“Colour expert Faber Birren carried out many studies into this area and in his book Color Psychology and Color Therapy, he states that for both genders, blue and red “maintain a high preference throughout life”. He found that yellow is popular with children but as become move into adulthood it shows less popularity. Birren found that, “with maturity comes a greater liking for hues of shorter wave length (blue, green, purple) than for hues of longer wave length (red, orange, and yellow)”

Another factor that influences people’s colour preferences is that throughout their life there will be social and cultural changes and this can directly impact on their favourite colours. Some knowledge of what colours certain age ranges prefer can be valuable for designers. If you were designing a website for a toy store or a children’s TV channel, then knowing they prefer bright colours and yellow in particular would help with your design decisions.

Likewise, if you designed a website for a charity whereby the audience was to be the older generation then blue, green or purple might be ideal, based on Birren’s findings.”
(http://thinkvitamin.com/design/how-colour-communicates-meaning/ )

Conclusion

Exposure to modern day lifestyle, especially the urban environment allows one to interact with cross-cultural and multi-ethnic cultural environment that has strong influence on the choice of color. The modern day minimalist color and form has strong influence in our lifestyle. It has generated new style of color selection that has created a new choice of aesthetic appreciation. Therefore, choice of color is extremely complex that requires vast exposure of wide range of cultural ethos.