Measuring the impression of uniform color: The case of absolute evaluation
13 , 2015-03-21
There have been numerous attempts to measure the effects of clothing color on the impression ofan individual, however, these studies mainly focused on the implication of results by quantifying theeffects that are driven by the relative evaluation of an observer. I argue that this is not the case in ourdaily lives. When we meet a person for the first time, the color of his/her clothing affects our firstimpression based on our absolute evaluation and not on relative evaluation. From this perspective, Ihave studied the implications of clothing colors (e.g. red, blue, black and white) on the impression ofobserver during the process of his/her absolute evaluation. In the first study, interpersonal impressionof the observer was measured against a person with a given colored clothes. 7-point scale was used tomeasure the 5 interpersonal impressions. The result showed that the clothing color did not have anysignificant effect on the observer’s impression. However, in the second study where 6 people with thesame color uniform appeared in front of the observer, the effect was quite evident. From this study,we can draw a conclusion that the uniform color of a group affects the impression of the observer. Inother words, impression of a group can be controlled under specific conditions.