• Journal of Distribution Science
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• v.14 no.10
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• pp.117-126
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• 2016

Purpose - Color is perceived to have an effect on humans' cognition and behavior because of its association with specific concepts. Since there are few studies linking color and price presentation, we investigated a constrained condition of consumers' regulatory focus and involvement. Research design, data, and methodology - We performed a 2 (color: red vs. black) × 2 (regulatory focus: prevention vs. promotion) × 2 (involvement: high vs. low) test of our hypothesis. The target product was a portable data storage device (USB) and data from 165 respondents were analyzed. Each condition had two stages. In the first, product information and price were presented. After reviewing the product information, respondents evaluated price attractiveness. In the second stage, respondents filled out regulatory focus and involvement questionnaires. The main variables were color, regulatory focus, and involvement. Therefore, we ran a three-way ANOVA (Analysis of Variance) to test our hypothesis. Results - When the price was red (vs. black), consumers perceived the red price as more attractive than the black price. However, this effect varied by situation. Specifically, in the low involvement condition among prevention-focused consumers, when the price was in red, price attractiveness was higher than when the price was in black. However, for promotion-focused consumers, there was no difference in the price color effect. In the high involvement condition, promotion-focused consumers showed stronger price attractiveness for the red price than the black price. However, the effect of price color diminished for prevention-focused consumers. That is, prevention-focused consumers did not reveal a different price perception between red versus black in the high involvement condition. Conclusions - This research contributes by academically linking the effects of color to price attractiveness, and focusing on the interaction of regulatory focus and involvement. When involvement is low, the effect of red disappeared for promotion-focused consumers, whereas the same happened for prevention-focused consumers under the condition of high involvement.

• Journal of the Optical Society of Korea
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• v.17 no.4
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• pp.344-349
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• 2013

This paper proposes a simulation algorithm to assess the gradual yellowing vision of the elderly, which refers to the predominance of yellowness in their vision due to aging of the ocular optic media. This algorithm employed the spectral transmittance property of a yellow filter to represent the color appearance perceived by elderly people with yellow vision, and modeled the changes in the color space through a spectrum change in light using the yellow filter effect. The spectral reflectivity data of 1269 Munsell matte color chips were used as reference data. Under the standard conditions of a D65 illuminant and a $10^{\circ}$ observer of 1964 CIE, the spectrum of the 1269 Munsell colors were processed through the yellow filter effect to simulate yellow vision. Various degrees of yellow vision were modeled according to the transmittance percentage of the yellow filter. The color differences before and after the yellow filter effect were calculated using the DE2000 formula, and the color pairs were selected based on the color difference function. These color pairs are distinguishable through normal vision, but the color difference diminishes as the degree of yellow vision increases. Assuming 80% of yellow vision effect, 17 color pairs out of $(1269{\times}1268)/2$ pairs were selected, and for the 90% of yellow vision effect, only 3 color pairs were selected. The result of this study can be utilized for the diagnosis system of gradual yellow vision, making various types of test charts with selected color pairs.

• Journal of the Korean Society of Costume
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• v.39
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• pp.79-89
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• 1998

This study was carried out the effect of stability and color extract for it's condition in the curcuma L.. dyeing. The stability is to investigate the absorbance of the curcumin, one of the major yellow pigments and the stability regarding the effect of light, oxygen temperature and pH. The dyeing condition is compared the effect of mordanting condition and the best way to extract pigment and analysed through the color-fastness rating, color-difference value test. The main results obtained are summarized as follows ; 1.The best and proper solvent to extrect curcumin pigment was a ethanol and a distilled water. 2. The light effect indicated that the absorbances of solution in absence of ligh was more stable. 3. The oxygen(O2) effect to curcumin show-ed that the condition in the absence of O2 was more stable than that in presence of O2 4. The temperature showed that the absorbnace was best stable in4$^{\circ}C$ and less changed at $25^{\circ}C$ 5. The curcumin-etanol solution was stable in pH 2~4. 6. Generally color-fastness rating to silk, wool and cotton indicated that crocking C.F. and perspiration C.F. were more than 3rd grade and dry cleaning C.F. was more than 4th grade. But light color-fastness and washing color-fastness were very poor. 7. To make good color fastness, the mordan-ting treated group and the pre-mordant conditions were more effective than others 8. When compared with color-difference value test indicated that the silk was looks like more reddish and bluish color and than the wool and cotton were greenish and bluish. As a mordant, A(C2H4OH(COOH3) and D(K2Cr2O7)were more effective to make green-ish color in the silk and the reddish color was abtained by B(Al.K(SO4)2.12H2O) and C(FeSO4.7H2O).

• Archives of design research
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• v.17 no.2
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• pp.209-220
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• 2004

This research was conducted to see the effect of color combination and layout in the design of web sites. Eight color combination samples and four basic layouts were selected and web pages designed from their combinations were used in the experiment. The main sensibility effects were found in the 'light, soft, and rich' color combination and in the 'light, dear, simple, warm, neat, and soft layout, respectively. Among the combinations of two factors, the combination of 'dark, hard, and simple' color combination and 'cold, somber, hard, and urban' layout had the sensibility effect. The results showing sensibility word with the sensibility of color combinations in themselves appeared first implies that much of the sensibility effects were caused by the color combinations. In case of layout, as it went from layout A to layout B, to layout C, and to layout D, that is, as the layout got more complicated, it had a 'rich and urban' impression. As a result, the sensibility effect caused by color combination was bigger than the sensibility effect caused by layout. However, layout is crucial in color combinations, it is also important in the design of web sites.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.8
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• pp.1052-1059
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• 1998

