Izvorni znanstveni članak

Yellow as a dominant tone

Anica Hunjet ; Ministry of Science, Education and Sports of the Republic of Croatia, Donje Svetice 38, 10000 Zagreb, Croatia
Đurđica Parac-Osterman ; University of Zagreb, Faculty of Textile Technology, Prilaz baruna Filipovića 28a, 10000 Zagreb, Croatia
Mirta Benšić ; J. J. Strossmayer University of Osijek, Department of Mathematics, Trg Ljudevita Gaja 6, 31000 Osijek, Croatia

Sažetak

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.

Ključne riječi

objective evaluation of color; psychophysical method; Kruskal-Wallis ANOVA; yellow; the background color

Hrčak ID:

79163

URI

https://hrcak.srce.hr/79163

Datum izdavanja:

29.3.2012.

Podaci na drugim jezicima: hrvatski

Posjeta: 3.440 *