The purpose of this thesis is to examine the reliability of color emotions and to investigate the effect of shape on color emotion. The single color emotion was replicable between the two different viewing conditions, but the paired color was not. The area ratio experiment was designed to investigate the effect of area ratio on paired color emotion.
In addition, the additivity model for predicting the couple's color emotion was tested in the other two experiments. Gender differences in color emotion are very small, while shape emotion varies considerably between them. The additivity model can predict the color emotion of a pair with an approximate half-and-half area ratio.
Background
Aims of Experiments
The Korean word experiment was conducted two or three weeks after the English word experiment. The process of conducting the experiment was designed to be the same as Ou et al.'s experiments. Third, the repeatability between two different viewing conditions—viewing booth and LCD screen—was tested.
The area ratio of the left of the pair was increased from 0% to 100% via 8 steps. The other two experiments tested the additivity model to predict a couple's color emotion. By comparing color for each shape and color for rectangles, the shape effect on color emotion was examined.
Literature Review
- Munsell Color System
- Natural Color System (NCS)
- CIE Colorimetry
- Color Emotion Studies
A Munsell value is defined as 'the quality with which we distinguish a light color from a dark one' (Munsell, 1919). The set of the actual physical samples of the Munsell System is called the Munsell Book of Color. The CIELAB color space is one of the most popular color spaces for describing object colors and is widely used.
His color image scale is one of the most famous color emotion studies and a user can easily apply it in the fashion and interior field. He also developed color emotion prediction equations of each factor based on color properties: hue, chroma and lightness. The result was that there are no significant and systematic differences between surface color and monitor color in relation to color emotion.
Experiments
Reliability-test Experiment
- Experiment Setting
- Test Color
- Psychophysical Experiment
The repeatability of the Korean word experiment and the English word experiment on color emotion by each observer is illustrated in Figure 4.4. There is little difference in color emotion between the Korean word experiment and the English word experiment (R=0.90). The color emotion shown in the viewing booth and the color emotion shown on the monitor are compared.
The correlations between surface color feeling and monitor color feeling are plotted by each affective adjective in figure 4.10. In the Area ratio experiment, color sensation changes according to area ratio changes were investigated. The performance of the arithmetic mean model shows high correlations between measured and predicted color emotions.
Color emotion changes by area ratio changes for each pair were plotted on each pair of each affective adjective as shown in Figure 4.16. The correlation between measured color emotion and predicted color emotion according to the additivity model is shown in Figure 4.19 and Figure 4.20.
Area Ratio Eperiment
- Experiment Setting
- LCD Monitor Specification
- Test Color
- Psychophysical Experiment
Shape Experiment
- Experiment Setting
- Test Color
- Test Shape
- Psychophysical Experiment
The test pattern consisted of single rectangle pattern, two-color pair pattern, black lined shape pattern, color combined with shape pattern. Ten single colors and 22 two-color pairs and a gray background color were used. Five seasonal women's clothing items are shown with a black line on a gray background shown in Figure 3.8.
In this experiment, the Shape experiment was divided into three sessions because the number of responses is four times greater than the sum of the Reliability Test experiment and the Area ratio experiment.
Results
Reliability of Color Emotion
- Observer Accuracy and Repeatability
- Reproducibility of a Foreign Study
- Repeatability of Two Different Viewing Conditions
The reliability of color emotion was tested from three points of view; in terms of observer accuracy and observer repeatability, reproducibility with a foreign study and repeatability between two different viewing conditions - viewing booth and LCD monitor - as follows. Also in the case of both 'like-dislike' and 'pleasant-unpleasant', the average observer's answers are positive. It can be said that all the observer's responses are constant between the Korean word experiment and the English word experiment.
In addition, to see the repeatability of the observers in each stimulus, the category values of the Korean word experiment and the values of the English word experiment are compared as shown in Figure 4.5. In detail, the correlations between the Korean word experiment and the English word experiments were analyzed by each affective adjective, respectively shown in Figure 4.6. The observer response frequency graph of Vivid Red (R1080) to "modern-classic" is shown.
Comparing the graph of each affective adjective, all affective adjectives show high correlation coefficients except for 'like-dislike', 'modern-classical' and 'masculine-feminine' which had correlation coefficients of -0.55 respectively as shown in figure 4.9. In the case of modern-classical and like dislike, repeatability is low (See in the section in 4.2.1.). The low correlation of 'modern-classical' indicates that the two groups had cultural differences in 'modern-classical'.
