The basic premise of color-based personality tests is that your color preferences can offer profound insights into your character. Yet scientific evidence supporting this claim is sparse at best.

Want to better understand your spouse, your boss, your mother? Hone your perception of their personality hue. Borrowing from the belief that color is a metaphor for emotion (“seeing red&#8221… ...

Color preferences, while intriguing, are an unreliable gauge of personality. Businesses profit from color-based personality tests without highlighting their limitations.