Abstract: A total of 537 pre-school children and university students were studied. No developmental trend was observed among the various age groups of children in either color or form preferences. Pre-school children were as a rule more uniform in their rankings of color preferences, the order being red, blue, green and yellow. University students showed less uniformity in their rankings of color preferences, though their average preference order was the same as that of the children. The judgments of children with regard to different forms were less uniform than those of the students. Nevertheless circle was preferred by all age groups, including the students, and there was a tendency for adults to prefer a rectangle of the so-called golden section, while children preferred squares. No sex difference was observed among children for either color or form preferences, though adults did show some sex difference in color preference. Children were observed during the experiment to form more concrete images with different forms, while there was no such tendency with regard to colors. It was suggested that adults might form different associations for particular colors. Thus the different tendencies in their preferences for color and form in children and adults were accounted for.

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