Color Preferences and Cultural Variation

160 American, Lebanese, Iranian, and Kuwaiti university students, with equal number of males and females in each group, expressed their preferences for 8 Ostwald hues (Red, Orange, Yellow, Yellow-green, Green, Blue-green, Blue, Purple) through the method of paired comparisons. Definite cultural and some sex differences were found. Results are discussed in view of the current preconceptions about cultural and sex differences in color preferences.