JPH07309084A - Color designing system notebook using taste sensitivity value sence coordinates - Google Patents

Abstract

PURPOSE:To provide a color designing system notebook having taste sensitivity value sence coordinates with a descriptive sentence and a color chip. CONSTITUTION:A system notebook is composed of a Mansell color chip symbol for taste of color tone M stored in a storing case 11 of the system notebook proper 10, a chip 21 of a color sample 20 on which a color corresponding to the color chip symbol is displayed, and a taste sensitivity value sence coordinate non-stage classification chart with a descriptive sentence 30 filed in a binder 12 of the notebook proper 10. Further, in the taste sensitivity value sence coordinate non-stage classification chart 30, many design elements relating to various kinds of sensory perception, and sensitively judged numerals of a value relating to a design by its structure are respectively arranged by giving weight thereto with non-stage by using an intersecting point as a center on two kinds of basic taste coordinates intersecting X-axis and Y-axis. Further, they are arranged by giving weight thereto with non-stage to at least one intermediate additionally possessed taste coordinates provided respectively between respective basic taste coordinates. A taste chart for Z-axis direction wherein taste sensitivity is different is added thereto, and the taste chart forming a three-dimensional structure is obtained.

Description

Detailed Description of the Invention

[0001]

BACKGROUND OF THE INVENTION 1. Field of the Invention The present invention relates generally to materials used at the time of design, and more particularly to materials used at the time of designing products. In particular, it relates to a system notebook used when designing a taste, a sense of value, and a color scheme, and is a basic material for fuzzy computer software. It

[0002]

2. Description of the Related Art Conventionally, there has not been a system notebook used for a color scheme design using a preference / value coordinate axis. Therefore, when a designer designs the product, the manager selects his / her own product. In some cases, each relied on its own preference, perceived value.

[0003]

In recent years, the importance of color business has been recognized in various fields, and not only the CI renewal field, merchandising field, promotion field, shop planning field in the industrial world, but also government offices and The range of application of color has expanded to areas such as urban planning, landscape design, and resort development in local governments.

On the other hand, there are few color sample books and color name books necessary for promotion of color schemes that can sufficiently meet modern needs. When conducting a development needs survey for professional designers who are active in the field, the following complaints continued. It is difficult to use, difficult to carry, it is difficult to find the desired color, and the appearance and storage case lack sense and want to get rid of. To summarize the survey results, the needs of professional designers are as follows. It is stackable in a soft case, handy and easy to carry, professional with color information and color samples, and is based on the Munsell system. Existing, smart appearance and high-quality binding, abundant collection of common colors and basic colors often used in any field,
It means that only the colors you need are gone or there aren't many unnecessary colors left.

The intention of developing the professional system color 600 used in the present invention is as follows. In other words, what you can read from the voice of the site is that it is convenient for color market research, field work, color design during business trip activities such as negotiations with customers and suppliers, storage and removal in the planning room and design room. It is convenient for you to select colors for deskwork and workability of color scheme is good, it is easy to produce concept proposals and color specifications of image maps in presentations, professional specifications that can express the specialty involved in design sensibility It is strongly associated with the sense of high-quality tools and the feeling of high quality. Pursuing such "easy to use for colorists, designers and planners" as the primary purpose, this color is specially printed with a special ink for each color by one of the few skilled color matching engineers in Japan. This is a big feature of the vote collection.

[0006] In response to the needs of specialists involved in design and color work, the characteristics of industrial color materials are captured and specialized products with a clear concept are developed. In order to clarify the positioning as a new category product, we will enhance the editing content, design and functionality, and make it a high-grade product with high added value. We will make an original plan with editing contents and a sense of quality that cannot be followed by competitors, and strive to thoroughly differentiate from competitor products. It is a new product docked with System Note and Color Book. The color matching of the color book follows the Munsell color chart system. The information page uses taste scale know-how. Ingenuity has been elaborated on the stacking of the color book. There is originality as a color system note.