Since 'modern-classical' and 'like-dislike' show low correlation among the observers (see in section 4.2.1.2), these two bipolar affective adjectives are excluded. To see the repeatability of color feelings in different media, the same colors with different media are shown to observers. The color perception regarding overlapped test stimuli between the two experiments is depicted in Figure 4.10.
This is constantly seen and this means the observers could not distinguish 'modern-classic' on color emotion.
Relation between Single Color and Pair Color Emotions
- Summary
In the case of "hard-soft", "tense-relaxed" and "masculine-feminine", they show low correlation between predicted and measured color emotions, but all three graphs have two lines. All dots on the bottom mean that a single color of the pair is pale yellow. In this case, when pale yellow exists as one of the pair's colors, the emotion of the pair's color goes towards 'gentle', 'relaxed' and.
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 paragraph. Building on Hogg's research, several area ratio steps have been prepared to verify the arithmetic mean model and predict the color emotion of couples. Contrary to expectations, as shown in Figure 4.14, the correlation coefficient between the measured pair color emotion and the predicted pair color emotion according to equation 4.3 shows a very low correlation.
In the case of two colors displayed on the monitor, the repeatability of color emotions is low (mentioned in Section 4.2.3), and it is difficult to predict the emotions of pairs of colors displayed on the monitor using the multistep additivity model areas. Most charts show that when two strong color emotions meet, the color emotions are neutralized. In this case, two positively strong colors also meet, but the emotions of the pair's colors are neutralized.
In the Shape Experiment, pair colors with a vertical direction of 55% and 45% were used, as shown in Figure 4.16. 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. The overall correlation coefficient is 0.83 and by checking each affective adjective, all correlation coefficients are high, except in 'modern-classical'.
In summary, in terms of relationships between single color and pair color, the additivity model shows a high performance around a half and half Area ratio.
Gender Differences
- Gender Differences on Color emotion
- Gender Differences on Shape Emotion
Both test colors of the area ratio experiment and the shape experiment were displayed on the monitor. Because the Area ratio experiment involved a small number of observers, the data from the Area ratio experiment were extracted and the data from the Shape experiment were analyzed. There is no significant difference between genders for color emotions, which indicates a correlation coefficient value of 0.80, as shown in Figure 4.23.
In summary, color emotions between the sexes, although the viewing conditions are different, there is no big difference between the sexes. The feelings for five shape patterns with gray color and the shape feeling between man and woman are compared as shown in Figure 4.25. The frequency of male and female observers' responses for shape (a) with warm-cool was plotted in Figure 4.26.
This means that male observers recognize the shape in a simple way, but female observers do not.
Effect of Shape on Color Emotion
- Effect of Shape of Male Observers
- Effect of Shape of Female Observers
As you can see in Figure 4.28 - shape (b) or 4.28 - shape (e), there are no significant shifts between color emotion and total emotion. This means that the total emotion is not changed by shape emotion and the female observers.
Conclusion
Finally, the color emotion study is reliable in terms of observer accuracy and repeatability and reproducibility with a foreign study. The additivity model can also predict pair-color motion with approximately a half and half area ratio. Further color emotion studies should consider the other design elements such as texture, fonts, lines or three-dimensional objects.
The elements of color: a treatise on the color system of Johannes Itten, based on his book The art of color, Wiley. I would like to express my gratitude to everyone who gave me the possibility to complete this thesis. Thank you for letting me know about the interesting field, color science and color emotion and for guiding the missing me.
I would like to thank the Color Lab members and all DHE graduate students, Song-Yi Chae, Eun Joo Cho and all other members. I am also grateful to my friends, Seyoung Park, Young Eun Moon, Yoon Ji Kim, Min Kyung Jung, Jin Hong Choi, Tae Hoon Kim, and Chae Lin Kim. Based on the studies reported in this thesis, five papers consisting of one Korean journal and four conference papers were published with the results of the author's study, which are listed below.
Color emotion studies for single-color and two-color combinations using affective adjectives, Journal of the HCI Society of Korea, v5n1,19-24. Proceedings of AIC Midterm Meeting 2011 "Interaction of Color & Light in the Arts and Sciences", Zurich, Switzerland, 824-827.
