Sep 18, 2025
2 minute read
Contrary to popular belief, the color of your eyes might have more say in your wardrobe than you think. In a recent study by the University of St Andrews, researchers have uncovered that eye color significantly influences clothing color preferences, challenging longstanding notions held by fashion stylists about the primacy of skin tone.
1. The unexpected importance of eye color
The study, published in the Psychology of Aesthetics, Creativity, and the Arts, highlights a notable preference for 'cool' blue hues of clothing to complement gray or blue eyes, and 'warm' orange or red hues to match dark brown eyes. Professor David Perrett, the lead researcher from the School of Psychology and Neuroscience, noted the consistency in color choices among participants, emphasizing the surprising influence of eye color over other features like skin tone complexion and hair color.
2. The study methodology
Participants of the study were presented with images featuring women whose skin tones were subtly varied while their eye and hair colors remained constant. Participants selected clothing colors from a fixed palette deemed suitable for each image. The results consistently showed that, regardless of skin tone changes, eye color was the most decisive factor in clothing color selection.
3. Challenging traditional styling advice
Traditional fashion advice often emphasizes skin tone when suggesting clothing colors. However, this study suggests that stylists should pay closer attention to eye color. As Professor Perrett points out, while skin tone may be a significant factor from a distance, in more personal settings, the color of one's eyes becomes crucial.
4. Broader implications for the fashion industry
This revelation could have far-reaching implications for the global fashion industry, one that is deeply invested in color as a key component of style and self-expression. Recognizing eye color as a primary determinant in clothing choice could lead to more personalized and scientifically grounded fashion advice.
5. Future research directions
The team at St Andrews is planning further studies to enhance the realism in garment depiction and to explore color choices across different genders and ethnic backgrounds. This could pave the way for a more inclusive understanding of how personal characteristics influence fashion choices.
Conclusion
This study from the University of St Andrews offers a fresh perspective on the dynamics of fashion and personal aesthetics. It challenges the conventional wisdom of the fashion industry and provides a scientific basis for how we might better understand and cater to individual preferences in clothing color. As the research continues to evolve, it may well lead to a new paradigm in how we think about style and personal expression.
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Q&A recap
What was the University of St Andrews study about?
Researchers at the University of St Andrews explored whether eye color, hair color, or skin tone was the strongest predictor of clothing color preferences. They found that eye color played the biggest role in guiding people’s clothing color choices.
How did the University of St Andrews team conduct this experiment?
Participants were shown images of women with different skin tones, but the same eye and hair colors. They were then asked to choose clothing colors from a fixed palette. The results showed that eye color, more than skin tone, influenced their decisions.
Which clothing colors were linked to specific eye colors in the study?
According to the University of St Andrews study:
Blue or grey eyes correlated with a stronger preference for cooler colors, especially blue.
Dark brown eyes correlated with warmer clothing color choices, such as reds and oranges.
How does the University of St Andrews research challenge traditional fashion advice?
Conventional styling often emphasizes matching clothing to skin tone. This study suggests that eye color may be a more reliable guide, especially in face-to-face settings, reshaping how stylists and consumers think about “what looks good.”
What are the implications of the University of St Andrews study for fashion and ecommerce?
The findings suggest opportunities for:
Personalized styling that accounts for eye color.
Ecommerce innovation, where stores recommend products based on eye color.
AI-powered tools like Infinite Color Search that let shoppers filter by precise shades, aligning with natural preferences uncovered in the study.
What future directions did the University of St Andrews researchers propose?
They highlighted the need for more diverse testing, including:
Using realistic garment images
Expanding across genders and ethnicities
Testing how multiple traits (eye color + hair + complexion) interact to influence clothing preferences
How can individuals use the findings of the University of St Andrews study in everyday fashion?
People can experiment with clothing colors that reflect and complement their eye color, rather than relying only on skin tone. For online shopping, tools like Infinite Color Search make it easy to test these preferences digitally.
