, 4 is warm and 5 is very warm, respectively (Table 3.2).

Table 3.2 One of the examples of color warmth likert scale chart question in section three (Color associations) (others please refer appendix)

After the color warmth, different emotions or feelings vocabularies are given to respondents to associate with one color. Eight questions are asked in order to improve the accuracy by probabilities. Before setting the questions, the author reviewed relevant published literature, and analyzed the findings of previous studies relating to color association. As there are much work done in the area of symbolisms on different colors, some of the symbolic meanings can be referred to past studies and are eliminated in this section. However, some of the emotions or feelings would be greatly influenced by the culture or fashion trend, hence, they are necessary to be asked. The vocabularies for emotions and feelings cover royalty, good luck, bad luck, and purity. These four items are highly affected by culture. For femininity, trendy or chic and old-fashioned, they are affected by fashion trend. In each of the parameters, fourteen colors (in color wheel) are provided for respondents to choose from (Table 3.3).

Table 3.3 One of the examples of color association question in section three (Color associations) (others please refer appendix)

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3.3.2.4 Section four (Q16 Q20) - Hair color preference

In this section, hair color preference from respondent is investigated. A picture of a models back was taken and the Photoshop software was used to create the different hair colors. All hair colors are based on the hair color charts from L'Oral Professional and Wella Hair Professionals. The color codes are as follows: Table 3.4 (Full details are presented in the appendix)

Table 3.4 Reference code of the hair color

Hair color red Code from L'Oral Professional 0.40 (bronze red) Code from Wella Hair Professionals Sample picture

orange

7.4 (intense copper blonde) 8.45 (mahogany copper light blonde) -

0.33 (gold intensive)

brown copper

9.73 (brown gold) 9.17 (ash brown) 12.89 (pearl)

gold/blonde yellow silver Not given -

gray

10.1 (ash extra light blonde)

green blue purple pink black white

6.26 (red violet dark blonde) Not given 1.1 Not given

0.28 (matt blue) 0.88 (blue intensive) -

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Before investigating their preference on hair color, a question on hair color experience is asked first. After that, with the color wheel and fourteen colors as reference, participants are queried which color(s) they would dye their hair. They can choose more than one choice (Table 3.5). Then a question is designed to explore and understand the reason behind their choice of color. A 5-point Likert scale is used to quantify the extent of each reason in a chart, whereas, 1 is the most disagreeable, 2 is disagreeable, 3 is moderate, 4 is agreeable, 5 is the most agreeable (Table 3.6).

Similar to the most preferred dyeing color question, the participants are asked for the least preferred color in dyeing hair. Fourteen colors choices are provided and the respondents are allowed to choose more than one choice. Again the reasons why they do not choose these colors are explored. A Likert scale chart becomes the question format. There are five reasons in the chart. Table 3.5 One of the examples of hair color preference question in section four (Hair color preference) (others please refer appendix)

Table 3.6 One of the examples of hair coloring reasons likert scale chart question in section four (Hair color preference) (others please refer appendix)

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3.3.2.5 Section five (Q21 Q40) - Hair color associations

This section is similar to Section 3 which has a chart with hair color warmth and is queried at the beginning (Table 3.7). After that, a number of emotions or feelings vocabularies are asked to associate with the color (Table 3.8). Same emotions or feelings vocabularies in section three are asked for subsequent data analysis and comparison, including, royalty, good luck, bad luck, purity, femininity, trendy or chic old-fashioned. Furthermore, those vocabularies, which are eliminated in Section 3 (color association summarized by past researches), are required to be asked in this section, including, happiness, sadness or depression, worry, fear or horror, excitement, anger, energy, loveliness, relaxation, sexiness or seductiveness, youthfulness and elderliness. Numerous association words are adopted in order to improve the accuracy in data analysis. These data will be compared with previous studies and the present work.

Table 3.7 One of the examples of hair color warmth likert scale chart question in section four (Hair color associations) (others please refer appendix)

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Table 3.8 One of the examples of hair color association in section four (Hair color associations) (others please refer appendix)

3.3.3 Pilot test

A pilot test was conducted before distributing to the public in order to ensure the effectiveness and to discover the potential problems of the questionnaire. Twelve respondents, five were male and six were female, were invited to do the trial version for checking any difficulties in doing it. During the pilot test, feedbacks of the respondents were collected and several revised were done on the questionnaire.

3.4 Sample selection

3.4.1 Sample size

Color was the most important element in this study, and hence people who suffered from colorblindness were excluded from the sample. Besides, as mentioned before, age is one of the influential factors of color preference and association, too young or too old respondents may affect the results so respondents aged below 18 or over 50 were excluded in this study. During data collection, eight respondents did not conform to the questionnaire, two were below 18 years old, one was over 50 years old, two was suffered from color defective disease and three have not completed the whole questionnaire. These eight data were excluded from the study.

The final sample size was 123, comprising 32 males and 91 females aged from 18 to 50, all targeted respondents were Chinese in Hong Kong. The age range was divided into four groups. They are 18-25, 26-35, 36-45 and 46-50.

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3.4.2 Sample method

Non-probability convenience sampling method will be used in this study. In nonprobability sampling, it is determined by assigned population. Convenience sampling, which is also named haphazard or accidental sampling, is accessible and easy to recruit. The questionnaire is distributed via the Internet which is economically and convenient for respondents to answer the questions.

3.5 Data analysis

After gathering the data, the software SPSS 21 and Microsoft Excel 2002 will be employed to process and analyze the raw data. Microsoft Excel is mainly used for generating graphical presentation. SPSS is used to present the numerical data in table or chart format. Frequency, cross-tabulation, independent and paired t-test by SPSS will be performed in data analysis.

3.5.1 Frequency

Frequency function in SPSS provides statistics for presenting data in frequency distribution. In this research, frequency method is used to handle demographic statistic, color and hair color preference data, color and hair color association data, and yes/no questions.

3.5.2 Cross-tabulating

Cross-tabulating was frequently used in color or hair color preference data and color or hair color association data. After analyzing color preference or association data from frequency table, the highest ranked colors data was picked out, and use cross-tabulating to cross with hair color preference or association data respectively. From the crosstabulating table of the highest position color, hair colors rank would be listed. If the first ranked hair color was same as the color, which means there was relationship between color and hair color; if not, there were no any relationships between them.

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3.5.3 Independent and paired t-test

T-test is used to show the relationships between variables. In this study, independent and paired t-test will be used to analyze questions in Likert scale.

3.6 Summary The methodology used in this research was introduced in this chapter. By getting secondary data, a desk research was done, whereas, primary data were from field research. Software SPSS was used to analyze the data in primary research and the relationship can be clearly shown.

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Chapter 4 Finding and analysis

4.1 Introduction

This chapter deals with the analysis of data from the survey and findings. 131 of questionnaires were received. 123 were valid. Two were incomplete, four respondents fell outside the age range and three respondents suffered from color blindness. They were excluded from the research.

Firstly, the demographic profiles of respondents were discussed. Then the relationship between basic color preference and hair color preference, and that between basic color association and hair color association were analyzed. Lastly, the comparisons of the remaining color/hair associations were listed in tables.

4.2 Demographic profiles of the respondents

The personal information of the respondents, namely, gender, age, education background, occupation and monthly income were shown in this section.

4.2.1 Gender

Figure 4.1 shows the gender distribution in this survey, 32 (26%) of participants are male and the majority (91, 74%) are female.
Gender

male female
32, 26%

91, 74%

Figure 4.1 Gender

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4.2.2 Age

36 and 25, and the Figure 4.2 shows that more than half (75, 61%) of respondents are aged between 18 and 25. About a quarter (27, 22%) of respondents is in the age group from 26 to 35. 11% (13) are aged between remaining 7% (8) belong to the 46 to 50 age group.

