Y=0.14915* δ (Fuel Tank:Sllver)-0.3565* δ (F Tank:Red)+0.18324* δ (F Tank:Dark blue)+0.02415* δ (F Tank :Black)+0.37926* δ (Fender: Silver)-0.331* δ (Fender : White)+0.22017*δ (Fender : Red)+0.24858* δ (Fender : Dark blue)+0.47585*δ (Fender : Black) For δ (A:B)= 1 where A=B, and δ (A:B)=0 where A¬+≡B
Our experiment showed that silver was liked by most of the evaluators. Silver and white may not look much different, yet they indicate a great difference if measured on the scale of taste. This may be partly because white gives a monotonous impression, whereas silver looks refined and elegant, providing the motorcycle with a sort of refinement leading to the user's satisfaction. In contract, red, dark blue and black should be treated with care as it can be evaluated in very many different ways.
In our experiment we used a on-off road dual purpose motorcycle to investigate what effect might be brought about on the individual taste by colours on its fuel tank and fenders.
The result showed that any group of evaluators liked silver both on the fuel tank and on the fenders. The group who liked similar colors on the fuel tank and on the fenders very much disliked red and liked dark blue on the fuel tank, whereas on the fenders they disliked white and very much liked black.
On the other hand, the group who liked different colours on the fuel tank and on the fenders were found to like red either on the fuel tank or on the fenders and to dislike black and dark blue very much. In this way, which colour to use on a particular motorcycle has a great influence upon the individual taste and consequently its sales. It is, therefore, very important to acquire a grasp of the taste of the targeted users.
Research Committee of Sensory Evaluation, Union of Japanese Scientists and Engineers. Sensory Evaluation Handbook (Japanese)
Questia, a part of Gale, Cengage Learning. www.questia.com
Publication information: Book title: Human-Computer Interaction:Ergonomics and User Interfaces. Volume: 1. Contributors: Hans-Jörg Bullinger - Editor, Jürgen Ziegler - Editor. Publisher: Lawrence Erlbaum Associates. Place of publication: Mahwah, NJ. Publication year: 1999. Page number: 967.
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