Be Aware of the Gender Connotations of Colors

In general, women are more sensitive to color than men. (Men are ten times as likely to be color blind.) Studies also show gender differences in color memories and color preferences. Statistically, women find dark blue, and then yellow the most memorable colors. Men find purple, and then dark blue most memorable. Yellow is much less memorable for men. Preferentially, women list shades of red first; men list shades of blue. The social associations of pink and blue may be largely responsible. With mixed genders, top preferences are: 1.Red, 2.Blue, 3.Purple, 4.Green, and 5.Orange. Designers must weigh the contradictory indications of preference and memorability, considering reader engagement vs. the dictates of pedagogy.