Age

18-25 26-35 36-45 46-50

13 11% 8 7%

27 22%

75 60%

Figure 4.2 Age

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4.2.3 Education level

Regarding the educational level of the participants, the majority (83, 67%) was at postsecondary level with certificate, diploma or associate degrees (Figure 4.3), 21% (26) of respondents were at secondary level, while 10% (12) possessed post-graduate qualifications and the remaining 2% (2) were at primary level.
Education level

Primary or below Secondary Undergraduate Post-graduate or above

26, 21%

12, 10%

2, 2%

83, 67%

Figure 4.3 Education level 4.2.4 Occupation

As for the occupation of the respondents, nearly half of them (57, 46%) were students. 24% (29) of the respondents were white or blue collar. 16% (20) were professional 4% (5) were unemployed, the rest (5%,6) belonged to others.
Occupation

Professional Administrative or managerial level White or blue collar Student Unemployment Others
5, 4% 6, 5% 20, 16% 6, 5%

57, 46%

29, 24%

Figure 4.4 Occupation

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4.3 Analysis of general findings

General findings in questionnaire were analyzed in this section. Color preferences and the relationship between color and hair color preferences were discussed firstly. Follow by was the color associations and relationship between color and hair color associations. Finally, a summary of them were shown.

4.3.1 Color preference

The basic color preference of respondents was analyzed. The results were then compared with the findings of previous studies.

4.3.1.1 Basic color preference in general

The inputs of questions 6 and 7 for the most favorite and the least favorite colors are presented in Figures 4.5 and 4.6, respectively. The two most favorite colors chosen by the respondents were blue and purple (Figure 4.5). They occupied 39% (48 out of 123) of the total (Table 4.1). While the two least chosen favorite colors were brown and gold/bronze (4 out of 123) (Table 4.1).

Table 4.1 Favorite basic color

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p e rc e n ta g e (% ) 10 15 20 25 30 0
red or a ng e wn er bro co pp go ld / b lo nd e w er gr a g re y en b lu pu rpl e e p in bla wh k ck i te l lo ye s il v

Favorite basic color

Figure 4.5 Favorite basic color

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The two least favorite colors frequently claimed by the participants were brown and pink (27%, 33 out of 123) (Table 4.2). Based on the two results of Figures 4.5 and 4.6, the findings were comparatively consistent with each other. Blue color is the most favorite color (Figure 4.5), which is equivalent to say the unlikely least favorite color (Figure 4.6).

Table 4.2 The least favorite basic color

The least favorite basic colors

16 14 Percentage(%) 12 10 8 6 4 2 0
d r ue ay nk ge de ve ow llo ee pp rp gr pi ac bl re gr pu ye br wh an on s il bl it e n n le w er k

or

co

go

ld /b l

Color

Figure 4.6 The least favorite basic color

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4.3.1.2 Compared results with past researches

The findings of Jastrow (1897), Eysenct (1941), Dittmar (2001) and the present study are compared and shown in Table 4.3. Though there existed differences among the second and third ranked favorite colors, all the four studies came up with blue color as the most favorite color. Similarly, yellow was found as one of the least preferred colors in the studies.

This phenomenon could be explained by color preference was highly affected by culture meanings. Those past researches were done in western countries but not in eastern. All target respondents in this research were the Chinese in Hong Kong in which the culture is different from the western countries. Hong Kong is part of China and is greatly influenced by Chinese culture. However, Hong Kong was a British colony in the past, and hence although Hong Kong is a China-based cultural city, it composites westerns culture. By this reason, Hong Kong people both influenced by Chinese and Western culture and accept both color meaning concepts from China or Western. For example, Hong Kong people would comment white as bad luck because of the Chinese funeral; on the other hand, they think white can represent pure which this concept comes from western. Therefore, in this study, the result showed some similarities with western past researches but some differences with them. This is the reason why in the section three (color association) of the questionnaire, although there were data gotten from past studies, some emotions or feelings association still have to be asked.

In past researches, the choices of basic color were limited. They mostly were red, blue, yellow, green, violet or orange. On the contrary, in this project, there were fourteen color choices. As the color has to match with that of hair, some colors were close to each other, such as brown and copper, gold and yellow, silver and gray. Some respondents might find it confusing to clarify those colors which, in turn, affect their preference on them.

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Table 4.3 Results of past researches and this project Basic color preference rank 1 2 3 4 Least preferred Blue Red Light blue Blue violet Yellow and orange Blue Red Green Purple Yellow and orange Blue Red/Green Not mentioned Not mentioned Yellow Blue Purple Black Red Brown, pink, yellow (first 3 ranks in the least favorite color)
*The following researches have been mentioned in 2.2.2 but are not suitable to compare with this project, reasons as shown below: Katz and Breed (1922) targeted at 5 to 15 years old children. Mercer (1925) targeted at warm and cool colors. Fisher (2004) targeted at complex and simple colors and children. Birren (1961) targeted at different age groups. Chongourian (1968) targeted at different nationalities.

Past researches Jastrow (1897) Eysenck (1941) Dittmar (2001) In this project

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4.3.1.3 Relationship between basic color and hair color preference In this section, the relationship between color and hair color preference will be explored and elaborated. In the last two sections (4.3.1.1 and 4.3.1.2), the most favorite and least favorite colors were presented. The first 50% of top ranked samples were taken out and cross-tabulated with the most preferred hair dyeing color or the least preferred hair dyeing color. Upon comparison of the data, if the highest percentage of most preferred (or least preferred hair dyeing) colors are same as the favorite colors (or least favorite colors), a close relationship between that color and hair color preference exists; if not, there is no interrelationships between the two parameters.

4.3.1.3.1 Comparison between color and hair color preference Among the three most favorite basic colors, blue, purple and black, distribute 24.4%, 14.6%, and 12.2% in total respectively (Table 4.1). They account for 51.2% of total sample colors. As the question (#17) of the preferred hair dyeing color allows more than one choice, the total percentage in last column could exceed 100%. As shown in Table 4.4 respondents chose blue as the most favorite basic color, most of them (36.7%) selected brown as preferred hair dyeing colors. For respondents who chose purple as the favorite basic color, 55.6% of them would chose brown as the preferred dyeing colors. For those who choose black, 80% chose brown as the preferred dyeing colors. All three most favorite color respondents choose brown as most preferred dyeing color. It shows that brown is the common preferred hair dyeing color. Table 4.4 The most favorite basic color versus preferred dyeing color Crosstabulation

* Yellow highlights show the data ranked the most percentage

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From 4.3.1.1, the results of the least favorite basic colors are brown, pink, copper, yellow and gray. They account for 57.8%. Table 4.5 shows the cross-tabulation of the least favorite basic color and the least preferred dyeing colors. Same as question #17, this question (#19) permits more than one choice and hence the total percentage is more than 100%. In Table 4.5, respondents chose brown as the least favorite basic color, 38.9% would choose yellow as least preferred dyeing color. For those who chose pink as the least favorite basic color, 64.3% would choose the same pink as the least preferred hair dyeing color. Yellow (hair dyeing color) ranked the second in 50%. When copper was the least favorite basic color, both yellow and green share same percentage (41.7%) as not preferred hair dyeing color. Gray in the least favorite basic color and 50% respondents chose yellow as least preferred hair color. From the similarities, yellow is the common not preferred dyeing color on hair. Although in the result of yellow basic color showed an overlap choice in hair color, other basic colors have no any overlapping and hence, there was no relationships in choosing less preferred color and hair color.

Table 4.5 The least favorite basic color*not preferred dyeing color Crosstabulation

* Yellow highlights show the data ranked the most percentage

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4.3.1.3.2 Comparison between hair coloring experiences and color preferences

In order to ensure there were no any variations in preferences of hair colors affecting by hair coloring experiences, respondents with or without hair coloring experiences were separated to see their hair color preferences by using cross-tabulation table. The final results were analyzed and consider whether it was necessary to separate two groups of respondents in the association questions or not.

As indicated in Table 4.6, 81 (65.9%) participants had the experience of coloring their hair, whereas, 42 (34.1%) did not have such experience.

Table 4.6 Hair coloring experiences

Frequency Valid With Without Total 81 42 123 Percent 65.9 34.1 100.0

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In the cross-tabulation (Table 4.7 and Figure 4.7), the results show that both with and without hair coloring experience respondents would like brown dye on their hair which having experiences counted for 54.3% (36.1% in both with or without experiences) and not having experiences counted for 48.8% (16.4% in both with or without experiences). The result was same as Table 4.4. By the both same result from two comparisons, in conclusion, brown is the most preferred dyeing color, can be made.

Besides, from the Figure 4.7, it is obvious that respondents who had prior coloring experience were more willing to choose their preferred dyeing color than those without experiences. However, the results were the same in both with or without hair coloring experiences.

