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研究生：	王強強 Thomas C. Blair
論文名稱：	色彩在文化中的象徵意義--以臺灣和美國為例 The Symbolic Meaning of Color in Different Culture: Take Taiwan and American as an Example
指導教授：	伊彬
學位類別：	碩士 Master
系所名稱：	設計學系 Department of Design
論文出版年：	2007
畢業學年度：	95
語文別：	中文
論文頁數：	126
中文關鍵詞：	色彩學、色彩美學、色彩知覺、色彩心理
英文關鍵詞：	color theory, color aesthetics, color consciousness, color psychology
論文種類：	學術論文
相關次數：	點閱：290 下載：209
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摘要

此篇論文，在於探討色彩運用在文化上的意涵。透過顏色的使用，它幫助凝聚焦點的關係，澄清消息，成為每天生活的主要部分，並使得色彩將發揮它的文化意義。色彩的選擇與問卷的設計，係根據艾薩克.牛頓先生的顏色理論(1666)「世界是無色的」和Berlin& Kay的基本色名(1969) (Basic Color Terms)「他們的僅十一基本的顏色在人的語言」這二篇研究論著作為根據。透過問卷的方式，了解色彩在不同國籍與性別的條件下，產生的具體聯想及抽象聯想差異。為了更進一步了解色彩之於文化的差異，故選擇對臺灣文化、歷史較有接觸的中華民國師大國文系學生，臺灣男性50位、女性50位，以及在臺就學未滿1年，就讀台大／師大／政大之美籍男性50位、女性50位，協助做此調查問卷。隨後統計出具體及抽象色彩的統計表。結果顯示：白色給予東方人：奶、兔子、好人和乾淨的感覺；給西方人：醫院、珍珠、處女及神聖的感覺。黑色給予東方人：髮、夜晚、孤獨和壞人的感覺；帶給西方人：黑人、可怕、高貴及魔鬼的感覺。紅色給予東方人：紅包、婚禮及好運的感覺；帶給西方人：戰爭、血、惡魔及口紅的感覺。黃色，給予東方人：皇帝、計程車、權力、和警示的感覺；給西方人：陽光、黃金、活潑及權力的感覺。綠色給予東方人：花園、森林、新鮮和活力的感覺；給西方人：美金、自然、希望與再生的感覺；藍色給予東方人：天空、海洋、權力及自由的感覺；帶給西方：太空、地球、神秘及交往的感覺。褐色給予東方人:大便、咖啡、泥土及骯髒的感覺；給予西方人：啤酒、巧克力、獅子及大便的感覺。灰色給予東方人：金屬、路、工業化及不純的感覺；帶給西方人：銀、報紙、年老及陰暗的感覺。紫色給予東方人：葡萄、高貴與花香的感覺；帶給西方人：葡萄、神聖及永遠的感覺。粉紅色給予東方人：女人、 Hello Kitty、愛情及可愛的感覺；帶給西方人：Gay、小女孩及Hot的感覺。橙色給予東方人：橘子、生氣及台客的感覺；給西方人：南瓜、快樂、和活力的感覺。從調查問卷中可得知，在不分種族、性別的條件下，證明了人們對色彩的感覺，的確受到外在生活環境的文化的影響。例如綠色，在當今傳播媒體的快速，自由化發展與世界交流頻繁的的環境情況下，美

國流通的貨幣紙鈔為綠色，為眾人所知，因此造成了人們對「綠色」的聯想，影響到人類理性的知覺。所以提到綠色時，「美金」會成為聯想的標的之一。除了綠色之外，粉紅色的調查結果是，令人聯想到Hello Kitty。此Hello Kitty係由日本創造出的虛擬人物形象，但是由於世界貿易的開放與往來，產品的資訊在媒體大量的傳播，在生活環境的視覺上大量為人們所知曉，甚至在日常生活用品上，也大量地製造，造成了Hello Kitty與粉紅色密不可分的關連性。因此，此一調查，更可以明顯的指出，外在文化環境，嚴重的影響著人們對色彩的觀感與知覺。

關鍵字：色彩學、色彩美學、色彩知覺、色彩心理

Abstract

The thesis is examined the meaning of color with the culture aspect. According to using of the color, it helps us condense the relation of focuses and clarify information. Color using become the main part of our daily life and play a big role in cultural. The color questionnaire designs, according to Doctor Isaac Newton's color theory (1666) and Berlin and Kay (1969 Basic Color Terms) these two books main study, show that the human color language is base on only 11 basic colors. By passing out the questionnaires to male and female Taiwanese and American, we can try to understand the color under different nationalities and condition of the sex. Furthermore, In order to understand the color role in difference culture, I pick my Taiwan participants from Chinese department in National Taiwan Normal University, and American participants were picked from University students, who come from National Taiwan University, National Taiwan Normal University and National Chengchi University and stay in Taiwan less than one year. The total number of questionnaire is 200: Taiwan 100 participants, which includes 50 males and 50 females and American 100 participant’s 50, which includes males and 50 females, too. Later on I would collect and compile the statistics into the covariance table of concrete and abstract color. The result shows that the white color delivers Taiwanese the feeling of milk, rabbit, and the good person with elegance, while it brings

