Search

This article describes a developed conceptual framework for understanding consumer product-colour purchase decision in different time-length conditions. The research and method were developed on the basis of research from authors' previous study. An influence element, decision conditions (especially, decision-time-length), has been introduced. The purpose of this study is to test whether the length of decision time-length affects the stability of consumers' product-colour decisions; also, to identify the relationship between the length of decision time and how extent of colour factors working on consumers' product-colour decisions. This work used three research activities (two-set online surveys and one-set laboratory experiment) and two research methods (multiple choice for six-alternative-forced-choice and multiple choice for rank order) with visual component to investigate which colour a participant would choose if asked to select a product to purchase when there is a range of colours available in different time-length conditions, 64 participants were recruited to take part. The study finds that consumers might make different product-colour decisions when they are in different shopping-time conditions. The framework suggested that consumers' individual colour preferences may be more likely to influence consumers' product-colour purchase intentions in short-time decision-making conditions; and primary colour factors might influence consumer product-colour purchase intentions more in the long-time decision-making condition.

This article describes a conceptual framework for understanding consumer product-colour purchase decisions. Building on previous work, a new primary factor, colour association, is introduced. The purpose of this study is to test whether consumers' colour-associations connect with their product-colour association, and whether colour-association affects consumers' intended product-colour purchase decisions. The study used two research activities (a laboratory experiment and an interview) and two research methods (multiple choice for 6-alternative-forced-choice and multiple choice for rank-order) to investigate which colour a participant would choose if asked to select a product to purchase when there is a range of colours available. Participants were also asked to provide a reason for their decisions. The study finds that the stronger a participant's preference for a colour, the more likely they are to purchase a product in that colour. The data from interviews suggests that, for some of the products tested, participants are highly influenced by the colour association that they would purchase a product-colour on their one of the colour association than other colours. The updated conceptual framework suggests that the colour association factor could be one of the product-colour decision primary factors that influence consumer product-purchase intentions in the absence of consumer personal colour preferences.

It is widely believed that children will choose furniture that has the same color as their preferred color. Furthermore, for different categories of furniture, the color they preferred for furniture is consistent. A study of 508 adolescent Chinese children between the ages of 12 and 16 has been carried out to explore whether color preference influences their choice of furniture when they are provided with various color options (16 chromatic and five achromatic colors). This work tested six items of furniture in two functional spaces (study and bedroom space). Findings indicate that adolescent children's color preferences did indeed affect their furniture choice, but the extent varies with the categories of furniture. Furthermore, this study reveals that children's preference for furniture in different functional spaces is slightly different. Some effects of gender and age were also explored. This work discusses the implications of adolescent color preference and color choice for children's furniture color design.

An imaging workflow to categorise images into business graphics and pictorial images based on spatiochromatic information is demonstrated. Studies on three computational characteristics (lightness frequency distribution, average chroma distribution, and Fourier spectrum) show that differences between business graphics and pictorial images can be discriminated mathematically. To enhance the performance of the image categorisation workflow, a multilayer perceptron neural network was designed and experimentally evaluated, and which performed with an accuracy of 95% using a database consisting of 57 randomly selected images.

Sixteen students were involved in an experiment to describe the appearance of colour samples. These students were divided into two groups: design background and chemistry/engineering background.Design participants react to samples with images and adjectives describing their feelings and emotions.They tend to use evocative, emotional, and associative terms which are also related to use of a wide variety of semantic fields. On the other hand, chemistry/engineering participants focused heavily on colour and surface objectively. Although they used limited sematic fields compared to design participants, they used more precise language in their description. In terms of describing the process of changing the appearance of one sample to another, participants from chemistry/engineering used technical terms and described the process more systematically in comparison to the design participant group. The main focus of this research was to investigate differences in colour communication between participants from the disciplinary backgrounds. These comparisons are not intended to suggest negative or positive judgements by the researchers but to describe the different values of these participants. This research provides evidence that people from different disciplines who need to collaborate in colour design use different colour vocabularies.

This paper reviews current knowledge on non-image-forming aspects of vision. Developments in the last 20 years have included the discovery of a fifth class of human visual pigment (melanopsin), in addition to the three classes of photopsin to be found in the cones and rhodopsin in the rods in the human retina. Melanopsin is found in a small number of retinal ganglion cells which then, in addition to receiving input from rods and cones, are intrinsically photosensitive. These retinal ganglion cells send their input primarily to the hypothalamus, where they help to regulate the circadian system (daily rhythms of sleep patterns, body temperature, heart rate, etc.). The discovery of the anatomical basis of non-image-forming vision has led to a great deal of research into the effects of light on sleep, depression and mood, retinal photodamage and well-being, amongst other factors. Given that recent technological innovations in LED lighting now give us greater control over environmental lighting, it is timely to review the non-visual effects of light in humans in order to inform lighting design in the future.

This paper explores a fundamental principle of digitizing traditional cultural designs to introduce a model to develop a digital design tool with three strategies (and five possible scenarios) for expanding traditional designs. The study structures pattern designs by analysing certain rules of traditional Korean bojagi textile designs and converting them into explicit rules in computational design. A bojagi design tool (implementing eight different schemes and allowing choice of colours and textures) was developed by the authors to show the advantages of using a computational design that combines traditional principles with today’s modern digital technology. The tool was then examined by four groups (designers, merchandisers, traditional bojagi craft practitioners, and random customers) in Korea. The findings resulting from the interviews suggested that the tool can generate most of original bojagi designs that will be suitable for current fashion and interior markets and even extend it as a marketing and educational tool.

Colour perception and preference have often been considered to be culturally linked. In this study, samples of young Korean and UK consumers have been tested to examine their colour preferences and also what they considered to be successful fashion colours. The traditional Korean colours (in various degrees of saturation) have been used for the test and, in the case of the Korean participants, they were also asked which colours they considered to the more traditional. Though there were some differences between the young Korean and young UK participants, the degree of similarly in choice and preference was quite marked. It is suggested that this may be due to exposure to global media and internet products in the modern environment. Also it was found that the reliability of both test groups was high.

AIC Colour 05 : the 10th Congress of the International Colour Association : proceedings book, May 8-13, 2005, Granada, Spain

A line-element target differing sufficiently in orientation from a background of line elements can be visually detected easily and quickly; orientation thresholds for such detection are lowest when the background elements are all vertical or all horizontal. A simple quantitative model of this performance was constructed from three processing stages: (1) linear filtering by two classes of anisotropic filters, (2) nonlinear point transformation, and (3) estimation of a signal-to-noise ratio based on responses to images with and without a target. A Monte Carlo optimization procedure (simulated annealing) was used to determine the model parameter values required for providing an accurate description of psychophysical data on orientation increment thresholds.