Table 4.7 Hair coloring experiences versus preferred dyeing colors Crosstabulation

* Yellow highlights show the data ranked the most percentage

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Relationship of preferred dyeing color in hair coloring experinces

40% 35% 30% Percentage 25% 20% 15% 10% 5% 0%

re or d an ge br ow co n go pp ld /b er lo nd e ye llo w si lv er gr ay gr ee n bl ue pu rp le pi nk bl ac k w hi te no ne
With hair coloring experiences

Without hair coloring experiences

Hair color

Figure 4.7 Relationship of preferred dyeing color in hair coloring experiences

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Table 4.8 and Figure 4.8 indicate that respondents with hair coloring experience or without experience were not willing to choose yellow as dyeing color. However, those with experience distributed in 40% (27.6% in both with or without experiences) while those without experiences distribute only 27.8% (8.6% in both with or without experiences), which the percentage are in large difference. It shows that respondents tried coloring on hair were more sensitive to choose dyeing colors.

The result was similar to Table 4.5. This implies that yellow is commonly the least preferred hair color. Besides, the result showed that hair coloring experiences did not affect the hair preference. It is not necessary to separate two groups of respondents in the following analysis.

Table 4.8 Hair coloring experiences versus less preferred dyeing colors Crosstabulation

* Yellow highlights show the data ranked the most percentage

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Relationship of less preferred dyeing color in hair color experiences

30.00% 25.00% Percentage 20.00% 15.00% 10.00% 5.00% 0.00%
With hair coloring experiences Without hair coloring experiences

Figure 4.8 Relationship of less preferred dyeing color in hair coloring experiences

re or d an ge br ow co n go p ld per /b lo nd e ye llo w si lve r gr ay gr ee n bl ue pu rp le pi nk bl ac k w hi te no ne

Hair color

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4.3.1.3.3 Reasons of choosing preferred or not preferred hair color

Although it is not necessary to separate two groups of respondents (with or without hair coloring experiences), the experiences may affect the reasons they chose or not to choose those hair colors. Hence, it is required to analysis the reasons in two groups. Table 4.9 shows a t-test on reasons why respondents (with and without coloring experiences) chose those preferred hair colors. From the two tailed sig. value, all p>0.05, except in the option functional purpose which p= 0.000 <0.05, therefore, H0 of this reason was rejected and H1 is accepted. It showed there was significant difference in functional purpose between with or without prior coloring experiences respondents. Other reasons, all p>0.05, no significant differences can be observed.

By looking at the mean value, in functional purpose, mean value of respondents with coloring experiences is 3.98 nearly reach to 4, it means they agree for this reason. However, those without experiences, mean value is 2.45 which represented that they mostly disagree to this reason. On the other hand, both with and without hair coloring experiences, choices in eye catching, color meaning, cultural effects and trendy or chic reach or nearly reach to 4, which mean mostly respondent showed agreement on them. From the results, it demonstrated that respondents were commonly agree on choosing the preferred hair color is eye-catching, color meanings and cultural effects influence their dyeing choices. They strongly agree on hair coloring is trendy and chic. Table 4.9 t-test for reasons of choosing preferred hair color

*1=strongly disagree, 2= disagree, 3= moderate, 4= agree, 5= strongly disagree Yellow highlights show p value less than 0.05. H0: There is no difference in choosing the reason between with or without coloring experiences H1: There is difference in choosing the reason between with or without coloring experiences

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Table 4.10 shows a t-test on reasons why respondents (with and without coloring experiences) do not choose those hair colors. By observing the table, it demonstrated a significant difference in choosing the reason do not match to clothing style between with or without coloring experiences (p=0.03<0.05). All other reasons had no differences.

Color meanings on both sides respondents had a means at about 3 which represented they feel moderate to this reason. Means of do not match to personalities and cultural effects nearly to 4 so mostly all respondents agreed to these reasons. Means of prefer natural hair color in having coloring experiences is 2.05 which represented that respondent disagree on it. On the other hand, those without experiences has a mean at 4.21 which showed an agree statement. Means of do not match to clothing style in having coloring experiences is 3.98 which near to 4, hence respondent agreed to this reason. In not having coloring experiences, mean is 4.43, most respondents strongly agree to it. Although there is difference in two situations (p<0.05), both means are over value 4 so both respondents had or did not have coloring experiences agreed on it.

The results indicated that, respondents commonly thought that the choices of the color they do not want to color on the hair would be affected by their personalities, color meanings cultural effects and clothing styles.

Table 4.10 t-test for reasons of choosing not preferred hair color

*1=strongly disagree, 2= disagree, 3= moderate, 4= agree, 5= strongly disagree Yellow highlights show p value less than 0.05. H0: There is no difference in choosing the reason between with or without coloring experiences H1: There is difference in choosing the reason between with or without coloring experiences

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4.3.1.3.4 Summary of the relationship on preferences between basic color and hair color

In the previous section, the results showed there was no any relationship in basic color preference and hair color preference. Besides, there were no influences on choosing preference hair colors in having or having not hair coloring experiences.

By observing the results in the reasons part, for the reasons of having dyeing colors on hair, respondents showed different choices on functional purpose. Respondents who had hair coloring experiences before thought one of the reasons they had dyeing or choosing those preferred colors is that, coloring on hair can use as functional purpose, for example, covering white/gray hair. However, for those respondents without hair dyeing, they disagreed on this reason. It is easy to understand that, those with experiences, one of their coloring purposes was practical reason. Hair commonly fades out at about age 30 (Palladino, 2006). Among the respondents, the age group between 36-45 and 46-50 occupied 18% and 26-35 occupied 27%. It was high probability to have large percentage of respondents were above 30 and would start having gray or white hair. And hence, they may desire to use hair coloring to cover the gray turning hair so they agreed on the functional purpose for their reasons. For those without hair color experiences should have no worries on their young and healthy hair and keep moderate comment.

Two out of five reasons had differences in the not desiring hair coloring. Respondents without hair dyeing experiences would prefer natural hair color while those with experiences didnt agree on it. This is easily to explain that some of the respondents did not have dyeing before, would like natural hair color so did not go to have coloring on the hair. In the contrary, those have experiences before should think having coloring is good and try to alter their natural hair into another color styles so willing to have changes.

Besides, for the option do not match to clothing style, two groups of respondents showed agree statement but the differences was that, those with experiences strongly agree while without experiences only agree on it. This reason obviously was affected by the experiences. If people who tried hair coloring before and already dyed on hair, would know which colors suitable to match with clothing and which do not. On the other hand,

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respondents without experiences could only using imagination to match the hair color with clothing so would not have too strong comments on this reason.

Another interesting outcome of this part was, comments of color meanings on preferred and not preferred hair color were different in each other. In preferred hair color parts, respondents were commonly agree with this reason but in not preferred one, they feel moderate on it. If color meaning really affects the preference of hair color, why did there still have different choices on two questions? Probably reason is that respondents himself/herself felt confused in color and hair color preferences. As mentioned before, hair color should be part of the colors. According to this concept, they should have the same preferences performances. Nevertheless, in this research, it clearly shows that they both have no relationships. In the point of views, they have similar factors which affecting people to choose or not to choose a specific color or hair color. Respondents sometime would consider hair color as a color and put the color meanings on them; but in most of the time, they considered many other reasons, do the colors match to their personalities, do the colors easy match with clothing, do the colors have contradiction with their cultural, do the colors match to their ages, etc. Take an example, gold/blonde in Chinese represent royal but on hair color, it would give a bad guy, not reliable image (Goins, 2004). In this case, although people think gold hair represents royal, they still would not easily accept to dye their hair into gold/blonde. This is why there is a different result on color meaning option in this research.

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4.3.2 Color associations

In this section, color associations with different emotions or feelings were discussed. Color association has closely relationship with color preference. For the reasons why there was no relationship between basic colors and hair colors preference, most probably was affected by the color associations. People would like or dislike a color due to the color meanings, same hypothesis could be done on the hair colors, for example, if Chinese think red represents good luck, they may willing to dye their hair into red color. In this case, it is necessary to investigate the reason why people choose those preferred or not preferred hair colors and find out whether color and hair color associations exist relationship between them or not.

This section was divided into two parts. The first part was the comparison between association of basic colors and hair colors which both data were collected from the questionnaire; the second part was comparison of the association of basic color from past researches in chapter 2 (section 2.3.4) and hair color data from questionnaire.

The first sections data of basic color and hair color association which both got from questionnaire. Reasons that those color were asked in questionnaire were that, these emotions or feelings were likely affected by culture or fashion trend and. For color warmth, paired t-test for each pair of color and hair colors was done in order to show if there was any significant difference.

