Investigating affective color association of media content in language and perception based on online RGB experiment

Kyung Jae Lee

doi:10.1117/12.597939

18 March 2005 Investigating affective color association of media content in language and perception based on online RGB experiment

Kyung Jae Lee

Author Affiliations +

Proceedings Volume 5666, Human Vision and Electronic Imaging X; (2005) https://doi.org/10.1117/12.597939
Event: Electronic Imaging 2005, 2005, San Jose, California, United States

Abstract

As an investigation of color categorization in language and perception, this research surveyed the affective association between certain colors and different media contents (movie genres). Compared to scientific graphics, entertainment graphics are designed to deliver emotionally stimulating content to audiences. Based on an online color survey of 19 subjects, this study investigated whether or not subjects had different color preferences on diverse movie genres. Instead of providing predefined limited number of color chips (or pictures) as stimuli, this study was conducted by asking the subjects to visualize their own images of movie genres and to select their preferred colors through a RGB color palette. To compare the distribution of movie genres, the user selected colors were mapped on CIE chromaticity diagram. The subject also described both their preferred color naming of different movie genres and three primary color names of the their most favorite movie genre. The results showed that the subjects had different color associations with specific movie genres as well as certain genres showed higher individual differences. Regardless of genre differences, the subjects selected blue, red or green as their three primary color names representing their favorite movie genres. The results supports Berlin & Kay’s eleven color terms.

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Kyung Jae Lee "Investigating affective color association of media content in language and perception based on online RGB experiment", Proc. SPIE 5666, Human Vision and Electronic Imaging X, (18 March 2005); https://doi.org/10.1117/12.597939

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