Journal of Textile Research ›› 2021, Vol. 42 ›› Issue (10): 132-138.doi: 10.13475/j.fzxb.20201100307

• Apparel Engineering • Previous Articles     Next Articles

Influence and mechanism of clothing color illusion on figure perception

LU Cheng1,2(), MAO Jiaying1, SHEN Jiayi1   

  1. 1. College of Fashion and Design, Donghua University, Shanghai 200051, China
    2. Key Laboratory of Clothing Design & Technology, Ministry of Education, Donghua University, Shanghai 200051, China
  • Received:2020-11-03 Revised:2021-07-07 Online:2021-10-15 Published:2021-10-29

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Abstract:

In order to improve the combination effect of clothing and human body by using visual illusion, a group of experiments were carried out on color saturation and lightness under various hue conditions to measure consumers' arousal, attention, figure perception and purchase intention under different conditions. Analysis of variance and regression analysis were used to discuss the influence of color saturation and lightness on figure perception, as well as the mediating effects of arousal and attention. The results show that the figure perception of high color saturation clothing is fatter than that of low saturation clothing, and the figure perception of high brightness clothing is fatter than that of low brightness clothing. However, the these former two effects have no significant difference on consumers' purchase intention, and the arousal and attention played a mediating role in the influence of saturation on figure perception. Specifically, high color saturation would lead to high arousal level and attract more attention, thus resulting in a fatter figure perception. However, this mediating effect was only significant for the solid color clothing, not for striped clothing.

Key words: clothing color, visual illusion, figure perception, arousal, attention

CLC Number: 

  • TS941.11

Tab.1

Scales and reference sources"

变量 测量变量 文献
身材感知 这件衣服的颜色很显胖-这件衣服的颜色很显瘦 自设
这件衣服显得模特身材很差-这件衣服显得模特身材很好
注意力 完全不吸引注意力-十分吸引注意力 [5]
唤醒 萎靡不振的-令人兴奋的 [35]
令人沮丧的-令人愉悦的
紧张的-放松的
昏昏欲睡的-被高度唤醒的
购买意愿 对于这件衣服,我完全可能购买 [36]
对于这件衣服,我完全不可能购买
我不愿意向朋友推荐这件衣服-我愿意向朋友推荐这件衣服

Fig.1

Stimulus for experiment 1. (a) Low saturation; (b) High saturation"

Fig.2

Stimulus for experiment 2. (a) High brightness and low saturation; (b) High brightness and high saturation; (c) Low brightness and low saturation; (d) Low brightness and high saturation"

Fig.3

Stimulus for experiment 3. (a) High brightness and low saturation; (b) High brightness and high saturation; (c) Low brightness and low saturation; (d) Low brightness and high saturation"

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