In other associations, the color ranks was resulted. Afterwards, 50% or above amount of the top ranked samples was separated and cross-tabulated with the data of hair colors. This action purpose to see whether both color or hair color choices were the same in the same association.

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4.3.2.1 Associations with color warmth

Table 4.11 showed the result of a paired t-test for color and hair color warmth data. From this table, except orange pair, brown pair, copper pair and gray pair, all other color pairs showed significant differences in respondents defining the warmth of colors and hair colors differently (p<0.05).

In red pair, both means were over 4 (4.67 and 4.00), which indicated red color and red hair color were considered as very warm and warm respectively by the respondents. For orange, brown, copper pairs, all means were near or over 4, they were considered as warm also.

In silver and white pairs, significant differences were existed (p<0.05). However, their means were less than 2.5 which represent that respondents considered them as cold. Besides, in gray pairs, there was no significant difference between color and hair color (p>0.05, H0 was accepted). Their means were below 2.5 so they were defined as cold by respondents. Blue pairs had means below 2.5 and were considered as cold.

In green pairs, differences exist in this pair (p = 0.002<0.05, H0 was rejected). Their means were near 3 so classified as having neutral warmth.

In gold/blonde, yellow, purple, pink and black pairs, there were significant differences in the warmth of colors and hair colors (p <0.05, H0 were rejected). For gold/blonde, mean of color was 4.07 which consider as warm color, however in gold/blonde hair color; mean was 2.58 which consider as neutral. In yellow pairs, mean of color was 4.05 which was warm; in yellow hair color, mean was 3.15 which was neutral. For purple pairs, color mean was 2.67 which was neutral, whereas, hair color mean was 2.16 which represented cold. In pink pairs, color mean was 3.99 and defined as warm; hair color mean was 3.11 and defined as neutral. Lastly for black, in basic color, mean was 2.54, considered as neutral but in hair color, mean was 3.83, considered as warm.

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Table 4.11 Paired t-test of color warmth

*1=very cold, 2= cold, 3= neutral, 4= warm, 5= very warm Red highlights are considered as warm. Blue highlights are considered as cold. Gray highlights are considered as neutral. Yellow highlights show p value less than 0.05. H0: There is no difference in choosing the reason between with or without coloring experiences H1: There is difference in choosing the reason between with or without coloring experiences

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In conclusion from table 4.12, among 14 colors, only 5 of their warmth were considered differently in color and hair color. Hence, there was no large significant different existed in color warmth on color and hair color.

Table 4.12 Summary of color warmth Color red orange brown copper gold/blonde yellow silver gray green blue purple pink black white
*+ = exist *- =do not exist

Hair color Warm Warm Warm Warm Neutral Neutral Cold Cold Neutral Cold Cold Neutral Warm Cold

Differences + + + + + -

Warm Warm Warm Warm Warm Warm Cold Cold Neutral Cold Neutral Warm Neutral Cold

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4.3.2.2 Associates with royal

4.3.2.2.1 Color association with royal

Table 4.13 and Figure 4.9 indicated majority respondents associate royal with gold/blonde (26.8%, 33) and purple (24.4%, 30). Copper takes the third position with 10.6% (13). None of them choose orange, gray or green in association with royal.

Table 4.13 Color associates with royal

* Yellow highlights show the data ranked the most percentage

Color associates w ith royal 30 25 Percentage(%) 20 15 10 5 0

or an ge br ow n co pp er go ld /b lo nd e ye ll o w

nk

re d

si lv er

ac k bl

ue

en

le

gr a

rp

pi

gr e

Color

Figure 4.9 Color associates with royal

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pu

w hi

bl

te

4.3.2.2.2 Hair color association with royal

Table 4.14 and Figure 4.10 show the distribution of hair association with royal. As the table shown above, gold/blonde hair color ranked the first position with 26% (32), following by was black which has 22.8% (28); the third one was brown with 13.8% (17).

Table 4.14 Hair color association with royal

* Yellow highlights show the data ranked the most percentage

Hair color asociation with royal

30 25 Percentage (%) 20 15 10 5 0
re d or an ge br ow n co pp go er ld /b lo nd e si lv er gr ee n pu rp le ye llo w pi nk bl ac k gr ay bl ue w hi te

Hair color

Figure 4.10 Hair color associates with royal

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4.3.2.2.3 Comparison of color and hair color association with royal

As gold/blonde and purple account for 51% in total, both of them were cross with hair color data in association with royal. Table 4.15 shows the result in gold/blonde and table 4.16 shows the result in purple. In table 4.15, near half of the respondents (48.5%, 16 out of 33), who take gold as the favorite basic color; choose gold/blonde hair color as the most royalty dyeing color, whereas, in table 4.16, 23.3% (7 out of 30) of respondents, who take purple as the favorite basic color, choose purple and black as the most royalty one. By the results, there was a relationship existed between color and hair color in the association with royal.

Table 4.15 color associate with royal versus hair color associates with royal Crosstabulation

* Yellow highlights show the data ranked the most percentage

Table 4.16 color associates with royal versus hair color associates with royal Crosstabulation

* Yellow highlights show the data ranked the most percentage

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4.3.2.3 Associates with good luck

4.3.2.3.1 Color associates with good luck

Table 4.3.17 and Figure 4.3.7 obviously show that 65% (80) respondents associate red as good luck. 19.5% (24) think that yellow relates to good luck. The rest colors account less than 20% in total.

Table 4.17 Color associates with good luck

*Yellow highlights show the data ranked the most percentage

Color associates w ith good luck 70 60 Percentage(% ) 50 40 30 20 10 0

de

nk

ac k bl

ge

ay

er

le

si lv e

ow

ee

re

ll o

rp

pp

lo n

an

gr

pi

co

or

go

ld

/b

ye

br

Color

Figure 4.11 Color associates with good luck

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pu

wh

gr

i te

4.3.2.3.2 Hair color associates with good luck

Table 4.18 and Figure 4.12 indicate the hair color association with good luck. Red hair color was regarded as the luckiest color by the respondents (46.3%, 57). Following by was black (12.2%, 15) and then was brown (8.9%, 11).

Table 4.18 Hair color association with good luck

* Yellow highlights show the data ranked the most percentage

Hair color asociation with good luck

50 45 40 35 30 25 20 15 10 5 0
on de er rp le or an ge ye llo w pi nk ay d n gr ee n bl ue br ow si lv ac k bl pe r re co p gr pu w hi te

Percentage (%)

go ld /b l

Hair color

Figure 4.12 Hair color associates with good luck

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4.3.2.3.3 Comparison of color and hair color association with good luck

From the table 4.19, 58.8% (47 out of 80), in majority of respondents choose the same hair color (red) as the meaning of good luck. This result was as same as in 4.3.2.3.1 and hence there is a relationship between color and hair color in association with good luck.

Table 4.19 color associates with good luck versus hair color associates with good luck Crosstabulation

* Yellow highlights show the data ranked the most percentage

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4.3.2.4 Association with bad luck

4.3.2.4.1 Color associates with bad luck

Table 4.20 and Figure 4.13 show that gray (43.1%, 53) and black (33.3%,) have the most number of respondent associate with bad luck. Other colors account for less than 30%.

Table 4.20 Color associates with bad luck

* Yellow highlights show the data ranked the most percentage

Color associates with bad luck

50 45 40 Percentage(%) 35 30 25 20 15 10 5 0
si lv er n co pp er pu rp le gr ee n ye llo w gr ay bl ue pi nk re d or an ge bl ac k br ow go ld w hi te

Color

Figure 4.13 Color associates with bad luck

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4.3.2.4.2 Hair color association with bad luck

Table 4.21 and Figure 4.14 indicate that 35% (43) of respondents thought gray hair was unlucky. 13% (16) of them regarded white hair as bad luck and 11.4% (14) of them take silver and green as bad luck respectively.

Table 4.21 Hair color association with bad luck

* Yellow highlights show the data ranked the most percentage

Hair color asociation with bad luck

40 35 Percentage (%) 30 25 20 15 10 5 0

gr ay

ng e

re d

en

nk

bl on de

ue

si lv e

pp e

ow

ye llo

rp l

ac k

gr e

bl

pi

bl

or a

co

go l

d/

Hair color

Figure 4.14 Hair color associates with bad luck

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pu

br

hi

te

4.3.2.4.3 Comparison of color and hair color association with bad luck

Gray and black colors were taken out for cross-tabulate with hair colors. As table 4.22 and 4.23 indicated, both respondent thought gray hair color associate with bad luck (39.6%, 21 out of 53 and 36.6%, 15 out of 41 respectively). While people choose black as bad luck color, only 12.2% (5 out of 41) of them associated black hair color was bad luck.

