Cross-cultural variation of color preferences

Viková, Martina; Vik, Michal; Kania, Eva

Cross-cultural variation of color preferences

Files

285-vikova.pdf(823.9 KB)

Date

2015

Authors

Viková, Martina

Vik, Michal

Kania, Eva

Publisher

Vysoké učení technické v Brně, Fakulta elektrotechniky a komunikačních technologií

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Abstract

Color plays an important role in life, which affects our perception, shifting meanings of symbols, emphasizes or suppresses communication of pictograms, logos, brands, acts of emotional perception, affects mood. Color is very important for designers; graphics, artists, and it can significantly affect the acceptance of the artwork, merchantability or relationship to the artwork. It is important to know how the color affects the humans. For pictograms there is a tendency to place priority on shape to color. But sometimes the similar pictograms have different meanings when the color is added. This is the same for design, for example great chandelier can cause a calming effect or support activity only with a change of color. Correct use of color helps with orientation in symbols, e.g. pictogram for hot and cold water or designation of toilets is understandable with color. Conversely, wrong use color can confuse. The purpose of this project is, a) relationship of colors and words; which color people associate with certain words; b) influence of culture on word and color association. In this article were tested the habits of Czech, Japanese and Russian nation. Among the concepts evaluated were found to group words, which are characterized by strong emotional attachment to the expressions given by the change in both cultures, similarities respectively.

Keywords

Colorimetry, color association, color emotions, psychology

Citation

Proceedings of the 21st International Conference LIGHT SVĚTLO 2015. s. 285-288. ISBN 978-80-214-5244-2
http://www.light-conference.eu/

Document type

Peer-reviewed

Document version

Published version

Language of document

en

Document licence