# 服飾產業の顏色研究：《顏色的情感內涵—質性研究》簡單筆記

###### date: 2021-05-19
###### tags: `服飾研究`, `服飾開發`

##### 1. 色調的大略分類
（1）暖色：紅、橙、黃、粉紅
（2）冷色：青、藍、紫、綠、灰
（3）中間色：黑、白、咖啡

##### 2. 暖色系的意象 —〈主動性〉、〈活力〉
顏色在心理層次的積極性: 紅色 > 橙色 > 黃色

##### 3. 暖色系 的 〈色彩感覺〉
紅色: 激情、興奮、刺激([9])、憤怒
橙色: 愉快、爽朗
黃色: 開心、高興
粉(紅)色: 「低調」、「不強調主動性」、更具女性氣質([12-14])
淺紅色更加柔和，不表現強烈的情緒
與「女性氣質」關聯性更高、
Girly (女孩的 ~> 年輕的、富有女性氣質的)

##### 4. 冷色系 的 〈色彩感覺〉
綠色: "neutral"(中性的)、和平、親近自然、田野風、農村風格、放鬆
藍色: "neutral"(中性的)、冰冷的、冷靜的、水性的、平滑的、放鬆的
※ turquoise 綠松色: 介於藍綠之間的顏色 (有點像 cyan，但更深)
~> turquoise 比較接近藍； cyan 比較接近綠; 二者皆介於藍綠
紫色: 平靜、令人放鬆、鎮定的、富有女性氣質的
※ 紫色比起粉色沒有那麼明顯的女性氣質，
但有些男性受訪者仍覺得紫色因具有女性氣質而不太適合自己。
灰色: 鎮定、低調、平淡、較無特定的色彩感覺、情緒較不強烈

##### 4. 中間色 的 〈色彩感覺〉
黑色: 神秘的、非主流、酷炫的、休閒
白色: 積極的、樸實、單純的、友善的、婚禮相關
咖啡色: 較無特定的色彩感覺

##### 5. (補充) 亮色 的 〈色彩感覺〉
※ 此處的「亮色」表示包含白色在內的明亮顏色
部分受訪者表示:「鮮綠色、鮮黃色」對其的顏色感覺是「幸福的」

### 參考文獻
### Thomas Clarke and Alan Costall, “The emotional connotations of color: A qualitative investigation”, 2008.
https://www.researchgate.net/publication/229661860_The_emotional_connotations_of_color_A_qualitative_investigation

### 參考文獻—原文摘要

#### 暖色調
the present study also found that "warm" colors
such as "red", "orange", and "yellow"
did evoke the more active emotions.

#### 暖色調 之 1: 紅色
When questioned about red, 75% of participants
made comments regarding red’s highly emotive nature
relating to love, anger, and passion:
" Makes me think of emotions like anger and passion." — Alison
"Anger, rage, warmth." —Heather
"Deep, high emotion." —Natalie
These results are also very similar to those reported by
Wexner[9] who found that the words "exciting"and "stimulating"
were often associated with the color red.

#### 暖色調 之 2: 橙(橘)色 和 黃色
For orange, 56% of the participants also reported similar
active emotions(主動、積極的情緒),
although they tended to be more pleasant:
"Homely", "warm", "happy" and "energetic". —Lisa
However, the "warmth" of red, orange and yellow
varied along a continuum.

Red was talked about in reference to "heat" and "fire"
by 19% of participants.

Yet as the questioning
progressed onto orange then to yellow, words such as
"warmth", "sunshine" and "flames" became used by 44%
of participants,
suggesting the type of heat developed from
that of an intense heat to more of mild warmth. Perhaps the
decrease in warmth of a color is a reflection of the level of
arousal the color evokes, which may explain the range of
associations, from strong emotions such as "passion" and
"anger" with red, to milder emotions such as "happy" with
orange, and "smiley" and "cheery" with yellow.

