臺灣博碩士論文加值系統

Color is one of the most important communication element in the modern world. It can represent natural objects, emotions, ideas, and cultural references. Depending on each society, context and time, their meanings can change, be completely different, and sometimes, contradictories. What in one culture can mean a positive message in another can be negative. In general, some studies confirm that there is a strong similarity between Chinese and Taiwanese culture, many authors have concluded that the culture that prevails in Taiwan is Chinese. Likewise, with respect to the psychological and symbolic meanings of the six basic colors from the color spectrum, Red, Orange, Yellow, Green, Blue, Purple; as well as Black and White. Taking Taiwanese culture and a sample of the young population as a case study, the goal is to analyze the current psychological and symbolic meaning among the perception of young Taiwanese and verify how accurate is the literature of colors in Taiwanese culture. In the results of this study, there were satisfactory and relevant findings, according to the perception of the participants between university ages. An important example is regarding the Red color, which in Taiwanese culture has a positive, happy and lucky meaning. However, in the perception of young people, it is more inclined mainly to a negative association. This is one of the few findings presented in this study. These results can be used to update the meaning of colors in Taiwanese culture and for all those who want to expand their knowledge and understand the relevance of colors in our personal and professional lives.

ABSTRACT ii
ACKNOWLEDGMENTS iii
TABLE OF CONTENT iv
LIST OF TABLES vii
LIST OF FIGURES viii
CHAPTER 1: INTRODUCTION 1
1.1 Overview of the study 1
1.2 Purpose of the study 2
1.3 Problem Statement 3
1.4 Research Delimitations 4
1.5 Research Questions 4
1.6 Structure of the study 5
CHAPTER 2: LITERATURE REVIEW 6
2.1 The Color Theory 6
2.1.1 The Color Wheel 7
2.1.2 The Warm and Cold Colors 8
2.1.3 The Neutral Colors 8
2.1.4 The Color Harmony 8
2.2 The Psychology and Symbolism of Color 9
2.2.1 The Psychology of Color 9
2.2.2 The Symbolism of Color 9
2.3 Defining the Culture 10
2.3.1 Taiwanese and Chinese Cultural Relationship 10
2.4 The Psychology and Symbolism of Color in Taiwan 11
2.4.1 The Psychology and Symbolism of Red in Taiwan 11
2.4.2 The Psychology and Symbolism of Orange in Taiwan 12
2.4.3 The Psychology and Symbolism of Yellow in Taiwan 12
2.4.4 The Psychology and Symbolism of Green in Taiwan 13
2.4.5 The Psychology and Symbolism of Blue in Taiwan 13
2.4.6 The Psychology and Symbolism of Purple in Taiwan 14
2.4.7 The Psychology and Symbolism of Black in Taiwan 14
2.4.8 The Psychology and Symbolism of White in Taiwan 15
2.5 Hypothesis Development: 16
CHAPTER 3: RESEARCH METHODOLOGY 18
3.1 Research Framework: 18
3.2 Research Design 19
3.3 Source of Sampling 21
3.4 Statistical Analysis 21
3.4.1 Cronbach’s Alpha (α): Reliability 22
CHAPTER 4: EMPIRICAL RESULTS AND DISCUSSION 23
4.1 Survey Results 23
4.1.1 Result of the Favorite Color Selection 24
4.1.2 Verification of the Scale through Cronbach’s Alpha (α) 25
4.1.3 Result of the Perception of Psychology and Symbolism of Colors 26
4.1.4 Descriptive Analysis of Variables 27
4.1.5 Result of the Perception of Colors by Gender 29
4.1.6 Result of the Perception of Colors by Nationality 30
4.1.7 Result of the Perception of Colors by College 31
4.2 Analysis Results 32
4.2.1 Result of the Favorite Color Selection 32
4.2.2 The Findings on the Favorite Color Selection by Gender 34
4.2.3 The Findings on the Favorite Color Selection by Nationality 35
4.2.4 The Findings on the Favorite Color Selection by College 36
4.3 The Findings on Color Red 37
4.4 The Findings on Color Orange 38
4.5 The Findings on Color Yellow 39
4.6 The Findings on Color Green 40
4.7 The Findings on Color Blue 41
4.8 The Findings on Color Purple 42
4.9 The Findings on Color Black 43
4.10 The Findings on Color White 44
4.11 The Result of Research Hypotheses 45
CHAPTER 5: CONCLUSION 46
5.1 Main Findings 46
5.1.1 The Warm and Cold Colors 46
5.1.2 The Neutral Colors 48
5.1.3 The Color Harmony 49
5.2 Research Limitations 50
5.3 Recommendations for Future Research 51
REFERENCES 52
APPENDICES 58
Appendix A: The Global Color Survey 58
Appendix B: Safety Color Coding Labels and Tape 59
Appendix C: Most Appreciated and the Least Appreciated Colors 60
Appendix D: Survey of the Study 61

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