Color-Coding and Gender Little girls and little boys have a lot in common. Both of these children are clearly excited to be outside riding their scooters. Nevertheless, the little boy’s scooter and helmet are blue, and the little girl’s scooter and helmet are pink. Why? Is there something “innate” about color preference? Vanessa LoBue and Judy DeLoache (2011) found that little girls don’t acquire their preference for pink objects—and little boys their aversion for pink objects—until they are between the ages of 2½ and 3 years old. That’s also the age at which they are becoming aware of gender labels and their own gender identity, suggesting that their color preferences are shaped by social expectations.

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