A Colour Design Tool Based on Empirical Studies

A colour design tool targeted at both unskilled consumers and professional designers is currently under development, on the basis of psychophysical studies into semantic associations of colour, the cultural influences and colour harmony. From experimental results for single-colour associations, 3 underlying factors were identified: “warm-cool”, “heavy-light” and “active-passive”, which were found to agree well with those identified by earlier research. For colour-combination associations, an “additive property” of colour association was discovered: the semantic score of a colour combination can be determined by averaging semantic scores of each constituent colour in that combination. According to the experimental results, there were 4 general patterns of colour harmony: similarity in hue and chroma, difference in lightness, high lightness and the hue effects. While the proposed colour design tool is still in its development stage and has a number of shortcomings, the system is believed to provide practical assistance and support not only for unskilled users but also for designers. Keywords: colour design; colour harmony; colour association; cross-cultural study; e-shopping; colour decision-making; design process; psychophysical method</p

Colour Design for Carton-Packed Fruit Juice Packages

The present research studies the relationships between observers’ expectations for 7 fruit juice packages and the colour design of the package. To do this, a two-stage experiment was conducted. At the first stage, we studied perceived colours for the fruit images shown on each package. At the second stage, fruit juice packages with 20 package colours were rated using 5 bipolar scales: colour harmony, preference, freshness, naturalness and product quality. The experimental results show that the observers tended to perceive fruit image colours lighter and more saturated than those measured using colour measuring instruments. Using factor analyses, we classified the 5 bipolar scales into 2 factors: Product Preference and Freshness. Package colour design was found to have significant impacts on both factors: similarity in chroma and hue between package colour and perceived fruit colour would lead to high product expectations. Keywords: colour design; colour harmony; product expectation; perceived image colour</p