The reason behind color preference

If you ever wondered why you liked orange and not brown, here are some excerpts from an article I read this morning:

Would you drink brown tomato juice? If given a choice, most likely you would refuse the brown tomato juice in favor of the same stuff doped with an artificial chemical that stains the juice bright red.
(…)
For some people, owning a green car is unthinkable. These shoppers will gladly pay hundreds of dollars more to obtain the vehicle in a different color, or they will reject the green car and select an entirely different automobile in a color they favor.
(…)
The idea is that the more experience-based feedback that a person receives about a particular color that is associated with a positive experience, the more the person will tend to like that color.
(…)
But is this color preference hard-wired by evolution or learned? Interestingly, the researchers found that Japanese color preferences were different from American preferences, suggesting a cultural influence on color preference.

Reference: R. Douglas Fields, Ph.D, Why We Prefer Certain Colors, http://www.psychologytoday.com/blog/the-new-brain/201104/why-we-prefer-certain-colors

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