A market research firm has come up with novel findings that will help firms pick colors most alluring to customers, and these findings will be based in neuroendocrinological science.


Your favorite color is largely determined by whether you are nearsighted or farsighted.



Nearsighted people – those with myopia – show a preference for short-wave color like blue, whereas farsighted people ( hyperopia) tend to gravitate toward long-wave colors such as red, according to Professor Derval’s research.

To Professor Derval, this can be explained by simple physics. Every color refracts differently. Colors hit different places on the retina according to their wavelength; short-wave colors such as blue target the front, whereas long-wave colors such as red hit the back.

"Because nearsighted people focus light closer to the front of the retina," explains Professor Derval, "watching blue colors is effortless for them. To perceive red colors, on the other hand, they have to tense the ocular muscles."

Porfessor Derval also found that the correlation between visual acuity and color preferences is slightly stronger in women than in men.

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