Esta dissertação trata do estudo da percepção visual da cor existente nos elementos arquitetônicos da paisagem urbana, com o objetivo de verificar a quantidade e a qualidade cromática presente em edificações de uma determinada área de recorte, bem como verificar as possíveis relações dos atributos de cor deste levantamento. Pretende ainda apresentar as relações cromáticas que se estabelecem entre as unidades edificadas e seu entorno direto, percebidas por meio da visão serial. A metodologia adotada para a verificação dos dados cromáticos, em termos quantitativos e qualitativos da cor, é constituída de um levantamento in loco com a utilização de aparelho portátil para leitura de superfície, o qual, por sua vez, é vinculado a um sistema de notação cromática próprio denominado Natural Colour System (NCS). Já na aplicação da metodologia da visão serial foram utilizados os recursos da fotografia e do desenho com o objetivo de registrar a percepção cromática dos mesmos elementos arquitetônicos. Para escolher a área de estudo, fez-se um recorte em local específico no bairro da Vila Madalena, São Paulo, onde se buscou ruas compostas por edificações preferencialmente de ocupação residencial, com características específicas em termos de tipologia: com até dois pavimentos, ocupando lotes de mesmas dimensões, apresentando, de forma geral, homogeneidade na área. Dentro deste perfil, determinou-se um percurso para aplicar a metodologia da visão serial de Gordon Cullen, com o objetivo de estudo da percepção da cor na paisagem urbana, servindo-se da fotografia sequenciada como recurso para detectar os contrastes cromáticos. Nesse método foram feitos ajustes na frequência dos registros das imagens e houve ainda uma variação na perspectiva visual. O resultado da pesquisa é a apresentação de tabela com as cores existentes no local e a avaliação das metodologias para a percepção da cor na paisagem urbana. / The present thesis explores the visual perception of colors that exist in architectural elements of urban landscape, in order to examine color quantity and quality in buildings of a certain area as well as the possible relationships between the color attributes of this survey. It also aims to demonstrate the color relationships developed between the built units and their immediate surrounding perceived by serial vision. The methodology used to review the data about color quantity and quality was an on-site survey using a handheld device for scanning the surface, which is in turn linked to a specific color notation system called NCS. As for the serial vision methodology, photography and drawing were used in order to record color perception of the same architectural elements. The choice of the area to be studied was made by demarcating a specific location in the neighborhood of Vila Madalena, in the city of São Paulo. The target was to have streets with a greater amount of residential buildings and with specific features: up to 2 floors, occupying equal-sized plots of land and having a mostly homogeneous area. Within this profile, a pathway was defined in order to apply the serial vision methodology of Gordon Cullen, aiming to study color perception in urban landscape using sequences of images as a tool to capture color contrasts. In this method, the frequency of images recorded was adjusted, and there was a change in visual perspective. The result of the research is a table comprised of the prevailing colors in that area and the assessment of methodologies for color perception in urban landscape.

Made available in DSpace on 2016-04-29T14:23:17Z (GMT). No. of bitstreams: 1 Andrea Silva Souza.pdf: 3578491 bytes, checksum: 051cabe4e4a4d4b29651cda188b16c46 (MD5) Previous issue date: 2013-04-17 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This work studies the visual comfort in interfaces as a way to improve the accessibility and usability on the websites. Its main objective is to research the colors and their influence on access to web space turning it better, bringing the use of Internet for everyone without exception. Among the theoretical and methodological aspects chosen was approached the philosophy of semiotics, color theory, and especially the concepts of accessibility and usability / Este trabalho estuda o conforto visual nas interfaces, como forma de melhoria na acessibilidade e usabilidade nos sítios. Tem como principal objetivo a pesquisa das cores e sua influencia quanto ao acesso no espaço web melhorando e trazendo, ao mesmo tempo, uma Internet para todos sem exceção. Dentre os aspectos teórico-metodológicos escolhidos foi abordada a filosofia da semiótica, teoria das cores, e principalmente os conceitos de acessibilidade e usabilidade

Este estudo tem como objetivo entender o acontecimento cromático, desde a relação da cor com a luz, passando por fatores fisiológicos e cognitivos humanos, até a compreensão dos atributos que formam as cores, os contrastes e as sínteses cromáticas. Pretende-se, também, entender de que modo a utilização dos sistemas de notação cromática pode auxiliar na compreensão do cromatismo presente e como os métodos de leitura cromática, elaborados por Jean Philippe Lenclos e por Giovanni Brino, podem contribuir para o entendimento das cores existentes no local. Por fim, almeja-se compreender como os arquitetos podem se apropriar das cores de modo que sejam um instrumento eficiente na especificação cromática do projeto arquitetônico, definindo, de forma consciente e objetiva, um olhar inédito com relação ao colorido circundante. / This study aims to understand the chromatic occurrence, from the relationship of color with light, through human physiological and cognitive factors, to the understanding of the attributes that form colors, contrasts and chromatic syntheses. It also aims to comprehend how the use of chromatic notation systems can assist in understanding chromaticism and how the color reading methods developed by Jean Philippe Lenclos and Giovanni Brino can contribute in understanding existing colors on site. Finally, this study longs for studying how architects can use color as an efficient instrument in the chromatic specification of architectural design, setting, consciously and objectively, a unique look with a colorful surrounding.

