Minutes September, 10 2007

Meeting held: 11 September 2007 – PA601 at 2pm

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Agenda
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Attendance: Pete, Tan, Golf and Kwan. Group Manager: Pete Secretary appointment: Kwan Brainstorm THE IDEA FOR PROBE KIT

Tickers
1. Digital Camera
2. Color Testing
3. Sound clip + radio spot testing
4. Poster and postcard
5. Product touching

User 1 woman and 1 man Time line 1 week


Business Arising

• Finish Probe
• 3 days analysis
• Visualizing the senses
• Visualizing the invisible
• Visualizing Language
• Brands that become part of our language/culture
• Senses apply to a situation
• Advertising

Date of Next Meeting: 14 September 2007 – PA601 at 12.30pm

User Profile

User1
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Name: Vor
Gender: Female
Age: 22
Occupation: Student

User2
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Name: Note
Gender: Male
Age: 26
Occupation: Student

Probe and Instruction

Ticker 1: Users behavior
In this ticker we want users to use the camera shooting direction follow the instruction to show their life styles.

Instruction (Duration 1 week)
Shooting something interesting or something that you grab in each day during this week.

Equipment

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Ticker 2: Color through your sense
In this ticker we would like to know feeling of users on each color.

Instruction
1. Write down your feeling follow each color you see on the right hand side space in each color swatch.

Equipment

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Ticker 3: Sense of hearing
In this ticker we want to get users feeling when they are listening to some sound that we provided in the Task CD.

Instruction
1. Listen the sound in task CD and write down your feeling in the paper.

Equipment

Sound1.

Sound2.

Sound3.

Sound4.

Sound5.

Sound6.

Sound7.

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Ticker 4: Sense of Sight
In this ticker we want to test user’s vision in many situation such as different color, different smell including unusual image that how these things effect to user’s vision.

Instruction
1. Look at the image only 30 seconds and choose the choice which is followed your feeling or write down your others opinion if you don’t agree with those choices.

Equipment

:Pictures Test:

Actually for picture 2 we was spay the perfume on the top

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Ticker 5: Text and Touch
In this ticker we would like to know which one between sight and touch that much more influence to users.

Instruction
1. Put your hand in the box without any word on the top and touch the stuff inside the box. Then, guess what is it?
2. Put your hand in the second box with some word that you can see easily on top of the box and touch the stuff inside. Then, guess what is it?

Equipment

Lit Review: Color and culture (Symbolism of color: Using color for meaning)

Cultural Differences
Colors obtain symbolism through cultural references in the culture you grew up in. Depending upon the culture, colors can have very different meanings and actually cause problems for your site.
Age Differences
Young children tend to prefer brighter, more solid colors, while adults tend to prefer more subdued colors.
Gender Differences
In many cultures, men tend to prefer cooler colors (blues and greens) while women tend to prefer warmer colors (reds and oranges). Western men are also more likely to be color blind.
Trends
"Colors, like everything else in design", go through ins and outs in popularity. Colors alsotend towards seasonality, in other words, the designs reflect the season they were built in: winter blacks, whites, and greys; spring greens and bright colors; summer yellows; fall browns and golds.

Symbolism of color: Using color for meaning.
Color Symbolism:
In American culture:
Color is considered one of the most useful and powerful design tools you have. People respond to different colors in different ways, and these responses take place on a subconscious, emotional level. American culture, black has long been associated with death, while white is believed to signify life and purity. In the Orient, however, white is the traditional color of mourning. In the United States, black has also come to suggest sophistication and formality. Americans generally associate trust an stability with the color blue, while Koreans have this reaction to pink and other pastel colors.

In the Western Culture:
Purple and gold are often associated with Royalty, wealth and opulence
Red, White and Blue reminiscent of the American flag, immediately convey notions of patriotism and, to some extent, conservatism.
Green has taken on a very strong connotation as the color representing ecology and concern for the environment, however, it also conveys meanings associated with money and the suggestion "to go ahead" which is obviously derived from traffic lights.

