| Summary: | 碩士 === 國立臺灣師範大學 === 圖文傳播學系 === 105 === Thanks to the recently extensive application of data mining, internet market gains a new momentum in commercial growth. In particular, by retrieving emotional reactions, selections of keywords, frequency and time-space features from users’ comments in the social media, services in the internet move to a more diversified and customized patterns. Among all of these, hues in the visualized application are indispensable. Almost any kind of product and service is relevant to it. Impacts that hues brings to human beings’ emotion, therefore, becomes a promising points in the discussion of business.
To comprehend the difference of emotionally positive and negative quantifiers between “hues of pictures shown on the internet” and “harmonious hues recommended by the color match book”, this study extracts the knowledge of data mining to quantify hues of pictures searched on Bing and set “emotionally positive and negative quantifiers along with adverbs of degree” as keywords.
There are six emotional quantifiers for the positive and the negative respectively, and each of them matches with 9 adverbs of degree. Also, 216 color samples in total are included in the study after collecting recommended harmonious hues for emotionally positive and negative quantifiers from 10 color match books. On the other hand, by applying 108 “emotionally positive and negative quantifiers along with adverbs of degree” as keywords to Bing, the study collects 2,700 pictures on the internet.
The analysis of the study shows that those quantified pictures searched by setting “emotionally positive and negative quantifiers along with adverbs of degree” as keywords on the internet reaches the consistency with an average of 30% when it comes to the negative hues recommended by the color match book. For the result of the positive hues, the rate of consistency is 20%. In other words, the quantified hues for pictures on the internet differ a lot from the recommended result in the color match book.
For instance, the hues should have been bright and warm as recommended by the color match book as a result of searching pictures with positive keyword, “Happy”, on the internet, but as a matter of fact, it leads to pictures of celebration in night club which belongs to the hues of the negative emotion, namely, darkness and cold. Obviously, after quantifying hues of pictures on the internet, the result is quite inconsistent with what is displayed from the color match book. In contrast, for pictures searched from the negative keywords, the inconsistency is relatively lower.
After applying data mining and observing patterns of emotional colors from the pictures on the internet, the result discoveries there are many inconsistencies between color match books and quantified hues of pictures on the internet. The inconsistent result creates, in fact, an opportunity to explore a new experiment where emotional hues are applied to the design of product. Moreover, according to the results of experiments and by targeting products and services in various industries, preference and reactions of customers in products and services are differentiated.
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