Choosing colors that appeal to both men and women can be tricky when designing products, packaging, and marketing materials. While color preferences can vary by individual, research has uncovered some overall patterns regarding which colors tend to be favored across genders.
Summary
In general, both men and women tend to prefer blue, green, purple, red, black, and white. However, men tend to favor bold, darker shades while women often prefer softer, lighter hues. When targeting a unisex audience, versatile neutrals like black, white, gray, and blue are safe choices. Pops of gender-neutral colors like purple, green, red, and orange can also work well. Avoid strongly feminine or masculine colors and instead opt for inclusive, androgynous shades.
Color Psychology by Gender
There are some general psychological and cultural factors that influence color preferences between genders:
- Blue is universally liked by both sexes since it represents openness, intelligence, and tranquility.
- Men gravitate towards bolder colors that represent strength like black, blue, and red.
- Women tend to prefer softer, lighter, and more romantic colors like pink, purple, and pastel shades.
- Masculine colors like navy, gray, brown, and green are seen as more gender-neutral.
- Feminine colors like pink, lavender, peach, and turquoise tend to be polarizing.
However, it’s important to remember that color preferences are highly personal and cultural definitions of masculine vs. feminine colors can evolve over time. Demographic factors like age, income level, and geographic location also impact color tastes.
Colors Preferred by Both Genders
While men and women may gravitate towards different shades, there are many colors enjoyed universally across genders. Here are some of the top colors liked by both men and women:
Blue
Blue is overwhelmingly the most popular color for both sexes. It represents openness, intelligence, and tranquility. Both men and women feel that blue has a calming effect. Darker blues skew masculine while lighter blues have a more feminine appeal.
Green
Green represents renewal, harmony, and freshness. Most people find green soothing and refreshing. Dark green is perceived as masculine while light green has a more delicate appeal.
Purple
Traditionally associated with royalty and luxury, purple connotes wealth and sophistication. While women lean towards softer lilacs and lavenders, both sexes appreciate bold deep purples. Dark eggplant can have a masculine vibe while pale purples are more feminine.
Red
A bold stimulating color, red speaks to passion and desire. While women may prefer muted reds like burgundy or blush, men gravitate towards bold true reds. Both genders find bright true reds energizing and exciting.
Black
Universally flattering and sleek, black has an allure for both men and women. It represents prestige and sophistication. Matte black has a masculine edge while shiny or glittery black skews feminine.
White
Crisp, clean, and modern, white reflects purity and simplicity. White offers a neutral palette for any gender. Stark bright white can seem masculine while soft off-whites have a delicate appeal.
Gender-Neutral Color Combinations
Finding gender-inclusive color palettes is about striking the right balance. Here are some color combinations that have broad appeal across the sexes:
- Black, white, and one vibrant gender-neutral color like purple or green
- Different shades of blue paired with neutral black, white, gray, or tan
- Rich deeper shades like chocolate brown, charcoal gray, navy blue, and burgundy
- Earthy natural tones like olive green, taupe, cream, and mushroom
- Bold primary colors like blue, green, purple, orange, red, and yellow
The key is to avoid extremely feminine or masculine aesthetics. Aim for versatility using neutral, natural, and gender-neutral colors.
Colors to Avoid
On the flip side, the following colors tend to polarize the sexes and are best avoided for gender-inclusive designs:
- Pink
- Light pastels like lavender, mint, or peach
- Orange and yellow
- Metallic gold and silver
- Strong primary colors like bright yellow or purple
These colors veer towards an extremely feminine or masculine look. Stick with more neutral shades if you want to appeal to men and women.
Research on Gender and Color Preferences
Several studies provide insight into how men and women respond to different colors:
| Study | Key Findings |
|---|---|
| Hurlbert and Ling, 2007 | Both genders preferred blue over other colors and tended to dislike orange and brown. |
| Ou et al., 2004 | Men favored pure chromatic colors like green, red, and blue while women preferred tinted chromatic colors like purple and orange. |
| Ellis and Ficek, 2001 | Men rated blue and green as favorite colors while women preferred purple and red. |
| Silver and Ferrante, 1995 | Men favored bold colors while women preferred softer, lighter, and more romantic colors. |
While men and women’s color preferences aren’t clear cut or absolute, these studies reveal some broader patterns in how the sexes respond to different shades.
Tips for Using Color in Gender-Inclusive Design
Here are some tips for selecting colors with broad appeal across genders:
- Use blue for gender-neutrality, especially darker shades like navy, azure, and cobalt.
- Add pops of green, purple, or red to catch attention.
- Grey, black, and white offer versatility as core neutral colors.
- Brown, tan, cream, and taupe make great earthy base colors.
- Combine colors in the same family for cohesive palettes.
- Use muted jewel tones like sage green, brick red, and eggplant purple.
- Add texture and sophistication with metallics like silver, gunmetal, bronze, and gold.
- Ground feminine colors like pinks and pastels with masculine neutrals like charcoal, brown, or olive.
Conclusion
While men and women may differ on specific color preferences, many shades have widespread appeal across genders. Marketers looking to engage both male and female audiences should consider versatile, gender-inclusive colors when branding products. Core neutrals like black, white, blue, and gray offer safe choices, while touches of purple, green, and red add visual interest. Avoid extremely feminine or masculine palettes and instead opt for sophisticated androgynous colors.
