ERIC Number: ED227537
Record Type: RIE
Publication Date: 1983-Mar
Reference Count: 0
The Effect of Color on Communication or "A Course of a Different Color."
Clemons, Frankie; Wall, Larry
A study examined the influence of the color of an individual's clothing and hair on the feelings and attitudes of others. Subjects, 246 college students, were shown 20 slides, one at a time, and asked to answer 15 questions for each slide. The slides were of four magazine models, two male, two female, with one blonde and one brunette of each sex. Their pictures were copied and dressed in business suits of the same design cut from construction paper in five different colors: black, blue, brown, tan, and green. Questions assessed attitudes toward the slide pictured and attributes associated with the model. Respondents also speculated as to the model's occupation. Results showed that the color of clothing influenced the "welcomeness" and "comfortableness" the respondents felt toward the models as well as the traits they attributed to them. Hair color affected the comfortableness toward the model but not the welcomeness. It also influenced some perceived attributes but not others. Blue and black were the most attractive colors of clothing. (The question form and tables of results are included.) (JL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Meeting of the Southwest Division of the American Business Communication Association (Houston, TX, March 10-12, 1983).