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Abstract In this paper, we examine aesthetic color combinations in a realistic product self‐design task using the NIKEiD online configurator. We develop a similarity‐based model of color relationships and empirically model the choice likelihoods of color pairs as a function of the distances between colors in the CIELAB color space. Our empirical analysis reveals three key findings. First, people de‐emphasize lightness and focus on hue and saturation. Second, given this shift in emphasis, people generally like to combine colors that are relatively close or exactly match, with the exception that some people highlight one signature product component by using contrastive color. This result is more consistent with the visual coherence perspective than the optimal arousal perspective on aesthetic preference. Third, a small palette principle is supported such that the total number of colors used in the average design was smaller than would be expected under statistical independence.
Deng et al. (Sat,) studied this question.