Asian Color Symbolism:
Red: Happiness, marriage, prosperity
Pink: Marriage
Yellow: Against evil, for the dead, geomantic blessings
Green: Eternity, family, harmony, health, peace, posterity
Blue: Self-cultivation, wealth
Purple: Wealth
White: Children, helpful people, marriage,
mourning, peace, purity, travel
Gold: Strength, wealth
Gray: Helpful people, travel
Black: Career, evil influences, knowledge, mourning, penance, self-cultivation

Color Therapy - Color and the Brain
Specific colors have different effects
Black: self-confidence, power, strength
Blue: calming, lowers blood pressure, decreases respiration
Green: soothing, relaxing mentally as well as physically, helps those suffering from depression, anxiety, nervousness
Violet: suppresses appetite, provides a peaceful environment, good for migraines
Pink: used in diet therapy as an appetite suppressant, relaxes muscles, relieves tension, soothing
Yellow: energizes, relieves depression, improves memory, stimulates appetite
Orange: energizes, stimulates appetite and digestive system
Red: stimulates brain wave activity, increases heart rate, respirations and blood pressure.....

Ref: http://webdesign.about.com.
: http://www.princetonol.com/

Lit Review: Your sense of smell

Have you ever wondered what you smell when you "smell" What makes a smell is something that is too small to see with your eyeball alone. It is even too small to be seen with a microscope! What you smell are tiny things called odor particles. Millions of them are floating around waiting to be sniffed by your nose!
You smell these odors through your nose which is almost like a huge cave built to smell, moisten, and filter the air you breathe. These little hairs are called cilia and you can pretend that they sweep all the dirt out of the nasal cavity, which is the big place the air passes through on it's way to the lungs. After passing through the nasal cavity, the air passes through a thick layer of mucous to the olfactory bulb. There the smells are recognized because each smell molecule fits into a nerve cell like a lock and key. Then the cells send signals along your olfactory nerve to the brain. Our sense of smell is connected really well to our memory.


Sense-Sational Facts

• Dogs have 1 million smell cells per nostril and their smell cells are 100 times larger than humans!
• Humans use insect warning chemicals, called pheromones, to keep away pesky insects!
• People who cannot smell have a condition called Anosmia.
• As you get older, your sense of smell gets worse. Children are more likely to have better senses of smell than their parents or grandparents. If your nose is at its best, you can tell the difference between 4000-10,000 smells!
  

Reference: http://library.thinkquest.org/3750/smell/smell.html

Lit Review: Making the sense of smell

Neuroscience is already well represented in the list of Nobel Prize laureates, and it was recently announced that the 2004 prize for physiology or medicine has been awarded to Linda Buck and Richard Axel for unlocking the secrets of what the Nobel Assembly described as “the most enigmatic of our senses” — the sense of smell. Buck was a senior postdoctoral fellow in Axel’s laboratory in 1991 when the pair published their seminal paper on the discovery of a family of around 1,000 ‘odorant receptor’ genes. They subsequently became competitors in the race to establish how these receptors are deployed in the detection of over 10,000 different odours — a research effort that gave rise to the concept of a combinatorial olfactory code, which was described by Axel as “the brain…essentially saying something like ‘I’m seeing activity in positions 1, 15, and 54 of the olfactory bulb, which corresponds to odorant receptors 1, 15, and 54, so that must be jasmine’” (Times Online, UK, 4 October). As well as exposing the
workings of the olfactory system, this research has contributed substantially to our understanding of the link between olfaction and memory: “how very specific smells — a great red wine, the scent of a lover or even an unfresh clam — can remain embedded in the human brain for years, only to be triggered half a lifetime later by a similar smell” (Times Online). This phenomenon was famously illustrated in “Marcel Proust’s novel Remembrance of Things
Past, where the smell and taste of a single madeleine cake triggers a long string of memories” (Discovery Channel, USA, 4 October).
Ref: www.nature.com

Lit Review: A RELATIONSHIP BETWEEN SMELL IDENTIFICATION AND EMPATHY

Authors: Spinella, Marcello1
Source: International Journal of Neuroscience; June 2002, Vol. 112 Issue: Number 6 p605-612, 8p
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Olfaction is achemical sense that has powerful relationships with " emotion " . The central olfactory system has projections to limbic and paralimbic structures, including pyriform cortex, mediodorsal thalamus, the basolateral amygdala, laterral hypothalamus, and orbitofrontal cortex.