Gray and gray hair color matches the same choices but not in black and black hair color, however, gray color (color associates with bad luck) in table 4.20 took a larger percentage (43.1%) than black (33.3%), results in gray color should be considered in the first instant. Hence, in this outcome, there is a relationship between color and hair color in association with bad luck. Table 4.22 color associates with bad luck versus hair color associates with bad luck Crosstabulation

* Yellow highlights show the data ranked the most percentage

Table 4.23 color associates with bad luck versus hair color associates with bad luck Crosstabulation

* Yellow highlights show the data ranked the most percentage

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4.3.2.5 Association with pure

4.3.2.5.1 Color associates with pure

In table 4.24 and Figure 4.15, there was a great proportion of respondent (84.6%, 104) chose white as the meaning of pure. Even there were none of them chose red, orange, brown, copper, gray or black.

Table 4.24 Color associates with pure

* Yellow highlights show the data ranked the most percentage

Color associates with pure

90 80 70 Percentage(%) 60 50 40 30 20 10 0
n co pp er go ld /b lo nd e si lv er pu rp le ye llo w gr ee n gr ay pi nk or an ge bl ue br ow bl ac k w hi te re d

Color

Figure 4.15 Color associates with pure

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4.3.2.5.2 Hair color association with pure

From the table 4.25 and Figure 4.16, over half of respondent (59.3%, 73) believed black hair color was the most pure one. Some of them chose brown hair (13%, 16) but none of them chose red, orange, gray, green or purple.

Table 4.25 Hair color association with pure

* Yellow highlights show the data ranked the most percentage

Hair color asociation with pure

70 60 Percentage (%) 50 40 30 20 10 0
co pp er go ld /b lo nd e si lv er pu rp le gr ee n ye llo w gr ay bl ue pi nk d n bl ac k or an ge br ow w hi te re

Hair color

Figure 4.16 Hair color associates with pure

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4.3.2.5.3 Comparison of color and hair color association with pure

By observing data in table 4.26, when white color data crossover the hair color, another result came out, large amount of respondents (61.5%, 64 out of 104) choose black hair color as pure association rather than white, white hair color only count for 7.7% (8 out of 104). It clearly shows that there is no relationship between color and hair color in association with pure.

Table 4.26 color associates with pure versus hair color associates with pure Crosstabulation

* Yellow highlights show the data ranked the most percentage

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4.3.2.6 Association with feminine

4.3.2.6.1 Color associates with feminine

Table 4.27 and Figure 4.17 illustrate that, over half of respondents (69.9%, 86) related pink to feminine. Purple ranked the second position in 15.4% (19). None of them chose brown, gray, green, black or white as feminine.

Table 4.27 Color associates with feminine

* Yellow highlights show the data ranked the most percentage

Color associates with feminine 80 70 60 50 40 30 20 10 0

d or an ge br ow n co pp er go ld /b lo nd e si lv er pu rp le gr ee n ye llo w gr ay bl ue pi nk Bl ac k w hi te re

Percentage(%)

Color

Figure 4.17 Color associates with feminine

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4.3.2.6.2 Hair color association with feminine

Table 4.28 and Figure 4.18 indicate brown hair color was the most feminine among 14 of them (28.5%). Following by was pink with 20.3% (25), and then was copper with 13% (16). 0% of respondents chose silver, gray, green, blue or white.

Table 4.28 Hair color association with feminine

* Yellow highlights show the data ranked the most percentage

Hair color asociation w ith fem inine 30 25 Percentage (%) 20 15 10 5 0

d/ bl on de

ee n

re d

ng e

si lv er

pp er

ay

ue

ck bl a

ow n

ye ll o

pi n

pl

or a

br

co

go l

Hair color

Figure 4.18 Hair color associates with feminine

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pu r

w hi

gr

gr

bl

te

4.3.2.6.3 Comparison of color and hair color association with feminine Table 4.29 demonstrates the crosstabulation of pink with hair colors. From the table, brown has the highest percentage (33.7%, 29 out of 86) in total which respondents associate with feminine. However, in 4.3.2.1, none of them chose brown as feminine color. This result shows an opposed outcome which means there is no relationship between color and hair color in association with feminine.

Table 4.29 color associates with feminine versus hair color associates with feminine Crosstabulation

* Yellow highlights show the data ranked the most percentage

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4.3.2.7Association with trendy or chic

4.3.2.7.1 Color associates with trendy or chic

According to Table 4.30 and Figure 4.19, black (23.6%, 29), silver (13.8%, 17) and orange (11.4%, 14) ranked the first three positions in association with trendy or chic. None of the respondents thought pink or white was trendy or chic.

Table 4.30 Color associates with trendy or chic

* Yellow highlights show the data ranked the most percentage

Color associates with trendy or chic

25 20 Percentage 15 10 5 0
n co pp er go ld /b lo nd e si lv er pu rp le d or an ge ye llo w gr ee n bl ue pi nk bl ac k gr ay br ow w hi te re

Color

Figure 4.19 Color associates with trendy or chic

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4.3.2.7.2 Hair color association with trendy or chic

According to Table 4.31 and Figure 4.20, copper hair ranked the first in trendy or chic association (17.9%, 22). Purple has similar percentage with 17.1% (21) and brown has 15.4%. White has the lowest percentage (0.8%, 1) among all hair colors.

Table 4.31 Hair color association with trendy or chic

* Yellow highlights show the data ranked the most percentage

Hair color asociation with trendy or chic

20 18 16 Percentage (%) 14 12 10 8 6 4 2 0
d or an ge br ow n co pp er go ld /b lo nd e nk si lv er ac k bl en ue w le y gr a re ye ll o pu rp pi w hi gr e bl te

Hair color

Figure 4.20 Hair color associates with trendy or chic

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4.3.2.7.3 Comparison of color and hair color association with trendy or chic

As shown in Table 4.32, when black associates with trendy or chic, respondents would think copper hair color (24.1%, 7) have the same feeling; when silver was chosen in Table 4.33, red and purple hair color would be related to trendy and chic; when orange was chosen in Table 4.34, brown hair color would ranked the highest position. From this result, it demonstrates that there is no relationship between color and hair color in association with trendy or chic.

Table 4.32 color associates with trendy or chic versus hair color associates with trendy or chic Crosstabulation

* Yellow highlights show the data ranked the most percentage

Table 4.33 color associates with trendy or chic versus hair color associates with trendy or chic Crosstabulation

* Yellow highlights show the data ranked the most percentage

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Table 4.34 color associates with trendy or chic versus hair color associates with trendy or chic Crosstabulation

* Yellow highlights show the data ranked the most percentage

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4.3.2.8 Association with old-fashioned

4.3.2.8.1 Color associates with old-fashioned

In Table 4.35 and Figure 4.21, brown has the highest percentage (21.1%, 26) in association with old-fashioned. Following by was gold/blonde which was 14.6% (18) and the third one was copper in 11.4% (14). Black ranked the last position in only 1.6% (2). Result in 4.3.2.7.2 also shows black was the most trendy color by the respondent.

Table 4.35 Color associates with old-fashioned

* Yellow highlights show the data ranked the most percentage

Color associates with old-fashioned 25 Percentage(%) 20 15 10 5 0

re d or an ge br ow n co pp go er ld /b lo nd e ye llo w

si lv er

Color

Figure 4.21 Color associates with old-fashioned

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pu rp le

gr ee n

pi nk bl ac k w hi te

gr ay

bl ue

4.3.2.8.2 Hair color association with old-fashioned

From the Table 4.36 and Figure 4.22, black was the most old-fashioned hair color. Gray was the second one (11.4%, 14) and yellow was the third (10.6%, 13). Copper (2.4%, 3) and purple hair color (2.4%, 3) were the least old-fashioned.