1. Here we raise the question to the modern color business. First, the color plan for environmental development,
In environmental development, there are many cases where the consideration of software, that is, the problem of quality of design sensibility related to environmental image is neglected. In other words, "the concept is complete. All that is left is to decide the color". In this case, the concept refers to a design plan that is usually based on hardware issues such as creating a "resort base" or "economical and functional". Moreover, the essential image policies of "what kind of environmental image", "what kind of color, form, and texture are used to express sensitivity" are missing. Same "resort hotel"
But some are "modern" and some are "classic." Some are "casual," others are "gorgeous."
There are some. In this way of determining the quality of design sensitivity,
The customer target that attracts customers is different.

Isn't it irresponsible to say that "the problem of sensitivity is left to the designer or colorist?" Figure 1
Is case study data that shows what kind of environmental image concept the end-users want at the time of the preliminary survey, using "language taste scale coordinates". Only when such a soft policy is consensus-based on the marketing base can it be included in all design planning processes. This is because the "curved architectural form" and the "linear architectural form" have different tones to be colored, and the taste of the attracted customers is also different.
In particular, in environmental development, the intentions of "creators" and "creators" should be determined by thoroughly examining and satisfying the emotional needs of "users" and "viewers" will determine the rise and fall after opening. Is. Below, this is considered individually.

First, in the case of fashion, in the fashion industry, "what is the fashionable color for next year?" Looking at the color samples of overseas information colors and trend-predicting colors, recently, trend colors of 4 tones have been posted for each of about 4 types of themes. Doing so would color-code the trend color swatches for sweaters, blouses, suits and dresses. Since all manufacturers collect the same information, only the same color assortment is displayed in the store. The problem is that "Design", which is called "Mark", is applied to any clothes.
Despite the variations, both "Elegant-taste sweaters" and "Sporty-taste sweaters" neglected the effort to "diversify the tone" and put on the same trend color sample Is to end up.

From the customer's point of view, I liked the design and color of a certain brand of town wear, and when I went back to buy it the following year, there was nothing that looked good to me. This is evidence that the fashion industry is neglecting "color-cels information management on a mark-by-mark basis", and it can be said that the customer's desire to express individuality is neglected.

Next, regarding products, a policy has been attempted in which the same passenger car and home electric appliances are provided with 10 color assortments to cope with diversification and individuality of customers. When actually collecting the sales data, 30
Some colors sell well and some sell only 2%, making the graphs uneven (Figures 2 and 3). This is no different from doing test sales with a limited number of colors. Currently, the contents of the color assortment are almost the same as the 10 colors of children's crayons. In every product field, there is a stable sales color that is highly favored by the Japanese, and we call it the "basic color" that can be sold regardless of fashion.

[0012] In order to enable various color selections of the customer base, it is necessary to research the "basic colors" first and at least half of the ten colors be assorted. The other half should be marked with "trend colors" or "regional colors" to draw a smooth sales graph for all 10 colors. In other words, it is forbidden to view color assortment as "additional appearance and decorative value, like painting". Instead, I would like you to set it through information science as a “motivation for purchasing to satisfy the sensitivity values” of the segmented customer segment. Note that A to N in the graph represent the types of colors.

In the case of CI, not only private enterprises but also public offices, schools, hospitals and public organizations have CI.
There is a boom. I made a huge investment in the work of changing only the naming and the mark / logo, and when I tried to repaint the signboard that is the face of the company, "Fixed customers have stopped coming""Corporate performance has not changed" There are many results that "only the related staff were pleased." Originally, the corporate image was "affinity,""refinence,""dynamicity."
There are four major factors, “trust”, and any company has a potential merit in any of these factors. Customer taste is sensitive to any of these factors and is a fan of the company. "Sophisticated companies" are CIs overseas
Even if you make a "friendliness CI change" according to the producer's obedience, if you look at the facts of taste marketing,
Success is difficult (Figure 4).

