Analysis of cross-cultural color emotion

Xiao Ping Gao; John Haozhong Xin; Tetsuya Sato; Aran Hansuebsai; Marcello Scalzo; Kanji Kajiwara; Shing Sheng Guan; J. Valldeperas; Manuel José Lis; Monica Billger

doi:10.1002/col.20321

Analysis of cross-cultural color emotion

Xiao Ping Gao, John Haozhong Xin, Tetsuya Sato, Aran Hansuebsai, Marcello Scalzo, Kanji Kajiwara, Shing Sheng Guan, J. Valldeperas, Manuel José Lis, Monica Billger

The Hong Kong Polytechnic University

Research output: Journal article publication › Journal article › Academic research › peer-review

118 Citations (Scopus)

Abstract

This study investigates the relationship between color perceptual attributes and color emotions, as well as the influence of different cultural backgrounds. Totally 214 color samples were evaluated on 12 emotion variables by subjects from seven different region groups in the psychophysical experiment. By factor analysis, it was found that three factors were sufficient to represent 80 "region-emotion" variables. For each variable, there is no distinct difference among different region groups. The 12 emotion variables could be divided into four categories, namely, activity index, potency index, definition index, and temperature index. Factor scores were further calculated to study the determinants on each factor. The analysis showed that the three factors were mainly related to chroma, lightness, and hue, respectively. It was concluded that chroma and lightness were the most important factors on color emotion, whereas the influences of hue and cultural background were very limited.

Original language	English
Pages (from-to)	223-229
Number of pages	7
Journal	Color Research and Application
Volume	32
Issue number	3
DOIs	https://doi.org/10.1002/col.20321
Publication status	Published - 1 Jun 2007

Keywords

Color emotion
Color perception
Cross-culture
Psychology

ASJC Scopus subject areas

Human Factors and Ergonomics
General Chemistry
General Chemical Engineering

More information

10.1002/col.20321

Cite this

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AU - Gao, Xiao Ping

AU - Xin, John Haozhong

AU - Sato, Tetsuya

AU - Hansuebsai, Aran

AU - Scalzo, Marcello

AU - Kajiwara, Kanji

AU - Guan, Shing Sheng

AU - Valldeperas, J.

AU - Lis, Manuel José

AU - Billger, Monica

PY - 2007/6/1

Y1 - 2007/6/1

N2 - This study investigates the relationship between color perceptual attributes and color emotions, as well as the influence of different cultural backgrounds. Totally 214 color samples were evaluated on 12 emotion variables by subjects from seven different region groups in the psychophysical experiment. By factor analysis, it was found that three factors were sufficient to represent 80 "region-emotion" variables. For each variable, there is no distinct difference among different region groups. The 12 emotion variables could be divided into four categories, namely, activity index, potency index, definition index, and temperature index. Factor scores were further calculated to study the determinants on each factor. The analysis showed that the three factors were mainly related to chroma, lightness, and hue, respectively. It was concluded that chroma and lightness were the most important factors on color emotion, whereas the influences of hue and cultural background were very limited.

AB - This study investigates the relationship between color perceptual attributes and color emotions, as well as the influence of different cultural backgrounds. Totally 214 color samples were evaluated on 12 emotion variables by subjects from seven different region groups in the psychophysical experiment. By factor analysis, it was found that three factors were sufficient to represent 80 "region-emotion" variables. For each variable, there is no distinct difference among different region groups. The 12 emotion variables could be divided into four categories, namely, activity index, potency index, definition index, and temperature index. Factor scores were further calculated to study the determinants on each factor. The analysis showed that the three factors were mainly related to chroma, lightness, and hue, respectively. It was concluded that chroma and lightness were the most important factors on color emotion, whereas the influences of hue and cultural background were very limited.

KW - Color emotion

KW - Color perception

KW - Cross-culture

KW - Psychology

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DO - 10.1002/col.20321

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JO - Color Research and Application

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IS - 3

ER -

Analysis of cross-cultural color emotion

Abstract

Keywords

ASJC Scopus subject areas

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