Looking through various Chinese language urban planning-related Web sites, I noticed that most of them have a color theme dominated by pastels - soft blues, greens and pinks. Thinking about it, it seems like I encounter pastel color themes far more often on Asian web sites – those in China, Korea and Japan – than elsewhere. Web sites from India that I’ve encountered seem to use brown and green far more often than those in Western countries.
Are there any studies or papers that show how different cultures respond to color, and what sorts of color themes or schemes different cultures prefer?