Further, the case of a package will be described. A package of instant noodles will be based on safflower with a health-oriented theme,
It has been given a pastel color scheme such as "Sax Blue Green". The results of the test sale were very poor, and full-scale mass production was discontinued. The main target, young women, turned to Soppo and said that only a small number of grandmothers happened to purchase "Is it good for your health?" In this case, the association of the product image was erroneously communicated, and the "smell of sanitary products" was added too much, and the essential "color association of the deliciousness of ramen" was lost.

Attention must be paid to the package color in terms of gaze and magnetism at the time of display, but it has a sensual "likeness" of "what do you associate with" and "who should be sympathized with". Appeal is the most important. In particular, in food packaging, it is necessary to select an appropriate shade and color tone from the "association of table and cooking sensations" and "immediate association of foods". Recently, even for popular products, there is a demand for higher-grade packaging, so it is important to select tones that have a high-quality color sense.

In the case of audiovisual images, in the international information society, nothing is more important than audiovisual media, especially TV program representation plans. A television is created by integrating an image (video) and a sound image (audio), and the amount of information is not the ratio of a print medium or a print medium. In addition to the appeal of commercials, the immediacy and presence of satellite broadcasts of news programs have the persuasive power to transform public awareness and values across national borders. The audiovisual medium has a synergic synergistic effect through color images, morphological images, material images, and acoustic images. For example, the theme music of a sports show begins with a march that anyone will understand immediately. Also, if you listen to the rhythm of touching taiko, it is a relay of a large sumo, and if a trumpet fanfare sounds, it will be a horse racing grand prize race, and the meaning of expression sensitivity varies depending on the sports theme.

However, recently, there are many expressions that are conspicuous particularly in the program theme and the title expression that is sensually uncomfortable, the clothes of music and casters, the narrative of announcements, the color composition of the title logo and CG. For example, if the newscaster image or clothing image is too casual, it will be unreliable.
It is difficult to get familiar with if it tastes too much. It is against international etiquette that the caster's clothes are wearing polo shirts in high-end sports programs such as the British Open and Wimbledon, and a proper sports blazer should be worn. There is also a surprising number of sports news titles that include ballerinas, showing a significant gap in taste positioning. In many cases, the image of a program in which the toy box is flipped over to try to improve the eye-gaze due to the competition of viewer ratings can only be seen as audiovisual noise. Nowadays, "qualitative audience quality" is more important than quantitative audience rating, and taste communication is closely related to the taste and empathy of the viewer.

In our research, there is a considerable qualitative difference in the liking rate for programs and casters, depending on the sensitivity values of taste clusters (Fig. 5). Even if the quantitative audience rating of a certain news program is 30%, there is a fact that the audience quality of cluster A reaches 70%, whereas that of cluster B only sees 5%. This fact shows that due to the competitive strategy, the full expressiveness of the image of the program has a high degree of purity with respect to cluster A.
It shows the necessity of making an identity (TI). Therefore, I would like to emphasize the necessity of adopting a more detailed information science-oriented emotional expression strategy not only for TV but for all audiovisual media.

Further, as for the interior, when we designed the interior color of a one-room apartment, we were very confused. Aiming at 5 types of customer sensitivities for each room on the same floor across all floors,
We proposed that different colors be coordinated in each room, and the owners understood. However, wall paint, P
When we tried to construct a color scheme by stacking catalogs of tiles, curtains, carpets, lighting equipment, etc., each manufacturer develops different colors, so it seems that consistent taste and coordination cannot be done. The manufacturer's catalog for each company is as thick as a phone book, and it seems that there are various colors, but when you actually try to configure the interior as an "elegant taste," one or two plans are combined. The one who should do it. It was intended to be a combination of five tastes of "elegant", "modern", "casual", "natural" and "dandy", but one manufacturer lacks "dandy" because there are too many "natural". Other manufacturers do not make "elegant" things at all with "casual" color patterns. As a result, it turned out that no manufacturer has developed a diversified image of just the shape and is not fully studying customer tastes.

