Studying the effect of openness to experience on women's color preference changes

Color is a silent but a powerful language. According to the high expressive quality of color in communicating and attracting people's attention, identifying the color preference of women and the factors affecting it can create an efficient tool in many areas of the modern world such as communication, trade and goods and content production. This article aims to identify the effects of the factor of openness to experience (as one of the dimensions of personality) on women's color preference changes. In order to collect research data, demographic questionnaire, color preference and five-factor personality test were used. The statistical sample includes 213 women living in Tehran who were randomly selected. Data analysis using the one-way variance method in relation to the level of color preference shows that women with different levels of openness to experience have different preferences in relation to the level of preference for purple, red and orange in such a way that as the level of openness to experience increases, preference score of red and orange increase and purple decrease. in this regard, data analysis in the selected color preference section shows that women with high levels of openness to experience choose red as their preferred color. The results of multivariate variance analysis in relation to the preference of warm, cool and neutral colors show that women with different levels of openness to experience have different preferences in relation to the preference of warm and neutral colors. The interpretation of the results in relation to hated color indicates that women who hate blue and white have a lower level of openness to experience. According to the graph, as the level of openness to experience increases, the average score for warm colors increases and for neutral colors decrease. The results of the present study confirmed the need to pay attention to the agency of openness to experience in predicting color preferences. The findings of the current research can be used in many practical fields such as psychology, marketing, communication, advertising and fashion design.