BUILDING BLOCK dimensional to 8-level


‘Activity’ and colour in Germany

Activity: red 28%, orange 18%, yellow 15%, …
Heller (1989)

‘Dynamics’ and colour in Germany

Dynamics: red 25%, blue 20%, orange 13%, …
Heller (1989)

‘Energy’ and colour in Germany

Energy: red 38%, orange 18%, yellow 16%, gold 7%, …
Heller (1989)

Amount of activity as an indication of the extraversion personality threat

People who score high on activity are generally bussy and energetic. They love all kinds of physical activities, hard labour and physical exercises included. They get up early and quickly, jumping from one activity to another and have a wide range of interests. People with low scores are physically inactive, lethargic and easily tired. They always move at a calm pace and prefer quiet and calm holidays. High activity is a characteristic of the extrovert and low of the introvert.
Eysenck, H. J. (1998)

Chroma level effect on activity

The chroma level has an effect on activity (Miyamoto, 2003). The brighter the colour, the more a sense of dynamism will emerge (Valdez & Mehrabian, 1994). The psychologists da Pos and Green-Armytage (2007) obtained the same result in their research into colours and basic emotions. Passive feelings such as sadness and fear are associated with very unsaturated monochrome colours, while active feelings such as happiness, surprise and anger are linked to bright and very contrasting colours.

Heat, weight and activity in multicolored images
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The findings of this study show that people in general perceive color emotions for multicoloured images in similar ways, and that observer judgments highly correlate with the predictive model recently proposed in image retrieval. Images were judged by observers on three emotion factors: heat, weight, and activity. Interobserver agreement obtained for the heat factor are 0.099, 0.079 for weight, and 0.160 for activity. Comparing the results with other studies involving single colors or two-color combinations shows that the agreement is good, especially for heat and weight. (Solli & Lenz, 2011)

Lüscher’s active and passive colours

The psychologist Lüscher (1969) uses the parameter active/passive in his well-known colour test. The active colours are then yellow and red, the passive blue and green. Passivity means rest and the general decline of metabolic processes and glandular function. Activity accelerates the metabolic process and gland function increases. Primitive peoples showed a number of basic behaviours. The active primitive man was a hunter, his activity was focused on conquest and obtaining. A passive behaviour was self-preservation, defence, withdrawal.
(Lüscher & Scott, 1969).

Seven traits of extraversion

You can see seven traits that correlate with each other, i.e. people who are sociable, impulsive, active, risk-taking and expressive, and lacking consideration and responsibility. This combination of character traits produces a new and more general character that is called extraversion.
(Eysenck & Wilson, 1977)

Square versus rounded

Square/rounded has an important influence on the function of the size of an angle. Rounded corners are experienced more cheerfully, while straight angles are perceived as more serious (Poffenberger en Barrows, 1924). Round and square are also related to activation. Roundness in parts of utensils or interfaces can indicate a button, where activation is needed. Sharp roundness can therefore trigger alertness and induce action.

Three colour factor emotional values

Li-Chen Ou et al. (2004) who investigated colour combinations identified three colour factors with the method of factor analysis that gave the best cross-cultural results, in particular colour temperature, colour weight and colour activity. This results in three groups of antagonistic pairs, which prove important when it comes to emotional values, nml. cold / warm, heavy / light and passive / active. This model is confirmed by Wang (2007).