Mr. Kyung Jae Lee Profile

Kyung Jae Lee

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Proceedings Article | 18 March 2005 Paper

Investigating affective color association of media content in language and perception based on online RGB experiment

Kyung Jae Lee

Proceedings Volume 5666, (2005) https://doi.org/10.1117/12.597939

KEYWORDS: Nomenclature, Visualization, RGB color model, Electronic imaging, Java, Silver, Graphic design, Databases, Gold, Medical imaging

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As an investigation of color categorization in language and perception, this research surveyed the affective association between certain colors and different media contents (movie genres). Compared to scientific graphics, entertainment graphics are designed to deliver emotionally stimulating content to audiences. Based on an online color survey of 19 subjects, this study investigated whether or not subjects had different color preferences on diverse movie genres. Instead of providing predefined limited number of color chips (or pictures) as stimuli, this study was conducted by asking the subjects to visualize their own images of movie genres and to select their preferred colors through a RGB color palette. To compare the distribution of movie genres, the user selected colors were mapped on CIE chromaticity diagram. The subject also described both their preferred color naming of different movie genres and three primary color names of the their most favorite movie genre. The results showed that the subjects had different color associations with specific movie genres as well as certain genres showed higher individual differences. Regardless of genre differences, the subjects selected blue, red or green as their three primary color names representing their favorite movie genres. The results supports Berlin & Kay’s eleven color terms.

Proceedings Article | 6 June 2002 Paper

Cross-cultural differences in color preferences: implication for international film distribution

Kyung Jae Lee

Proceedings Volume 4421, (2002) https://doi.org/10.1117/12.464538

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This paper proposes the necessity of manipulating colors of movie contents to fit diverse audiences around the world. Since films are highly color-dependent messages, it is critical to understand how people in different cultures respond differently to color. In recent years, the international market for filmed entertainment has grown more than the U.S. market. However, a lack of research on audience preferences shows no constant guide for the motion picture industry. The film production stage is often disregarded to deliver the appropriate visual color contents for local audience when U.S. films are distributed to foreign markets. Therefore, it is assumed that it would cause distractions for local audiences and it could result in poor ticket sales. When the U.S. produced films are distributed in Asia, colors of original films are always shown without manipulation. It is common that when a U.S. manufactured car is imported to Japan, a driver seat is installed on the right side and also other parts are modified for local customers. Film development is also significantly dependent on audience behavior, so film content also needs to be localized for the different culture. This paper will only address a hypothesis of the implementation of color marketing methodology present in motion pictures.

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