Dataset Information

Spatial Color Efficacy in Perceived Luxury and Preference to Stay: An Eye-Tracking Study of Retail Interior Environment.

ABSTRACT: Color is a significant interior element with the power to influence emotions and behaviors in a particular environment. Numerous studies have investigated the impact of a single color on emotion; however, the collective emotional, cognitive, and behavioral effect created by combinations of colors applied to a space has not been thoroughly investigated. In this study involving both a survey as well as eye-tracking technology, we explored shaping the concept of spatial color efficacy by examining different applications of the same color combination in a space to determine whether they may cause different emotional responses, thereby impacting viewers' perception of luxury and intention to stay. A total of 26 interior design students at a university in Korea participated in the study. An environment simulating a hypothetical retail store was developed using a 3D rendering program, and six variations of spatial applications were created for each high luxury color combination and low luxury color combination to be used as stimuli. While viewing the images, participants were asked to identify which image looked most luxurious and in which space would they most want to stay. Results show the following: (a) the same color combination, if applied differently in a physical environment, can create different emotional responses, thereby affecting perceived luxury and preference to stay; (b) even a low luxury color combination can enhance perceived luxury and preference to stay depending on the spatial application; (c) gaze bias exists when selecting the most luxurious space and stating preference to stay as shown in the high correlation between dwell time and choice; in addition, differences in emotional response across images were also observed in the variations of pupil sizes measured during viewing various applications; (d) dark colors used in large amounts of surface were perceived as more luxurious than light colors when the same color combination was applied; and (e) appropriate contrast among colors was more influential in preference to stay than extreme or minimal contrast. Results expand the understanding of human behavior in relation to spatial color efficacy based on the spatial color combination and potential decision-making process in a retail setting.

SUBMITTER: Cho JY

PROVIDER: S-EPMC7136482 | biostudies-literature | 2020

REPOSITORIES: biostudies-literature

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Spatial Color Efficacy in Perceived Luxury and Preference to Stay: An Eye-Tracking Study of Retail Interior Environment.

Cho Ji Young JY Suh Joori J

Frontiers in psychology 20200331

Color is a significant interior element with the power to influence emotions and behaviors in a particular environment. Numerous studies have investigated the impact of a single color on emotion; however, the collective emotional, cognitive, and behavioral effect created by combinations of colors applied to a space has not been thoroughly investigated. In this study involving both a survey as well as eye-tracking technology, we explored shaping the concept of spatial color efficacy by examining ...[more]

PMID: 32296358

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Project description:BackgroundThe wide range of ability and disability in ASD creates a need for tools that parse the phenotypic heterogeneity into meaningful subtypes. Using eye tracking, our past studies revealed that when presented with social and geometric images, a subset of ASD toddlers preferred viewing geometric images, and these toddlers also had greater symptom severity than ASD toddlers with greater social attention. This study tests whether this "GeoPref test" effect would generalize across different social stimuli.MethodsTwo hundred and twenty-seven toddlers (76 ASD) watched a 90-s video, the Complex Social GeoPref test, of dynamic geometric images paired with social images of children interacting and moving. Proportion of visual fixation time and number of saccades per second to both images were calculated. To allow for cross-paradigm comparisons, a subset of 126 toddlers also participated in the original GeoPref test. Measures of cognitive and social functioning (MSEL, ADOS, VABS) were collected and related to eye tracking data. To examine utility as a diagnostic indicator to detect ASD toddlers, validation statistics (e.g., sensitivity, specificity, ROC, AUC) were calculated for the Complex Social GeoPref test alone and when combined with the original GeoPref test.ResultsASD toddlers spent a significantly greater amount of time viewing geometric images than any other diagnostic group. Fixation patterns from ASD toddlers who participated in both tests revealed a significant correlation, supporting the idea that these tests identify a phenotypically meaningful ASD subgroup. Combined use of both original and Complex Social GeoPref tests identified a subgroup of about 1 in 3 ASD toddlers from the "GeoPref" subtype (sensitivity 35%, specificity 94%, AUC 0.75.) Replicating our previous studies, more time looking at geometric images was associated with significantly greater ADOS symptom severity.ConclusionsRegardless of the complexity of the social images used (low in the original GeoPref test vs high in the new Complex Social GeoPref test), eye tracking of toddlers can accurately identify a specific ASD "GeoPref" subtype with elevated symptom severity. The GeoPref tests are predictive of ASD at the individual subject level and thus potentially useful for various clinical applications (e.g., early identification, prognosis, or development of subtype-specific treatments).

Dataset Information

Spatial Color Efficacy in Perceived Luxury and Preference to Stay: An Eye-Tracking Study of Retail Interior Environment.

Publications

Spatial Color Efficacy in Perceived Luxury and Preference to Stay: An Eye-Tracking Study of Retail Interior Environment.

Similar Datasets

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