Thinking about “people,” “contents,” and “heroes” through colors.

Hello everyone, what’s your favorite color? Right now, my favorite color is blue, but I remember liking black when I was an adolescent. It’s well known that colors show a persons heart, and also have a great effect on peoples’ hearts.

The video below, “COLOR PSYCHOLOGY,” features selections from famous films which use color very effectively. The video presents an easy to understand summary of these principles.

Pink expresses naivety, innocence, sweetness, and femininity. (“Maleficent,” “Boyhood,” and others)

Red expresses violence, danger, and passion. (“Belly,” “2001: A Space Odyssey,” and others)

The “blue” I mentioned at the beginning is used to show stillness or to give a sense of distance from the world. (“The Tree of Life,” “Avatar,” and others)

Last year FRI performed an online survey called the “Fields Yoka Survey 2017 (※1)” (referred to as FYS below). Part of the FYS asked users about their tastes and preferences regarding various colors. There are several conclusions which can be drawn from the tallying and analysis of the data gathered in the survey.

■The favored color of Japanese people in general or in another sex age

For Japanese people in general, the most common favorite color was “blue” (selected by 15%), and “red” came in a distant second place (9%). The results for men followed the same pattern, but for women in general “pink” was the most popular.

Furthermore, when you view the data by sex age group, the most common response for male high school students and upper teenagers (age 15+) was “black,” and for female junior high school students it was “sky blue.” Even though fewer than 8% of male junior high school students selected “black,” that number increased to 18% for male high school students and upper teenagers. Beyond high school, the selection of black gradually lowered as the participants’ ages increased.
On the other hand, for females, “sky blue” was the most popular color only for junior high school students; the percentage of female high school students who chose it dropped by more than half.
These findings seem to tell the story of just how large the deep-seated changes we undergo in adolescence really are.

■The favored color of each prefecture

We found that several prefectures showed different preferences when compared to the general Japanese population.
Respondents from Saga, Tottori, Okayama, and Toyama selected “red” the most often; while people in Kagoshima, Miyazaki, Kumamoto, and Ehime selected “black” the most often.
When the selection rate for the favored colors is divided according to prefecture and plotted on a graph using dual scaling (※2) as seen below; we can see that the results for Kochi, Miyazaki, and Fukui are very different from the results of the general population, showing very unique preferences about colors.

■Colors and Superheroes

Last year’s FYS also included questions about heroes. One question asked “In your mind, who is a hero?” In last year’s survey, the most common answer was “Ultraman,” the envoy from the Land of Light, with his distinctive silver and red coloring.
The Super Sentai series, which began with “Himitsu Sentai Gorenjā,” is famous for using different colors to effectively differentiate several characters; and now PASSPO☆, the first female idol group to debut at the top of the Oricon charts, and other similar groups can be seen as continuing on the Super Sentai family line in the ways that they use color.
In addition, at the end of this month a new series called “Kamen Sentai Gorider”, as a part of “Kamen Rider 45th anniversary project” will begin, starring five Kamen Riders with their own different colors.

In light of the results of this survey, I hope to keep color in mind as we continue to create all kinds of new content and entertainment for you.

(※1) “Fields Yoka Survey 2017”
This was an online survey carried out by this company in December 2016. We received responses from 11,646 participants from across Japan, male and female, ranging from elementary school students to age 69. We asked them questions about their values and behaviors regarding their free time.

(※2)Dual Scaling
A method of plotting a two dimensional graph, by calculating the relative distance of data points.

(Article by: Kazuya Yoshida)

Fields Research Institute (FRI) conducts research in entertainment.
This article was written by a member of FRI, through the original coverage of his/her interests observed in their daily lives.

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