<p>What is meant with print quality, what makes people perceive the quality of an image in a certain way? An inquiry was made about what the parameters are that strongly affect the perception of digital printed images. </p><p>A subjective test and some measurements make the basis for the thesis. The goal was to find a tool to predict perceived image quality when investigating the connections between the subjective test and the measurements. </p><p>Some suitable images were chosen, with a variety of motifs. A test panel consisting of people that are used to observe image quality answered questions about the perception of the quality. Measurements were made on a special test form to get information about the six different printers used in the investigation. </p><p>One of the discoveries was made when two images with the same colorful motif were compared. The first image got a much higher grade for general quality than the second image, even though the second image was printed with a printer that had a larger color gamut. The reason of this is that the first image consists of more saturated colors, and the second image has more details. The human eye perceives the more saturated image to be better than the image with more details. Another discovery was the correlation between the perceived general quality of a colored image and the perceived color gamut. One conclusion was that a great difference between two calculated color gamuts resulted in a large difference in perception of the color gamuts. A discovery of an image with very few colors and many glossy surfaces was that print mottle and sharpness are strictly connected to the general quality.</p>

Previous research suggested that unlike marketing goods, marketing services required manipulating the physical environment as well as price, promotion, production, and place. This indicates a role for interior design in the marketing strategy of a service business. Research also indicated that little was known about the effect of the different environmental components, especially the color component on consumers' responses. Most color research in marketing is in advertising and packaging but most of it is proprietary and thus unpublished. The objective of this study was to analyze the effect of color on subjects' evaluations of a bank and its employees. The choice of banks was motivated by the fact that banks have a high degree of familiarity among potential subjects. An experiment was designed in which subjects were provided with an illustration of a bank's interior and asked to evaluate the service quality at that bank. The illustrations were computer generated and were identical except for the color scheme. The study used monochromatic color schemes, manipulating the hue (warm and cool) at two value levels (dark and light), generating four treatments (light-warm, dark-warm, light-cool, and dark-cool). A convenience sample of 486 college students, in two lower division classes, was used. Subjects were each assigned a treatment at random, and asked to rate the banks and their employees on eight criteria: reliability, responsiveness, competence, courtesy, access, communication, security, and understanding. The treatments were in the form of 5 1/2 X 4 inch computer printouts attached to the last page of a questionnaire package. The experiment was conducted at the beginning of class time and subjects were given directions by the class instructors. The experiment took subjects an average time of five minutes to complete. The study investigated the effect of color on subjects' evaluations of the eight dependent measures in terms of three independent variables: value, hue, and subjects' gender. The data collected indicated that value had more effect on the dependent variables than did hue or subjects' gender. Banks with dark color schemes were thought to be more reliable, more competent, and safer. Banks with a light color scheme scored significantly better in terms of courtesy and communication, and scales relating to access. In terms of hue, warm color schemes had a higher mean score on courtesy, while the cool color schemes scored higher on competence. Warm hues were found to be more aesthetically pleasing and more familiar than the cool ones. Gender yielded an effect only on the responsiveness variable where mean scores of female subjects were higher than males' scores. Although the study had some limitations the results indicated that there is potential for using specific color choices in bank interiors to foster a desired image. Specifically value can be varied throughout a bank interior to communicate different messages to customers. Dark values could be applied in the teller area to project the impression of safety and privacy that customers need. In the loan department light values can be used to communicate consideration and accessibility. Findings from this study can be of use in other service oriented businesses with role demands similar to banks. / Graduation date: 2000

Color vision can affect our assumptions of an animals’ natural history. It can be determined by testing sensory or perception ability, which was employed here. Two Asian small-clawed otters (Aonyx cinerea), of opposite sexes, housed at ZooAtlanta, were trained via operant conditioning to discriminate stimuli within 7 tasks, primarily in a two-choice fashion. Varying shades of the colors blue, green and red were tested against varying greys, all which differed in intensity, served as the stimuli for the first 4 tasks. The remaining 3 tasks, the colors were tested against each other. The male reached criterion for the first 6 tasks, indicating an ability to discriminate the stimuli based on color. The female however participated only in 2, and could not achieve criterion as set, though there were indications of discrimination ability. Taken together with sensory work on two related otter species, Asian small-clawed otters possess color vision.

