Comparison of Impression Received from Some Flesh Color between Japanese and Chinese and the Determining Factors

摘要

We examined factors related to impression formation of flesh color by investigating impressions received from a whitish flesh color. Japanese subjects preferred this whitish flesh color, while Chinese subjects preferred more of a reddish color; however, a browmsh color has become increasingly preferred by Chinese subjects in recent years. Analysis of semantic differentials (SD) for subjects in their 20s and 30s suggested that Japanese subjects evaluated flesh in consideration of color. Conversely, Chinese subjects gave little consideration to color, unless they were evaluating other Chinese faces. Most subjects perceived the whitish flesh color favorably. Chinese subjects perceived the reddish color positively as well. Women in their 20s were more sensitive to browmsh colors; while Japanese women perceived brownish colors favorably, Chinese women did not. Japanese men in their 30s had more of a uniform, negative impression of brownish flesh color. We discuss our results in terms of flesh color impressions being formed not only by long-term factors, such as cultural and social background, but also short-term factors, such as fashion and boom.