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

RichHTML

23

PDF (PC)

283

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"

[1] 朱碧空. 色彩视错觉在服装人体塑型中的应用[J]. 山东纺织经济, 2012(4):56-58.
ZHU Bikong. The application of the visual illusion of color in the body shaping of the dress[J]. Shandong Textile Economy, 2012(4):56-58.
[2] 武禹圻, 瞿缘, 胡佳慧. 视错觉在平面设计创意与表现手法上的应用[J]. 大众文艺, 2020(2):15.
WU Yuqi, QU Yuan, HU Jiahui. The application of visual illusion in the creativity and expression of graphic design[J]. Art and Literature for the Masses, 2020(2):15.
[3] JOHN E H, SUMNER F. Relation of brightness differences of colors to their apparent distances[J]. The Journal of Psychology, 1948, 26:25-29.
doi: 10.1080/00223980.1948.9917393
[4] TEDFORD W H, BERQUIST S L. The size-color illusion[J]. Journal of General Psychology, 1977, 97(1):145-9.
doi: 10.1080/00221309.1977.9918511
[5] HAGTVEDT H, BRASEL S A. Color saturation increases perceived product size[J]. Journal of Consumer Research, 2017, 44(2):396-413.
[6] 李龙辉. 物体大小感知过程中的色彩心理效应[J]. 渭南师范学院学报, 2014, 29(15):45-47.
LI Longhui. The psychological effect of color in the process of object size perception[J]. Journal of Weinan Normal University, 2014, 29(15):45-47.
[7] 曹宵情, 鲁成. 色彩感知价值维度构建、简约量表开发与检验[J]. 丝绸, 2020, 57(5):35-41.
CAO Xiaoqing, LU Cheng. Color perceived value dimension construction, development and test of simple scale[J]. Journal of Silk, 2020, 57(5):35-41.
[8] 于洋, 范作泽, 初晓玲. 基于视错觉原理的肥胖体男士T恤设计[J]. 服装学报, 2020, 5(4):323-327.
YU Yang, FAN Zuoze, CHU Xiaoling. Obese men's T-shirt design based on the principle of visual illusion[J]. Journal of Clothing Research, 2020, 5(4):323-327.
[9] 王佳宁. 视错服装图像的主客观评价研究[D]. 杭州:浙江理工大学, 2020: 31-53.
WANG Jianing. Subjective and objective evaluation of images of visual illusion clothing[D]. Hangzhou: Zhejiang Sci-Tech University, 2020: 31-53.
[10] 罗曼嘉, 花芬, 吴志明. 色彩对服装深度视错觉图案的影响研究:基于青年女性[J]. 丝绸, 2021, 58(1):130-136.
LUO Manjia, HUA Fen, WU Zhiming. Research on the influence of color on the optical depth illusion pattern of clothing: based on young women[J]. Journal of Silk, 2021, 58(1):130-136.
[11] 杨松. 产品色彩设计[M]. 南京: 东南大学出版社, 2014: 33.
YANG Song. Product color design[M]. Nanjing: Southeast University Press, 2014: 33.
[12] 王宏卫. 设计色彩基础[M]. 上海: 同济大学出版社, 2014: 15.
WANG Hongwei. Design color basis[M]. Shanghai: Tongji University Press, 2014: 15.
[13] 陈晓艳. 设计色彩[M]. 南京: 东南大学出版社, 2015: 25.
CHEN Xiaoyan. Design color[M]. Nanjing: Southeast University Press, 2015: 25.
[14] 姜立婷. 视错觉在室内空间设计中的应用[J]. 居舍, 2020(20):91-92.
JIANG Liting. Application of visual illusion in interior space design[J]. Ju She, 2020(20):91-92.
[15] 许灵. 视错觉在室内装饰设计中的应用[J]. 美术教育研究, 2018(17):64.
XU Ling. Application of visual illusion in interior decoration design[J]. Art Education Research, 2018(17):64.
[16] 崔凤烨, 钱晓明, 王立晶. 视错觉在女装设计中的应用[J]. 毛纺科技, 2020, 48(3):71-75.
CUI Fengye, QIAN Xiaoming, WANG Lijing. Application of visual illusion in women's clothing de-sign[J]. Wool Textile Journal, 2020, 48(3):71-75.
[17] LABRECQUE L, PATRICK V M, MILNE G R. The marketers'prismatic palette: a review of color research and future directions[J]. Psychology & Marketing, 2013, 30(2):187-202.
doi: 10.1002/mar.20597
[18] GUNDLACH C, MACOUBREY C. The effect of color on apparent size[J]. American Journal of Psychology, 1931, 43(1):109-111.
doi: 10.2307/1414243
[19] NAKATANI, KATSUYA. Fixed set in the perception of size in relation to lightness[J]. Perceptual and Motor Skills, 1989, 68(2), 415-422.
doi: 10.2466/pms.1989.68.2.415
[20] MAHNKE, FRANK H. Color environment and human response[M]. New York: John Wiley & Sons, 1996: 58-70.
[21] 郭文文. 色彩感知在城市夜景照明设计中的应用研究[J]. 住宅与房地产, 2020(6):283-286.
