Japanese and Korean ideas about clothing colors for elderly people: Intercountry and intergenerational differences

This study evaluated the clothing colors worn by elderly persons. We took photos, with elderly persons as models, displayed them on a computer screen, and used computer graphics to produce 75 colors of clothing worn by elderly persons. The 75 colors were evaluated by Japanese and Korean elderly women and female students. We compared the ideal colors and colors actually worn by elderly women in Japan and Korea. The ideal clothing color worn most often, and the images held concerning these colors, were found to differ between elderly women and female students in Japan and Korea, between Japanese and Korean elderly women, and between Japanese and Korean female students. In brief, the ideal clothing color for elderly women was the color satisfying brilliance, functionality, and elegance. We found that Japanese consumers prefer clothing of red hue or light grayish-orange, whereas Korean consumers prefer colors of cold hues or achromatic colors. The differences observed between Japanese and Korean women seem to be associated with various factors, including traditions, culture, public morals, and racial consciousness. Differences in the rate of aging in the society and the timing of this change may also be involved. © 2003 Wiley Periodicals, Inc. Col Res Appl, 28, 139–150, 2003; Published online in Wiley InterScience (www.interscience.wiley.com). DOI 10.1002/col.10132