Does Ageing Have an Impact on Color Preferences: A Study of Color Preference Trends in Croatia?

Abstract

Attracting and retaining the attention of users, or motivating them to use the particular product being the main task of designers in graphic design for all materials, from printed to digital media. It is crucial to select colors that are more appealing to the target audience. The aim of this paper is to explore the differences in color preferences depending on age groups in a nationally representative sample of the Republic of Croatia consisting of 1,000 research participants. For this purpose, a questionnaire was created to collect information on the color preferences of participants, and as a result of this research, it was determined that there are statistically significant differences in the preferences for certain colors depending on the age groups of the participants. It has also been shown that there are both increasing and stable or decreasing trends in color preferences depending on age groups.

Keywords

• color
• color preference
• communication materials
• graphic design
• visual communication