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An Exploratory Study on Taxonomy Of Color-Shape Binding: Focused on Typicality Theory

  • Journal of Communication Design
  • Abbr : JCD
  • 2018, 64(), pp.263-278
  • DOI : 10.25111/jcd.2018.64.20
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : March 2, 2018
  • Accepted : July 25, 2018

Eun Mi Lee 1,  Jonghoon Kim 2,  서정환 3

1창신대학교
2인천대학교
3창원대학교 교수(산학협력단)

Accredited

ABSTRACT

Behavioral scientists have been interested in visual information processing, but they have not produced many research results. This study aimed to develop the concept of color-shape binding and its taxonomy, investigating the independent and interactive characteristics of colors and shapes. The results of this study are summarized as follows. First of all, we presented a task of combining representative colors into 84 shapes which were classified largely into three types: natural, artificial, and pictorial shapes. From the data analysis, 21 images with common colors and shapes as high typicality (e.g. madder carrot, purple eggplant, yellow cheese, navy shark, red crab, black spider, black and red ladybug, white duck, swan, and sheep, yellow chick, gray elephant, brown kangaroo, bear, and cow, yellow sunflower, trumpet and bell, green tree and clover) were derived. All subjects perceived the cases with typical binding of color-shape as ordinary. On the other hand, for the task asked to get drenched in 21 shapes with a heterogeneous color (usually unseen color), most of the subjects spent more time to do the first task (typical binding of color-shape). The tie of color and shape as aesthetic elements should break in order for novel color to be matched with the same shape because it is deeply embedded in people’s unconsciousness. Finally, the overall evaluation of the untypical binding of color-shape was found in both aspects of negative and positive. These results support previous studies, in which typical binding of color-shape maximizes similarity and familiarity as well as untypical binding increases deference. However, the taxonomy of color-shape binding through the level of typicality based on partial distortion is different from the related studies. Thus, a partially distorted stimulus based on similarity is likely to be perceived as unique, but an overly distorted stimulus can lead to a negative reaction such as unfamiliarity and heterogeneity before the recognition of differentiation. This study has a contribution of expanding concept of color-shape binding to the untypical range, unlike the previous studies which only dealt with the harmony and consistency between color and shape in esthetics. In the future research on visual stimuli, the concept and taxonomy of color-shape binding suggested in this study would also provide an effective theoretical basis for establishing design principles and developing techniques.

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