A Study of the Relationship between Consumers' Color Preferences and Product Colors' Images – on Mobile Phone Cases
| Autor: | Ying-Pin Chen, 陳盈賓 |
|---|---|
| Rok vydání: | 2004 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 92 Product designers should, first of all, know consumers’ color preferences and the intended images conveyed by the product and then design the product’s colors so that its color images and practical values will be manifested. The main purpose of this study is to explore both the relation between consumers’ personal color preferences and their mobile phone color preferences and the relation between mobile phone color preferences and color images. A questionnaire survey is conducted, with the colors of color cards and of mobile phones as the samples and a population aged from 15 to 24 in Tainan. The number of effective questionnaires is 186 in total. As the study of color preferences reveals, consumers’ personal color preferences and mobile phone color preferences are highly related. In addition, consumers’ personal color preferences and mobile phone color preferences display great diversity, and the former will influence the latter. When consumers rank their color preferences, the top choices tend to be light tones and vivid tones. Furthermore, the study of color images reveals that certain color images are associated with particular colors and that they will be different with the collocation of colors. Statistically, by analyzing consumers’ color images with Principal Component Analysis, the color images of mobile phone color preferences in this study are categorized by 7 factors, namely, technologic, particular, attractive, vivid, same-toned, simple, and light. For the specification of independent variables in the further studies, the bigger disparity in age of the population and the increase of independent variables are suggested so that the differences between consumers’ personal color preferences and mobile phone color preferences can be explored in depth. Moreover, in choosing colors, if the numbers of color samples in each color category are the same, the inconsistency between the research result and the reality can be reduced. In choosing color samples of the products, the colors of color cards had better be measured with the color measurement instruments first. Then, with the data of the colors and the help of software, the colors appearing on the real products, such as mobile phones, can be simulated. Consequently, consumers’ true feelings toward the colors of the products and their color preferences can be better interpreted. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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