Table 4.36 Hair color association with old-fashioned

* Yellow highlights show the data ranked the most percentage

Hair color asociation with old-fashioned

20 18 16 14 12 10 8 6 4 2 0
re d or an ge br ow n co pp go er ld /b lo nd e ye ll o w nk si lv er ac k bl en ue le y gr a pu rp pi gr e w hi bl te

Percentage (%)

Hair color

Figure 4.22 Hair color associates with old-fashioned

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4.3.2.8.3 Comparison of color and hair color association with old-fashioned

By taking brown, copper and gold/blonde for comparison with hair colors in Table 4.37, 4.38 and 4.39, the relationship of these three colors and hair colors are shown above. In Table 4.37, it indicates respondents who chose brown as old-fashioned color would also chose brown hair color (23.1%, 6). However, in Table 4.38 and 4.39, if respondents chose copper, they would think gold/blonde hair color was old-fashioned, whereas, those chose gold/blonde, they would think yellow hair color was old-fashioned.

As the percentages sum of copper and gold/blond color in Table 4.35 was 26%, which was larger than brown color (21.1%), result from copper and gold/blonde should be considered first. Hence, there was no relationship between color and hair color in association with old-fashioned.

Table 4.37 color associates versus hair color associates of old-fashioned Crosstabulation

* Yellow highlights show the data ranked the most percentage

Table 4.38 color associates versus hair color associates of old-fashioned Crosstabulation

* Yellow highlights show the data ranked the most percentage

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Table 4.39 color associates versus hair color associates of old-fashioned Crosstabulation

* Yellow highlights show the data ranked the most percentage

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4.3.2.9 Hair association of other emotions or feelings

The following tables (Table 4.40 and 4.41) are the data of hair color associations got from the questionnaires, which were then compared with the data from 2.3.4 in chapter 2. Table 4.40 Hair color associates with others emotions or feelings

* Yellow highlights show the data ranked the most percentage

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Table4.41 Hair color associates with others emotions or feelings II

* Yellow highlights show the data ranked the most percentage

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4.3.2.9.1 Comparison of color association from past researches with other emotions or feelings

In Table 4.42, associations of color in chapter 2 section 2.3.4 were listed in middle column and the hair color associations results from questionnaire were listed in right column. By comparison of the two columns, it is easily found that only 3 pairs match with each others.

Table 4.42 Color and hair color associations in past researches and this project Associations From 2.3.4 From Table 4.40 and 4.41 Color Happiness Depressed and sad Worry Fear or terror Anger Excitement Lovely Calm and relaxing Wild yellow gray green, brown, gray red, black black, red yellow Pink green Green, red red gray gray Green Red pink pink copper red Gold/blond Black White Hair color

Sexy and seductive red Youthful Old green blue white Gray

* Yellow highlights show the data match with each other

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4.3.2.10 Summary of all associations of colors and hair colors (except color warmth)

Table 4.43 is the summary of all associations. From the table, the differences or similarities between color and hair color associations were indicated.

Among 19 associations, only 8 of them (depressed and sad, worries, anger, royal, good luck, bad luck, lovely, wild, feminine) do not have differences between color and hair color. Differences were existed in 11 of them (Happiness, fear or terror, excitements, calm and relaxing, trendy or chic, old-fashioned, sexy and seductive, youthful and old) From this differences proportion, over half of them have different results on color and hair color and in conclusion, human should regard hair color and color in different associations.

Nevertheless, Table 4.43 indicates apparently hair color association was highly affected by cultural or trend factors. By looking back to 4.3.1.3.3 (reasons of preferred or not preferred hair colors), respondents were commonly agree on fashion trend factors. Applying these two reasons into hair color association, it is easy to explain that why those trend affected associations had higher possibilities to have different results with color associations. Fashion trend changes frequently and hair color has its own trend also. Although hair color should be part of the fashion trend, they could have different expressions on colors. Such as red can be the clothing fashion trend for this season but not represent that red hair is the hair color trend, similar hair colors, copper or red-violet may lead the trend. Evidence is from this research, if black is a trendy color while brown is and old-fashioned color; in hair color cases, the black hair is old-fashioned and copper (similar to brown) is trendy one (results from questionnaire).Chinese have natural black hair color and for this reasons respondents would think doing nothing on the hair is outto-dated. On the other hand, in 2013, one of the hair color trends was warm blond and copper. However for the clothing of brown color trend, the color should be cocoa and metallic bronze (Beauty Forecast: Nutopia, 2013).

Moreover, those association which were affected by cultural factors, such as royal, good luck, bad luck and pure (being asked in questionnaire), they show high similarities to color association. This is because the cultural meanings of colors are deeply implanted

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into respondents mind. They unconsciously related hair color to color and hence the results contrary show not many differences between color and hair color. Although association on pure indicate differences, pure in hair is affected by another factors which is biological senses. As all respondents are Chinese with black hair, no coloring on it means pure, natural or native.

Furthermore, human association on hair should be affected by biological senses. Rather than pure, there were other evidences in this research: contradictions in the choices of old and youthful in color and hair color. Respondents thought black hair color was youthful while white was the old one; in past studies, white color could represent youthful while gray was old. Hair of human beings would start turning to gray and eventually to white and Asian youngsters would have natural black hair. This is the reason why respondents thought black hair is young and white hair is old. Besides, stress would speed up the white hair turning processes (Palladino, 2003) so respondents chose gray hair as depressed and sad and worries meanings.

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Table 4.43 Summary of all associations of colors and hair colors Associations Past research basic color association results from section 2.3.4 Happiness Depressed and sad Worry Fear or terror Anger Excitement Royal Good luck Bad luck Lovely Calm and relaxing Pure Wild Feminine Trendy chic Old-fashioned Sexy and seductive Youthful Old
+ = exists - = not exists

Basic color association data from questionnaire Not mentioned Not mentioned

Hair color association data from questionnaire red gray + Differences

yellow gray

green, brown, gray red, black black, red yellow Black, gold, purple Red Black white Pink green

Not mentioned Not mentioned Not mentioned Not mentioned gold red gray Not mentioned Not mentioned

gray Green Red pink Gold/blonde red gray pink copper

+ + +

White Green, red Blue Black Brown red

White Not mentioned pink Black brown Not mentioned

black red brown Copper Black Gold/blond

+ + + + +

green blue white Gray

Not mentioned Not mentioned

Black White

+ +

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Chapter 5 Conclusions and recommendations

5.1 Introduction

In Chapter 4, the use of a quantitative method, viz. questionnaire survey, for collecting primary data was described. This is followed by statistical analysis. In this chapter, conclusions and recommendations are provided, followed by suggestions for future study.

5.2 Conclusions

5.2.1 Comparison of color preferences between the present work and previous studies

According to the questionnaire result in 4.3.1, respondents were asked to select their most preferred and least preferred colors. The sample size was 123. It showed that blue color was the most preferred one while brown was the least preferred color. There existed similarities and differences between past researches and this research. Both results from past studies (Jastrow, 1897; Eysenck; 1941; Dittmar, 2001) and this project showed that blue was the most preference color and yellow and orange were the least preferred one. However, the second, third and fourth rankings were different from each other.

In past research, other than blue, red or green were ranked the second or third preference color (Jastrow, 1897; Eysenck; 1941; Dittmar, 2001).

In this research, purple was ranked the second position and black was the third, whereas, red was ranked the fourth. The reasons may due to the cultural meanings and the limited color choices.

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5.2.2 Relationship between color and hair preferences

The results from basic color preferences were then cross over with the data of hair color preferences. From looking at the selection hair color of respondents who choose the most favorite basic colors (blue, purple and black) and least favorite basic colors (brown, pink, copper, yellow and gray), it showed that brown hair was the most favorite while yellow was the least favorite one.

In preferred hair color from section 4.3.1.3.1, it showed that respondents were commonly preferred to have brown color on their hair. Same hair color as chosen basic colors (blue, purple or black) were not been chosen.

On the other hand, in not preferred hair colors from section 4.3.1.3.2, similar outcomes were resulted. Among five basic colors, brown, pink, color, yellow and gray, only one matches the same hair color (yellow). And four of them show the same result, yellow had the highest percentage (except pink basic color which yellow hair color ranked the second position) as not preferred hair color. Therefore, both the results indicate that there was no relationship between colors or hair colors preference.

5.2.3 Relationship between hair coloring experiences and hair preferences

Before identifying the reasons of respondents on preferred or not preferred hair colors, another analysis was done. Relationship of hair coloring experiences and hair preferences has to be identified first due to the large proportion of respondents with hair coloring experiences may affect the overall results if two groups of respondents may response differently. In order to ensure there were no any variations of coloring experiences in preferences of hair colors, respondents with or without coloring experiences were separated to see their hair color preferences by cross-tabulation table.

