色彩对服装陈列视觉搜索的影响

Effect of Color on the Visual Search of Clothing Display

为探究服装陈列色彩对比度及件数对目标色彩视觉搜索的影响,采用心理学行为实验,测量了被试在服装色彩搭配对比度为30°和60°两种情况下对不同陈列件数中目标视觉搜索的正确率及反应时间,为服装店铺陈列的色彩布局提供依据。结果表明:服装陈列的色彩搭配对比度对视觉搜索的正确率影响非常显著,色彩搭配对比度为30°时的视觉搜索正确率明显高于60°;而服装陈列的件数对视觉搜索的反应时间有显著影响,尤其是当色彩搭配对比度为60°时,6件服装的视觉搜索效率明显高于3件服装的视觉搜索效率。因此在店铺服装陈列时,建议将色彩相近的服装集中陈列,对于色彩对比度相差较大的服装,应增加陈列件数,以便消费者能快速找到喜爱的服装。

In order to explore the influence of clothing display color contrast and quantity on target color visual search,the subjects were tested for the correct rate and response time of target color search among displays of different quantities in the case of two color matching contrasts(30°,60°)via psychological behavior experiment,with a view to providing a basis for color layout of clothing store display.The results show that the contrast of clothing color matching has a significant effect on the correct rate of visual search,and the correct rate in the case of color matching contrast of 30°is significantly higher than that in the case of 60°.Then the quantity displayed has a significant influence on the response time of visual search;especially in the case of the color matching contrast of 60°,the visual search efficiency among 6 garments is significantly higher than that among 3 garments.Therefore it is recommended to distinguish clothing by color in display.For clothing with large differences in color contrast,the display quantity should be increased so that consumers can quickly identify the desired.