Associations between colors and affective words related to tourist attractions

Takatsugu KojimaShiga University of Medical Science
Tetsuaki NakamuraKyoto University

Abstract

We have developed a tourist map system based on the way people create associations between colors and affective words related to tourist attractions. This study examines such associations. In the first experiment, a participant was required to choose one color from among the seven rainbow colors and one gray-scale level from among seven gray-scale levels to associate with an affective word related to a tourist attraction. In the second experiment, a participant was asked to name a tourist attraction evoked by an affective word, and then choose a color and gray-scale level to associate with the attraction, as in the first experiment. The results indicated that an affective word could be tagged to a specific color and gray-scale level in relation to a tourist attraction, and that the color images of some affective words could be related to color images of the attractions evoked by those words.

Files

Associations between colors and affective words related to tourist attractions (1 KB)



Back to Table of Contents