Is there a gender difference in response to color? Although findings are ambiguous, many investigations have indicated that there are differences between gender in preferences for colors. Early investigations done by by Guilford (1934) on the harmony of color combinations found that a person is likely to see balance in colors that are closely related or the opposite. Guilford also found some evidence that more pleasing results were obtained from either very small or very large differences in hue rather than medium differences, with this tendency more frequent in women than men.