下面这个是一篇比较适合开头的文章,还有谈到最早的color theory and personality,你可以在文中看到:
http://www.grokdotcom.com/colorandpersonality.htm
这里是西方人对颜色的理解:
http://www.colorconnections.com/colorconnections_2007/huemeanings.html
参考资料的链接是很好的一篇文章,又提供很多其他你可能会用到的points, 在最后的References里,如果你看不到,我给你copy到这里了,相关的部分:
http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6V7S-4MG6P94-1&_user=100241&_rdoc=1&_fmt=&_orig=search&_sort=d&view=c&_version=1&_urlVersion=0&_userid=100241&md5=bc251e5cf79138bb3577f91b03bd16d8
(您提交的参考资料超过50字,请删除,晕倒,发这里了)
第一个main point 我打算讲冷/热颜色系列的人 性格偏向,结合上面的文章一起看一下比较有帮助:
Research in the field of psychophysiology suggests that warm or high wavelength colors such as reds, oranges, and yellows, may have physiological effects opposite those of low wavelength or cool colors, such as blues, greens and whites (Bellizi et al., 1983 and Bellizi and Hite, 1992 J.A. Bellizi and R.E. Hite, Environmental color, consumer feelings and purchase likelihood, Psychol Mark 9 (1992) (5), pp. 347–363.Bellizi and Hite, 1992).
The origins of the conceptual framework that categorizes colors along a cool–warm continuum are found in the color preference test developed in the 1940's by Max Luscher, a Swiss psychologist (Gage, 1999). In this test, still in use today by ethnographers, blue is believed to be expressive of tranquility and tenderness, whereas orange/red is believed to be expressive of desire and sexuality (Gage, 1999, p. 103). The cool–warm interpretation of colors seems to have largely permeated Western cultures, so that most people “think of yellows, oranges and reds as at the ‘warm’ end of the spectrum and blues and greens as at the ‘cool’ ”(Gage, 1999, p. 22).
Cool and warm colors relates almost universally with different meanings by consumers, according to recent consumer research. Madden et al. (2000) provide a large scale, eight-country study into the meanings of different colors and found a robust demarcation between cool colors (green, blue, white) and warm colors (yellow, gold, orange, red and purple). Typically, blue, green and white clustered close together were associated with peaceful, gentle, and calming meanings, and yellow, gold, orange, red and purple clustered together were associated with emotional, vibrant, hot, active and sharp meanings.
第二main point 是不同文化下 人们对颜色象征的了解不同:
It may be that, rather than the colors themselves having an impact on individuals, the symbolic meanings cultures imbue colors with, are responsible for observed effects. Jacobs et al. (1991) examine the associations between colors and meanings in four countries (China, Japan, South Korea, United States) and found that blue was generally associated with high quality and red with love. Some interesting intercultural contrasts were found as well: While purple was associated with expensive products in the three Asian countries, it connoted inexpensive products in the U.S.
Another key interest of concern is the differences in effects by consumer subculture. Prior research suggests that preferences for and responses to colors can differ on the basis of age (Yalch and Spangenberg, 1988), gender (Hattwick et al., 1950 and Yalch and Spangenberg, 1993), race (Lee and Barnes, 1989/1990 Lee S, Barnes JH. Using color preferences in magazine advertising. J Advert Res 1989/1990; (Dec./Jan): 25–30.Lee and Barnes, 1989/1990) and personality (e.g., Anderson et al., 1994, Gelineau, 1981, Bjerstedt, 1960 and Choungourian, 1967). Moreover, considerable research suggests that Anglo-Canadians and French-Canadians differ along a number of consumption dimensions, including shopping patterns (Schaninger et al., 1985), lifestyles (Hui et al., 1993), ecological attitudes (Laroche et al., 2002), deal-proneness (Laroche et al., 1997), and credit card usage (Chebat et al., 1988). Thus, it seemed reasonable to expect that warm and cool color décor schemes might differentially affect French- versus Anglo-Canadian consumer subculture segments.