Orbitofrontal cortex is activated during olfactory identification tasks, and smell tests are used to demonstrate anosmia in people with orbitofrontral dysfunction. Orbitofrontal cortex may be more strongly activated ipsilaterally, depending on the nostril presented and hedonic value of the odor. Given this extensive limbic representation of olfaction, it is not surprising that olfaction related to mood and some personality characteristics.

Empathy is defined as a vicarious feeling of others' emotional states. It serves as a strong motivator for prosocial behavior and is seen as a important component for appropriate moral development. The emotion component of empathy, in contrast, involves emotional and visceral experiance in response to another's state, or feeling another's emotions.
Although orbitofrontal cortex has been the focus of the neuroanatomical substrate of empathy, it has neuroanatomical connections and close functional relationships with other limbic structures such as basolateral amygdala and mediodorsal thalamus. Thus, it is likely that these sense structures plar some role in empathy as well. For example, an analysis of cases of frontotemporal dementia suggests tht dysfunction of right anterior temporal cortex causes a decrease in empathy. Given the common neuroanatomical regions subserving olfaction, emotion and empathy, it was hypothesized that there is a relationship between on smell tests and rating of empathy.

Alberta Smell Test
The Alberta Smell test (AST) is a measure of olfactory identification. It employs eight scented markers as stimuli, presented monorhinally and blind to the subject. Subjects are presented with a list of the eight possible scents from which to choose. The makersare capped between uses and retain their scent well across multiple uses. The results also indicate that right-sides smell identification and smell improvement correlate with empathy measures better than left-sided smell measures. Another finding in this study is the correlation between the emotion aspect of empathy with smell measures, but not the cognitive aspect. The cognitive component of empathy concerns comprehending another's emotional state, more so than " feeling " their emotional state.
This study is the first to demonstrate a relationship between empathy and smell in normal subjects. It is suggested that the reason for the relationship between these two seemingly disparate functions is a consequence of their common neuroanatomical substrates.

Lit Review: Teste Disorders

What are the taste disorders?

The most common true taste complaint is phantom taste perceptions. Some people can detect no tastes, called ageusia and testing may demonstrate a reduced ability to taste sweet, sour, bitter, salty, and umami, which is called hypogeusia. However, many people always confuse between reflects a taste loss and a smell loss.

What causes taste disorder?

Some people are born with taste disorder, infections, injury or illness also cause taste problems. Chemicals such as insecticides and some medicines can also cause loss of taste. Taste disorders might result from health problems, some surgeries including radiation therapy for cancers of the head and neck.

Ref:

Lit Review: Synaesthesia

Synaesthesia describes how our senses work together. As we know green may be evocative of the smell of grass, lemon yellow may evoke a sour taste. Normally, each sense has a pathway to our brain. Every path is linked to each other.


However, in some case, a cross over from one pathway to the other might be occurred. For example, seeing the color yellow-green may remind sourness, pink may evoke sweetness. Seeing the color grey may induce people to think about smell of smoking.


Moreover, everyone has degree of synaesthesia. Feeling of person with a strong sense of synaesthesia senses is different from a normal person. For example, a color might have a Taste, a sound might be Felt, and a food might be Heard.

Ref:

Lit Review: Shape vs. Color

I found this very interesting as it is experimental project for testing that shape or colour, which one is the primary perception.
Author: Laura A. Huppert

Objectives/Goals
The objective of this experiment is to determine whether individuals notice shape or color first. My hypothesis is that most subject's primary perception will be based on color as opposed to shape.

Methods/Materials
Informed consent was obtained from 100 randomly selected people, 50 men and 50 women in three selected locations. In order to test the hypothesis, a set of playing cards was used that contained a trick card: a heart playing card with the hearts colored black. A consistent testing environment was maintained throughout experimentation by controlling unwanted variables such as the lighting, card order, and the angle at which the cards were displayed to the subjects. As the set of cards was flipped through, the subjects were asked to identify the suit of each card as they were presented. When the subjects named the suit of the trick card, it revealed what their mind noticed first, shape or color, often without their conscious realization. The subjects that responded by saying "hearts" noticed the shape of the black heart first while those that responded by saying either "spades" or "clubs" noticed the color of the black heart first.

