The impact of clothing colour on impression formation

... The impact of clothing colour on impression formation ABSTRACT This study investigated the effect of colour of clothing on impression formation. 50 mixed gender participants were randomly assigned to either a dark clothing or light clothing condition and presented with a classroom scenario and a photo of a boy believed to be responsible for a fight. Participants were then asked a series of Likert scale questions. It was hypothesised that the dark clothing condition (black) would result in a significantly more negative and aggressive impression being formed than in the light clothing condition. Aggression and negative impression was measured using Likert scales of aggression, honesty, responsibility, justifiability and social adaptability. A very significant difference was found for each of these with the exception of justifiability. Overall dark clothing made a significantly more negative and aggressive impression than light clothing. This suggests that clothing colour does have an impact on impression formation, and

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