The final results show that both respondent groups gave the same choices and hence, it was not necessary to separate the respondents for the analysis in the association questions. Besides, it showed that respondents who had coloring experiences before were more sensitive to choose the hair colors.

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5.2.4 Reasons on preferred or not preferred hair color

From the result in 4.3.1.3.3, differences in reasons on preferred hair colors were obtained. For the reasons of having dyeing colors on hair, respondents showed different choices on functional purpose. Respondents who had hair coloring experiences before thought one of the reasons they had dyeing or choosing those preferred colors is that, coloring on hair can use as functional purpose, for example, covering white/gray hair. However, for those respondents without hair dyeing, they disagreed on this reason. The reasons may due to the age group as part of the respondents in this research were near or above 30 and may start having gray or white hair. Moreover, all respondent would think the preferred hair colors were eye-catching and were trendy or chic. Their choices were affected by color meanings and cultural effects also.

In the not desiring hair coloring, two out of five reasons had differences. Respondents without hair dyeing experiences would much more prefer natural hair color than those with experiences. Slightly differences were on the reason do not match to clothing style. In general, both groups of respondents agreed on this option but those had hair coloring before showed a stronger agreement than those without experiences. Besides, both group respondents chose those colors according to their personalities, the color meanings and cultural factors.

From observing both outcomes in preferred and not preferred hair colors, color meanings had different results in two parts where respondents where in preferred hair color section, they agree on it but in not preferred section, they comment it as moderate. The reasons may due to their confusion on basic color and hair color preferences. Sometimes they may consider the color meaning of the hair color but most of the time, they take other reasons (personalities, clothing styles, etc.) as the first consideration.

5.2.5 Relationship between color association and hair color association

Another focus objective of this research is to find out whether relationship exists in color and hair color association. In chapter 4, numerous emotions and feeling association were analyzed. The final result summary shown in 4.3.2.10 shows there were no relationships in associations of color and hair.

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Furthermore, by analyzing the results together with the reasons part, it showed hair color association was highly affected by cultural or trend factors. Biological senses were one of the influential effects on hair color association.

As mentioned in previous section 5.2.1, association would be one of the reasons affecting color preferences. There is no relationship in color and hair color association and hence, in conclusion, there should be no relationships in color and hair color preference.

5.3 Limitations

Although the research shows there are no any relationships between basic colors or hair color preference and association, there are limitation exists in this research which may affect the final result.

5.3.1 Sample size and data collection method

The sample size is a significance limitation. In this research, only 123 respondents were involved, nevertheless, these 123 respondents could not represent the whole public in Hong Kong as the sample size was relatively small and not in random. Although the questionnaire was conducted through internet and not target to specific group of people, the questionnaire was not distributed to the whole public. This small group of respondents would come from similar peer group and have similar lifestyles. Different geographic locations or living environment would affect ones color preferences and associations and hence sample size is one of the limitations of this research.

5.3.2 Intrinsic and extrinsic factors

Moreover, as mentioned in previous chapter, the factors affecting preferences and association include, gender, age, educational level, personalities or even emotions. Although the questionnaire survey has limited the age group (data from age below 18 or over 50 were excluded) and gender is the least influential factors, there were quite a large variation age group (five groups) in the respondents and gender is still influential factors. On the other hand, the personalities and emotions are the uncontrolled variables. It is not possible to target all same personalities or emotions respondent at the same time. Rather

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than these factors, respondents may not sensitive to colors or lack of imaginations. Some of them may not easily to associate color with other feelings or emotions.

5.3.3 Color choices

Even the color choices could be the limitation. Color can be in thousands variations by changing their value or saturation (2.1.3.2 & 2.1.3.3). Red can be deep red, light red, ruby red, magenta red; green can be olive green, jade green, deep green. But in this survey, only fourteen colors were provided. Also, people percept a color in different ways, someone would think red should be ruby one but another one would think it should be magenta one. By the variation of preference in colors, the result of the questionnaire would be affected. On the other hand, there were some color choices quite similar to each other, for example, brown and copper, gold and yellow, silver and gray. Respondents may make confusion on them.

5.3.4 Limitations in association words

Besides, association wordings were limited. As the questionnaire could not be too long, otherwise, people would not be willing to finish it. The association questions were set in a limited number, and hence the accuracy is relatively reduced due to probability reasons.

5.3.5 Technical problems

As the questionnaire was distributed through the internet, the computer screen of each respondent may have variations. The reference picture of color and hair color would be varied by this reason and would affect respondent choices on both preference and association questions.

5.3.6 Limitation in past studies

In the data analysis part, some of the results were compared with past studies. However, those studies were conducted in western countries and would have cultural differences with Hong Kong. In this case, the overall comparison would not be accurate.

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5.4 Recommendations for further study

Both color and hair color are important for fashion designers to consider in their designs. This research aimed to investigate color preference or association was related to hair colors in order to help designer match with both elements in a perfect way. Nevertheless, too many factors would affect the preference or association. In order to have a successful research on their relationship, some recommendations are given.

It is recommended to investigate on large group of samples and select the random data collection method. Sample groups (age or educational level) can be divided into a more narrow one and separate them to analysis the data.

Experiments instead of questionnaire can be done, for example, using color card to replace the reference color wheel in the questionnaire, using actual hair models in order to reduce technical color variation problems on the computer screen.

If the research method is in questionnaire format, it should be better to let the respondents answer the questions in a controllable environment which reduce the emotions fluctuations during the research process.

More colors or association wordings could be provided to the respondents for a more accurate result.

It is recommended to investigate in detailed on the reason of the hair association choices. Interviews on respondents could be done after the questionnaire.

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Appendix I Questionnaire Questionnaire

I am a final year student of the Institute of Textile & Clothing of The Hong Kong Polytechnics University. I am conducting a research on the relationship between hair color and color preference and association. All information collected will be kept confidential and will be destroyed upon the completion of the study. Please spend a few minutes to fill in this questionnaire. Thank you so much! Part 1: Personal Data

If you were below 18 or over 50, please ignore this questionnaire 18 50 , 1. Gender Male Female 2. Age 18-25 26-35 36-45 46-50 3. Educational level Primary or below Secondary Undergraduate Post-graduate or above

4. Occupation Professional Administrative or managerial level White or blue collar Hair dresser or related occupation Student Unemployed Others, please specify

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Part 2: Color Preference

5. Do you suffer from color blindness? ? Yes No Please ignore this questionnaire Please continue to Q8 8

6. As the colors shown above, which one is your favorite color?

(1) Red ; (2) Orange ; (3) Brown ; (4) Copper ; (5) Gold/ blonde ; (6) Yellow ; (7) Silver ; (8) Gray ; (9) Green ; (10) Blue ; (11) Purple ; (12) Pink ; (13) Black ; (14) White .

7. Which one is your least favorite color?

(1) Red ; (2) Orange ; (3) Brown ; (4) Copper ; (5) Gold/ blonde ; (6) Yellow ; (7) Silver ; (8) Gray ; (9) Green ; (10) Blue ; (11) Purple ; (12) Pink ; (13) Black ; (14) White .

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Part 3: Color Association

8. What do you think about the color warmth of the following colors? ? *1 = very cold, 2 = cold, 3 = neutral, 4 = warm, 5 = very warm *1 = , 2 = , 3 = , 4 = , 5 =

Color Warmth 1 2 3 4 5 Red Orange Brown Copper Gold Yellow Silver Gray Green Blue Purple Pink Black White

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9. Which color do you associate with royalty?

(1) Red ; (2) Orange ; (3) Brown ; (4) Copper ; (5) Gold/ blonde ; (6) Yellow ; (7) Silver ; (8) Gray ; (9) Green ; (10) Blue ; (11) Purple ; (12) Pink ; (13) Black ; (14) White .

10. Which color do you associate with good luck?

(1) Red ; (2) Orange ; (3) Brown ; (4) Copper ; (5) Gold/ blonde ; (6) Yellow ; (7) Silver ; (8) Gray ; (9) Green ; (10) Blue ; (11) Purple ; (12) Pink ; (13) Black ; (14) White .

