Profiling User’s Personality Using Colours: Connecting BFI-44 Personality Traits and Plutchik’s Wheel of Emotions

Personalisation and profiling are of interest of every entity that deals with clients, users, etc. Profiling may concern interests, preferences, demographics, etc. This study is concerned with the issue of user’s colour preferences emerging from his personality. Connections between outcomes of the survey on the BFI-44 Personality Traits and 8 colours inspired by representations of Plutchik’s Wheel of Emotions were analysed based on responses of 144 respondents. The results were analysed by application of the Apriori algorithm for different personality traits and compared with outcomes of a previous analysis applying linear regression on this data.