The purposes of the study were to analyse the colors and, color combinations effect on the image perception using gestalt theory. The research method was a quasi-experimental with a between subjects design. The experimental materials developed for the study were a set of stimuli and a response scale. The stimuli was consisted of 17 drawings of females wearing Korean traditional dress, by using CAD simulation. A response scale consisted of semantic differential scales. The subjects were 1138 undergraduate students of Taejon city, Chungnam province and Chungbuk province. Their responses to the semantic differential scales were analyzed using factor analysis, ANOVA, Duncans multiple range test. Results were as follows; 1) The colors effect of blouse was significantly greater than the effect of skirt, and no interaction effect was found between blouse colors and skirt colors. 2) In bi-color combination dress set, the combined image of the two colors were compared to the image of the two mono color sets: No single principle was found, however, salient color (such as yellow) and unattractive color (such as green) seemed to act as central trait colors on the image perception. On conclusion the visual image of Korean traditional dress wearer was affected by central trait colors in bi-color combination, and this results support the gestalt theory with central traits.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.7
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• pp.851-861
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• 2003

The objectives of this study were to investigate the effect of perceiver's fashion involvement, clothing color, and background of object person on image perceptions of clothing, and to examine how clothing color preference vary according to perceiver's fashion involvement. Subjects were 273 college women in the metropolitan area of Seoul. The T-shirt was changed into 11 colors by using the CAD system. Five factors were derived to account for the dimensions of image perception. These were individuality, elegance, femininity, activity, and neatness. Perceiver's fashion involvement gave a significant influence on perception of individuality. Clothing color gave significant influences on 5 image dimensions. White and beige were evaluated neat image. Neatness factor had an interaction effect by fashion involvement and clothing color. The high involvement group evaluated white and beige shirt more neatly, and orange and yellow less neatly than the low involvement group. Individuality and elegance had an interaction effect by fashion involvement and background of object person. The high involvement group liked red, violet, and black shirt more than the low involvement. Refined and becomingness image gave significant influences on clothing color preference in both high and low involvement groups.

• Journal of Korea Multimedia Society
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• v.18 no.3
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• pp.349-358
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• 2015

Simulating color appearance of makeup effect is an important issue in computer graphics as well as cosmetic industry. Most of previous works on makeup simulation are simple color blending to mimic the cosmetic effects. Some of previous works employed Kubelka-Munk model to accurately simulate the layering effect of cosmetics. However, the simulation limited on single point, and the rest of area are still computed by simple color blending utilizing the color of the single point simulation. This paper presents an image-based method to compute the color appearance effect of makeup application using per-pixel Kubelka-Munk model. Unlike the previous methods, it is possible to compute per-pixel application thickness as well as optical property of cosmetics. The computed thickness pattern can be used in makeup simulation for a more realistic makeup simulation.

• Preventive Nutrition and Food Science
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• v.8 no.2
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• pp.185-190
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• 2003

Gamma irradiation was used as part of a new processing method to produce a brighter-colored and mild-flavored green tea leaf extract that retained all of its physiological activities. Dried green tea leaf was extracted with 70% ethanol and gamma irradiated at 0,5, 10, 20 kGy. Hunter color $L^{*}$- and $a^{*}$-values were increased with irradiation in a dose-dependent manner, which was a color range from dark brown to bright yellow. However, the irradiation effect gradually disappeared during 3 weeks of storage, with color reverting to that of untreated samples. There was no difference in the radical scavenging and tyrosinase inhibition effect by irradiation. Among antioxidants used, ascorbic acid was the most effective against color reversion. In contrast, cysteine was shown to protect the effect of color change with irradiation. Results indicated that enhanced color of irradiated green tea leaf extract can be effectively controlled by additives such as ascorbic acid and a low storage temperature.e.e.

• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.1
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• pp.68-83
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• 2020

This study suggests a method to predict the color appearance of textiles that shifts depending on illumination variations. The suggested method allows the calculations of lightness, chroma, and hue appearance values from the spectral reflectance values of the textile and illuminant. The accuracy of the method was evaluated through numerical and statistical comparisons between the predicted and the measured color appearance values of 24 fabric samples under CIE standard illuminant D65. As a result, there were excellent agreements between the two data sets with the error values close to zero. The predicted color appearance values of 24 samples under two illuminating (color temperature-luminance) conditions, 2700 K-100 cd/㎡ and 6500 K-100 cd/㎡, were then compared to prove the significant effect of illumination on the color appearance of textiles. The color appearance values were also compared with spectrophotometrically measured physical color attributes, that is, true colors of the samples. The physical color attributes of samples were unchanged; however, differences in color appearance under different conditions were generally much larger than the suprathreshold color difference tolerances discussed in the color science literature. Finally, the magnitude of the illumination effect depending on the physical color attributes of samples was also analyzed.

• Textile Coloration and Finishing
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• v.25 no.4
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• pp.337-344
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• 2013

This study aims to understand the advertising recall effect in accordance with color scheme of advertising by subdividing it into brand, picture, color, and style. The results of this study are like following. In the results of the study on advertising recall, first, there were significant differences in picture and color recall. The picture recall was the highest in complementary color scheme while color scheme was shown the highest in single and complementary color schemes. Regarding the advertising recall in accordance with subscription time of fashion magazines, second, the advertising recall can be different in accordance with subscription time of magazine, major, purchase experience, and interest. In case of picture advertising recall depending on major, third, majors highly recognized complementary color scheme in picture recall and also similar color scheme in color recall. Regarding the advertising recall depending on experience in purchasing magazines, purchasers highly recognized complementary color scheme in picture recall and also tone-in-tone color scheme in color recall. In case of the advertising recall in accordance with interest in fashion advertising, the group with interest highly recognized complementary color scheme in picture recall and also similar color scheme in color recall.