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The deficiency of the mapping between fashion color (FoCo) value and linguistic color expression causes the difficulty of machine-based fashion understanding tasks that are heavily associated with color matching. The purpose of this paper is to propose the FoCo system and construct it with four steps, in order to bridge this gap.

The color distribution in HSB color space is analyzed to estimate the rough number of color categories. Similar color values are grouped to obtain the initial HSB value range for each color category. The intra-category color differences are calculated to determine their final HSB value ranges and Pantone color is used for fine-tuning.

With practical applications in mind, the FoCo system is designed as a hierarchical structure with three layers.

The FoCo system is designed as a hierarchical structure with three layers: color units for color matching-related tasks, color categories for style analysis tasks and color tones for color recognition tasks. Extensive experiments demonstrate the effectiveness of the FoCo system.

With behavioral experiments and protocol analysis, researchers can capture cognition in action. Using behavioral experiments, they can study realized behavior, not perception or self-reports. And they can do that in a controlled laboratory environment to establish causality, curbing spurious relationships. With protocol analysis, a method to elicit decision-makers’ thoughts, researchers can tap into cognitive processes. In combination, the two methods offer a novel approach to grasp mental processes alongside behavior, to reach causality and replicate findings. We describe the methods, demonstrate how researchers can apply them, and share practices from the design of experimental instruments to the replication of findings.

Chapter 5 changes focus from the external stimulus to the internal sensemaking by integrating and comparing new learning with the prior learning of the individual, which is the process of sensory cognition. These processes are identified and compiled into a model of the processes the brain uses to construct a cognition from the information, including both individual and collective learning. This results in the internalization of a new individual cognition constructed from the integration of the new information with prior information.

The purpose of this study is to examine if consumers have substantially common color preferences in hospitality uniforms for destination brands. Employee uniforms with their dimensions of style, material and color are a crucial part of the coordinated brand message of a business or a destination; however, this has been a void in tourism and hospitality literature. Current visitors to Hong Kong were studied using intercept surveys in four different groups controlling for potential confounding factors. Although results reveal the common perception and preference for black-white-formal uniforms for Hong Kong’s hospitality industry across different treatment groups as well as different cultural groups, implications and discussions are provided as a call for further research in this venue of inquiry.

This is a cross-sectional study using a site intercept survey with structured questionnaires on Chinese and international travelers in Hong Kong. Four different surveys were used as different treatments for four groups of respondents that were randomly assigned into each group. Each group was presented with a different default pair of male and female uniform pictures for the initial evaluation on the first page of the survey, followed by a list of uniforms with different colors and styles on the second page of the survey to select and evaluate their own pairs of male and female uniforms.

Results revealed that consumers’ general favorite colors may not apply to their preferences for the employee uniforms for a destination they visit. Also, there were similarities in the favorite color and choice uniform color for the three general culture groups, such as Chinese, Asia-Pacific and Western consumers, included in the study. Besides, findings implied that Hong Kong may be a strong brand with a uniform color preference for hospitality uniforms for different consumer segments.

This study needs to be considered as an exploratory attempt to bring researchers’ attention to the several questions still to be answered by future research. The results and discussions provided in this study are beyond being robust or conclusive; insights about potential brand connotations with employee uniform colors need to be taken as potential leads for future studies because there is a need for further study in this area.

The importance of hotel employee uniforms for quality hotel experience was the highest for the Chinese group, whereas it was the lowest for the Western group. Chinese and Asia-Pacific respondents placed more importance on uniforms as a cue for a quality hotel experience, which signal a higher level of involvement in visible cues in the consumption environment. Hence, hotels as well as destinations catering to these groups need to take their market segment preferences into consideration before making decisions about brand cues for their products.

There is a lack of attention to the color aspect of service encounter in tourism and hospitality literature. Therefore, color needs attention from researchers as a new venue of research in tourism and hospitality, especially in the tourism destination context. This study is a spearhead to generate interest by intriguing questions for future attention from researchers.

The purpose of this paper is to review the literature published since 1985 regarding color effects in advertising and at setting an agenda for future research.

Recent publications (1985-2012) regarding the effects of color in advertising on consumers’ attention, memory and emotional responses are reviewed and discussed.

