From the color composition to the color psychology: Soft drink packaging in warm colors, and spirits packaging in dark colors

He, Xiang Feng; Lv, Xin Guang

doi:10.1002/col.22748

Cited by 9 publications

(5 citation statements)

References 65 publications

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“…It's important to mention that color value should be analyzed alongside hue and saturation for a comprehensive understanding 85 . Some studies might perform the two‐dimensional planes analysis to provide a comprehensive view of color distribution and to compare different images or datasets 86 …”

Section: Resultsmentioning

confidence: 99%

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Analyzing the color availability of AI‐generated posters based on K‐means clustering: 74% orange, 38% cyan, 32% yellow, and 28% blue‐cyan

Rong,

Hansopaheluwakan‐Edward,

2023

Color Research & Application

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In this exploratory study, we delved deeply into the intricate interplay of color choices within AI‐generated and human‐designed posters, analyzing a sample of 120 instances from each category. While it is suggested that human designers may integrate cultural, emotional, and situational contexts into their creations, AI models largely base their selections on vast datasets and pattern recognition. Although AI exhibited prowess in replicating established design parameters, the study underlined the importance of critically assessing its outputs. The quantitative analysis illuminated overarching similarities in primary color selections. However, the AI's diversity in color remains less concentrated than that of human, suggesting a gap in the AI's capacity to match human expertise in color proportioning and distribution. As AI continues to evolve, it is crucial to discern its capabilities and potential limitations in the design domain, ensuring it augments human creativity rather than supplanting it. Notably, the research refrains from seeking human validation, aiming instead for an objective, data‐driven reflection on the convergences and divergences between AI‐generated and human designs.

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Section: Resultsmentioning

confidence: 99%

“…85 Some studies might perform the two-dimensional planes analysis to provide a comprehensive view of color distribution and to compare different images or datasets. 86…”

Section: Value Analysismentioning

confidence: 99%

Analyzing the color availability of AI‐generated posters based on K‐means clustering: 74% orange, 38% cyan, 32% yellow, and 28% blue‐cyan

Rong,

Hansopaheluwakan‐Edward,

2023

Color Research & Application

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“…While previous research has explored how color saturation affects consumers' perceptions in various ways, such as increasing a product's perceived size (Hagtvedt & Brasel, 2017), enhancing its perceived freshness and tastiness (Liu et al, 2022), or influencing trustworthiness judgments (Skulmowski et al, 2016), our study focuses specifically on the impact of color saturation on consumer perception of a product's eco‐friendliness and the resulting effects on consumers' behavioral intentions. Indeed, some studies offer evidence about saturated colors' ability to trigger attention and emotional arousal (e.g., Gorn et al, 1997; Gu et al, 2019; Hagtvedt & Adam Brasel 2017; He & Lv, 2022), but the effects of low‐saturation colors remain unclear. Likewise, research on the impact of saturation on consumers' judgments of products and brands is still highly fragmented (Labrecque & Milne, 2012; Xiao et al, 2021).…”

Section: Discussionmentioning

confidence: 99%

“…For these reasons, marketers often use saturated colors in advertising messages to capture consumers' attention, elicit arousal, increase the salience of the message's content, and possibly trigger excitement and favorable attitudes toward the advertised products or brands (Gorn et al, 1997). For instance, some food producers (e.g., of soft drinks) try to attract consumers by using packaging with saturated colors to elicit vitality and enthusiasm (He & Lv, 2022). Accordingly, some research maintains that consumers might attach greater importance to color saturation compared to other color features (e.g., lightness), especially when considering product design (Deng et al, 2010).…”

Section: Color Saturation and Consumer Perceptionsmentioning

confidence: 99%

Less saturated, more eco‐friendly: Color saturation and consumer perception of product sustainability

Pichierri

Pino

2023

Psychology and Marketing

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Color saturation-the color's purity and intensity (also known as vividness)-is a visual feature that has been under-investigated in the context of green marketing. To advance knowledge of this topic, we performed five experimental studies to confirm that consumers tend to unconsciously associate low color saturation with a product's "gentler" impact on the environment. This perception of eco-friendliness, in turn, increases their trust in the product maker's greenness. Our research disentangles the direct and indirect impact (via consumers' perceptions of materials' naturalness, product authenticity, and product durability) of low-saturation colors on the perceived eco-friendliness of consumer products. Furthermore, the results reveal that, by fostering perceptions of eco-friendliness and green trust, such colors favorably influence consumers' behavioral intentions (i.e., their purchase intention and intention to pay a premium price for the product). Ultimately, the paper provides useful insights for companies and marketers interested in leveraging the meaning of color saturation to elicit perceptions of environmental compatibility.

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“…Researchers from different fields are doing research on content related to color. For example, the color composition of paintings is a research topic in art [1], computers [2], chemistry [3], economics [4], and psychology [5]. However, large digital archives of artwork often contain a wide variety of artwork and their metadata were created by experts in specific fields, making it difficult for users from different fields or backgrounds to formulate appropriate text queries, thereby hindering the satisfaction of the users' information needs.…”

Section: Introductionmentioning

confidence: 99%

Intuitively Searching for the Rare Colors from Digital Artwork Collections by Text Description: A Case Demonstration of Japanese Ukiyo-e Print Retrieval

Wang

Batjargal

et al. 2022

Future Internet

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In recent years, artworks have been increasingly digitized and built into databases, and such databases have become convenient tools for researchers. Researchers who retrieve artwork are not only researchers of humanities, but also researchers of materials science, physics, art, and so on. It may be difficult for researchers of various fields whose studies focus on the colors of artwork to find the required records in existing databases, that are color-based and only queried by the metadata. Besides, although some image retrieval engines can be used to retrieve artwork by text description, the existing image retrieval systems mainly retrieve the main colors of the images, and rare cases of color use are difficult to find. This makes it difficult for many researchers who focus on toning, colors, or pigments to use search engines for their own needs. To solve the two problems, we propose a cross-modal multi-task fine-tuning method based on CLIP (Contrastive Language-Image Pre-Training), which uses the human sensory characteristics of colors contained in the language space and the geometric characteristics of the sketches of a given artwork in order to gain better representations of that artwork piece. The experimental results show that the proposed retrieval framework is efficient for intuitively searching for rare colors, and that a small amount of data can improve the correspondence between text descriptions and color information.

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From the color composition to the color psychology: Soft drink packaging in warm colors, and spirits packaging in dark colors

Cited by 9 publications

References 65 publications

Analyzing the color availability of AI‐generated posters based on K‐means clustering: 74% orange, 38% cyan, 32% yellow, and 28% blue‐cyan

Analyzing the color availability of AI‐generated posters based on K‐means clustering: 74% orange, 38% cyan, 32% yellow, and 28% blue‐cyan

Less saturated, more eco‐friendly: Color saturation and consumer perception of product sustainability

Intuitively Searching for the Rare Colors from Digital Artwork Collections by Text Description: A Case Demonstration of Japanese Ukiyo-e Print Retrieval

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