Personality Traits and Colour Preferences

The objective of this investigation was to find out if there existed any differences in personality traits of subjects grouped according to the colour preference criterion. The study sample included a total of 104 subjects recruited from the third-year students of two grammar schools in Novi Sad, Serbia. The research instruments applied were the short version of the Zuckerman-Kuhlman Personality Questionnaire and the Colour Preference Questionnaire designed particularly for the purpose of this investigation. The obtained results showed that there were personality differences between subjects preferring dark colours (brown, grey and black) and subjects preferring bright colours (red, yellow). Social introversion and neuroticism/anxiety were more prominent personality traits in subjects who preferred dark colours, while aggression and activity were more prominent in subjects who preferred bright colours.