Finally unsatisfied, 4 out of 5 tastes
A coordination plan for only the type was made,
The paint sample book was the poorest, and the wall paint and door paint had to be toned by the owner himself. On the day of the opening, when I went to the witness check, I got a reputation that it was a rare condominium for female college students with different color coordination for each room, and not only the applicant but also the real estate officials visited many people. It was good that there were a lot of applicants and it was sold out the same day. . It will be difficult for any parts manufacturer to survive if they do not consider the customer taste in the room total.

2. Next, I will explain the strategic value of the taste scale. We have various fields of color
Through the project, we conducted a psychological survey of tens of thousands of ordinary people and found the following changes in the marketing environment. The market segmentation of the “customer cluster layer” (customer layer by design preference type) progresses year by year, and the number of customer cluster categories tends to increase with each survey. The psychology of the customer class that evaluates design sensibility is not based on vague intuition, but based on certain standards and laws. As a result of investigating various evaluation axes through many multivariate analyses, we were able to discover "two basic axes" that are always common to all analyses. This is currently being applied for a know-how patent and is referred to as the "sensitivity-value coordinate axis" (preference coordinate axis = taste scale). This know-how can be used to systematically classify color, fashion, and any other emotional object based on human preference judgment.

Only when there is such an objective and scientific scale, can the sensitivity level be judged at the strategic level. Then, the diversification of customer sensibilities can be captured quantitatively (Fig. 6). Regarding color preference, “tone (color tone by lightness / saturation) preference” is more important in people's unconscious psychology than the generally known “hue preference”. All customer clusters can recognize what color tone they like and what color tone they dislike as a clear preference pattern on the taste scale. Today, even quantitative market research based on demographic life attributes does not yield much meaningful analytical data for creators. It is already well known that even if the development target is set by assuming age, gender, place of residence, income, etc. as a customer target, only a large hit will be obtained. There is a limit in the attitude survey by language questionnaire.

[0023] We conducted "sensitivity value analysis" (qualitative research method) in which the same subject was simultaneously subjected to a consciousness survey and a visual model survey to study the relationship, and the results were obtained through contract research from many companies. Is giving. At this time, the taste scale plays a major role in systemizing the visual model and visualizing the survey results. A closer look at the diversification of the customer segment's sensibilities reveals that "a homogeneous customer cluster of tastes, regardless of age group,
It is made up of people of residence and income. " The customers who prefer "pastel" are not only women,
Many men are included, and there are many similarities in terms of lifestyle. The customers who prefer "dark" include not only men but also many women, and they have a common sense of life different from the former. It is a fact that the "Vivid-style" tasters include not only young people but also adults to seniors, and the "Greyish" tasters include many young people as well as the elderly. Be recognized.

The number of customer clusters having different sensitivity values can be classified into six in the 1980s, but has increased to eight in the 90's. It will be a matter of time before we can diversify into 10 clusters. There are several strategies for discovering new market opportunities. When taking a total market strategy, it is necessary to diversify the product design sensibilities so as to satisfy the needs of all customer clusters, and to develop a multi-faceted strategy to enhance the taste purity of each form, color and texture. In addition, when taking a partial strategy of the market, we examine the satisfaction rate of product design and color for each customer cluster, and in terms of the product sensibilities in the market, the customer cluster with the most frustration and the highest potentiality (People in need
s) should only be targeted. In any case, if you draw a taste pattern for each customer cluster on the taste scale, the favorable reaction and rejection reaction are
Since it can be read in relation to the coordinate axes, the directionality of the taste concept will not be wrong.

