色彩嗜好性別說之理論探討與驗證

The Theoretical Discussion and Validation of Color Preference in Gender

張子涵(Zih-Han Chang) ； 黃雅卿(Ya-Ching Huang) ； 陳俊宏(Jun-Hong Chen)

《商業設計學報》 15期 (2011/11) Pp. 57-76

https://doi.org/10.29514/TJCD.201111.0004

摘要

本論文主要針對「性別」在色彩嗜好產生差異的理論進行探討與驗證調查。在本文中，研究者首度結合實物調查統計對色彩嗜好學說進行分析，利用抽象性的色票與具體的實物－臉盆、手機，對受訪者進行問卷調查。研究發現「性別」係很容易顯現色彩差異性的變因，其驗證結果為：1.男性多喜好vivid tone，女性偏愛light tone色彩。2.在單色範圍時，男性較嗜好青色系統，厭惡橄欖色、紅紫色；女性較喜歡紅色系統，討厭橄欖綠、暗青藍。3.個人嗜好色達顯著差異性的有18個色彩，佔色票樣本總數的三分之一多，而厭惡色亦有8個顏色，可見「性別」影響程度之多。4.表現在具體的實物－臉盆和手機上，男女性所嗜好的臉盆皆是天空藍與白色，厭惡的有暗棕色、黑色及鮮艷藍，並在pink reddish orange、soft reddish orange、vivid yellowish green、soft yellow green 4個色彩達顯著差異性，手機則是vivid purplish red、dark red purple、pink purplish red、dark olive、deep violet、brown orange、white、light grayish violet和black具顯著差異，男女皆多嗜好白、黑跟鮮紅，厭惡深棕、鮮黃和橄欖綠。

關鍵字

色彩嗜好 ； 色彩學 ； 年齡說 ； 性別說 ； 理論與驗證

並列摘要

In this study, the theoretical investigations into the color preferences of ”gender” are explored and validated. The combination of in-kind statistic and color preference theories are first discussed in this paper. The basins, cell phones, and color tickets are used for the questionnaire. It is found that the ”gender” is the easier variable to show the differences of color preferences. There are the results in this paper: 1. Males like vivid tone and females prefer the light tone color. 2. In monochrome, males like blue system but dislike olive and red purple; females preferred system but dislike olive and dark greenish blue. 3. The ”gender” is really an important factor because there are 18 colors (more than one-third of the total samples) and 8 nauseous colors shown in significant differences of personal color preferences. 4. In basins, the preferred colors are sky blue and white; the disliked colors are grayish yellowish orange, black and vivid purplish blue. And the significant different colors in basins are pink reddish orange, soft reddish orange, vivid yellowish green, and soft yellow green. However, in cell phones, the significant different colors are vivid purplish red, dark red purple, pink purplish red, dark olive, deep violet, brown orange, white, light grayish violet, and black. The preferred colors in cell phones are white, black and vivid purplish red; the disliked colors are brown orange, bright yellow and dark olive.

並列關鍵字

color preference ； Chromatics ； age ； gender ； theory and validation

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