In branding and brand management, forming a close emotional bond with consumers is crucial. In the pursuit of cultivating an attachment relationship with consumers, the choice of color is important in the process of exploring and understanding the consumer’s “self”. This study examined whether color preference of individuals can help understand their self. Eighty(42 males, 38 females) individuals with an average age of 35(SD=7.46) years participated. Their personality was classified, and their preferred colors were investigated using the Enneagram personality test, which is a self-diagnostic tool. Descriptive statistical analysis was conducted using PASW Statistics 18 followed by a focused literature review to contextualize the results. It was found that the “body center” type preferred cold colors, and the “head center” type preferred warm colors. The “heart center” type accepted both cold and warm colors. In addition, a pattern of the expression of the self, as reflected in the preferred color, was derived. With respect to the mental aspect, the preferred color was related to pursuing the will as opposed to the expression of the self. In the emotional aspect, the preferred color was related to generating a stimulus that controls the problem of latent emotions. In summary, this study derived an understanding of how preferred colors express the mind and emotions of the self. The results suggest that it is possible to search for the self by analyzing color preference, which reflects the self to an extent.