Međukulturna razlika u doživljaju boja

master's thesis

• Author: Edita Keškić
• Mentor: Lidija Mandić (mentor)
• Committee member: Ante Poljičak (član povjerenstva)
• Committee member: Lidija Mandić (član povjerenstva)
• Committee member: Maja Strgar Kurečić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2016-9-27, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Prvi dio diplomskog rada opisuje teoriju boje i tematiku doživljaja boje. Kroz teoriju fizike, boja je objašnjena kao svojstvo svjetlosti. Zatim je kroz fiziologiju vida objašnjeno kako čovjek vidi boje. Nakon toga objašnjeni su sustavi boja pomoću kojih ih definiramo. Psihologijom boja pojašnjeno je kako svaka boja uz sebe veže određena značenja koja ljudi i kulture povezuju s tom bojom i kako se boje primjenjuju u dizajnu. Kroz istraživački dio diplomskog rada provedeno je istraživanje doživljaja različitih boja. U istraživačkom dijelu kao sadržaj proučavan je utjecaj boje na doživljaj istog automobila u dvije različite kulture. Kao međukulturalna usporedba proučena je razlika u doživljaju automobila Mercedes branda identičnih boja između ispitanika iz Njemačke i Hrvatske. Istraživanje je provedeno online upitnikom te su korištene implicitna i eksplicitna metoda mjerenja. Podaci prikupljeni istraživanjem su analizirani i prezentirani u radu. Na kraju rada je analiza istraživanja te su doneseni zaključci. Cilj rada je vidjeti razlike u doživljaju boja istog auta između dvije kulture. Međukulturna razlika u doživljaju boja predstavlja dosta neistraženo područje pa je stoga potrebno detaljnije istražiti razlike jer razumijevanje utjecaja boja služi tome da bi ih bolje primijenili u dizajnu.

Abstract (english)

The first part of master thesis describes the theory of color and the subject of color experience. Through the theory of physics, color is explained as a property of light. Afterwards the physiology of sight explains how one sees color. Subsequently the color systems, by which the colors are defined, are presented. Color psychology part of the thesis describes that each color is connected with certain meanings that people and culture associated with them and how color properties are then applied in the design. Through the research part of master thesis research was carried on the subject of experience of different colors. In the research part the impact of color experience of the same car in two different cultures is studied. As a cross-cultural comparison of the study, the difference in the experience of the Mercedes car brand of identical car colors is studied among respondents from Germany and Croatia. The survey was conducted by the online questionnaire and implicit and explicit methods of evaluation are used. Data collected by the survey is analyzed and presented in the work. Finally, the analysis of the research and conclusions were adopted. The aim is to see the differences in color perception of the same car between two cultures. Cross-cultural differences in perception of colors represent a lot of uncharted territory and therefore require further research because understanding color impact serves to make better color applications in design.

• Keywords: značenje boja; doţivljaj boja; psihološki utjecaj; međukulturna razlika; boje automobila
• Keywords (english): color meaning; color experience; psychological impact; cross-cultural difference; car colors
• Language: croatian
• URN:NBN: urn:nbn:hr:216:453235
• Study programme: Title: Graphic technology; specializations in: Graphic technology, Design of graphic products; Course: Graphic technology; Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije (sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2024-04-18 21:12:00