The results of three surveys are presented The first survey was carried out in four large cities in Japan, and the findings were analyzed by factor analysis and cluster analysis. The second survey was carried out in Seoul, Korea and Tokyo, Japan to determine color preference in the two countries, focusing on the preference for white. The last survey compared color preference in Taipei and Tokyo, also with emphasis on the preference for white. In these successive studies on color preference in Japan and other Asian cities, the subjects were mainly asked to choose from a color chart the three colors they liked most and the three they liked least, and to state the reasons for their choices. The results of Survey 1 showed that color preference could be influenced by differences in age, sex, and geographical region. Also factor analysis and cluster analysis indicated some relation between color preference and the subjects＇ life styles. Dual scaling analysis of the results of Surveys 2 and 3 indicated that each Asian area has unique color preference tendencies and that there are statistically significant differences in the frequency of selection of colors of certain hues and tones. However, a high preference for white was common to all areas, along with preferences for some other colors. These results thus demonstrated a common strong preference for white in three neighboring Asian areas. The reasons given for the choices suggested that besides the factors of age and sex, associative images based on environmental and cultural aspects may be an important factor influencing color preference.