Color information analysis that influence psychology on digital media design

Color is considered as one of the important parts of digital media design that influences emotion. In fact, the design of digital media is related to many factors such as color, shape and composition. Almost all designs have different characteristics of color which can be described by using color image scale. The color image scale matches between colors and emotion keywords supported on digital media design. The objective of this research is to study and analyze the color information in order to apply for more meaningful of the design. There are totally 30 samples of design used in the experiment which consist of 3 groups; woman's, man's, and kid's products. The color of each design is analyzed by using k-means clustering to extract the representative color (RC). Then the RC result was compared with the color combinations in color image scale of Shigenobu Kobayashi to determine the meaning of emotion in each design. The evaluation was conducted by using the questionnaire survey to two target groups; expert group in graphic design and general group. The result shows that most respondents agree with the influence of color with the average score of 3.61. The average results for each product group from both expert and general respondents are all in the agreed level. Moreover, it was found that the color is more influential to female than male in the expert group. All of these results confirm in the psychological impact of color on digital media design.