American the feeling of hospital, pearl, virgin and fearfulness. The black color brings Taiwanese the feeling of hair, night, loneliness and villians while it gives to American the feeling of black person, awfulness, nobleness and devil. The red color gives Taiwanese the feeling of red envelope, wedding and fortune, while it gives to American feeling of war, blood, devil and lipstick. The yellow color gives Taiwanese feeling of emperor, taxi, power, and caution, while it gives to American feeling of sunshine, gold, animation and power. The green color gives Taiwanese feeling of garden, forest, freshness and mettlesome feeling, while it brings to American feeling of U.S. dollar, nature, hopefulness and regeneration. The blue color gives Taiwanese feeling of sky, ocean, power and freedom, while it gives to American feeling of space, the earth, mysterious and isolating feeling. The brown color gives Taiwanese feeling of coffee, earth, mud and dirtiness, while it gives to American feeling of beer, chocolate and lion. The gray color gives Taiwanese feeling of metal, road, industrialism and impureness while it brings to American feeling of silver, newspaper, senility and murkiness. The purple color gives Taiwanese feeling of grape, noble and the flower fragrant while it gives to American feeling of grape, heavenliness and eternity. The pink color gives Taiwanese feeling of woman, Hello Kitty, love and amiability, while it gives to American feeling is gay, little girl and heat. The orange color gives Taiwanese feeling of tangerine, anger and the guests in Taiwan, while it gives to American feeling of pumpkin, happiness, and vitality. From the questionnaire we have learned, under assigning to the conditions of the race, sex, prove people's feeling to color, color has a great influence toward culture of the external living environment. For example, with the fast grown globe media, liberalism and development and world communicate, when speaking of green, "US dollars” will come to most of our minds immediately. American currency money is public known. Therefore, it causes people's association of thought to "green”. Other colors also have big impact to the globe, like the pink color. This color makes people associate with Hello Kitty. Hello Kitty is the virtual person image created by Japan. However, because of the open world trades, the information of the product has a great deal of propagation at the media, on the vision of living environment, becoming a great deal of understood by people. It even also makes large quantity in daily life articles and causes Hello Kitty and the pink inseparable.

Key word: color theory, color aesthetics, color consciousness, color psychology

目錄
中文摘要...........................................................................................       I
英文摘要...........................................................................................      II
誌謝...................................................................................................      IV
目錄...................................................................................................       V
圖目錄...............................................................................................    VIII
表目錄...............................................................................................       X

第一章 緒論..............................................................................................      1
1.1 研究背景與動機....................................................................      2
1.2 研究目的.................................................................................      4
1.3 研究範圍與限制....................................................................      4
1.4 研究架構與流程....................................................................      5
1.5 研究方法.................................................................................      7

第二章 文獻探討......................................................................................      8
2.1 知覺導論.....................................................................................      8
2.1.1 知覺歷程...........................................................................      9
2.1.2 視覺生理............................................................................       10
2.1.3 物體知覺............................................................................       10
2.2 色彩學與知覺...............................................................................       11
2.2.1 認識色彩.............................................................................      13
2.2.1.1 何謂色彩..............................................................    14
2.2.1.2 色彩與生活..........................................................    15
2.2.1.3 色彩的本質..........................................................    17
               2.2.1.3.A 光與色彩.......................................    18
               2.2.1.3.B 物體色彩.......................................    19
               2.2.1.3.C 色彩與顏料...................................    20
               2.2.1.3.D 可感覺色彩的眼睛與頭腦.........    24
2.2.1.4 色彩與視覺機能.................................................    25
2.2.2 色彩的功能............................................................    25
2.2.2.1 色彩的三屬性..................................................................    26
               2.2.2.1.A 色相...............................................    27
               2.2.2.1.B 明度...............................................    28

               2.2.2.1.C 彩度...............................................    28
2.2.2.2 色彩的種類...........................................................   29
2.2.2.3 色彩基本結構.......................................................   30
2.2.3 色彩感覺與物理性質..........................................................   31
2.2.3.1 色彩的感覺...........................................................   32
2.2.3.2 色彩的物理性質...................................................   36
2.2.3.3 色彩之心理感覺...................................................   38
2.3 色彩與文化..................................................................................    38
2.3.1 色彩的視覺文化運用..........................................................   39
2.3.2 色彩的文化象徵...................................................................   40
2.4 色彩象徵的言語...........................................................................    41
2.5 色彩象徵主義暗藏的訊息..........................................................    42
2.6 東西方色彩的運用.......................................................................    43
2.7 台灣和美國色彩的聯想差異.....................................................     44
2.8 結討...............................................................................................     44

第三章 研究方法與實施.............................................................................    46
3.1 研究方法......................................................................................     46
A 中文問卷...............................................................................    48
B 英文問卷...............................................................................    49

第四章 研究結果..........................................................................................    50
4.1 黑色的具體與抽象聯想............................................................    50
4.2 白色的具體與抽象聯想............................................................    55
4.3 紅色的具體與抽象聯想............................................................    60
4.4 黃色的具體與抽象聯想............................................................    65
4.5 綠色的具體與抽象聯想............................................................    70
4.6 藍色的具體與抽象聯想............................................................    74
4.7 褐色的具體與抽象聯想............................................................    79
4.8 灰色的具體與抽象聯想.............................................................    83
4.9 橙色的具體與抽象聯想.............................................................    87
4.10 粉紅色的具體與抽象聯想.......................................................    92
4.11 紫色的具體與抽象聯想.............................................................   97
4.12 小結............................................................................................    101



第五章 創作理念、方法與表現..............................................................    103
5.1設計理念基礎...........................................................................    104
5.2方法與流程...............................................................................    105
5.2.1 創作方法.......................................................................    106
5.2.2 創作結構.......................................................................    110
5.3創作的發展過程與說明..........................................................    119

第六章 討論與結論...................................................................................    121
6.1研究結果...................................................................................    121
6.2研究心得...................................................................................    122
6.3永續計畫...................................................................................    123

参考文獻......................................................................................................    125
                                

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