Effects of Menstrual Cycle and Room Temperature on Color Preference

This study investigated the effects of menstrual cycle on color preference in nine normally menstruating female subjects. They were instructed to choose their preferred color out of 45 Munsell hues every 5 min at ambient temperatures (T_a) of 28°C (630-800 h), from 28°C to 23°C (800-900 h) and at 23°C (900-930 h). Warmer color hues were preferred during the luteal phase than the follicular phase at 28°C, while there did not exist any significant differences at other T_as. The findings that a preference for warmer colors occurred in the luteal phase at 28°C is discussed in terms of the load error between actual core temperature and its setpoint.