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