⾊相・明度・彩度の影響
1: Ampuero, O. and Vila, N.: Consumer perceptions of product packaging, Journal of Consumer Marketing, 23(2), pp.100-112, 2006.
2: Labrecque, L. I. and Milne, G. R.: Exciting red and competent blue: the importance of color in marketing, Journal of the Academy of Marketing Science, 40(5),
pp.711-727, 2012.
3: Hanss, D., Böhm, G., & Pfister, H. R. (2012). Active red sports car and relaxed purple–blue van: affective qualities predict color appropriateness for car types. Journal
of Consumer Behaviour, 11(5), 368-380.
4: Kunz, S., Haasova, S., and Florack, A.: Fifty shades of food: The influence of package color saturation on health and taste in consumer judgments, Psychology &
Marketing, 37(7), pp.900-912, 2020.
5: Mead, J. A. and Richerson, R.: Package color saturation and food healthfulness perceptions, Journal of Business Research, 82, pp.10-18, 2018.
6: Cubukcu, E., & Kahraman, I. (2008). Hue, saturation, lightness, and building exterior preference: An empirical study in Turkey comparing architects' and
nonarchitects' evaluative and cognitive judgments. Color Research & Application, 33(5), 395-405.
⾊相
• ⾚は刺激,⻘は能⼒,⿊⾊は洗練等,異なる印象を与える1-2
• スポーツカーでは⾚⾊等,⾞型のイメージに合致する⾊相は魅⼒を⾼める3
明度
彩度
• 彩度・明度を⾼めた⾷品パッケージによって,健康的で美味しい印象に4-5
• 建物の外観では明るい⾊で中程度の彩度が好まれる6
多くの業界で,3つの次元の効果の⼤きさと発⽣条件が⽰されている