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Impact of environment color on individual responses in public spaces of shopping malls

Yi, F; Kang, J; (2020) Impact of environment color on individual responses in public spaces of shopping malls. Color Research and Applications 10.1002/col.22478. (In press).

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Abstract

This study aims to explore the specific impact of a color's hue, saturation, andbrightness value on people's evaluation, behavior, and emotions in the publicspace of existing shopping malls. Following a field investigation, color compositionand distribution characteristics in the public spaces of shopping malls are summa-rized. In the real scenes, the hues of colors are mainly warm colors, with some sup-plemented by blue. The saturation of the majority colors, which are almost grayishcolors, is lower than 33% and their brightness is very wide and evenly distributed.Anexperimentwasthenconductedinthelaboratory, whereinphotostakenandsounds recorded on-site were shown to participants; the participants were thenasked to answer questionnaires based on the pleasure-arousal-dominance emotionand approach-avoidance behavior theories. The results showed that hue has a weakeffect on individual responses, whereas saturation was found to have a significanteffect. Moreover, the brightnessdifferencebetweencolorscancauseachangeinsat-isfaction, behavior intention, and emotion. Additionally, in the public spaces ofshopping malls, the red color is more associated with embodied meaning, whereasthe green color is more associated with referential meaning, in which differentobjects have significantly different influences.

Type: Article
Title: Impact of environment color on individual responses in public spaces of shopping malls
DOI: 10.1002/col.22478
Publisher version: http://doi.org/10.1002/col.22478
Language: English
Additional information: This version is the author accepted manuscript. For information on re-use, please refer to the publisher’s terms and conditions.
Keywords: color, HSB, individual responses, public space, shopping malls
UCL classification: UCL
UCL > Provost and Vice Provost Offices
UCL > Provost and Vice Provost Offices > UCL BEAMS
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of the Built Environment
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of the Built Environment > Bartlett School Env, Energy and Resources
URI: https://discovery.ucl.ac.uk/id/eprint/10091760
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