Information Technology Reference
In-Depth Information
Red: Active/aggressive/positive/heart/blood/erotic/passion/sex (12), alarming/
alert/warning (6), strawberries/cherries/fruits/flowers (4), cheerful/fun (2),
tiring, wide application, sunset, advertisement, ambulance, meat/appetite
Fuchsia: Girlish (3), blogs/photos (2), candies, fashion/elegance (2), rainbow,
spoiled, flowers (peony), perfume, warm pleasant color, looking at an awfully
dressed girl, last resort for text highlighting, cunning, visited links, terrible
pink, cheerful, furiously eroticizing, kitsch
Yellow: Brightness/positive/activity/sun/flowers/warm color/warmth/good mood
(16), warning (with black)/attention/highlighting (7), trip to Africa/desert
(2), inedible, juice, ideas, beginning
White: Cleanness/clean/snow/cleaning laundry (10), neutral/not interesting/
background/serious/neutral-negative (6), beginning/empty paper/potential
(4), untrustworthy places (hospitals, shopping malls, large companies)/hos-
pital/doctor/blind (4), contemplation/meditation (2), calmness, hope, wed-
ding, modern, positive, I like it, can be combined with every color, pain,
freedom, emptiness
Discussion/conclusion.
Because we chose for the test a simple color palette with 16 members, orange was
omitted. The respondents were asked to choose between yellow or red. Some in-
teresting color associations were discovered that show the given cultural semantic
fields. The items are grouped according to the number of occurrences. The sorting of
items was done according to shared attributes and/or associations, which were then
compared between both of the groups. The resulting groups of semantic items were
compared between the Czech and Chinese user groups with the following observa-
tions:
•
Black: The largest group of semantic items pertained to night and death,
followed by solemn and elegant, and ink and information device.
•
Navy: The largest shared groups contained painting and writing, sky, navy,
and sea.
•
Green: The largest shared groups were related to grass and plants, spring
and summer, and a commonality was also found in environmental activism.
•
Teal: The Chinese respondents connected this color to ink and paint, whereas
the Czech respondents connected it with water and swimming as well as
relaxation. No shared meaning was found.
•
Silver: Metal and machine was the most common shared group of items,
followed by fashion and luxury. The Chinese respondents mentioned also
cold and rain, while the Czech respondents mentioned Christmas decorations
and snow.
•
Blue: The most common shared meaning was related to the sky and ocean,
followed by happy and fun. The Chinese group mentioned clean and relaxing
while the Czech group regarded blue as neutral and cold.
•
Lime: Spring, life, and vigor was the largest and single shared meaning of
this color. For the Chinese, it was also a color of comfort and relaxation
while for the Czechs it was connected with food and eating.
Search WWH ::
Custom Search