Discovering chances for cross-cultural colour design
Gyoung Soon Choi, Ruediger Oehlmann, David Cottington · International Journal of Advanced Intelligence Paradigms · 2009
Chance Discovery focuses on opportunities and risks for future decision making. An ongoing research program involves the discovery of colour preferences of English and Korean users, which are considered as opportunities for cross-cultural design. The results have shown that Korean participants prefer soft, bright, pastel tone colours and formed more associations related to emotions and nature whereas English participants prefer strong, dark, dull, intense colours and formed more associations with artificial concept categories, such as man-made objects. The subsequent results showed that English users recognised a wide range of different colour/meaning combinations whereas Korean users recognised a narrower range.