ABSTRACT
Color preferences are the tendency for an individual or a group to favor specific colors over others. Studies also indicate that environmental and social factors shape color preferences. Colors play a significant role in representing support of a team or the team itself. This chapter explores the effect of spectators' color preference on their attitude of team and team logo, and used color preference as a moderator on logo and team perception. It focuses more on the converse idea that spectators' color preferences influence their perception of sport teams. The importance of color preference on team logo and color scheme was validated, but no evidence suggests it influences spectators' perceptions of a new team. The relationship between spectators' color preferences and their team preferences requires further exploration. Before the decision is made, a thorough survey of spectators' existing color preference is necessary. This would allow sport industry practitioners to more comprehensively understand the market in process of color scheme selection.
