Yellow as a dominant tone

Abstract

U vremenu multimedijske komunikacije važno je istražiti kako boja okoline utječe na psihofizički doživljaj koji često ima utjecaj na radnu atmosferu u radnom okruženju. Psihologija boje odlučujuća je i kod dizajniranja marketinškog materijala. Izbor boje je prisutan kod izrade poslovnih posjetnica, internet stranica, postera ili drugo. Boje ne utječu samo na izgled proizvoda-također utječu na naš doživljaj. Dobrim izborom boje postiže se cilj. Dat je naglasak na doživljaj žute boje u slučajevima kada je okolina dominantnih akromatskih i komplementarnih tonova. Obzirom na kompleksnost boje, kao interdisciplinarnog polja znanosti, u ovom radu bila je namjena povezati računalno objektivno vrednovanje sa psihološkim doživljajem boje i pridonijeti promociji matematičko-statističke metode kojom se može predvidjeti ponašanje boje u okolini. Istraživanja su provedena sa žutim tonom koji je zbog svoje specifičnosti, vlastite velike svjetline, dominantna boja. Ispitivanja su usuglašena sa psihofizikalnom metodom, metodom konstantnog stimulusa-utjecaj svjetline, definiranje utjecaja boje pozadine na doživljaj žute boje. Statistička obrada je provedena primjenom Kruskal-Wallis ANOVA i Medijan testa. Potvrđeno je da razlika između doživljene pozicije uzorka i stvarne pozicije ovisi o boji pozadine.In the era of multimedia communication, it is important to investigate how the color of the environment influences the psycho-physical experience of color, which can often have impact on the working atmosphere of the working environment. It would be wise to consider the psychology of color when designing marketing materials. Be it a business card, a brochure, a web site, posters or other material, color choices are being made. Colors not only enhance the appearance of the item – they also influence our behavior. The impact that the colors we use will have on our target audience should be considered. This paper emphasizes the experience of yellow in cases when the environment is predominated by achromatic tones and complement pairs of color tones. Due to the complexity of colors as an interdisciplinary field in science, in this paper it was intended to connect the computer objective evaluation with the psychological perception of color, and to contribute to the exact promotion of the mathematical-statistical methods for communicating with the color in the environment in which it is located. Investigations were carried out with a yellow tone, which, because of its specificity, its own high-lightness, is the dominant color. The research complies with the psychophysical method: the method of constant stimulus – the value of lightness, defining the influence of the background color on the experience of the yellow color. The statistical data analysis has been conducted by means of descriptive statistics; the Kruskal-Wallis ANOVA and Median tests have been used. It is confirmed that the difference between the experienced position of the sample and the actual position, depends on the color of the background