Relation between Single Color and Pair Color Emotions

IV. Results

4.3. Relation between Single Color and Pair Color Emotions

All three experiments, single color and color pair emotion were measured and the relation between a single color and pair color was tested using the arithmetic mean model. In the Area ratio experiment, color emotion changes according to area ratio changes were investigated. Therefore, the expanded arithmetic model was applied and the equation used in this section is as follows

E= α•E

1

+(1- α)•E

2

(Equation 4.1) where E is the color emotion value of a color pair made by the single color 1 and single 2. E

₁

and E

₂

are the color emotion values of single color 1 and single color 2. α is the area ratio of left color and (1- α) is the area ratio of right color.

4.3.1. 50% : 50% Area Ratio

In the Reliability-test experiment, each single color occupies 50% and 50% in the inside pair color. The Equation 4.2 is applied in Reliability-test experiment.

E = 0.5•E

₁

+ 0.5•E

₂

(Equation 4.2)

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

m ea su re d

predicted R=0.78

Figure 4.12. the correlation between measured color emotion and predicted color emotion,

50% : 50% area ratio surface color

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.93

warm-cool

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.98

heavy-light

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.41

modern-classical

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.97

clean-dirty

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.95

acve-passive

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.50

hard-so

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.60

tense-relaxed

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.97

fresh-stale

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.63

masculine-feminine

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.82

like-dislike

Figure 4.13. the correlations between measured color emotion and predicted color emotion by each affective

adjective, 50% : 50% area ratio surface color

Figure 4.12 shows the color emotion which is predicted by Equation 4.1, the arithmetic means of two single colors. The correlation coefficient is high, indicated as 0.78. The performance of the arithmetic mean model shows high correlations between measured and predicted color emotion.

Detail model performance is tested by each affective adjective as shown in Figure 4.13. As a result, model performance is high among six affective adjectives; ‘warm-cool’, ‘heavy-light’,

‘clean-dirty’, ‘active-passive’, ‘fresh-stale’ and ‘like-dislike’. Those show high correlations between measured and predicted color emotion.

In the case of ‘hard-soft’, ‘tense-relaxed’ and ‘masculine-feminine’, they shows low correlation between predicted and measured color emotion, but all three graphs have two lines. All of the dots in the lower part mean that one single color of the pair color is pale yellow. In this case, when pale yellow exists as one of the pair colors, the pair color emotion goes toward ‘soft’, ‘relaxed’ and

‘feminine’. Since this experiment used only five colors, it is hard to say that this is an effect of pale

yellow. Yet there might be some colors which have a bigger weight on specific affective adjectives.

4.3.2. 8 Steps Area Ratio

The arithmetic mean model (Equation 4.1) can be a good model to predict color emotion of a 50% and 50% color pair, mentioned in the previous section. Expanding on Hogg’s study, various area ratio steps are prepared to verify the arithmetic mean model to predict pair color emotion. In Area ratio experiment, test color patterns are shown on the LCD monitor. The pair color emotion changes according to a single color’s area ratio as follows.

E

₂

(single colo 2) E

_pair1

= 0.08•E

₁

+ 0.92•E

₂

E

pair2

= 0.25•E

₁

+ 0.75•E

₂

E

_pair3

= 0.33•E

₁

+ 0.67•E

₂

E

pair4

= 0.50•E

1

+ 0.50•E

₂

(Equations 4.3) E

_pair5

=0.67•E

₁

+ 0.33•E

₂

E

_pair6

=0.75•E

₁

+ 0.25•E

₂

E

^pair7

=0.92•E

₁

+ 0.08•E

₂

E

₁

(single color 1)

where E

pair number

is the color emotion value of a color pair made by a single color 1 and single color 2; E

₁

and E

₂

are the color emotion value of single color 1 and single color 2. α changes from 0 to 1 with 0.08, 0.25, 0.33, 0.50, 0.67, 0.75 and 0.92. It is now it is called the additivity model.

Contrary to expectations, as shown in Figure 4.14, the correlation coefficient between measured pair color emotion and predicted pair color emotion by Equation 4.3 shows very low correlation.

In the case of pair colors shown on the monitor, repeatability of color emotion is low (mentioned in

Section 4.2.3) and it is hard to predict pair color emotions shown on the monitor using the additivity

model with various area steps.

Color emotion changes by area ratio changes for each pair were plotted on each pair by each affective adjective as shown in Figure 4.16. Most of the graphs show that even two strong color emotions meet, the color emotions are neutralized. In the case of ‘warm-cool’, color motion is dominated by one strong emotion.

Color emotion changes by area ratio changes are analyzed by each affective adjective. There are three kinds of trends. As a result, one is a linear transition according to area ratio. A few graphs show linear transition. This relation was rarely shown. Only pair (b) partially and pair (c) on ‘hard-soft’

shows linear transition. Another trend was pair color emotions being dominated by one single color.

