According to Research Institute of Industry and Regional Economy, there is a tendency for young generation to prefer bright and cheerful warm color. Though outfit which is easily can see from others, is still preferred safe color such as white, black grey etc., people prefer vivid color for inner clothes to overcome the current situation.
The question “What is the color do you prefer to buy next?” on 27 item such as IT machinery, garment or daily use products has been asked. Basically, people answered to prefer white, black or dark color (Chart 1). For outfit such as jacket, skirt or trousers, standard color such as black, brown, grey or navy are preferred by everyone regardless generation or sex. For male jacket, black was most preferred (34.4%) color, then navy (19%). For male, 40’s and up prefer navy better than black, while under 30’s prefer black. Female also prefer black most.
This color preference tendency is the same as mobile phone, IT machineries, automobile body. Besides black, white for casual clothes, silver for IT or automobile body is preferred, and those three achromatic color shares more than 50% of preference. However, with paying attention to lower ranking, people shows preference to use vivid color. Shirts or blows for instance, 20’s male answered that they want to buy and ware red color (4th), while none of them currently owns red one. For 30’s male, yellow raise their rank from currently owned of 8th to want to buy of 5th. For female preference, Pink raises 4th to 2nd especially for under 40’s, and 50’s and more prefer light blue.
According to Ms. Reiko Ono, manager of Trend Color Information Center, Japan Fashion Association, there is a tendency to use lively color with accent part. For the body automobile car color, which one eager to buy, red has been ranked 4th among 20’s and 30’s male. Besides particular item, respondents’ color preference are; Blue (16.2%), Black (13.5%), White (10.6%) (Chart 2). For male, Blue, Black and Green is the top three preference, which is similar to the entire tendency. Green are believed to reduce stress (selected to be the most feel at ease color), and it shows that people subliminally prefer healing or sedative.
For female respondent, most favored color was Pink., especially for 20’s (25.9%). Orange is also preferred (10.7% for 20’s, 12.8% for 40’s). Red was ranked 4th (7.7%) for 20’s and 3rd (9.3%) for 30’s, and those younger generation has a tendency to prefer warm color better than older generation. It is interesting that Pink or Yellow have not come up to the upper found rank, though many respond that they are interested in owing clothes, mobile phone or automobile in those color.
Dr. Nagumo of Digital Hollywood University pointed out that “In addition to feeling of breakthrough current situation, the gap of sensibility between male and female in younger generation has been closed in, and male resistance in color preference of female has been malting down. With the question that “What is the most suitable color to describe the modern age?”, Grey was the top, and then Black. Especially young generation are looking for the way to breakthrough the current situation by using vivid color.
According to Japan Fashion Color Authority, tendency of color trend in autumn and winter which has been announced by International Trend Color Committee will be “introspection” which is brown centered earth color, “extrospection” which is vivid or artificial color, and bridge color which connects and merge those two natural and artificial image by using cold color such as blue-green or green, and grayish neutral color.
Source : http://www.depthai.go.th