Study on multi-color emotion based on fashion color in 2019. Issue 3 (25th November 2020)

• Record Type: Journal Article
• Authors: Bai, Yuanyuan; Xue, Yuan
• Is Part Of: International journal of clothing science and technology. Volume 33:Issue 3(2021)
• Page Start: 388
• Page End: 401
• Publication Date: 2020-11-25
• Subjects: Fashion color -- Multi-color matching -- Multi-color emotion -- Factor analysis -- Cluster analysis; Clothing and dress -- Periodicals; Textile fabrics -- Periodicals; 677
• DOI: 10.1108/IJCST-06-2019-0084
• Languages: English
• ISSNs: 0955-6222

Abstract

Abstract : Purpose: The purpose of this paper is to derive the relationship between color schemes and emotion to serve for designers and consumers. Design/methodology/approach: The three attributes of hue, brightness and saturation of the selected sample color are analyzed, and the Semantic Differential (SD) method is used for the emotional evaluation of color schemes, and data obtained from the emotional evaluation of color schemes is analyzed by using Excel software for mean statistics and SPSS software for factor analysis and cluster analysis. Findings: From the results of the factor analysis, three main factors that affect the feeling of the color scheme can be extracted: "personality", "gender" and "fashion". Color emotions can be achieved by changing the level of color saturation and brightness, the cold and warmth of the hue and the way of color combination. Research limitations/implications: Since it takes a long time to fill out the questionnaire, the number of valid questionnaires collected is a little less and the research data is limited. In addition, some problems are not taken into account such as geography and so on, so the results of the statistical analysis are not very precise and further research is needed. Practical implications: It can provide information of emotional color schemes for designers and consumers, and based on the SD method, an emotional color matching questionnaire is designed and statistical analysis is conducted to establish the relationship between emotion and color schemes. Originality/value: Based on the fashion color sample and color harmony theory, the color matching rules and color matching schemes are designed independently.