Results
When only one trick card was inserted into the set of playing cards, 70% of the women called the trick card a heart, indicating that they noticed the shape of the suit before the color. 54% of the men tested noticed the shape first, calling the trick card a heart. When three cards were inserted into the set of playing cards, most subjects called all three trick cards the same suit, indicating that their initial perceptions were consistent. Overall, the majority of the 100 subjects noticed shape before color in both the one- and three-trick card tests.

Conclusions/Discussion
My conclusion for this experiment is that most subjects notice shape before color, and more women than men noticed shape first. The data collected suggests that the designers of advertisements, web pages, and safety signs should concentrate on employing the use of shape effectively because most people have a primary response to shape perception.

PDF File

The McGurk Effect

From Wikipedia

References:

• McGurk, Harry; and MacDonald, John (1976); "Hearing lips and seeing voices," Nature, Vol 264(5588), pp. 746–748
• Wright, Daniel and Wareham, Gary (2005); "Mixing sound and vision: The interaction of auditory and visual information for earwitnesses of a crime scene," Legal and Criminological Psychology, Vol 10(1), pp. 103–108.

The McGurk effect is a perceptual phenomenon which demonstrates an interaction between hearing and vision in speech perception. It suggests that speech perception is multimodal, that is, that it involves information from more than one sensory modality. The McGurk effect is sometimes called the McGurk-MacDonald effect. It was first described in a paper by McGurk and MacDonald (1976).

This effect may be experienced when a video of one phoneme's production is dubbed with a sound-recording of a different phoneme being spoken. Often, the perceived phoneme is a third, intermediate phoneme. For example, a visual /ga/ combined with a heard /ba/ is often heard as /da/. Further research has shown that it can exist throughout whole sentences. The effect is very robust; that is, knowledge about it seems to have little effect on one's perception of it. This is different from certain optical illusions, which break down once one 'sees through' them.

Study into the McGurk effect is being used to produce more accurate speech recognition programs by making use of a video camera and lip reading software. It has also been examined in relation to witness testimony; Wareham & Wright's 2005 study showed that inconsistent visual information can change the perception of spoken utterances, suggesting that the McGurk effect may have many influences in everyday perception.

See YouTube video

Lit Review: Effects of major loss of touch

Source: IEEE Multimedia Vol.13 Issue 3 2006
Author: Robies-De-La-Torre, G.
Page: 24-30
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What would be worse, losing your sight or losing your sense of touch? Most people will immediately assert that vision is more important and valuable than touch. It’s possible to have at least a remote, approximate idea of the short-term effects of significant loss of vision or hearing by closing our eyes or by wearing ear plugs.

What about a significant loss of the sense of touch? What would that be like?

The major loss of somesthetic capabilities results in the following issues:

• Loss of the capability to sense limb movement and position.

• Major impairment in skilled performance, even with full vision and hearing. This is worsened as visual information degrades.

• Abnormal movements and the inability to walk following the loss of somesthesis. Patients must exert immense effort to relearn how to walk.

• Major loss of precision and speed of movement, particularly in the hands.

• Major difficulty performing tasks that combine significant cognitive loads and fine motor skills such as writing minutes during meetings.

• Major difficulty learning new motor tasks, relearning lost ones, or using previous experience to guide these processes.

Loss of the unconscious ability to communicate through body language. Relearning a
limited repertoire of gestures is possible.

Lit Review: Touch

Source: Monkeyshines on Health & Science
Mar 97 The Five Senses
Page: 18-20
Database: MasterFILE Premier
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Taste-touch responds to more than one type of stimulus. Touch responds to pressure and
temperature.

While the four senses are located in particular parts of the body, touch is located all over the
body. Because of this, touch is considered more than a single sense.

Animals also process the sense of touch. Humans, however are still the only creature who
can train this sense. The blind use their sense of touch to read braille.

How does this sense work?

The sense of touch is aroused by stimulation of the skin. On your skin are many nerve
endings (receptors) which give you the feeling of heat, cold, pain, pressure, or touch.

Heat, cold, and touch stimuli are received by end organs or sensory receptors on the skin.

When you are touched by something hot, the heat receptors carry this to the brain. Cold receptors register things that are cold. The nerve endings carry the information from the stimuli to the spinal cord, which sends messages to the brain. There the feeling of cold, hot,
or pain is registered.

