Predicting personality associations evoked by multicolored appearance of virtual agents: An exploratory study

Designing agents' color appearance that can evoke desired color‐personality associations (CPAs) is still a challenge. To respond to the challenge, this study proposed a multicolor personality index (MCPI) model to predict the CPAs evoked by agents using the color‐personality indices for single colors together with the histogram of agents' image. Specifically, the color personality index for each bin of an agent's histogram was first calculated based on the color‐personality indices for single colors; then, the predicted values of CPAs were obtained by calculating the weighted average of color‐personality indices of all bins in the histogram. To improve the MCPI model, a simple color‐attention index model was proposed to evaluate the effects of color on attention and the effects were introduced into the MCPI model, that is, the multi‐color personality index based on color attention (MCPI‐CA) model. To validate the two models, an experiment was conducted to collect the CPAs of five traits (i.e., extraverted‐introverted, moody‐unemotional, agreeable‐disagreeable, organized‐disorganized, and wide interests‐narrow interests) evoked by the multi‐colored appearance of agents. The results showed that (a) observers in general perceived the CPAs evoked by color appearance in similar way; (b) for most agents, the CPAs evoked by multi‐colored appearance could be predicted well by the MCPI model; and (c) the MCPI‐CA model usually had better performance than the MCPI model due to the inclusion of the effects of color attributes on attention. In addition, the limitations of the proposed models and their implications for designers were also discussed.     

The multiple characteristics of specific associations from words to colors

This study mainly focused on exploring the multiple characteristics of specific associations from words to colors. Color association is bidirectional, representing the relationship from color to concept or concept to color. The association between word and color has multiple correspondences in both directions. Colors are associated with ideas, concepts, meanings, emotions, and so forth. However, it is often discussed as a single relationship from color to the concept. How the specific ideas or concepts associated with color, is rarely discussed. So, this work started from a specific concept (words) to colors and then investigated the characteristics of this association. A psychophysical experiment was carried out to collect the specific color associations from target words. Pearson correlation coefficient and K-means clustering methods were employed to analyze the associations from words to colors. Therefore, the main contribution of this study is to (1) indicate the stronger association from the word to color, the larger the color similarity of the related colors; (2) identify the specific characteristic of the association from a word to colors and the three-aspect characteristic model was summarized.     

Color associations with different building types: An experimental study on American college students

This study examines individuals' color associations with different building types (i.e., residences, schools, official buildings, hospitals, shopping malls, entertainment buildings, restaurants, hotels, factories, and religious buildings) and the reasons given behind their color choices. Ninety‐eight college students at a public institution in the southeast region of the United States participated in the study. Results indicate that color associations seem to be based on individual and emotional aspects where previous knowledge and experience with a particular building type play an important role. The reasons for color‐building associations are discussed and future research areas are suggested. © 2005 Wiley Periodicals, Inc. Col Res Appl, 31: 67–71, 2006; Published online in Wiley InterScience (www.interscience.wiley.com). DOI 10.1002/col.20174     

Color meaning and context: Comparisons of semantic ratings of colors on samples and objects

This article reports the results of a study comparing semantic ratings of color samples (chips) with those of the same colors applied to a variety of familiar objects. Subjects rated a set of 13 color chips and 5 sets of objects, each appearing in the same 13 colors, against 5 bipolar, 7-step semantic differential scales. The scales consisted of beautiful-ugly, elegant-vulgar, loud-discreet, masculine-feminine, and warm-cold. Analyses performed on the data indicated that generally few significant differences existed between chip and object ratings for the same color; when such differences existed, the chip was always rated more beautiful, elegant, discreet, feminine, and warm than the object; and differences between chip and object ratings were confined primarily to a limited number of colors, objects, and semantic scales. The results of this study have implications for the use of color chips in color planning and for the generality of results of earlier color meaning research. © 1997 John Wiley & Sons, Inc. Col Res Appl, 22, 40–50, 1997.     

