A Study on the Visual Evaluation of Coloration of the Shirts and Neckties

셔츠와 넥타이의 배색에 대한 시각적 평가 연구

The purpose of this study was to investigate the differences of the visual image evaluation according to coloration of men's dress shirts and neckties, and perceiver's gender. Subjects were 336 males and females living in Seoul. Five dimensions of visual evaluation were derived by factor analysis: elegance/intelligence, sociability, potency/attractiveness, individuality, and manliness. White shirts were evaluated highly in elegance/intelligence, and blue shirts were shown the manliest. Women evaluated the blue shirts manlier than men did. Dark blue neckties were evaluated highly in elegance/intelligence and sociability, and red ties were perceived to be very distinctive. Black shirts and white shirts with silvery gray ties were perceived to be the most elegant and intelligent. Blue shirts with dark blue ties was evaluated highly in sociability and potency/attractiveness, and black shirts with yellow ties were evaluated the highest in individuality. The evaluations of elegance/intelligence, potency/attractiveness, and manliness had significant interaction effects between the color of shirts and neckties. White shirts and blue shirts with dark blue ties were perceived to be more elegant and intelligent, potent, attractive and manlier than with red ties.