Conveying colour research to design practice: Design and evaluation of a<scp>web‐based</scp>colour tool

Won, Seahwa

doi:10.1002/col.22580

Cited by 7 publications

(12 citation statements)

References 21 publications

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“…Colour is an important marketing tool for many products since consumers will often choose to purchase a product when it is presented with expected or preferential colours or colour schemes 22,33 . From previous research, consumers' product‐colour decisions are often connected with consumers' individual colour preference, expected function, or performance or association depending on the type of product.…”

Section: Discussionmentioning

confidence: 99%

The effect of decision time‐length condition on consumer product‐colour purchase decision

Westland

et al. 2021

Color Research & Application

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This article describes a developed conceptual framework for understanding consumer product‐colour purchase decision in different time‐length conditions. The research and method were developed on the basis of research from authors' previous study. An influence element, decision conditions (especially, decision‐time‐length), has been introduced. The purpose of this study is to test whether the length of decision time‐length affects the stability of consumers' product‐colour decisions; also, to identify the relationship between the length of decision time and how extent of colour factors working on consumers' product‐colour decisions. This work used three research activities (two‐set online surveys and one‐set laboratory experiment) and two research methods (multiple choice for six‐alternative‐forced‐choice and multiple choice for rank order) with visual component to investigate which colour a participant would choose if asked to select a product to purchase when there is a range of colours available in different time‐length conditions, 64 participants were recruited to take part. The study finds that consumers might make different product‐colour decisions when they are in different shopping‐time conditions. The framework suggested that consumers' individual colour preferences may be more likely to influence consumers' product‐colour purchase intentions in short‐time decision‐making conditions; and primary colour factors might influence consumer product‐colour purchase intentions more in the long‐time decision‐making condition.

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Section: Discussionmentioning

confidence: 99%

The effect of decision time‐length condition on consumer product‐colour purchase decision

Westland

et al. 2021

Color Research & Application

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“…13 However, different from Hsiao et al 19 and Ding et al 21 , the eye-tracking technology extracts a more intuitive heat zone map. Besides, the adoption of eye-tracking heat zone maps avoids the calculation of complex formulas such as color clustering, which reduces the requirement for expertise in color reuse of animated images and improves the e ciency of product color design 11,16,19,21 .…”

Section: Animated Image Color Extractionmentioning

confidence: 99%

“…Among them, the image color reuse is to extract the at image color style in the process of product design, where the at images is an important source of inspiration for designers to carry out product color scheme design 4 . However, consumers will expect more different color combinations based on product categories or color trends, which can be a di cult job for designers 11 . Animation is a formal of visual communication 12 .…”

Section: Introductionmentioning

confidence: 99%

“…Nevertheless, there remain two overlooked problems to be solved. Firstly, consumers will expect more colors with different imagery 11 . Since source images from different dimensions can provide more inspiration for the target color scheme 13 , the lack of consideration of existing color cases with more dimensions will inevitably limit the success rate and e ciency of product color matching to a certain extent 3 .…”

Section: Introductionmentioning

confidence: 99%

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Converting animated image colors into product colors: An eye- tracking technology and MLP-based color matching design method

Hua

2022

Preprint

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Images are a significant source of inspiration for designers to carry out the color design. However, the absence of animated images in the product color design can create confusion for designers. To convert animated image colors to product colors, this work a hybrid method of using the eye-tracking technology to assist color extraction and an intelligent algorithm to screen out the best color scheme. Firstly, the eye-tracking technology is adopted to collect the hot spot distribution of subjects while watching the animated images. According to the eye movement hot spot distribution, the most interesting animated color is extracted. And then, with the help of multilayer perceptron neural network, the color design of three-color children’s shopping cart product is carried out on the extracted animated color. Experimental results show that the color extraction based on the eye-tracking technology and the color scheme screening based on the intelligent algorithm can realize the effective conversion from animated image colors to product colors. This work proposes a color scheme design method from animations to products, which further expands the image color sources in product color design and can quickly and accurately find the color scheme that matches the animated image and the product.

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“…Among them, the image color reuse is to extract the flat image color style in the process of product design, where the flat images is an important source of inspiration for designers to carry out product color scheme design 4 . However, consumers will expect more different color combinations based on product categories or color trends, which can be a difficult job for designers 11 . Animation is a formal of visual communication 12 .…”

Section: Introductionmentioning

confidence: 99%

An eye- tracking technology and MLP-based color matching design method

Hua

2023

Sci Rep

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Images are a significant source of inspiration for designers to carry out the color design. However, the absence of animated images in the product color design can create confusion for designers. To translate the colours of the animated images into product colours, this work used eye-tracking technology to aid colour extraction and the multilayer perceptron neural network (MLP) algorithm to train a product colour decision model to filter the best product colour schemes. Firstly, eye tracking technology is used to collect the distribution of hotspots of the subject while viewing the animated images. Based on the distribution of eye-tracking hotspots, the most interesting animated colours were extracted. Then, the MLP is applied to train a colour decision model for children's shopping cart products, and the colour decision model is used to filter the optimal solution for the product colour, and finally the colour design is completed from the animated colour to the three-colour children's shopping cart product. Experimental results show that the color extraction based on the eye-tracking technology and the color scheme screening based on the intelligent algorithm can realize the effective conversion from animated image colors to product colors. This work proposes a color scheme design method from animations to products, which further expands the image color sources in product color design and can accurately find the color scheme that matches the animated image and the product.

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Conveying colour research to design practice: Design and evaluation of aweb‐basedcolour tool

Cited by 7 publications

References 21 publications

The effect of decision time‐length condition on consumer product‐colour purchase decision

The effect of decision time‐length condition on consumer product‐colour purchase decision

Converting animated image colors into product colors: An eye- tracking technology and MLP-based color matching design method

An eye- tracking technology and MLP-based color matching design method

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