The review reveals that the effects of color on attention, emotion and memory still remain largely unknown, mainly due to the inherent complexity of the subject and lack of systematic research. At the same time, promising research venues and challenges for the future are identified in the form of research questions.

The key potential contribution of this paper stems from the identification of promising research questions and challenges for investigating the role of color in advertising.

The purpose of this paper is to establish the influences of the colours red and blue on perceived well being, social cohesion and productivity in complex real life work conditions during regular meetings.

In total, seven regular government teams held seven regular meetings in red, blue and reference meeting rooms. In literature it is often mentioned that red is a warm and blue a cool colour. To be able to test the warmth and coldness effects the authors have amplified the warm and cold qualities with light colour and colour of the table top desk. The employees were asked to complete questionnaires concerning perceived well being, social cohesion and productivity. In total, 52 subjects completed three questionnaires, at the start, the end and two or three days after the meeting. Data were analysed with SPSS 16.

The findings did not show any effects of the red and blue environment on perceived well being, social cohesion and productivity. The authors assume the processes in real life work situations are too complex to measure influences.

The research focuses on individual perceptions and did not measure actual well being, social cohesion and productivity.

Practical implications are that statements frequently mentioned in literature concerning influences of red and blue might be not valid in real life meeting settings. New ways of testing the impact of colours should be reconsidered. Because lab situations are too simplified and artificial, the authors suggest testing influences of colour in an isolated setting in relation to art.

The originality of this research concerns testing colour influences in complex real life work settings, such as meetings.

Chapter 8 synthesizes the research findings from the processes of sensory cognition into the design and configuration of the learning environment. The focus of cognition changes perspective and focus from the attributes of an external stimulus to the internal processes of integration with prior learning and internalization into a new cognition of the individual, which is labeled as the individual's learning ecology. These processes provide a plausible model for the design of the learning environment dimension, which internalizes the learning into transformational and ultimately lifelong learning. The processes of sensory cognition provide a viable and practical model to engineer learning cognition in the same way the brain does with sensory cognition. Like sensory cognition, learning cognition is the result of the structure of the learning environment.

To assess the distortion in colour matching occurring in the process from design of a fabric to printed output, a combined objective and subjective measurement methodology was used. The results obtained from the spectrophotometer demonstrated that the hue and chroma of the printed copies differed from the originals. It was found that the perception of colour by fashion/textile designers mainly depends upon overall colour differences (▵E) rather than any individual factors such as lightness, chroma and hue.

The purpose of this paper, conducted within an emerging market context, was to investigate the influence of colour in packaging on the purchase intent of consumers for bottled water. Colour, whether in branding or packaging, has always been an important attribute in attracting the attention of consumers. For years, bottled water packaging has largely centred on the colours blue and white. The study looked into the effect of cold colours, warm colours and neutral colours on the purchase intent for bottled water. It also analysed the influence of the demographic variables of age group, gender, language and income group on colour preferences of the product.

An experimental design was utilised for the purposes of this study. Data were collected by means of a mall intercept survey of South African consumers within suburban supermarket stores.

The findings determined that while consumers appear somewhat indifferent between colours, there is a greater preference for neutral colours as opposed to cold and warm colours in bottled water packaging. It was also determined that income has a significant influence in colour preference for bottled water, with lower income groups preferring cold and warm colours and higher income groups preferring neutral colours.

This suggests that marketers of bottled water ought to pay close attention to these signals and optimise packaging accordingly. In particular, this study suggests that tailored coloured packaging can be used to target specific income groups in a more appropriate manner. This is particularly pertinent in an emerging market context, where income disparities are extremely prevalent. Small- and medium-sized enterprises (SMEs) and entrepreneurs can seize this opportunity to introduce niche products and stimulate innovation in a relatively stagnant marketplace.

As discovered in the course of this research, few studies have been undertaken to examine the effect of colour in packaging in the context of emerging markets and, notably, sub Saharan Africa. As such, the authors believe this is a significant contribution to the knowledge base. It is hoped that the results of this study will assist marketers, SMEs and entrepreneurs in improving understanding of how colours differentiate a product, particularly in a commodity merchandise category such as bottled water, the knowledge of which may be leveraged to tailor the positioning in the market.