Color, which is seen through the automotive visual display, such as menu, information display, or background, is an important factor for stimulating consumer’s affection, and efforts are being made to express the image of the brand and product of th... Color, which is seen through the automotive visual display, such as menu, information display, or background, is an important factor for stimulating consumer’s affection, and efforts are being made to express the image of the brand and product of the automobile through color. Studies on color have focused only on the preference of color and on the inherent characteristics of color, but cross-cultural studies on the affective approach to color with the variation of tone and chroma in one color is not enough. In this study, evaluation of affections about how users perceive the colors is conducted, as seen in automotive visual display according to regional characteristics such as North America, Europe, and East Asia. Especially, the purpose of this study is to understand how affections are influenced by differences of color among the representative colors formed by changing tone and chroma with regional characteristics. In order to find out visually related affections that users perceive from color, affective adjectives related to color were extracted through existing literature and adjective dictionaries, and the affective dimension of color were derived through evaluation of various colors. Prior to affective evaluation, red (R), green (G), and blue (B), which are the three primary color that constitute the color of the automotive visual display were defined as one representative color group. With regard to constructing the colors of one color group, the evaluation objects of each color group are constituted by the colors considering the change of the tone and the chroma, and the color values are changed by changing the RGB values of the remaining two light sources. Afterwards, affective evaluation was conducted on 181 subjects who had regional characteristics in North America (48 subjects), Europe (33 subjects), and East Asia (81 subjects). As results, representative affections of colors in automotive visual display were derived as three affective dimension: ‘passionate’, ‘fresh’, and ‘masculine’. Based on the results, affective evaluations of the colors displayed through automotive visual display reflecting regional characteristics were performed. As results, the affections of Korean and European on colors were statistically different from those of North American. In addition, it is necessary to carefully consider regional characteristics when expressing red in the color representation in the automotive visual display, because the affective change is the greatest in the red color group. It is expected for the results of this study to be used for coordination and color selection on the automotive visual display considering consumers’ demographics. ，韩语论文题目，韩语论文题目 |