Digital cameras use a single image sensor array with a color filter array (CFA) to measure a color image. Instead of measuring a red, green, and blue value at every pixel, these cameras have a filter built onto each pixel so that only one portion of the visible spectrum is measured. To generate a full-color image, the camera must estimate the missing two values at every pixel. This process is known as color filter array interpolation. The Bayer CFA pattern samples the green image on half of the pixels of the imaging sensor on a quincunx grid. The other half of the pixels measure the red and blue images equally on interleaved rectangular sampling grids. This thesis analyzes this problem with sampling theory. The red and blue images are sampled at half the rate of the green image and therefore have a higher probability of aliasing in the output image. This is apparent when simple interpolation algorithms like bilinear interpolation are used for CFA interpolation. Two reference algorithms, a projections onto convex sets (POCS) algorithm and an edge-directed algorithm by Adams and Hamilton (AH), are studied. Both algorithms address aliasing in the green image. Because of the high correlation among the red, green, and blue images, information from the red and blue images can be used to better interpolate the green image. The reference algorithms are studied to learn how this information is used. This leads to two new interpolation algorithms for the green image. The red and blue interpolation algorithm of AH is also studied to determine how the inter-image correlation is used when interpolating these images. This study shows that because the green image is sampled at a higher rate, it retains much of the high-frequency information in the original image. This information is used to estimate aliasing in the red and blue images. We present a general algorithm based on the AH algorithm to interpolate the red and blue images. This algorithm is able to provide results that are on average, better than both reference algorithms, POCS and AH.

Color is a significant architectural element, which is open to become a major representative element in the process of design. This study aims to understand the limits of using color as an architectural element and discuss the transformative effects of the use of color with respect to meaning and design levels of buildings. The study is composed of two main parts. In the first part limits of using color as a complementary and consequential part of design are discussed. The architectural understanding of color in the 20th century is utilized as the main ground for a contemporary case study. The case study in the second part uses residential buildings in Ankara as the main domain to understand the continuities and discontinuities between color preferences and architectural meaning. The method of the study is based on comparison of the facades of residential buildings of various contexts, scales, languages and typologies in five different categories. The first category is &ldquo / The Figural Use of Color&rdquo / which is constituted by decorated facades. &ldquo / The Elemental Use of Color&rdquo / is the second category based upon the continuity between tectonic elements of facade and color. The third is the &ldquo / Material Color and Painting,&rdquo / which is based upon the color representations of the natural material preferences supported by additional painting. &ldquo / Tectonic Use of Color&rdquo / as the fourth frame implies color brought by the nature of the material. The last category is &ldquo / Monochromatic Use of Color&rdquo / in which the facades are colored in a single hue or different lightness of the same hue.

Although there has been much research regarding the portrayals of African Americans in Advertising, the central focus has been on categorizing this race as a physiologically homogeneous group. In other fields of research such as, psychology and sociology, there is a stream of study that investigates differentiations in how Blacks are perceived by others based on variations in skin tone within the spectrum of this race. This research suggests that examining skin tone within race may provide a more accurate insight into the effect that ethnicity plays on interacting factors. The focus of this dissertation, therefore, is to extend this research focus on skin tone to the field of Advertising. Specifically, this study examines whether the skin tone of a Black model in an advertisement affects specific outcome measures of advertising: attitude towards the ad (Aad), attitude towards the product (Aprod), attitude towards the model (Amod), and purchase intent (PI). In order to formulate predictions and explain the possible findings of this study, two competing frameworks, hegemony and ethnic identity, were examined. According to the framework of hegemony, people adopt the social standard set by the dominant group and in this case would, in turn, prefer a "lighter" Black model. However, according to research on ethnic identity, a person's level of ethnic identity dictates preference for members of their group. In other words, not all members of a group would necessarily prefer the "light" Black model. Specifically for African Americans, preference would hinge on their level of ethnic identity. This study employed three independent variables and four dependent variables. Skin tone served as the main independent variable of interest in this analysis. It was manipulated for the purposes of this study by featuring a Black model in an ad whose skin tone was altered to produce a "light" and a "dark" version of the same model. The products used in the advertisements were based upon the other two independent variables, realm of consumption and cultural relevance. These variables, which will be explained in further detail in this manuscript, provided a basis for understanding the role that reference group effect has on the resulting outcomes. The four dependent variables that were observed in this study were the advertising outcome measures. To determine if differences existed among the treatment groups, a two-way ANOVA was conducted, with eight condition groups in the 2x2x2 design. Approximately 480 subjects from two southwestern universities took a web based survey that was designed to gather the data analyzed in this study. The results of the study found a significant relationship between skin tone and attitude towards the model. According to the study, more favorable attitudes were formed when the Black model's skin tone was "light" as opposed to when the Black model's skin tone was "dark." In terms of the competing theoretical models presented, generally, people felt more favorable towards the "light" model, suggesting that hegemony dictates consumer attitude formation. Ethnic identity did, however, play a significant role in the attitude towards the Black model with Black participants, with strong ethnic identifiers feeling more positively towards the dark model than those Black participants lower in ethnic identification. / text

