LAUSR

Colours carry social connotations like pink for girls and blue for boys. In a cross-sectional study, we investigated whether such early gender coding might be reflected in absolute colour preferences in children and adults of both genders. In two studies, participants selected their favourite (and least favourite, Study 2) colour from an unrestricted sample of colours. We tested 129 Swiss children (Study 1, 10–14 years-old, 68 boys) and 180 Swiss adults (Study 2, 17–48 years-old, 88 men). In children, we observed that girls chose pink/purple as their favourite hue more often than boys did, the most common favourite hue in girls and boys was blue, and boys chose red as their favourite more often than girls did. In adults, we observed that both genders almost never choose pink as their favourite, blue was a common favourite colour, and women were more likely to favour red than were men. In an additional study (n = 183 Swiss participants, 47 men), we tested whether liking of pink, blue, and red was related to emotion associations with these colours. Pink was associated with positive emotions to the same extent as blue and red. Women further associated more positive emotions with pink than did men. We conclude that some commonalities (blue) and gender differences (pink and red) exist in absolute colour preferences. These differences, however, cannot be fully accounted by emotional associations. We speculate about these gendered colour preferences in relation to gender stereotypes and status differences between men and women.