The inheritance and creative design of traditional color scheme based on modern consumer's psychological perception: Taking Chinese traditional decorative pattern's color collocation as an example. Issue 4 (16th December 2020)

• Record Type: Journal Article
• Authors: Xu, Bing
• Is Part Of: Color research & application. Volume 46:Issue 4(2021)
• Page Start: 856
• Page End: 870
• Publication Date: 2020-12-16
• Subjects: color creation -- consumer psychological perception -- traditional color inheritance -- traditional color scheme; Color -- Periodicals; 535
• DOI: 10.1002/col.22604
• Languages: English
• ISSNs: 0361-2317

Abstract

Abstract: Color in traditional decorative patterns is one of the most important characteristics that can not only be easily identified, but also be taken as a specific symbol of one country or nation. As most of the traditional color schemes are based on ancient aesthetics and wisdom, in order to make them more in line with the aesthetic cognition of modern consumers, an innovation of traditional color schemes is very necessary. This article conducted an experiment to test modern consumers' psychological perception towards different traditional color combinations based on PAD three‐dimensional model and SAM measurement scale. Then the computer image recognition technology and mathematical modeling were applied to establish the relationship between different psychological perceptions and traditional color schemes to guide further design. It was found that some colors have a positive effect on consumers' preference, while some others can reduce consumers' preference; certain color combinations convey feelings of joy or warmth; the appropriate use of high saturation and moderate value colors have more attractions for consumers. Based on the results, new combination schemes for traditional colors were presented, so as to realize the creative design of traditional colors based on the psychological perception of modern consumers.