Lit Review: Sense of smell.

Our sense of smell is the ability to detect odors in our environment, like the fragrance of flowers or the smell of baking bread. Smell is also the ability to detect food adors released in our mouths when we eat, which then flow from the throat to the nose. Smell is part of our chemical sensing system, or the "chemosenses"

How does smell important?
Smell is important because it lets us fully enjoy scents and fragrances, and contributes greatly to our enjoyment of food and beverages. But, even more important, smell can be a warming sign that something is wrong in our environment. Smell helps us to know when food is spoiled or if there is a gas leak.

Do people confuse amell problems with taste problems?
Many people mistakenly think they have a problem with taste, when what they are really experiencing is a problem with smell. It is common for people who lose their sense of smell to think that food has lost its taste. This is usually not the case. The food has lost its aroma, but tastes, such as sweet, salty, sour, and bitter, remain.

How does the sense of smell work?
Smell is very direct sense. In order for you to smell something, molecules from that thing have to make it to our nose. Everything you smell, therefore, is giving of molecules- whether it is bread in the bakery, onions, perfume, a piece of fruit or whatever. Those molecules are generally light, volatile (easy to evaporate) chemicals that float through the air in to your nose.

According to the book Molecular Biology of the Cell: Humans can distinguish more than 10,000 different smells (odorants), which are detected by specialized olfactory receptor neurons lining the nose... It is throught that there are hundreeds of different olfactory receptors, each encoded by a different gene and each reconizing different odorants.

Why are smell and taste important?
Your senses of smell and taste let you fully enjoy the scents and flavors of food and drinks. These senses also protect your from food poisoning and warn you of dangers like fire, polluted air and poisonous chemicals.

Lit Review: The use and impact of humor in radio advertising.

Title:

The use and impact of humor in radio advertising.

Author(s):

Weinberger, Marc G., U Massachusetts, Amherst, US
Campbell, Leland

Source:

Journal of Advertising Research, Vol 30(6), Dec-Jan 1990-1991. pp. 44-52.

Publisher:

US: Advertising Research Foundation.

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Investigated the use and effectiveness of humor in radio advertisements, using the proprietary files of a major radio ad research firm. A planning matrix was used as a framework for the study. Overall, results point to a high level of humor usage, particularly for low-involvement products. However, even in the low-involvement category, humor is not a "magic bullet" with universal effect.

Humor should be related to the product, and even then its effect may be no stronger than ads using no humor. Results indicate the importance of looking carefully at product types when making statements about the frequency and effectiveness of humor.

The following statements capsulize the insights gained form his survey:
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1. Awareness and attention are objectives best achieved via humor.

2. Humor may harm recall and comprehension in general.
- Humor may aid name and simple registration.
- Humor may harm complex copy registration.
- Humor may aid retention
3. Persuasion in general is not aided by humor.
- But humor may persuasion to switch brands.
- Also, humor creates a positive mood that may enhance persuasion.
4. Humor is generally is not very effective in bringing about action/sales.
5.Radio and TV are the best media to use humor
6. Humor works best when relates to the product.

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- This survey suggests that usage in these two broadcast media represent by a large margin.
- The use of radio humor was low for ads with high-involvement products.
- While ads for low-involvement products in both used humor in excess of one third of ads.
- Though TV ads also used humor heavily for low-involvement/feeling products.

First draft of Design

Minutes September, 04 2007

Meeting held: 04 September 2007 – PA307 at 7pm

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Agenda

Attendance: Pete, Tan, Golf and Kwan.

Group Manager: Pete
Secretary appointment: Kwan

Brainstorm
• We agree together which, will be testing people on the issue of Colour, Text and Image/shape.
• On our project we have to understand the message clearly and directly in the “same way”
o Touch
o Taste
o Sight
o Hearing
o Smell
• Visualizing the senses: Believe what you see, Communicating the senses, Appealing to the senses.


Business Arising
Area of Focus:
• Search more information about color theory.
• Online perception


Date of Next Meeting: 10 September 2007 – PA605 at 2pm,

PS. Please bring the probe kit.

Minutes Auguest, 28 2007

Minutes of Design Research: Group 6
Meeting held: 28 August 2007 – PA307 at 7pm

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Agenda

Attendance: Pete, Tan, Golf and Kwan.

