About this paper

Appears in:
Pages: 4764-4769
Publication year: 2018
ISBN: 978-84-697-9480-7
ISSN: 2340-1079
doi: 10.21125/inted.2018.0933

Conference name: 12th International Technology, Education and Development Conference
Dates: 5-7 March, 2018
Location: Valencia, Spain

PERCEPTION OF COLOR AND CULTURAL DIFFERENCES: AN APPLICATION TO POSTGRADUATE TEACHING IN THE FIELD OF DESIGN

Several investigations have shown that the ideas we associate with a certain color may vary from one country or culture to another. These variations are especially important in those professions that have to do with communication or design since color is a fundamental element in all graphic creations: advertising, packaging, branding... In addition, the current trend towards communication and/or international marketing for many products, makes this diversity of cultural associations even more relevant.

This work delves into how to transmit, to postgraduate students in the field of design, the importance of measuring cultural differences in the perception of color and introduce them to the tools they can apply to measure them. To this end, an investigation is carried out in which students from two countries are included: Spain and Portugal; in order to determine if, despite their geographical proximity, there are differences in the concepts associated with color.

A questionnaire is written to collect the associations between different concepts and the colors red and blue. This survey is answered by students who are studying a postgraduate course in the field of design in Spain and Portugal.

After the field work, the results are tabulated and the conclusions are presented in a session where the coincidences and divergences found in the perception of color are discussed, as well as the deficiencies or limitations of the measurement instrument used. The main objective of this debate session is to make students aware of the need to carry out a preliminary design test on people belonging to the different cultures to which communication should be directed.

By participating in the investigation both in the questionnaire answer and in the results discussion, students tend to remember better and be more aware of the implications of cultural differences in the field of design. In turn, they learn a tool that they can apply when developing their own jobs.
@InProceedings{AMPUEROCANELLAS2018PER,
author = {Ampuero-Canellas, O. and Gonzalez-Del-Rio, J. and Jorda-Albi{\~n}ana, B. and Tarazona-Belenguer, N.},
title = {PERCEPTION OF COLOR AND CULTURAL DIFFERENCES: AN APPLICATION TO POSTGRADUATE TEACHING IN THE FIELD OF DESIGN},
series = {12th International Technology, Education and Development Conference},
booktitle = {INTED2018 Proceedings},
isbn = {978-84-697-9480-7},
issn = {2340-1079},
doi = {10.21125/inted.2018.0933},
url = {http://dx.doi.org/10.21125/inted.2018.0933},
publisher = {IATED},
location = {Valencia, Spain},
month = {5-7 March, 2018},
year = {2018},
pages = {4764-4769}}
TY - CONF
AU - O. Ampuero-Canellas AU - J. Gonzalez-Del-Rio AU - B. Jorda-Albiñana AU - N. Tarazona-Belenguer
TI - PERCEPTION OF COLOR AND CULTURAL DIFFERENCES: AN APPLICATION TO POSTGRADUATE TEACHING IN THE FIELD OF DESIGN
SN - 978-84-697-9480-7/2340-1079
DO - 10.21125/inted.2018.0933
PY - 2018
Y1 - 5-7 March, 2018
CI - Valencia, Spain
JO - 12th International Technology, Education and Development Conference
JA - INTED2018 Proceedings
SP - 4764
EP - 4769
ER -
O. Ampuero-Canellas, J. Gonzalez-Del-Rio, B. Jorda-Albiñana, N. Tarazona-Belenguer (2018) PERCEPTION OF COLOR AND CULTURAL DIFFERENCES: AN APPLICATION TO POSTGRADUATE TEACHING IN THE FIELD OF DESIGN, INTED2018 Proceedings, pp. 4764-4769.
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