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This study introduces an innovative analytical approach to color associations, surpassing the limitations of traditional methods and enhancing the scientific rigor and reliability of color association investigations. The objectives of this research include: (1) investigating and analyzing the relationship between semantic adjectives and their associated colors for use in brand design; (2) examining the spatial distribution and volumetric presence of colors associated with semantic adjectives within the CIELAB color space. A two-stage research design was adopted. In the first stage, 11 expert questionnaires were conducted to establish a semantic lexicon of color adjectives relevant to brand. Subsequently, assessment standards were formulated and applied, and a preliminary experiment was conducted. In the second stage, based on the results obtained from the pilot study, the experimental design was refined, and a formal experiment was carried out. This study involved 52 participants who provided color associations for 83 semantic adjectives. The experimental findings reveal those specific semantic adjectives such as “warm,” “sunshine,” and “purity” demonstrate strong and consistent color associations among participants, as indicated by high mean scores and compact volumetric distributions within the CIELAB color space. In contrast, adjectives like “modern” and “graceful” exhibit greater variability, highlighting the subjective and context-dependent nature of color perception. By employing k-means clustering to assess the convergence of color selections, the study establishes a reliable methodology for quantifying the strength of color-adjective associations. These results provide a practical reference for designers seeking to align color choices with intended semantic messages and underscore the value of integrating empirical, human-centered analysis into design processes. The study concludes that the integration of semantic clarity and scientific color analysis can enhance communication and decision-making in graphic design, offering new pathways for both research and practice.

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Mapping Color Associations to Semantic Adjectives in Graphic Design: An Empirical and Computational Approach

  • 会议论文

  • 发表日期：

    2026年

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  • Cheng-Min Tsai

摘要

This study introduces an innovative analytical approach to color associations, surpassing the limitations of traditional methods and enhancing the scientific rigor and reliability of color association investigations. The objectives of this research include: (1) investigating and analyzing the relationship between semantic adjectives and their associated colors for use in brand design; (2) examining the spatial distribution and volumetric presence of colors associated with semantic adjectives within the CIELAB color space. A two-stage research design was adopted. In the first stage, 11 expert questionnaires were conducted to establish a semantic lexicon of color adjectives relevant to brand. Subsequently, assessment standards were formulated and applied, and a preliminary experiment was conducted. In the second stage, based on the results obtained from the pilot study, the experimental design was refined, and a formal experiment was carried out. This study involved 52 participants who provided color associations for 83 semantic adjectives. The experimental findings reveal those specific semantic adjectives such as “warm,” “sunshine,” and “purity” demonstrate strong and consistent color associations among participants, as indicated by high mean scores and compact volumetric distributions within the CIELAB color space. In contrast, adjectives like “modern” and “graceful” exhibit greater variability, highlighting the subjective and context-dependent nature of color perception. By employing k-means clustering to assess the convergence of color selections, the study establishes a reliable methodology for quantifying the strength of color-adjective associations. These results provide a practical reference for designers seeking to align color choices with intended semantic messages and underscore the value of integrating empirical, human-centered analysis into design processes. The study concludes that the integration of semantic clarity and scientific color analysis can enhance communication and decision-making in graphic design, offering new pathways for both research and practice.