色彩嗜好習得說之理論探討與驗證

The Theoretical Discussion and Validation of Color Preference by Acquired Learning

張子涵(Zih-Han Chang)

指導教授 ： 黃雅卿

國立臺中科技大學/設計學群/商業設計系碩士班/碩士(2011年)

https://doi.org/10.6826/NUTC.2011.00014

摘要

本論文主要針對後天學習之色彩嗜好理論進行調查、統計分析與驗證。在本文中，研究者首度提出結合實物調查統計對於色彩學理論進行分析；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。並且透過電腦軟硬體工具的協助，對調查結果做詳細統計和交叉分析。本研究發現「性別」、「教育程度」係最容易顯現色彩差異性的兩個變因，其中「教育程度」也是影響本文核心理論「習得說」的最重要因素。
本研究一共設定三個變項﹝性別、教育程度、所得收入﹞來探討對色彩嗜好的影響程度與表現，其結果為：1.對於「性別」而言，男性多喜好vivid tone，女性偏愛light tone色彩。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。表現在臉盆和手機上，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。2.以「教育程度」為變因時，發現最低、最高學歷者皆喜愛vivid tone，最為厭惡的則是暗色調和無彩色的灰、黑。但國中以下程度者又較偏好vivid tone的寒色系；討厭暗灰和黑，研究所以上學歷者則較喜歡vivid tone的暖色系；不喜愛暗色調和鈍色調。於臉盆具顯著差異的色彩有vivid red、 pink reddish orange、soft reddish orange、light yellow、vivid yellowish green、light greenish blue、grayish yellowish orange、black與white。手機方面為vivid purplish red、pink purplish red、off Neutral blue green、dark olive、brown orange、white及black。3.變項「所得收入」在個人色彩嗜好中，無論高所得或低所得階層都喜歡鮮色與明色調，與既有的文獻理論部份相左。顯現在臉盆色彩的差異上是vivid orange、soft yellow green、light yellow、white，手機僅有pink purplish red、dark olive。

關鍵字

色彩嗜好 ； 色彩學 ； 習得說 ； 教養說 ； 所得說 ； 理論與驗證

並列摘要

In this thesis, the color preferences of acquired learning are investigated, analysed and verified. The combination of in-kind statistic and color theory are first discussed in this paper. The basins, cell phones, and color tickets are used for the questionnaire. The computer software and hardware are also used for the statistic and cross-analysis of the questionnaire results. The “gender” and “education” are the two variables which are easier to show in the differences of color preferences. And the “education” is also the most import factor in this study.
In this study, three variables (gender, education, income) were investigated for the color preferences. For “gender”, males like vivid tone and females prefer the light tone color. In monochrome, males like blue system but dislike olive and red purple; females prefer red system but dislike olive and dark greenish blue. In basins the preferred colors are sky blue and white; the disliked colors are dark brown (grayish yellowish orange), black and dark blue (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. For “education”, the vivid tone is the favorite color for all people. The men with lower education like cold color but dislike dark gray and black. The men with higher education prefer warm color and black but dislike dark color and dull color. And the significant different colors in basins are vivid red, pink reddish orange, soft reddish orange, light yellow, vivid yellowish green, light greenish blue, grayish yellowish orange, black, and white. However, in cell phones, the significant different colors are vivid purplish red, pink purplish red, off Neutral blue green, dark olive, brown orange, white, and black. For “income”, the vivid colors and light colors are the favorite colors for all people. The significant different colors in basins are vivid orange, soft yellow green, light yellow, and white. However, in cell phones, the significant different colors are only pink purplish red and dark olive.

並列關鍵字

color preference ； Chromatics ； acquired learning ； education ； income ； theory and validation

參考文獻

安琪拉萊特著，新形象出版公司編輯部編譯，1997，色彩心理學，新形象，台北。

Gage,John, 1993, Color and culture : practice and meaning from antiquity to abstraction, University of California Press. California

Gage,John, 1999, Color and meaning : art, science, and symbolism, University of California Press, California。

李苑宜，2008，幼兒色彩偏好與氣質之研究，國立臺灣師範大學人類發展與家庭學系碩士論文。

蔡吏謹，2009，高齡女性對服裝的色彩偏好-以台灣南部為例，國立臺灣師範大學設計研究所碩士論文。