Human Preferences for Color and Spatial Composition.

人类对颜色和空间构图的偏好。

• 批准号: 1059088
• 负责人: Stephen Palmer
• 金额: $ 45万
• 依托单位: University of California-Berkeley
• 依托单位国家: 美国
• 项目类别: Continuing Grant
• 财政年份: 2011
• 资助国家: 美国
• 起止时间: 2011-05-01 至 2016-04-30
• 项目状态: 已结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=1059088&HistoricalAwards=false
• 关键词: Human; Preferences; Color; Spatial; Composition.

Abstract People show strong preferences for certain colors and spatial compositions in visually displayed images, preferences that pervasively influence a multitude of decisions, such as buying clothes, taking vacations, decorating homes, and landscaping yards. Yet, surprisingly little is known scientifically about what color combinations and spatial arrangements people like or why they like them. Many previous treatments have come from philosophers, artists, and business consultants. Dr. Stephen Palmer and his research team at University of California -- Berkeley take a scientific, descriptive approach by measuring what people prefer and determining what factors determine these preferences. Further, they are also discovering why people have those preferences. An early discovery of this line of research, for example, is that people's average preference for a given color is largely determined by how much they like the objects that characteristically have that color. For instance, people generally like blues because they generally like clear skies, clean water, and most other similarly colored objects. In addition, people show strong and systematic tendencies to prefer objects that are positioned at or near the center of the frame, but offset horizontally so that they face into (rather than out of) the frame, and offset vertically so that their position within the frame reflects their typical position relative to a viewer (e.g., a flying eagle toward the top of the frame and a swimming stingray toward the bottom). The investigators propose to extend these projects in important ways. In the domain of color preferences, they will test their "ecological valence theory" of color preference by determining whether it can account for cross-cultural differences, using the same methods they have developed to test the theory previously. They plan to use similar methods to find out whether the theory can also account for individual differences in color preferences. In the domain of spatial composition, they plan to test a theory of compositional symmetries and asymmetries based on what they call "affordance spaces" around objects. The proposed research project provides promising bridges among science, art, and business, using rigorous scientific methods to understand human preferences that are distinct from well-studied cognitive (knowledge-based) processes. It also defines new research methods aimed at understanding different patterns of preference between individuals across different domains. Do people who prefer unusual, highly contrasting color combinations, for example, also prefer nonstandard spatial compositions and less conventional music? The answers to such questions have important implications for business decisions and consumer marketing techniques. Given the pioneering nature of the proposed research on an under-studied topic, many new discoveries are being made that provide links between existing scientific knowledge in vision and cognitive science on the one hand and practical issues in the business world on the other.

摘要人们对视觉上显示的图像中的某些颜色和空间组成表现出强烈的偏好，这些偏好普遍影响着许多决定，例如购买衣服，度假，装饰房屋和美化庭院。 然而，令人惊讶的是，科学上对人们喜欢什么样的颜色组合和空间安排以及为什么他们喜欢它们知之甚少。 许多先前的治疗方法来自哲学家、艺术家和商业顾问。 加州大学伯克利分校的斯蒂芬·帕尔默博士和他的研究小组采取了一种科学的、描述性的方法，通过测量人们的偏好，并确定哪些因素决定了这些偏好。 此外，他们还发现了人们为什么会有这些偏好。 例如，这一系列研究的早期发现是，人们对给定颜色的平均偏好在很大程度上取决于他们对具有该颜色特征的物体的喜爱程度。例如，人们通常喜欢蓝色，因为他们通常喜欢晴朗的天空，干净的水和大多数其他类似颜色的物体。 此外，人们表现出强烈的和系统的倾向，以偏好位于帧的中心处或附近的对象，但是水平地偏移使得它们面向帧内（而不是帧外），并且垂直地偏移使得它们在帧内的位置反映它们相对于观看者的典型位置（例如，一只飞翔的鹰朝向画面的顶部，一条游泳的黄貂鱼朝向画面的底部）。 调查人员建议以重要的方式扩展这些项目。在颜色偏好领域，他们将测试他们的颜色偏好的“生态价理论”，确定它是否可以解释跨文化差异，使用相同的方法，他们已经开发出测试该理论之前。 他们计划使用类似的方法来发现该理论是否也可以解释颜色偏好的个体差异。 在空间构成领域，他们计划测试一种基于物体周围他们所谓的“启示空间”的对称和不对称构成理论。 拟议的研究项目提供了科学，艺术和商业之间的桥梁，使用严格的科学方法来理解人类的偏好，这与经过充分研究的认知（基于知识的）过程不同。它还定义了新的研究方法，旨在了解不同领域的个人之间的不同偏好模式。例如，喜欢不寻常的、对比强烈的颜色组合的人是否也喜欢非标准的空间构图和不那么传统的音乐？这些问题的答案对商业决策和消费者营销技巧有重要的影响。鉴于对一个未充分研究的主题的拟议研究的开创性，许多新的发现正在进行，这些发现一方面提供了视觉和认知科学中现有科学知识与商业世界中的实际问题之间的联系。