In the case of pair (c) on ‘warm-cool’ , two opposite color emotions met. One cool color covers most of the area but the observers still feel warm. The other, color emotion is neutralized when two colors meet. In this case, even two positively strong colors meet but color emotion of the pair is neutralized.

The observers’ answers for this pattern are diverse. This means the observers are confused when two strong colors meet. Most of the graphs neutralized pair color.

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

m ea su re d

predicted R=0.10

50%:50%

other various area rao

Figure 4.14. the correlation between measured color emotion and predicted color emotion,

8 steps area ratio monitor color

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R= -0.09

warm-cool

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.33

heavy-light

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R= -0.31

modern-classical

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R= -0.06

clean-dirty

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R= -0.54

acve-passive

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.54

hard-so

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.17

tense-relaxed

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R= -0.06

fresh-stale

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.40

massuline-feminine

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R= -0.41

like-dislike

Figure 4.15. the correlations between measured color emotion and predicted color emotion by each affective

adjective, 8 steps area ratio monitor color

Figure 4.16. color emotion changes by Area ratio changes for each pairs plotted on each pair by each affective adjective, 8 steps area ratio monitor color

-3

-11

3 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(a) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(b) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(c) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(d) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(a) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(b) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(c) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(d) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(a) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(b) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(c) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(d) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(a) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(b) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(c) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(d) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(a) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(b) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(c) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(d)

-5

-3

-11

3

5 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(a) -5-3-1135 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(b) -5-3-1135 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(c) -5-3-1135 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(d) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(a) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(b) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(c) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(d) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(a) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(b) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(c) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(d) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(a) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(b) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(c) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(d) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(a) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(b) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(c) -3-113 0%20%40%60%80%100%

col or e mo on val ue

area rao

pair(d) measuredpredicted

masculine-feminine

fresh-stale like-dislike

hard-so tense-relaxed

warm-cool clean-dirty acve-passive

modern-classical

heavy-light

4.3.3. 55% : 45% Area Ratio

In Shape experiment, pair colors with 55% and 45% vertical direction were used as shown in Figure 4.16. Since the upper area is 55% and the lower area is 45%, the α and (1-α) of Equation 4.1 is 0.55 and 0.45 respectively.

E = 0.45•E

₁

+ 0.55•E

₂

(Equation 4.4)

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

pr ed ic te d

measured R=0.86

Figure 4.17. the correlation between measured color emotion and predicted color emotion 55% : 45% area ratio monitor color

The performance of Equation 4.4 is high indicating the correlation coefficient value of 0.86

between measured and predicted pair color emotion as shown in Figure 4.17. By checking each

affective adjective, all correlation coefficients are high as shown in Figure 4.18.

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

pr ed ic te d

measured R=0.79

warm-cool

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

pr ed ic te d

measured R=0.85

heavy-light

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

pr ed ic te d

measured R=0.78

modern-classical

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

pr ed ic te d

measured R=0.84

clean-dirty

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

pr ed ic te d

measured R=0.93

acve-passive

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

pr ed ic te d

measured R=0.94

hard-so

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

pr ed ic te d

measured R=0.94

tense-relaxed

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

pr ed ic te d

measured R=0.80

fresh-stale

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

pr ed ic te d

measured R=0.89

masculine-feminine

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

pr ed ic te d

measured R=0.78

like-dislike

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

pr ed ic te d

measured R=0.87

pleasant-unpleant

Figure 4.18. the correlations between measured color emotion and predicted color emotion by each affective

adjective, 55% : 45% area ratio monitor color

4.3.4. Summary

The correlation between measured color emotion and predicted color emotion by additivity model is plotted in Figure 4.19 and Figure 4.20. The data of Area ratio experiment is excluded. Total correlation coefficient is 0.83 and by checking each affective adjective, all correlation coefficient is high except in ‘modern-classical’.

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

m ea su re d

predicted R=0.83

Figure 4.19. the correlation between measured color emotion and predicted color emotion, Reliability-test experiment and Shape experiment

In summary, in terms of relations between single color and pair color, the additivity model

shows a high performance around a half and half Area ratio. However, the additivity model

performance is low when various area ratios pair colors shown on the monitor are used.

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.59

modern-classical

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.81

hard-so

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.81

masculine-feminine

-5

-3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.85

warm-cool

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.87

heavy-light

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.87

clear-dirty

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.92

acve-passive

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.85

tense-relaxed

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.83

fresh-stale

-5 -3 -1 1 3 5

-5 -3 -1 1 3 5

measured

predicted R=0.75

like-dislike

Figure 4.20. the correlations between measured color emotion and predicted color emotion by each affective

adjective, Reliability-test experiment and Shape experiment