Comparison of colour emotions between designers and general customers

When we are viewing a colour, an associate feeling or emotion is induced in our brains. This feeling or emotion is termed as colour emotion. Conventionally, the selection of the colours for the products to be designed is based on the judgment of the designers. As different colours evoke different feelings or convey different meanings, their selection may not match the tastes of the target customer group. This study aims at comparing the colour emotions of designers and general customers, and investigating the similarity or difference in colour emotions between them. The observers in the visual assessments were all native Hong Kong Chinese and the colour emotion words were written in Chinese language in order to eliminate the cultural influence because different nationalities usually have different feelings to colours.