Cross-regional comparison of colour emotions Part II: Qualitative analysis

During the colour perception process, an associated feeling or emotion is induced in our brains, and this kind of emotion is known as colour emotion. In Part I of this study, a quantitative analysis of the cross-regional differences and similarities of colour emotions as well as the influence of hue, lightness, and chroma on the colour emotions of the subjects from Hong Kong, Japan, and Thailand, was carried out. In Part II, colour emotions of the subjects in any two regions were compared directly using colour planners showing the effect of the lightness and the chroma of colours. The colour planners can help the designers to understand the taste and feelings of the target customers and facilitate them to select suitable colours for the products that are intended to be supplied in different regions.