Mechanism For Effects Of Clothing Color Value On Human Emotion

Value is the lightness or darkness of a color. As the theory and practice prove, value is an important factor affecting the emotion among three color elements.Emotion categorization is one of essential activities for human color cognition, during which colors are labeled as different emotion in term of certain element based on some principles. It is an extremely complicated psychological process and involves various psychological activities such as selective attention, visual perception process, employing categorization criterions and etc..In view of the above two psychological phenomenons, several questions are put forward: How the value influences the categorization of color emotions? How the brain works during the time progressing? And it is depended on the physical stimuli or the existing color emotion pattern? To figure out these questions, ways of psychology study were employed to find out the reaction to clothing color value in the task of color emotion categorization and the decision data of the brain processing, and discuss the mechanism of this effect systematically.For the above purposes, three parts of work were carried out: The first part is literature review. After reviewing the state of the clothing color field systematically, the deficiency of the present study had been pointed out and the objection and context had been put forward through classifying the related color psychology research directions and technical means. At the same time, the theory of color cognition and categorization had been introduced as the theoretical principle of the study. The second part is experiment. Four behavioural experiments and one ERP experiment had been designed to investigate the way of the value influencing the color emotion categorization with a perspective of behavioural reaction and cognitive neuropsychology. In the first experiment, pairs of positive and negative adjectives were picked out to describe the clothing preparing for the behavioural experiment and electrophysiological experiment. The task of the second experiment was to understand how the value influenced color emotion categorization and indicate the basical principle of this categorization. In the third one, the influence of style on emotion categorization was investigated and was proved to be negligible. Through this experiment, the importance of value to this emotion categorization was further confirmed. The purpose of the fourth experiment was to explore the rule of positive and negative emotion categorization and prove the rule to be general further, through examining the selected pairs of adjectives as a whole. Based on the behavioural experiments, the levels of value and the emotion words were selected to do the ERP experiment. The purpose of this experiment was to investigate the time elapsing of the categorization and the difference between the early and terminal stages and the neuromechanism of the emotion categorization was found. The third part is discussion and conclusion. The behaviour and brain mechanisms of value influencing clothing emotion categorization were analyzed and summarized systematically.The paper can be concluded as follows: 1) The effect of value on clothing color emotion categorization was significant and stable. With the increase of value, the variation curve of positive emotion showed a“U-shaped”, whereas that of the negative emotion showed an upside down“U-shaped”. And the emotion reaction to the high value colors was more positive, compared to the low value colors. 2) Most of the colors with different value levels were classified into the group of positive colors and the minors were classified into the group of negative colors. 3) Recognizing positive colors could be done much faster than recognizing negative colors. 4) During the brain processing, the early physical stimuli from two colors had no obvious effect on the categorization, while the terminal decision process plays a critical role. 5) As a symbol label to extract the emotion graph existing in the brain memory, the physical property of the value had no direct effect on the emotion categorization of clothing colors. It was suggested that the top-down processing was dominant among the classifying processes. 6) The emotion categorization of colors was a quite complex psychological processing and involved more psychological activities compared with other simple categorization.In this thesis, using some equipment to do the behavioural test and ERP test, the behaviour and biologic reaction information brought by the value had been quantified, and the mechanism of the reaction had been discussed, using the latest techniques of cognitive behavioral neurology. Through this study, the emotion evaluations of the subjects for the colors were gained, and the mechanism was made clear. This is a pioneering study in the field of clothing visual evaluation and will have much influence in this area.