制服的設計中以色彩視覺傳達給人最直接的印象，本研究的目的在於了解目前銀行業和證券業女性制服色彩的適用性，以及探討穿著制服的行員和觀看的顧客對企業形象制服色彩的涉入程度、認知與偏好。經由參考文獻資料與前測，本研究針對女性企業制服色彩建立出12個相關的正面與12個負面形容詞語彙，並發展出色彩意象量表，針對141位行員和146位顧客進行問卷調查。研究發現銀行業和證券業之穿著者行員與觀看者顧客對企業形象制服色彩的認知度趨於一致，在色彩偏好方面也有類似的看法。整體而言，行員與顧客均偏好高明度、中高彩度的明亮柔和色彩，但在證券業行員部份則對無色彩的中灰色與黑色具有專業感的認知和偏好。研究結果亦發現企業形象制服色彩的認知與偏好不會因年齡、性別及角色的不同而有顯著性差異，反而社會情境是影響色彩認知與偏好的主要因素。

The colors used in uniform design shape direct impressions on the viewer through visual communication. The objectives of this study were to find out the color suitability for female corporate image uniforms in current finance and stock companies and to explore the staffs’ and customers’ involvements, perceptions and preferences of the colors for female corporate image uniforms. To achieve this, 12 positive adjectival terms and 12 negative adjectival terms concerning female uniforms were established by referring to literatures and pretest results. A color opinion scale was further developed and used for the formal questionnaire survey containing a convenience sample of 141 staffs and 146 customers. The finding of this study indicated that both staffs and customers of finance and stock companies, except for minor significant differences in some perspectives, shared similar perceptions and preferences of the colors for female corporate image uniforms. In terms of color preferences, there was an obvious tendency on a whole towards bright and soft colors with high brightness and medium-to-high saturation. This study also found that neither age nor sex of the research subject made any significant difference in the involvements, perceptions and preferences of the colors for corporate image uniforms. Social contexts, on the contrary, appeared to be important factors in affecting color involvements, perceptions and preferences.