In general, people have a connection with certain colors due to their experiences with objects of those colors. A person who has positive experiences with a favorite purple stuffed animal as a kid will generally like the color purple even later into life. This works in a negative manner as well. In a study with Berkley students, they found that students with school spirit's favorite colors were blue and gold (their school's colors). They also found that they did not like the colors red and white, which are the colors of their Stanford rivals. From a recent study, they discussed that associative learning is the process when an individual develops a color preference. In different countries, color preference varies. In China, red indicates luck, while in Nigeria and Germany it means the exact opposite.
Children's color preferences
The age when infants begin showing a preference for color is at about 12 weeks old. Generally, children prefer the colors red and blue, and cool colors are prefered over warm colors. Purple is the color favored more by girls than by boys. Color perception of children 3-5 years of age is an indicator of their developmental stage. Color preferences tend to change as people age. Hue, value, and saturation are the three main components of a color.
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