The relationship between container colors and the beauty benefits of skin care products

This study explored the best color selections to match the benefits of beauty products based on rankings obtained from an experimental perception of different skin care product containers. Gender (64 males, 75 females) and cultural (76 Taiwanese, 63 Malaysians) differences were also compared, aiming to explore color associations and emotional bonding by using psychophysical testing methods. A survey of 205 market samples showed that nearly half of the existing skin care product containers had a white body color. White appeared frequently on containers for skin whitening, firming, exfoliating, antiaging, and antiacne products. However, skin moisturizing products used an equal amount of white and blue on their containers. The psychophysical experiment results showed that participants felt that white best matched skin whitening products, red matched skin firming and antiaging products, blue matched skin moisturizing products, black matched exfoliating products, and green matched antiacne products. Neither gender nor cultural differences were found to be significant. Comparing the results with color emotion studies, it was found that (1) for color emotion weight, firming products were related to heaviness, whereas whitening products were connected to lightness; (2) for color emotion heat, whitening, moisturizing, exfoliating and antiacne products were aligned with coolness; and (3) for color emotion activity, product container colors were not related, except slightly for firming products. These findings suggest that psychological responses to color meaning are context‐ and experience‐dependent, meaning that selection of colors to match beauty benefits is based more on people's expectations of the products than their color emotion response.     

Color‐emotion associations and color preferences: A case study for residences

This study examines existing beliefs about “color” focusing on color‐emotion associations by discussing how color can be used as a way of communicator to fulfill human needs in residences. Fifty people from various age groups participated in the study. They were asked to match a list of adjectives with the proper color samples from the catalogue of a quite popular color producer firm in Turkey. Results indicate that there is a strong dependency between the choice and use of green at residences. Emotional responses to colors change with value and saturation levels. According to the test results, gender and age are determining factors in the selection of achromatic black. © 2007 Wiley Periodicals, Inc. Col Res Appl, 32, 144 – 150, 2007     

A comparative study of the emotional assessment of automotive exterior colors in Asia

This article compares color assessments of automotive exteriors at four locations in China, Thailand and Japan. This study employed painted panels of twelve colors, thirty sensory words and fifteen pairs of emotion variables. It also used reference figures of nine cars that included four styling categories, namely sedans, compacts, sport utility vehicles and sports cars. The results of like-dislike tests revealed that basic automotive exterior colors, such as black, white and red, were highly preferred across locations. However, geographical differences are apparent in the preference for some non-basic colors. To elucidate these geographical differences, a Chi-square test and principal component analysis were performed on the data on emotion variables. The results revealed both similarities and differences in color preferences among the four locations. Color preferences were similar in Hong Kong and Shanghai when simply evaluated by color samples. However, similar preferences for automotive exterior colors were observed in Hong Kong, Kyoto and Bangkok, but not in Shanghai. These results suggest that there is fluctuation in the emotion evoked by a color when the color is considered in the context of automotive exteriors. Therefore, this study indicates that automotive sales can be secured in the global marketplace by creating a single palette of exterior colors based on similar color preferences across countries. However, these results also indicate that preparing market-specific automotive-color line-ups can be an effective marketing strategy.     

Background and foreground interaction: Influence of complementary colors on the search task

Labels are indispensable visual (communication) elements that completely deliver the geospatial message of maps. The objective of this study is to investigate the impact of complementary colors between the map's background and text on the readability of cartographic texts and thus on the efficiency of the map user's search task. This is compared with the use of the “traditional” black labels on the corresponding colored backgrounds. Furthermore, a number of user characteristics, such as gender and expertise, are taken into account as well. The users' eye movements were registered to study their attentive behavior during the visual search task. In addition to the complement of the color's hue, the analyses were based on the difference in luminance, which could also affect the labels' readability. The difference between the black and colored label design was significantly different versus the eye‐tracking metrics. A correlation was found between the color difference and reaction time measurement and between the luminance difference and fixation duration. © 2014 Wiley Periodicals, Inc. Col Res Appl, 40, 437–445, 2015     

An investigation into the impact of daylight on perceived color of façade: Understanding the role of chromaticness

Color selection has always been a classic problem in exterior color design for the simple reason that façade color is commonly chosen at the architect's office, regardless of different external conditions affecting color perception. This issue often leads to an apparent discrepancy between the selected color and the perceived color of façade. So far, extensive research has been carried out to identify, classify, and study the influence of these conditions on perceived color. However, little attention has been paid to the importance of color attributes. Hence, this article attempts to grasp better the significance of chromaticness, as briefly discussed in earlier studies, in the variation pattern of perceived color while daylight condition differs. In order to determine perceived color, each test subject was asked to compare the color seen on the façade to the standard color samples of natural color system index and choose the matching one, using a designed color‐measuring device. The results obtained from 93 participants demonstrate 3 things: First, they further support the belief that perceived color is influenced in both hue and nuance under varied daylight circumstances. Second, they confirm previous findings that indicated chromaticness would affect the extent of color shifts. And above all, a comparison of the results reveals that façade colors of higher chromaticness values have had less shifts in hue, yet greater shifts in whiteness. Finally, the findings suggest that chromaticness together with the external conditions, under which the color is to be seen, should be carefully considered when selecting the façade color.     