11. Which color do you associate with bad luck?

(1) Red ; (2) Orange ; (3) Brown ; (4) Copper ; (5) Gold/ blonde ; (6) Yellow ; (7) Silver ; (8) Gray ; (9) Green ; (10) Blue ; (11) Purple ; (12) Pink ; (13) Black ; (14) White .

12. Which color do you associate with purity?

(1) Red ; (2) Orange ; (3) Brown ; (4) Copper ; (5) Gold/ blonde ; (6) Yellow ; (7) Silver ; (8) Gray ; (9) Green ; (10) Blue ; (11) Purple ; (12) Pink ; (13) Black ; (14) White .

13. Which color do you associate with femininity?

(1) Red ; (2) Orange ; (3) Brown ; (4) Copper ; (5) Gold/ blonde ; (6) Yellow ; (7) Silver ; (8) Gray ; (9) Green ; (10) Blue ; (11) Purple ; (12) Pink ; (13) Black ; (14) White .

14. Which color do you associate with trendy or chic?

(1) Red ; (2) Orange ; (3) Brown ; (4) Copper ; (5) Gold/ blonde ; (6) Yellow ; (7) Silver ; (8) Gray ; (9) Green ; (10) Blue ; (11) Purple ; (12) Pink ; (13) Black ; (14) White .

15. Which color do you associate with old-fashioned?

(1) Red ; (2) Orange ; (3) Brown ; (4) Copper ; (5) Gold/ blonde ; (6) Yellow ; (7) Silver ; (8) Gray ; (9) Green ; (10) Blue ; (11) Purple ; (12) Pink ; (13) Black ; (14) White .

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Part 4: Hair color preference 16. Do you have any hair coloring experiences? Yes No

17. What color(s) do you want to color your hair? (A maximum of 3 choices) ()
(1) Red ; (2) Orange ; (3) Brown ; (4) Copper ; (5) Gold/ blonde ; (6) Yellow ; (7) Silver ; (8) Gray ; (9) Green ; (10) Blue ; (11) Purple ; (12) Pink ; (13) Black ; (14) White . 15. Do not want to have hair colored; please go to Q.24 ; 24

18. Please rate for the reasons why you choose this (these) color(s). *1 = strongly disagree; 2 = disagree; 3 = moderate; 4 = agree; 5 = strongly disagree; *1 = ; 2 = ; 3= ; 4 = ; 5 = ; a. Eye-catching b. Color meaning c. Cultural effect d. Functional propose (e.g. covering white/gray hair) e. Trendy and fashionable 1 2 3 4 5

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19. What color(s) you do not want to add on your hair? (Can select a maximum of 3 choices) ? ()
(1) Red ; (2) Orange ; (3) Brown ; (4) Copper ; (5) Gold/ blonde ; (6) Yellow ; (7) Silver ; (8) Gray ; (9) Green ; (10) Blue ; (11) Purple ; (12) Pink ; (13) Black ; (14) White . 15 Do not want to have my hair colored; please go to Q.24 , 24

20. Please rate the factors for not choosing this (these) color(s). *1 = strongly disagree; 2 = disagree; 3 = moderate; 4 = agree; 5 = strongly disagree; *1 = ; 2 = ; 3 = ; 4 = ; 5 = ; a. Do not match to personality . b. Color meaning c. Cultural effect d. Prefer natural hair color e. Do not match to clothing style 1 2 3 4 5

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Part 5: Hair color association

21. What do you think about the color warmth of the following hair colors? ? *1 = very cold; 2 = cold; 3 = neutral; 4 = warm; 5 = very warm; *1 = ; 2 = ; 3 = ; 4 = ; 5 = ;
Hair Color Warmth 1 Red Orange Brown Copper Gold Yellow Silver Gray Green Blue Purple Pink Black White 2 3 4 5

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22. Which hair color do you associate with happiness? A. Red D. Copper G. Silver J. Blue M. Black B. Orange E. Gold/blonde H. Gray K. Purple N. White

C. Brown F. Yellow I. Green L. Pink

23. Which hair color do you associate with sadness or depression? A. Red D. Copper G. Silver J. Blue M. Black B. Orange E. Gold/blonde H. Gray K. Purple N. White C. Brown F. Yellow I. Green L. Pink

24. Which hair color do you associate with worry? A. Red D. Copper G. Silver J. Blue M. Black B. Orange

C. Brown F. Yellow I. Green L. Pink

E. Gold/blonde H. Gray K. Purple N. White

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25. Which hair color do you associate with fear or horror? A. Red D. Copper G. Silver J. Blue M. Black B. Orange E. Gold/blonde H. Gray K. Purple N. White

C. Brown F. Yellow I. Green L. Pink

26. Which hair color do you associate with excitement?

A. Red D. Copper G. Silver J. Blue M. Black

B. Orange E. Gold/blonde H. Gray K. Purple N. White

C. Brown F. Yellow I. Green L. Pink

27. Which hair color do you associate with anger?

A. Red D. Copper G. Silver J. Blue M. Black

B. Orange E. Gold/blonde H. Gray K. Purple N. White

C. Brown F. Yellow I. Green L. Pink

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28. Which hair color do you associate with energy?

A. Red D. Copper G. Silver J. Blue M. Black

B. Orange E. Gold/blonde H. Gray K. Purple N. White

C. Brown F. Yellow I. Green L. Pink

29. Which hair color do you associate with royalty?

A. Red D. Copper G. Silver J. Blue M. Black

B. Orange E. Gold/blonde H. Gray K. Purple N. White

C. Brown F. Yellow I. Green L. Pink

30. Which hair color do you associate with good luck? (Can select a maximum of 3 choices) ()

A. Red D. Copper G. Silver J. Blue M. Black

B. Orange E. Gold/blonde H. Gray K. Purple N. White

C. Brown F. Yellow I. Green L. Pink

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31. Which hair color do you associate with bad luck?

A. Red D. Copper G. Silver J. Blue M. Black

B. Orange E. Gold/blonde H. Gray K. Purple N. White

C. Brown F. Yellow I. Green L. Pink

32. Which hair color do you associate with loveliness?

A. Red D. Copper G. Silver J. Blue M. Black

B. Orange E. Gold/blonde H. Gray K. Purple N. White

C. Brown F. Yellow I. Green L. Pink

33. Which hair color do you associate with relaxation?

A. Red D. Copper G. Silver J. Blue M. Black

B. Orange E. Gold/blonde H. Gray K. Purple N. White

C. Brown F. Yellow I. Green L. Pink

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34. Which hair color do you associate with purity?

A. Red D. Copper G. Silver J. Blue M. Black

B. Orange E. Gold/blonde H. Gray K. Purple N. White

C. Brown F. Yellow I. Green L. Pink

35. Which hair color do you associate with wildness?

A. Red D. Copper G. Silver J. Blue M. Black

B. Orange E. Gold/blonde H. Gray K. Purple N. White

C. Brown F. Yellow I. Green L. Pink

36. Which hair color do you associate with femininity?

A. Red D. Copper G. Silver J. Blue M. Black

B. Orange E. Gold/blonde H. Gray K. Purple N. White

C. Brown F. Yellow I. Green L. Pink

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37. Which hair color do you associate with trendy or chic?

A. Red D. Copper G. Silver J. Blue M. Black

B. Orange E. Gold/blonde H. Gray K. Purple N. White

C. Brown F. Yellow I. Green L. Pink

38. Which hair color do you associate with old-fashioned? A. Red D. Copper G. Silver J. Blue M. Black B. Orange E. Gold/blonde H. Gray K. Purple N. White

C. Brown F. Yellow I. Green L. Pink

39. Which hair color do you associate with sexiness or seductiveness? A. Red D. Copper G. Silver J. Blue M. Black B. Orange E. Gold/blonde H. Gray K. Purple N. White C. Brown F. Yellow I. Green L. Pink

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40. Which hair color do you associate with youthfulness? A. Red D. Copper G. Silver J. Blue M. Black B. Orange E. Gold/blonde H. Gray K. Purple N. White C. Brown F. Yellow I. Green L. Pink

41. Which hair color do you associate with elderliness?

A. Red D. Copper G. Silver J. Blue M. Black

B. Orange E. Gold/blonde H. Gray K. Purple N. White

C. Brown F. Yellow I. Green L. Pink

===== , ! ===== = This is the end of the survey, thank you so much! =

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Appendix II Hair coloring samples from L'Oral Professional

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Appendix III Hair coloring samples from Wella Hair Professionals

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