Color is an important aspect of visual perception. It not only has aesthetic value but also can convey personality-relevant information. However, a clear and quantitative understanding of how color evokes personality associations is still lacking. In this reseach, semantic differential scales were first adopted to capture color personality association. Then, multiple regression were used to quantify the relationships between three color attributes (CIELAB lightness, chroma, and hue) and the color personality association. The results show that for most personality, both the CIELAB chroma and lightness attributes are the main influencing factors, whereas CIELAB hue has no or less effect; besides, the relationships between the color attributes and color personality associations can be well quantified using the multiple regression models. These results provide guidelines to design the color personality of visual characters.