Use of basic color terms by red–green dichromats: 1. General description

Abstract: In this article we present data comparing red–green dichromats' use of “Basic Color Terms” (BCTs) with that of standard trichromats. In a complementary article (Color Res Appl 2013) we use these data to evaluate two models of the mechanisms underlying dichromats' use of BCTs. There were three groups of observers—trichromats, protanopes, and deuteranopes—that each performed two tasks: “mapping” (which of these are exemplars of X?) and “best exemplar” (which is the best instance of X?), where X took the value of each Spanish BCT. The mapping task results were subjected to multidimensional scaling that revealed that dichromats differ from trichromats in the number and nature of the dimensions needed for describing BCTs' use. Trichromats required three dimensions closely related to the opponent color mechanisms (red–green, yellow–blue) and the light‐dark channel. In contrast, tridimensional solution for dichromats was difficult to interpret, whereas the fit for the bidimensional solution was very good and revealed a chromatic dimension, which did not match any of the trichromatic dimensions, and an achromatic one. There were also some error‐asymmetries (sometimes “A” was the predominant error when choosing exemplars of “B”, but not vice versa) and the groups differed in the frequency of use of some BCTs (e.g., protanopes chose more stimuli as orange than trichromats and deuteranopes). As expected, the best exemplar task produced more correct responses than the mapping task, and for both tasks, “primary” BCTs (black, white, red, green, yellow, and blue) produced better results than “derived” ones (brown, purple, orange, pink, and grey). © 2013 Wiley Periodicals, Inc. Col Res Appl, 39, 360–371, 2014     

Hue,saturation, lightness,and building exterior preference: An empirical study in Turkey comparing architects' and nonarchitects' evaluative and cognitive judgments

This study investigated architects' and nonarchitects' evaluative and cognitive judgments of color on building exteriors. Thirty architects and 30 high school teachers living in Izmir, Turkey participated in the study. The experiment had two phases. First, participants viewed eight images, in which the color of a building exterior was manipulated with hues selected from HSB (hue, saturation, and brightness) color space. Participants were then asked to rate each image on 7‐point semantic differential scales measuring preference (like–dislike), arousal (arousing–sleepy), naturalness (natural–artificial), and relaxation (relaxing–distressing). Second, participants viewed the same building in nine saturation and lightness levels for each hue and picked the most preferred lightness and saturation level for each hue. Findings showed that for a building exterior: (1) yellow and blue were the most liked colors, (2) some hues were rated as more arousing, more natural, and more relaxing over the others, (3) gender had an effect on color preference and semantic ratings of naturalness and relaxation, (4) architects and nonarchitects differed in their color preference and semantic ratings of arousal and naturalness, and (5) full bright and moderate to low saturated colors and full saturated and moderate to high bright colors were preferred more. The results have practical implications for architects and urban designers. A successful coloration of a building exterior may increase its use frequency and economical value. © 2008 Wiley Periodicals, Inc. Col Res Appl, 33, 395–405, 2008     

Perceived density,a further attribute of color,revealed by the colors favored in Japan

Colors can be characterized by three main attributes: hue, value, and saturation. But colors also exhibit other phenomenological qualities. In this study, we identify one such secondary attribute of color: perceived density. We discuss the prevalence of dense colors in Japan starting from the “48 Teas and 100 Mice” colors of the Edo period, and develop the concept of perceived density through this aspect of Japanese color preference. When vivid colors were forbidden to commoners during the Edo period, subtle variations of brownish and grayish colors were created. These colors with base tones were not salient, yet they looked dense. Muted colors with paradoxical richness are still common in Japan today. Japanese commodity design often uses muddy colors with white or gray undertones, and deep colors with black undertones. Together they form distinct groupings of relatively dense color. The perceived density of color corresponds to how dense and filled, or thin and airy a color appears. Colors of higher perceived density appear to be more packed and to have mass. Perceived density of color is unusual in that it does not have a monotonic relationship with one of the primary perceptual attributes. High apparent density is observed in a central region of an equi‐hue plane where value or saturation are at intermediate values. We consider two possible explanations of how high values of density can coincide with middling values of value and saturation: characteristics of the spectral reflectance curves, or the complexity of the neural signals that underlie the emergent property.     

