著者

齋藤 牧子 和田 裕一

出版者

日本感性工学会

雑誌

日本感性工学会論文誌 (ISSN:18828930)

巻号頁・発行日

vol.8, no.4, pp.1025-1033, 2009-03-31 (Released:2016-01-25)

参考文献数

20

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Impression made by the color of cellular phones was investigated. We presented pictures of an identical cellular phone with 16 different body colors to 194 observers and asked them to evaluate the appearance of the pictures by using the Semantic Differential (SD) method. The results of factor analysis indicated that there were three factors of impressions: masculine-feminine, gorgeous-staid, and evaluation. A subsequent confirmatory factor analysis supported the factorial validity of the proposed three-factor model. It also revealed that there were significant gender differences in certain factor scores and intrafactor correlations. We applied the “positioning analysis” method (Toyoda, 2001) for the SD data, and mapped the loading values for SD scales and colors on a 2 dimensional plane. Implications regarding the underlying structure of impression and its relationship with the body color of cellular phone are discussed.

著者

齋藤 牧子 潮田 浩 和田 裕一

出版者

日本感性工学会

雑誌

日本感性工学会論文誌 (ISSN:18845258)

巻号頁・発行日

vol.8, no.2, pp.361-368, 2009-01-20 (Released:2016-01-25)

参考文献数

14

被引用文献数

4 3

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The effects of package color on taste impression by appearance of plastic bottled green tea were studied. In Experiment 1, participants rated the taste impressions (sweetness, astringency, mellowness, refreshment, umami, strength, flavor, quaffableness, liking) by appearance of plastic bottled green tea with nine color packages (red, orange, yellow, green, blue, purple, brown, black, and white). It was showed that the ratings varied with color for all these taste impressions. In Experiment 2, AHP (Analytic Hierarchy Process) procedure was used to investigate how participants evaluated their preference for colors. Three kinds of taste impressions (sweetness, strength, and quaffableness) were designed as evaluation items in AHP. The results revealed that green color made a favorable impression on all evaluation items. Cluster analysis was then applied to assess potential individual difference of the preference for taste impressions. It was shown that evaluation pattern could be classified mainly into three types (high scores on sweetness, strength, or quaffableness, respectively), and that there may be differences of the preference for colors among different types of the preference for taste impressions.

著者

齋藤 牧子 潮田 浩 和田 裕一

出版者

一般社団法人電子情報通信学会

雑誌

電子情報通信学会技術研究報告. HIP, ヒューマン情報処理 (ISSN:09135685)

巻号頁・発行日

vol.107, no.369, pp.73-78, 2007-11-29

参考文献数

12

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ペットボトル緑茶飲料のパッケージカラーがその味覚印象に及ぼす効果について検討した。実験1では、パッケージカラーとして9色(赤、橙、黄、緑、青、紫、茶、黒、白)を提示し、味覚印象(甘み、渋み、まろやかさ、爽快感、うまみ、味の濃さ、飲みやすさ、香りのよさ、嗜好)の評定を求めた。その結果、これらのすべての味覚印象に対する評価は色によって変化することが示された。実験2では、評定者がどのようにして色の選好評価をしているかを調べるために、AHP(階層化意思決定法)を用いた検討を行った。AHPにおける評価項目として、甘さ、濃さ、飲みやすさの3つを設定した。分析の結果、緑はすべての評価項目において最も好ましさを感じさせるパッケージカラーであることが明らかとなった。