基于多元回归的色彩人格定量化研究

Quantifying Relationships between Color and Personality Using Multiple Regression

摘要:

色彩是视觉感知的重要组成，它不仅具有美学价值，还能激起人们的人格特质联想，即色彩人格。然而，色彩与人格特质的关系仍然不清楚。本研究采用语义差分法获取了色彩激起的人格联想，基于多元回归建立了色彩人格模型，定量化了色彩属性与人格特质间的关系。结果表明，色彩亮度与饱和度对多数人格特质的感知具有较大影响，而色相的影响较小；而且，这些关系能够很好地被多元回归模型定量化。该结果为虚拟角色的色彩人格设计提供了依据。

Abstract:

Color is an important aspect of visual perception. It not only has aesthetic value but also can convey personality-relevant information. However, a clear and quantitative understanding of how color evokes personality associations is still lacking. In this reseach, semantic differential scales were first adopted to capture color personality association. Then, multiple regression were used to quantify the relationships between three color attributes (CIELAB lightness, chroma, and hue) and the color personality association. The results show that for most personality, both the CIELAB chroma and lightness attributes are the main influencing factors, whereas CIELAB hue has no or less effect; besides, the relationships between the color attributes and color personality associations can be well quantified using the multiple regression models. These results provide guidelines to design the color personality of visual characters.