색상과 연계된 가치와 감정의 특징 및 색상에 대한 태도에 미치는 영향 연구

Abstract

This study attempted to investigate how various colors are associated with particular values and emotional responses. For that purpose, Schwartz' value system theory(1992) and emotional types proposed by Cowen & Keltner(2017) were adopted as a theoretical framework and an on-line survey was conducted among 365 Korean adults to examine how ten primary colors are associated with various values and emotions. The results generally support the structural relationship that colors were expected to form with diverse values and emotions. In particular, red and green colors demonstrated distinct value contrast implied by value system theory. On the other hand, blue and yellow colors scored highly on most value dimensions, whereas black and brown colors rarely represented any of value dimensions. In terms of emotional responses to color, three primary emotional dimensions were elicited: positivity, negativity, and calmness. Each emotional dimension showed idiosyncratic relationship with different colors. As a further step, we investigated the relative impact of various dimensions of value and emotional responses on color attitude. Our findings show that self transcendence exerted the greatest influence on color attitude regardless of gender and age, whereas openness to change showed salient impact on color attitude among females and self-enhancement played an additional role in color attitude among males. Each dimension of emotional responses to color appeared to exert almost equivalent influence on color attitude regardless of individual differences. Finally, theoretical and practical implications of these findings were discussed.