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Color of Women's Business Attire Effects on Evaluations of Career-Related Personality Constructs

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Color of Women's Business Attire Effects on Evaluations of Career-Related Personality Constructs Whipkey: Does Color Matter: Color of Women's Business Atire Effects on Eva Does Color Matter 33 Does Color Matter: Color of Women's Business Attire Effects on Evaluations of Career-Related Personality Constructs Rachel Whipkey In this study, the impact of women's business clothing color on impressions related to work competence was evaluated. After viewing one of three color versions (beige, pink, or blue) of a casual style business suit, 82 women completed ratings of perceived competence and task ability and social attributes. Results found no differences between clothing color and task ability and competence ratings. Participants reported more favorable social attribute impressions of the blue attire. Majority of the participants (n = 79) found the model suitable for employment. The importance of young women's clothing selections when preparing for entry-level career-oriented job interviews is discussed. Findings from an earlier study on college stimulus models, both men and women students' clothing style preferences (Whipkey, ranging in age from 18 to 40, were depicted 2006), indicate that, overwhelmingly, college wearing both their recommended color and a students prefer casual dress style. Further, non-recommended color. One hundred and when evaluating business clothing, choices sixty seven women and 83 men viewed the six were made based on comfort, appropriateness pairs of photographs and rated in which to situation, and that the style was not photograph the stimulus models looked more embarrassing. Choices were also based on attractive. Ratings evaluated facial expression, attractiveness and stylishness of clothing style of shirt, color of shirt and "other items. Fitting with their preference criteria, it reasons". Results found that 17% of was found that a model wearing participants selected all six models wearing trendy/current business attire was viewed as the recommended colors of clothing as more more sociable than one wearing the traditional attractive; 3 5% selected five wearing the business attire. Along with style, an added recommended colors, and 23% selected four factor that may influence clothing preferences wearing the recommended colors. and may also impact first impressions of Additionally, shirt color was significantly women seeking employment in the business selected as more important than facial world is color. expression and style of shirt. Therefore, There has been little research conducted results showed that clothing color had a large investigating the relation between clothing impact on impressions formed of the wearer. color and impressions formed of wearers Looking specifically at clothing color, Lind traits. However, indirect evidence suggests (1993) investigated the relation between that color may be important. Randeloff general color preferences and preference for (1990) examined whether perceived clothing colors. One hundred and thirty young attractiveness varied on the basis of color. The adults, both men and women, viewed ten study also examined whether stimulus models colors, representing the ten Munsell hues. were viewed more positively in colors Each participant put the ten hues in order of recommended for their skin tones than colors personal preference, when asked to think only uncomplimentary to their skin tone. Six of the colors. The participants then put the ten Published by Digital Commons at Framingham State University, 2005 1 FSU Journal of Behavioral Sciences, Vol. 9 [2005], Iss. 1, Art. 4 34 Does Color Matter hues in order of personal preference when of hue, value and garment style on college thinking of clothing, such as a sweater. For recruiters' assessments of employment students, overall color preference and clothing potential. One hundred and thirty eight color preferences showed that purple-blue was recruiters, 71% men and 28% women, viewed ranked first, followed by blue, red and red­ a female stimulus model with ivory skin color purple. Yell ow-green and red-yellow were depicted in a tailored or feminine blouse in ranked last. Fifty percent ofthe students chose one of four colors: apricot (red, high value), the same color for color preference and orange-red (red, low value), icy aqua (green, clothing color preference. Only one third of high value) and pine green (green, low value). participants did not select their first color Participants rated the model on seven preference as either first or second clothing employment potential statements. Results color preference. A significant positive showed that when the model was depicted association was found between first clothing wearing the apricot blouse, participants rated color preference and color of students' her as more compatible with the position than favorite garment. when depicted wearing the orange-red, icy Within the workplace, the importance of aqua or pine green blouse. When the model clothing style, specifically color, has been was depicted wearing the orange-red blouse investigated relative to first impressions. participants rated her as significantly less Damhorst and Pinaire (1986) investigated the compatible. There were no significant effects effect of clothing color on perceptions of associated with the garment style, tailored potential job candidates by interviewers. One versus feminine. hundred and seven men and 10 1 women, who Perhaps in the workplace, women who made hiring decisions in two major cities in maintain a feminine color tone to their Texas, viewed photographs of six female clothing have an impact on acceptance. model applicants between the ages of 19 and Specifically focusing on differences related to 21 . The six models were depicted wearing elements of masculine versus feminine business jackets ranging in color from pastel clothing, Forsythe (1990) examined a variety to dark: light blue/navy, tan/brown, of clothing cues relative to interview white/black, light green/dark green, impressions. One hundred and nine pink/maroon, and mauve/purple. Models also participants viewed a video tape portraying an varied from smiling to serious facial interview. In the video, four costumes expressions. Participants rated the models on depicting a masculine appearance and four 14 adjective pair items evaluating character­ costumes depicting a feminine appearance sociability and scales rating interpersonal were chosen. The masculine appearance attraction and physical attractiveness. Results consisted ofverticallines, straight silhouettes, found that jacket color influenced the strong singular lines, heavy textures and evaluations of character-sociability only when strong color. The feminine appearance participants viewed models depicting serious consisted of horizontal lines, curved-lines, facial expressions. Men rated the models in small scale details, soft textures and light dark jackets more favorably than the models colors. Four women were chosen to model all in light jackets. Women participants viewed eight outfits. Participants were given the same the models in light jackets as more sociable applicant qualifications for each video and and good than the models in dark jackets. were asked to rate the model on management Expanding on this to specific color options, characteristics and the likelihood that the Francis and Evans (1988) examined the effect applicant would be hired. Results showed that http://digitalcommons.framingham.edu/journal_of_behavioral_sciences/vol9/iss1/4 2 Whipkey: Does Color Matter: Color of Women's Business Atire Effects on Eva Does Color Matter 35 clothing did influence perceived when wearing the correct burgundy coloring. characteristics and likelihood to hire the Overall, women tended to rate the applicant in interviewee. Clothing masculinity, including the appropriate color as having more potential dark color, influenced perceptions of than the inappropriately dressed applicant. forcefulness, self-reliance, dynamism, The influence of color has more recently aggressiveness, and recommendations to hire. been researched in the areas of moods and The least masculine clothing, a soft-beige emotions. For example, color has been dress, was rated lowest on all masculinity examined relative to its impact on work traits. Despite this preference for masculine performance in an office environment. dress, for women, softness or match to skin Ainsworth, Simpson, and Cassell (1993) tone may be an added element to consider. examined the effect ofthree office colors (red, Skin color and clothing color, as discussed neutral-gray and blue-green) on participants' earlier, has been related to perceptions of mood shifts and performance. Participants women in the workforce. Gibson and completed pre-tests before entering the office Balkwell (1990) hypothesized that a woman and then were given a set of tasks that wearing the correct clothing color for her skin required movement around the office. After tone would be perceived as having greater completion of the tasks, participants employment potential than a woman wearing completed post-test questionnaires. Responses incorrect clothing colors. One female model showed that office paint colors of red, blue­ established as having "winter" skin tone was green or white did not influence levels of chosen to depict the correct clothing color, anxiety, depression or arousal. More narrowly burgundy, and the incorrect clothing color, within the workplace, colors of specific items camel. The model wore the same classic and preferences have been investigated. For business suit for both photographs. She was instance, Godar (2000) investigated whether depicted
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