臺灣不同電影類型海報運用色彩偏好之研究－以2015年至2020年為例

一部好的電影需要好的畫面去呈現，而一張引人注意的電影海報，色彩是不可或缺的設計之一。設計師們經常需要耗費時間去溝通修改，如何有效率的選中顏色，在現今的電影市場更是需要被關注的議題。本研究Yahoo奇摩電影中上架之電影資訊內容進行類型區分，以2015至2020年的電影海報作為研究樣本，過濾掉同時具有兩種類型之電影海報，喜劇類型電影海報選取30張；愛情類型電影海報選取31張；恐怖驚悚類型電影海報選取26張，共計87張電影海報，分析六項色彩空間數值分別為：紅（R）綠（G）藍（B）及色相（H）、飽和度（S）、明度（V）處理各類型海報的平均值，藉此來探討喜劇、愛情、恐怖驚悚，這三類電影類型的海報進行色彩偏好，以了解不同內容形式的海報所偏好的用色。本研究藉由內容分析法整理相關文獻資料和統整三種不同類型電影海報的主要顏色，以K-means聚類分群法分析RGB及HSV來進行色彩數值量化。根據分析內容結果，本研究整理臺灣近五年的喜劇、愛情、恐怖驚悚等三類的電影海報RGB和HSV的色彩偏好。本研究提供設計師了解近五年的海報色彩趨勢，以及提供海報視覺上的配色建議。

關鍵字

色彩偏好； K-means聚類分群法；電影海報

並列摘要

A good movie needs a good picture to present, and an eye-catching movie poster, color is one of the indispensable designs. Designers often need to spend time communicating and modifying. How to efficiently select colors is an issue that needs to be paid more attention in today's film market. In this study, the types of movie information content on Yahoo Qimo Movies are classified, and the movie posters from 2015 to 2020 are used as the research sample to filter out movie posters with two types at the same time, and select 30 comedy movie posters; love movie posters 31 were selected; 26 horror horror movie posters were selected, totaling 87 movie posters, and the six color space values were analyzed: red (R) green (G) blue (B) and hue (H), saturation (S) ) and lightness (V) to deal with the average value of various types of posters, so as to discuss comedy, romance, horror and thriller. The posters of these three types of movie types are color preferences to understand the preferred colors of posters with different content forms. In this study, the content analysis method was used to organize the relevant literature and the main colors of three different types of movie posters, and the K-means clustering method was used to analyze RGB and HSV to quantify the color values. According to the results of the analysis content, this study sorts out the color preferences of RGB and HSV for movie posters of comedy, romance, horror and thriller in Taiwan in the past five years. This research provides designers with an understanding of the poster color trends in the past five years, and provides visual color matching suggestions for posters.