Let’s first agree that color preference is an important aspect of human behavior. It influences a large number of decisions people make on a daily basis, including the clothes and make up they wear, the way they decorate their homes, the artifacts they buy or create, to name but a few examples. What is more interesting is that color is, in some sense, a superficial quality that seldom influences the practical function of artifacts. What’s more interesting for psychologists, is that we still know very little on which factors actually determine these preferences. We still don’t have a good grasp on what they are, and how to capture them descriptively: some studies have reported universal preferences (for blue rather than red); others. for highly saturated colors ; some, finally, stress cultural and individual differences.