En konsument blir ständigt påverkad av olika intryck i en butik där produkter slåss om uppmärksamhet och försöker att särskilja sig från konkurrenter. En produkt som trängs med flera andra på butikshyllan är tidskrifter, där antal titlar på den svenska marknaden har ökat med 40 procent de senaste tio åren.  Det har tidigare forskats kring vilka färger som sägs påverka människor i köpsituationer, så som att rött är en bra färg för att intressera en konsument, men detta betyder inte nödvändigtvis att det leder till ett köp. Vad är det då som intresserar konsumenten när det gäller färg? Vilka färger på ett tidskriftsomslag är det som intresserar en målgrupp mest respektive minst och varför är det så? Finns det ett samband mellan vilka färger som intresserar målgruppen och de färger som faktiskt leder till köp? Den här studien undersöker hur färg på tidskriftsomslag påverkar en konsument, både gällande associationer, känslor och köpbehov. Den tidskrift som varit i fokus för studien är Cosmopolitan, som befinner sig inom genren Livsstil för kvinnor, med målgruppen kvinnor mellan 20-30 år. Studien innefattar en litteraturöversikt för att få veta mer om hur färg påverkar en konsument och vilket uppmärksamhetsvärde en viss färg har. Vidare har skisser skapats som har varit grunden för diskussioner i de fokusgrupper som sattes ihop.Den analys som gjordes visar att målgruppen tyckte mest om följande färg och färgkombinationer på ett Cosmopolitanomslag: blå, gul, samt kalla och ljusa färger. De omslag som gjorde målgruppen mest intresserade av ett köp var följande färg och färgkombinationer: blå, blågula, gul, samt kalla och ljusa färger. Detta visar att studien fann ett samband mellan de färger som målgruppen tyckte bäst om och de färger som målgruppen även kunna tänka sig att köpa.De färger som målgruppen inte tyckte om var följande färg och färgkombinationer: röd, rödgrön, rödblå, grön, gulgrön och varma färger. De omslag som målgruppen var minst intresserade av att köpa var följande färg och färgkombinationer: röd, grön, rödblå, rödgrön och gulgrön. De omslag som målgruppen fann mest intressanta var följande färg och färgkombinationer: röd, rödblå, grön, gulgrön, samt varma och mörka omslaget. Vad som framgår är att användningen av rött på tidskriftsomslag fångar konsumentens intresse men att det inte skulle leda till köp, enligt fokusgrupperna för den här studien. Det är även tydligt att de färger som anses som mest intressanta inte är det målgruppen tycker om eller väljer att köpa. Likaså framgick det att målgruppen väljer det som känns bekant sedan innan. / A consumer is constantly influenced by the different impressions in a store where products compete for attention and try to differentiate themselves from competitors. A product that is crowded with several others on store shelves is magazines, and number of titles on the Swedish market have increased by 40 per cent over the past ten years.  Previous studies show how colors are said to influence people in different situations, that red, for example, is a good color to attract a consumer. This does not necessarily mean that it leads to a purchase. What is it that interests the consumer in terms of color? What colors on a magazine cover is of interest to an audience, most and least, and why is it so? Is there a connection between the colors that interest the target audience and the colors that actually lead to purchases?This study examines how the color of the magazine cover affects a consumer, both in terms of associations, emotions and buying needs. The magazine that has been in focus of the study is Cosmopolitan, targeting women aged 20-30 years, which is within the genre of Lifestyle for women. The study includes a literature review to learn more about how color affects a consumer’s attention and what value a certain color has. Furthermore, sketches had been created that has been the foundation of the focus groups who were assembled.The analysis made shows that the audience liked the following colors and color combinations on a Cosmopolitan cover: blue, yellow, cold and bright colors. The covers that made the audience most interested in a purchase had the following color and color combinations: blue, yellow, blue-yellow, cold and bright colors. This shows that the study found a correlation between the colors that audience liked best with the colors that the target group also could consider buying.The colors that audience did not like was the following colors and color combinations: black, red-green, blue-red, green, green-yellow and warm colors. The covers that the target group found least interesting to buy were the following colors and color combinations: red, green, blue-red, red-green and green-yellow. The covers that the target group found most interesting was the following colors and color combinations: red, blue-red, green, green-yellow, and warm and dark covers. What appears in the study is that the use of red on the magazine cover captures the consumer’s interest but it would not lead to purchase, according to the focus groups for this study. It is also clear that the colors that are considered to be most interesting is not in the target audience like or choose to buy. Another finding was that the target audience often choose what was most familiar to them.