Seasonal variations in city color preferences incorporating sex and age factors

City color, serving as a pivotal element within the urban landscape, has garnered significant scholarly attention. Numerous cities have diligently instituted city color planning initiatives to enhance urban landscapes and cultivate city images. The color preference of citizens serves as a crucial foundation for the systematic development of city color planning. Nevertheless, the dynamic aspect of city color preferences is frequently neglected in previous research. Therefore, this article examined seasonal variations in city color preferences using Busan Metropolitan City, South Korea, as an illustrative case. Data collected through a questionnaire survey underwent statistical analyses, including the chi-square test, Wilcoxon rank sum test, and multiple logistic regression, to investigate the influence of seasons on city color preference. The findings revealed that seasons primarily impact the hue preferences in city colors, rather than brightness and chroma preferences. Furthermore, sex and age factors were introduced, and the Cochran–Mantel–Haenszel (CMH) test was employed to identify demographic groups exhibiting seasonal variations in city color preferences. The analysis disclosed noteworthy seasonal disparities in city color preference, particularly among middle-aged and elderly males, who exhibited a significant decrease in preference for yellow and a notable increase in preference for green during winter compared to summer. The outcomes of this study provide valuable insights for informing city color planning. Additionally, the distinctive city color preferences observed among different demographic groups can be effectively applied in urban regeneration initiatives, thereby contributing to human well-being.