Naming the colors: Color names designation from the colorimetric values. The French GPEM/PV work revisited

This publication describes a work related to the French language, for assigning a color name to an object whose colorimetric characteristics have been measured. This is the subject of a recently published book. The work is the result of an old publication by Afnor, the French standardization organization, work unfortunately obsolete by its colorimetric part. This publication describes the work that has been done to update it and make it convenient to use. The present text, by publishing some of the tables and graphs of the French book, presents the work done in French by a method that differs from that used by Kelly and Judd years ago.     

Book review: Colouring the Past—On colour in archaeological research

The book, Colouring the Past. The Significance of Colour in Archaeological Research, is an anthology discussing various aspects of colour from an archaeological viewpoint. This article presents some of its main topics and discusses a few issues more in length. One starting point for this is the criticism on Berlin and Kay's theory of basic color terms and the Munsell Book of Colors that is launched in some of the articles in the book. The article concludes in summing up some areas where archaeologists and color researchers from other fields could have a mutual interest of further exchange. © 2008 Wiley Periodicals, Inc. Col Res Appl, 33, 327–334, 2008.     

Gamut mapping from below: Finding minimum perceptual distances for colors outside the gamut volume

A colorimetrically characterized computer-controlled CRT display was used to determine closest perceptual color matches of 25 colors when an exact match was not allowed. An artificial but realistic color gamut was created by intersecting the display gamut with a gamut of a Xerox 4920 color laser printer. Each of 21 observers performed color matches between out-of-gamut colors and those on the artificial gamut's edge. Each observer made color matches on 4 different images. The images represented some of the categories that business graphic images can fall into. Between the different image types, there were no multidimensional (MANOVA) statistically significant differences at the 10% confidence level in any of the 25 colors tested. The mapping vectors showed that (1) observers don't make simple matches as assumed by most gamut-mapping experiments done to date, (2) the influence of image content for simple graphical images tested does not have a large effect when the task is to make closest perceptual color matches, and (3) CIELAB hue angle is not uniform enough, especially in blue and cyan regions, to make adequate gamut-mapping transforms. A simple model for clipping type gamut mapping is proposed. Results are compared to predictions of a new gamut-mapping technique that minimizes weighted color difference between the target color and the gamut boundary. © 1997 John Wiley & Sons, Inc. Col Res Appl, 22, 402–413, 1997     

Associations of visual forms with colors: The minor role of emotion as the mediator

Associations of colors with a wide variety of visual forms were examined. Fifty visual forms were presented to Japanese participants, who were asked to report a color suitable to each visual form out of 15 colors. Correspondence analysis was applied to the responses, and four dimensions of configurations were obtained. The first and second dimensions were related to chromaticity or hue. In these dimensions, red and orange were associated with round symmetric shapes, yellow with shapes with sharp corners, violet and purple with irregular shapes with smooth curves, and cold colors such as blue and green with forms that consisted of simple geometrical elements such as triangles, squares, and circles. The third dimension was related to L* and b* in the CIELAB color space and to the stability of visual forms. Dimension 4 was not significantly related to any of L*, a*, and b*. In another experiment, participants rated the affective impressions of the colors and visual forms on semantic differential (SD) scales. The analyses of the SD data combined with the results of the color‐form associations suggest that the role of emotional meanings of colors and visual forms in mediating the associations was rather minor, and that world‐knowledge contributed considerably to the observed color‐form associations. Kandinsky's color‐form assignment was also examined, and except for the yellow‐triangle association, the assignment was not supported.     

Effects of color on expectations of drug effects: A cross‐gender cross‐cultural study

To study the role of color in expectations of drug effects, 80 Chinese participants (40 females and 40 males) were asked to classify each of seven single colored capsules and six differently colored two‐piece capsules into one of four classifications of drug effects. The results from the Chinese sample were also compared with that from four other cultural groups studied elsewhere. The Chi‐square test results showed that all seven single colored capsules yielded non‐chance distributions in classifications of drug effects, with six showing specific effects; and that five two‐colored capsules had non‐chance distributions, with four significantly associated with specific effects. Notable gender differences were observed in the expectations of drug effects. While the cross‐group comparison revealed consistent red‐stimulant and blue‐depressant associations across the five cultural groups, disagreements existed for other colors among the groups. The findings emphasized the importance of color in drug design and administration in support of drug differentiation, medication adherence, and drug efficacy, and suggest gender and cultural implications on the basis of color to achieve better drug effects. © 2016 Wiley Periodicals, Inc. Col Res Appl, 42, 124–130, 2017