Group Manager: Pete
Secretary appointment: Kwan

Brainstorm
THE IDEA FOR VISUAL RESEARCH:
• Try to research people via COMMUNICATION GAME. For example, Black box.
• We will do the cultural probe in the area “5 Senses”.
By the key words: Advertising, Senses, Online Advertising & the Sense, Visualizing the senses.
• If we want to persuade the audience to join or get to know as much as we was presented should be use every senses; smelling, seeing, hearing, tasting and touching.
• “The experience Market”, is one of many great concepts for persuade audience.
• Also “CRM”, consumer relationship behavior, should be using with this probe.
• Nowadays, just only one way is not enough to persuade the audience. So we have to use many methods that called “Integrated”.

Business Arising
Area of Focus: We separate the tasks to find more information in each sense:
• Tan: Smell
• Kwan: Vision, Hearing
• Pete: Taste
• Golf: Touch

Date of Next Meeting: 03 September 2007 – PA307 at 7pm

Lit Review: Examining the Taste

Do You Taste What I Taste?

Do certain physiological traits make some wine critics better than others? In a three-part series this week, Mike Steinberger examines the physiology of the oenophile. In this part, he examines the age-old stoner's question: Do you taste what I taste? In Part II, he set out to discover whether he's a "supertaster." And in Part III, he examined whether being a supertaster helps you evaluate wine.

Contrary to the oft-cited aphorism, there actually is some accounting for taste. We know, for instance, that the vast majority of flavors that we perceive when eating and drinking are actually aromas, filtered up to our noses through a tube called the retronasal passage. Our taste buds, on the other hand, detect just five basic flavor sensations: sweet, salty, sour, bitter, and savory. It is also known that some tongues have a higher degree of sensitivity to flavors and textures than others. As for the nose, while it is a more perceptive instrument than the tongue, and thus a more useful one at the dinner table, it is pretty limited in its own right; research has shown that human beings have remarkably poor olfactory abilities, both in the aggregate (dogs and cats can detect many more odors than we do) and episodically (we can sniff out at most four aromas at any one time).

The tongue and the nose do not, of course, tell us what we think about the things we smell, taste, and feel; it is the brain that draws the conclusions. How the brain translates and interprets the information collected by the tongue and the nose is a dauntingly complex transaction—"higher-order processing" is the term of art—that is only just beginning to be understood. This much, at least, is clear: Memory, experience, and expectations play an enormous part in how individuals react to aromas and flavors, and may even be determinative. Why we notice some flavors and aromas but not others, and why we enjoy some but not others, results from the interplay of visual cues, genetic endowments, physical attributes, and personality features. Because these traits vary dramatically from one individual to the next, flavor and aroma perceptions vary dramatically from one individual to the next.
Reference

Examining the Perception of Taste
PDF Files

Lit Review: Sense of Taste

Meaning
Taste is the ability to respond to dissolved molecules and ions called tastants.
Humans detect taste with taste receptor cells. These are clustered in taste buds. Each taste bud has a pore that opens out to the surface of the tongue enabling molecules and ions taken into the mouth to reach the receptor cells inside.
There are five primary taste sensations: Salty, Sour, Sweet, Bitter and Umami
Reference

How Do Smell And Taste Work?
Smell and taste belong to our chemical sensing system (chemosensation). The complicated processes of smelling and tasting begin when molecules released by the substances around us stimulate special nerve cells in the nose, mouth, or throat. These cells transmit messages to the brain, where specific smells or tastes are identified.
Olfactory (small nerve) cells are stimulated by the odors around us-the fragrance from a rose, the smell of bread baking. These nerve cells are found in a tiny patch of tissue high up in the nose, and they connect directly to the brain.
Gustatory (taste nerve) cells react to food or drink mixed with saliva and are clustered in the taste buds of the mouth and throat. Many of the small bumps that can be seen on the tongue contain taste buds. These surface cells send taste information to nearby nerve fibers, which send messages to the brain.
The common chemical sense, another chemosensory mechanism, contributes to our senses of smell and taste. In this system, thousands of free nerve endings-especially on the moist surfaces of the eyes, nose, mouth, and throat-identify sensations like the sting of ammonia, the coolness of menthol, and the "heat" of chili peppers.