GUO Wenwen. Research on application of color perception in urban nightscape lighting design[J]. Housing and Real Estate, 2020(6):283-286.
[22] 杨晓燕, 谢倩宜. 视错觉在现代平面设计中的应用与研究[J]. 美术教育研究, 2020(15):68-69.
YANG Xiaoyan, XIE Qianyi. Application and research of visual illusion in modern graphic design[J]. Art Education Research, 2020(15):68-69.
[23] OYAMA, TADASU. The effect of hue and brightness on the size-illusion of concentric circles[J]. Am J Psychol, 1962, 75(1):45-55.
doi: 10.2307/1419541
[24] EGUSA, HIROYUKI. Effects of brightness, hue, and saturation on perceived depth between adjacent regions in the visual field[J]. Perception, 1983, 12(2):167-175.
doi: 10.1068/p120167
[25] 曹宵情, 刘尊礼, 鲁成. 黄色明度饱和度对服装高级感的影响研究[J]. 丝绸, 2019, 56(9):50-55.
CAO Xiaoqing, LIU Zunli, LU Cheng. Research on the influence of yellow value and saturation on sense of clothing superiority[J]. Journal of Silk, 2019, 56(9):50-55.
[26] 兰博楠. 色彩在消费市场中的应用研究[J]. 消费导刊, 2017(15):5.
LAN Bonan. Research on the application of color in the consumer market[J]. Consume Guide, 2017(15):5.
[27] 高之良. 营销新思维:用“味觉”和色彩唤起消费[J]. 中国质量万里行, 2018(10):18-19.
GAO Zhiliang. New marketing thinking: arousing consumption with taste and color[J]. Quality in China, 2018(10):18-19.
[28] VALDEZ P. MEHRABIAN. Effects of color on emo-tions[J]. Journal of Experimental Psychology: General, 1994, 123(4):394-409.
doi: 10.1037/0096-3445.123.4.394
[29] 张腾霄, 韩布新. 红色的心理效应: 现象与机制研究述评[J]. 心理科学进展, 2013, 21(3):398-406.
ZHANG Tengxiao, HAN Buxin. The psychological effect of red: a review of the research on phenomenon and mechanism[J]. Progress in Psychological Science, 2013, 21(3):398-406.
[30] BAGCHI R, CHEEMA A. The effect of red background color on willingness-to-pay: the moderating role of selling mechanism[J]. Journal of Consumer Research, 2013, 39(5):947-960.
doi: 10.1086/666466
[31] PILARCZYK J, KUNIECKI M, WOLOSZYN K, et al. Blue blood, red blood. how does the color of an emotional scene affect visual attention and pupil size?[J]. Vision Research, 2020, 171:36-45.
doi: 10.1016/j.visres.2020.04.008
[32] 刘梦茹. “买家秀”会影响网购意愿吗?[D]. 上海:上海师范大学, 2018: 19-24.
LIU Mengru. Will "Buyer show" affect online shopping intention?[D]. Shanghai: Shanghai Normal University, 2018: 19-24.
[33] GROGAN S. Body image: understanding body dissatisfaction in men, women and children[M]. London: Routledge, 2013: 41-80.
[34] SMITH A R. Color gamut transform pairs[J]. Acm Siggraph Computer Graphics, 1978, 12(3):12-19.
doi: 10.1145/965139.807361
[35] RUSSELL J A. The affect grid: a single-item scale of pleasure and arousal[J]. Journal of Personality & Social Psychology, 1989, 57(3):493-502.
[36] 吴晓. 高级定制男装消费者购买意愿及影响因素分析[D]. 杭州:浙江理工大学, 2014: 16-20.
WU Xiao. Analysis of purchase intention and influencing factors of haute couture men's wear consumers[D]. Hangzhou: Zhejiang Sci-Tech University, 2014: 16-20.
[37] 陈郁琦, 冒文君, 郝瑞闽. 视错觉情绪认知在服装设计上的运用[J]. 设计, 2018(11):18-20.
CHEN Yuqi, MAO Wenjun, HAO Ruimin. The application of visual illusion emotion cognition in fashion design[J]. Design, 2018(11):18-20.
[38] HAYES A F. Introduction to mediation, moderation, and conditional process analysis: a regression-based approach[J]. Journal of Educational Measurement, 2013, 51(3):335-337.
doi: 10.1111/jedm.12050
[39] 孙蓓蓓, 宋雨楠, 郝瑞闽. 图案视错觉在服装设计中的运用[J]. 纺织科技进展, 2018(5):46-50.
SUN Beibei, SONG Yunan, HAO Ruimin. Application of pattern illusion in fashion design[J]. Progress in Textile Science & Technology, 2018(5):46-50.
Viewed
Full text


Abstract

Cited
  Shared   
  Discussed   
No Suggested Reading articles found!
京ICP备14006648号
Copyright 2021 © Editorial office of Journal of Textile Research
Supported by Beijing Magtech Co.Ltd