Abstract
The study focuses on how color perception, preference and personality of an individual associates with each other. Previous studies have shown that colors play a key role in both human and natural contexts, and they facilitate various psychological functions. Moreover, the color psychology literature has established a convincing argument that color is about more than just aesthetics. The study is comprised of qualitative exploration, phase I, and a quantitative approach, phase II, aimed at the detailed investigation of the study variables. Sample (N=400) was selected through convenient sampling from the population of Rawalpindi and Islamabad. The scales used in study II were Big Five Inventory (BFI), Color Emotion Scale (CES) and Color Preference Scale (CPS). And for the qualitative part six open ended questions were asked from the participants. The conventional content analysis of open-ended questions, correlation, t-test et cetera revealed significant results and significant differences in gender.