#### 暖色調 之 2: 粉(紅)色
Pink
This was also the case for pink where its lightness was
said to "tone down" the aggressive and active feelings
associated with red and make it more feminine (see also
Lee and Lee,[12] Garret and Brooks,[13] Weller and Livingston.
[14]
"If it’s a light red it’s softer, not as strong emotions,
although once it becomes pink it’s more feminine"—
Natalie
The association of femininity with pink was extremely
strong and very common, 69% explicitly referring to pink
as feminine:
"Pink and red are girly colors."—William
"Girly, fluffy, it’s very feminine, it’s a soft colour,
makes me think of a dog’s nose."—Heather
"Girly, bubbly, Barbie dolls."—Mike

#### 冷色調

#### 冷色調 之 1: 綠色 和 藍色
Green and Blue
The results also corroborated previous research concerning
the qualities of green and blue. For example,
Spielberger[10] and Wexner[9] found that green and blue
were associated with low anxiety levels and the qualities
of being comfortable and soothing. About 44% of our
participants made very similar comments about green:
"It’s peaceful, as long as its olive green, it kind of
means nature as well, and I suppose nature equals
peace."—Royston
"It’s a peaceful colour as it's like the countryside,
which is also relaxed and peaceful." —Lisa
"Sad, it's a heavy colour when rich" —Alison
"Sea, sky, it's a very free colour, calming, its soothing
and relaxing."—Nikki
The responses for green and blue were very similar
with terms such as "neutral" often being used. The associations
of green and blue with "calm" and "peaceful"
was also common, yet there was a gradation. While green
was often referred to as "neutral" and "cool" (44%)
when the questioning progressed onto blue such terms as
"cold," "cold colour" and "water" became increasingly
frequent (69%). In fact, one of the participants explicitly
suggested the existence of a symbolic continuum:
"Green – blue turquoise type colours are kind of on a
continuum between the meaning of green and
blue." —Natalie

#### 冷色調 之 2: 紫色
Purple
Interestingly, references to temperature, either warmth
or coldness, abruptly stopped beyond blue. Purple was
never referred to as "cold"; however, 50% of participants
did make reference to purples calming and passive nature,
for example:
"Placid feelings, it's a calming colour" —Kerrie
"Feminine, I don’t think much of purple" —Mike

#### 中間色 之 1: 黑與白
Black and White
The responses obtained for black were consistent with
the research of Adams and Osgood11 and Wexner9 who
reported that black is bad, strong, and inactive as well as
powerful and masterful. About 69% of our participants
regarded it as a symbol of evil, malice and death:
"It’s an evil sinister kinda colour."—Alison
"Everything drowns in black, it ‘takes’ everything
into it"—Alison
Interestingly, 68% of the comments made of white
made reference to black, usually as being its opposite:
"Just take everything I said about black and use that,
and reverse some of it."—Jo
As one participant put it, ‘‘[White] can mean death, but
in a more peaceful way [than black]." Whereas black signified,
"Death and bad things: evil sinister things"
(Natalie), white, even when referring to death, was more
positive.
It seems strange that black is so popular in fashion and
marketing when it potentially could carry a whole host of
negative connotations. It’s of the authors’ only personal
opinion that its popularity is down to blacks’ overtones of
power and the supernatural. Its use being to represent
something mysterious, rebellious or an alternative, traits
that by some may seem appealing.
"Death but in a different way from black, the whole
‘a light at the end of a tunnel’ type thing."—Claire
Lightness and Hue
Hemphill1 investigated the affective significance of
bright colors which included white, and found that, for
bright colors, 61% of the responses were positive, potentially
demonstrating how the lightness and brilliance of
white is the source of its positive traits. When participants
mentioned the term "light colours" or similar, it is presumed
that due to the examples of pale colors that are
given, that individuals are referring to a colors "value" as
opposed to its "chroma" as depicted in the Munsell color
system. It may well be that white represents the pinnacle
of positive emotions, as opposed to black which seems to
be entirely negative. This especially seems true when the
responses for white are analyzed. About 88% of the participants’
answers included comments about white’s pleasant
and positive traits:
"Heavenly, excited; it’s a euphoria type, happy"—
Katherine
"Weddings, innocence, plain, pure, babies, and fluffy
clouds"—Adam
About 50% of participants related the positive significance
of a color to its lightness rather than its hue:
"Bright green would be happiness, light colours are
always happy regardless of colour"—Rachel
"Pale and bright yellow is far happier."—Kerrie

#### 中間色 之 2: 咖啡色
Brown
Responses to brown were typically neutral or negative
(see Hemphill1).
About 44% of the participants reported that brown carried
very few emotive qualities (in fact, three of the participants
completely skipped the topic of brown as they had
so little to say). Few people related it to any particular
emotion but made comments such as "Earthy, mud, nature,
I’ve got no real feeling towards brown" (Heather), and
"I’ve got nothing to say really, it’s just brown" (Alison).