色彩魅惑設計與 P3b 探討 / Research into the Enchanted Color Design and P3b

王韋堯 Regina W.Y. Wang, 陳盈君 Ying-Chun Chen

摘要


ç¾ä»Šå•†æ¥­æ´»å‹•ä¸­ï¼Œé«”é©—å°Žå‘的零售賣場常é‹ç”¨è‰²å½©è¨­è¨ˆï¼Œå¸å¼•æ¶ˆè²»è€…注æ„，影響消費者喜愛ã€æœŸå¾…程度åŠè³¼ç‰©æ±ºç­–。近期研究發ç¾ï¼ŒP3b與工作記憶更新ã€è¼ƒå°‘見刺激物之驚奇回應ã€ç›®æ¨™ç‰©å€è¾¨åŠé©ç•¶åœ°å應環境之心ç†æ¨¡å¼æ”¹è®Šæ©Ÿåˆ¶ç›¸é—œã€‚在本研究中，我們探討頂葉å€åŸŸä¸Šé›»æ¥µé»žä¹‹è‰²å½©æ³¨æ„力變化éŽç¨‹åŠå½±éŸ¿ï¼Œä¸¦æ出在最常見之 3 種色彩é…色中，其愈大色彩é…色角度(180度:互補 - ç´… / 綠)，會引起愈大 P3b 振幅，是 3 者中較能引起注æ„力ã€æƒ…緒，甚至形æˆè¨˜æ†¶ä¹‹è‰²å½©é…色設計。本研究çµæžœæ¸…楚地呈ç¾è‰²å½©èˆ‡ P3b 振幅åŠå¤§è…¦å€åŸŸæ´»åŒ–情形，並å°æ–¼è‰²å½©è¨­è¨ˆç ”究之跨領域發展有所助益。



In today's business activities, experience-oriented retail marketplaces apply color design to draw consumers’ attention, affect their degree of preference ,expectation and purchase decisions. Recent studies show that P3b has a connection with work memory update, novelties, target detection, and change mechanism of psychological model for environment. This study is focused on the change processes of attention to colors for the electrodes over the parietal area, and offers the result that the greatest degree of the color scheme angle (180 degrees:complementary color scheme : red/green) , the largest P3b amplitude causes, which attracts most attention and forms most working memory among the three types of color scheme design. The result of this study clearly shows the P3b amplitude of attention caused by colors and the details of brain activation. We expect it will make a contribution to the studies of color design for interdisciplinary development. 



關鍵詞


色彩配色角度; 注意力; 情緒; P300; P3b

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參考文獻


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