A cross-cultural comparison of colour emotion for two-colour combinations

Authors
Ou, Li Chen; Luo, M. Ronnier; Sun, Pei Li; Hu, Neng Chung; Chen, Hung Shing; Guan, Shing Sheng; Woodcock, Andrée; Caivano, Jose Luis Ricardo; Huertas, Rafael; Treméau, Alain; Billger, Monica; Izadan, Hossein; Ritcher, Klaus
Publication Year
2012
Language
English
Format
article
Status
Published version
Description
Psychophysical experiments were conducted in the UK, Taiwan, France, Germany, Spain, Sweden, Argentina, and Iran to assess colour emotion for two-colour combinations using semantic scales warm/cool, heavy/ light, active/passive, and like/dislike. A total of 223 observers participated, each presented with 190 colour pairs as the stimuli, shown individually on a cathode ray tube display. The results show consistent responses across cultures only for warm/cool, heavy/light, and active/passive. The like/dislike scale, however, showed some differences between the observer groups, in particular between the Argentinian responses and those obtained from the other observers. Factor analysis reveals that the Argentinian observers preferred passive colour pairs to active ones more than the other observers. In addition to the cultural difference in like/dislike, the experimental results show some effects of gender, professional background (design vs. nondesign), and age. Female observers were found to prefer colour pairs with high-lightness or lowchroma values more than their male counterparts. Observers with a design background liked low-chroma colour pairs or those containing colours of similar hue more than nondesign observers. Older observers liked colour pairs with high-lightness or high-chroma values more than young observers did. Based on the findings, a two-level theory of colour emotion is proposed, in which warm/cool, heavy/light, and active/passive are identified as the reactive-level responses and like/dislike the reflective-level response.
Fil: Ou, Li Chen. University of Leeds; Reino Unido
Fil: Luo, M. Ronnier. University of Leeds; Reino Unido
Fil: Sun, Pei Li. National Taiwan University of Science and Technology; República de China
Fil: Hu, Neng Chung. National Taiwan University of Science and Technology; República de China
Fil: Chen, Hung Shing. National Taiwan University of Science and Technology; República de China
Fil: Guan, Shing Sheng. National Taiwan University of Science and Technology; República de China
Fil: Woodcock, Andrée. Coventry University; Reino Unido
Fil: Caivano, Jose Luis Ricardo. Universidad de Buenos Aires; Argentina. Consejo Nacional de Investigaciones Científicas y Técnicas; Argentina
Fil: Huertas, Rafael. Universidad de Granada; España
Fil: Treméau, Alain. Université Jean Monnet; Francia
Fil: Billger, Monica. Chalmers University Of Technology; Suecia
Fil: Izadan, Hossein. Isfahan University of Technology; Irán
Fil: Ritcher, Klaus. Bundesanstalt für Materialforschung und -prüfung; Alemania
Subject
Colour emotion
Colour preference
Cultural difference
Design
Otras Psicología
Psicología
CIENCIAS SOCIALES
Access level
Restricted access
License
https://creativecommons.org/licenses/by-nc-sa/2.5/ar/
Repository
CONICET Digital (CONICET)
Institution
Consejo Nacional de Investigaciones Científicas y Técnicas
OAI Identifier
oai:ri.conicet.gov.ar:11336/15881