H. Mousavi - Polymer engineering & Color technology department, Amirkabir University of Technology, Tehran, Iran.
S. Gorji Kandi - Polymer engineering & Color technology department, Amirkabir University of Technology, Tehran, Iran.

Color preference indicates individual personality and attitude. These days, the topic of color preference is examined as an important factor in psychology, culture, design and so on, because it affects many aspects such as trading. However, the question which has been studied in numerous articles is that why the color preference is different along various people or which parameters affect this. Such parameters include color saturation, brightness, hue, context, and also the personality of viewer such as culture, sex, age and the experience as the result. In this study, the effect of sample shape on color preference was investigated. It was found that, the shape of the sample significantly affects subject’s color preference even for geometric shapes such as circle or square.

Color- Color preference- Shape- Geometry