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Abstract
During the past ten years there has been a great deal of research on color preference and color meaning in young children and adults. Emphasis has been on black/white color preference. Investigators in this area have suggested that children and adults prefer the color white to the color black and that this preference for white is a universal one. Some researchers have suggested that the evaluations placed on the colors black and white also influence attitudes toward black and white people. The purpose of this study was to determine whether the preference for the color white was present in infants and young children; and if the preference existed, did the age, race, sex of the subject or the type of toy presented determine the strength of the color preference. A pilot study conducted by the present investigator examined color preference in Afro infants and toddlers, ranging in age from six months to three years. Results indicated that there was a significant tendency toward white preference, that this preference increased as the subjects advanced in age, and that this trend toward white preference should be further investigated.