Brainstorm' paper in class week3

- click at that picture for zoom in.

Lit Review: Colour

Color

Meaning

Red
Red is the color of fire and blood, so it is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love.
Red is a very emotionally intense color. It has very high visibility. In heraldry, red is used to indicate courage. It is a color found in many national flags.
Red brings text and images to the foreground. Use it as an accent color to stimulate people to make quick decisions. In advertising, red is often used to suggest erotic feelings (red lips, red nails, red-light districts, 'Lady in Red', etc). Red is widely used to indicate danger (high voltage signs, traffic lights). This color is also commonly associated with energy, so you can use it when promoting energy drinks, games, cars, items related to sports and high physical activity.
Light red represents joy, sexuality, passion, sensitivity, and love. 

Pink signifies romance, love, and friendship.
Dark red is associated with vigor, willpower, rage, anger, leadership, courage, longing, malice, and wrath.

Brown suggests stability and denotes masculine qualities.

Reddish-brown is associated with harvest and fall.

Orange
It is associated with joy, sunshine, and the tropics. Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation.
To the human eye, orange is a very hot color, so it gives the sensation of heat but orange is not as aggressive as red. It is highly accepted among young people. As a citrus color, orange is associated with healthy food and stimulates appetite. Orange is the color of fall and harvest. In heraldry, orange is symbolic of strength and endurance. Orange has very high visibility, so you can use it to catch attention and highlight the most important elements of your design. Orange is very effective for promoting food products and toys.
Dark orange can mean deceit and distrust.
Red-orange corresponds to desire, sexual passion, pleasure, domination, aggression, and thirst for action.

Gold evokes the feeling of prestige. Gold often symbolizes high quality.

Yellow
Yellow is the color of sunshine. It's associated with joy, happiness, intellect, and energy.
Yellow produces a warming effect, arouses cheerfulness, stimulates mental activity, and generates muscle energy. Yellow is often associated with food. Bright, pure yellow is an attention getter, which is the reason taxicabs are painted this color. When overused, yellow may have a disturbing effect; it is known that babies cry more in yellow rooms. Yellow is seen before other colors when placed against black; this combination is often used to issue a warning. In heraldry, yellow indicates honor and loyalty. Later the meaning of yellow was connected with cowardice.
Use yellow to evoke pleasant, cheerful feelings. You can choose yellow to promote children's products and items related to leisure. Yellow is very effective for attracting attention, so use it to highlight the most important elements of your design. Yellow is an unstable and spontaneous color, so avoid using yellow if you want to suggest stability and safety
Dull (dingy) yellow represents caution, decay, sickness, and jealousy. 

Light yellow is associated with intellect, freshness, and joy.

Green
Green is the color of nature. It symbolizes growth, harmony, freshness, and fertility. Green has strong emotional correspondence with safety. Dark green is also commonly associated with money.
Green has great healing power. It is the most restful color for the human eye; it can improve vision. Green suggests stability and endurance. Sometimes green denotes lack of experience; for example, a 'greenhorn' is a novice. In heraldry, green indicates growth and hope. Green, as opposed to red, means safety; it is the color of free passage in road traffic.
Use green to indicate safety when advertising drugs and medical products. Green is directly related to nature.
Darker green is commonly associated with money.
Dark green is associated with ambition, greed, and jealousy.
Yellow-green can indicate sickness, cowardice, discord, and jealousy.
Aqua is associated with emotional healing and protection.
Olive green is the traditional color of peace.

Blue
Blue is the color of the sky and sea. It is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven. Blue is considered beneficial to the mind and body. Blue is strongly associated with tranquility and calmness. In heraldry, blue is used to symbolize piety and sincerity. You can use blue to promote products and services related to cleanliness (water purification filters, cleaning liquids, vodka), air and sky (airlines, airports, air conditioners), water and sea (sea voyages, mineral water). Use blue to suggest precision when promoting high-tech products. Blue is a masculine color; according to studies, it is highly accepted among males. Avoid using blue when promoting food and cooking, because blue suppresses appetite.
Dark blue is associated with depth, expertise, and stability.
Light blue is associated with health, healing, tranquility, understanding, and softness.
Dark blue represents knowledge, power, integrity, and seriousness.

