Color is the most important intrinsic sensory feature that has a powerful impact on product sales. Color is even responsible for raising the aesthetic senses in our brains. Account for individual differences is crucial in color aesthetics. It requires user-driven mechanisms for various e-commerce applications. We propose a method for quantitative evaluation of all types of perceptual responses to color(s): distinct color preference, color harmony, and color combination preference. Preference for color schemes can be predicted by combining preferences for the basic colors and ratings of color harmony. Harmonious pallets are extracted from big data set using comparison algorithms based on fuzzy similarity and grouping. The proposed model results in useful predictions of harmony and preference of multicolored images. For example, in the context of apparel coordination, it allows predicting a preference for a look based on clothing colors. Our approach differs from standard aesthetic models, since in accounts for a personal variation. In addition, it can process not only lower-order color pairs, but also groups of several colors.

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