Purple
Purple combines the stability of blue and the energy of red. Purple is associated with royalty. It symbolizes power, nobility, luxury, and ambition. It conveys wealth and extravagance. Purple is associated with wisdom, dignity, independence, creativity, mystery, and magic.
According to surveys, almost 75 percent of pre-adolescent children prefer purple to all other colors. Purple is a very rare color in nature; some people consider it to be artificial.
Light purple is a good choice for a feminine design. You can use bright purple when promoting children's products.
Light purple evokes romantic and nostalgic feelings.
Dark purple evokes gloom and sad feelings. It can cause frustration.

White
White is associated with light, goodness, innocence, purity, and virginity. It is considered to be the color of perfection.
White means safety, purity, and cleanliness. As opposed to black, white usually has a positive connotation. White can represent a successful beginning. In heraldry, white depicts faith and purity.
In advertising, white is associated with coolness and cleanliness because it's the color of snow. You can use white to suggest simplicity in high-tech products. White is an appropriate color for charitable organizations; angels are usually imagined wearing white clothes. White is associated with hospitals, doctors, and sterility, so you can use white to suggest safety when promoting medical products. White is often associated with low weight, low-fat food, and dairy products.

Black
Black is associated with power, elegance, formality, death, evil, and mystery.
Black is a mysterious color associated with fear and the unknown (black holes). It usually has a negative connotation (blacklist, black humor, 'black death'). Black denotes strength and authority; it is considered to be a very formal, elegant, and prestigious color (black tie, black Mercedes). In heraldry, black is the symbol of grief.
Black gives the feeling of perspective and depth, but a black background diminishes readability. A black suit or dress can make you look thinner. When designing for a gallery of art or photography, you can use a black or gray background to make the other colors stand out. Black contrasts well with bright colors. Combined with red or orange – other very powerful colors – black gives a very aggressive color scheme.
Reference

Minutes Auguest, 21 2007

Meeting held: 21 August 2007 – PA307 at 7pm

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Agenda

Attendance: Pete, Tan, Golf and Kwan.

Group Manager: Pete
Secretary appointment: Kwan

Brainstorm
• Got “PROBE”: How do you actually look at that?
• First idea is “Less is more or Less is bore”
• How does less communication?
• Have to thing in frame it in 2007 not 1971’s.
• The web, Poster / Billboard, try to look around:
o Street design.
o High-end design.
• Does white space communicate?
• What’s real, and what’s make people believe?
• Hyper reality
• Try to find the symbol from the street or website also in general life which people can think on both side example ambulance symbols.
• Tony suggested us about Visual Phenomena theory.
• “New information comes from anyway.”
• What are people feel with 5 sensitive?
• What are people think when drink?
• Tony also suggested that, if we want to come up about 5 senses we have to Water taste.
• White space
• We see in area that the sellers want.
• Everything that we saw is that true?
• We trust their products from where?
• The importance thing of this week we agree in the concept of our group that “Think and believe”
• Nikki suggested, if we want to come up in the concept of “Less is more” so, we should be think in frame of 2007 not 1970’s which this concept established.
Business Arising

Area of Focus
• We separate the tasks, each person have to find a media as posters, postcards ect.

Date of Next Meeting: 28 August 2007 – PA307 at 7pm

Minutes Auguest, 14 2007

Swinburne University of Technology Faculty of Design
HDG417/517 Design Research Series

Minutes of Design Research: Group 6
Meeting held: 14 August 2007 – PA307 at 7pm

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Agenda

Attendance: Pete, Tan, Golf and Kwan.

Group Manager: Pete
Secretary appointment: Kwan

Brainstorm: Initial brainstorm
• Discussion on the area of what the problem of media and communication.
• We try to explain the meaning of “Cultural Probe”.
• Not too much brainstorm because we are unclear about Cultural Probe.
• Many times when we search the information

Business Arising
Area of Focus
• Less is more
• Less is bored
• Ambient Media
• New media: Some brand they stick sticker on the car also decorated on that car as well. For the reason, to attract people around public area.
• We know only in the frame or area that they want to tell.
• We understand that because of we understood or we are get used to.

Date of Next Meeting: 21 August 2007 – PA307 at 7pm