The customer base who prefers the "pastel tone" is not limited to the generally believed female base, but also the male base. This customer cluster not only likes the “light curvy form”, but also has a great similarity in terms of their cultural values. On the other hand, there are quite a lot of preconceived males and females among the customers who prefer "dark", and they prefer "hard square form" and have a consciousness that they have a strong sense of commercial value. is there. In addition, among the customers who prefer "Vivid", not only the young people, who are immediately associated with it, but half of them are in their 30s to 50s. This customer cluster likes "high-tech, modern sporty form" and has a common consciousness need of having strong values in the information industry (journalists, etc.). Next, among the customers who prefer the "light grayish tone", not only the common-minded seniors but also the younger supporters have appeared.
This customer segment has a related taste of “sophisticated and slim form” and has a strong sense of functional value in terms of consciousness. In this way, we recognize that, contrary to the drawbacks of lifestyle analysis, which has often been unsuccessful in the past, "the difference in the sensitivity values of colors and design determines life consciousness and life values". Doing is the most important in corporate strategy.

3. Then, the characteristics of "Pro Color 600" used in the present invention will be described in detail. Color marketing in today's age of sensitivity diversification requires a sample book with the following characteristics. (1) Since "color tone" is the most important medium for color taste in the era of product image diversification, "number of color tones" is subdivided compared to color charts with more "number of hues", but it is the easiest to select. . (2) Common colors and basic colors in various fields such as architecture, clothes, interior, products, and vision must be systematically edited and recorded. Also, discover abundant spare colors that should become fashionable in the future. (3) Color notation makes it easy to select, order, reproduce, record, and manage colors by spreading the internationally accepted Munsell symbol (this is a color notation different from the serial number of the color sample). is necessary). (4) The color sample material is not a paint color paper that is easy to cure or peel, but a printing color paper with a sewing machine that is easy to cut or attach has a higher benefit in research, design, proposal, and development work. (5) The color arrangement sensitivity system is systematically edited according to the difference in customer taste, and it is easy to understand the relationship with the sense of form and texture. Color selection in designing
What can be expressed with a high degree of taste purity.

The "Pro Color 600" developed with such an intention serves as a weapon for creators to act, and can contribute to the discovery of new market opportunities as a color arrangement sample useful in practice. Here, the development intention of the Pro System Color 600 will be described in detail. In recent years, the importance of color business has been recognized in various fields, and CI renewal field in industry, merchandising field, promotion field,
In addition to the field of shop planning, the range of application of color has expanded to the fields of urban planning, landscape design, resort development, etc. in government agencies and local governments. On the other hand, there are few color sample books and color name books necessary for the promotion of color schemes that can sufficiently meet modern needs. When we conducted a development needs survey for professional designers who are active in the field, the following complaints continued.

-Difficult to use-Difficult to carry-Difficult to find the desired color-Due to lack of style and case To summarize the survey results, the needs of professional designers are as follows.

A Stackable in a soft case,
Handy and easy to carry. b Specialized with color information and color samples included. c Colored and consistent color samples based on the Munsell system. d Appearance and binding are smart and luxurious. e A collection of abundant colors of common colors and basic colors that are often used in any field so that only the necessary colors are not lost or many unnecessary colors do not remain.

What can be read from the voice of the site is that it is convenient for color market research, field work, color design during business trip activities such as negotiations with customers and customers, and storage in the planning room and design room. Convenient for putting on and taking off, convenient for storing and putting on and taking off in the planning room and design room, good workability of color selection and color scheme of desk work, concept proposal in presentation and color specification of image map Easy to produce,
It is strongly associated with the sense and high quality as a professional high-class tool that can express the specialty involved in design sensitivity. Pursuing such "easy-to-use of colorists, designers and planners to act" in the first place, the color was professionally printed with a special ink for each color by one of the few experienced toning engineers in Japan. This is a major feature of the color chart collection.

[0031]

In view of the above-mentioned problems, the system notebook for color arrangement design using the taste, sense, and value coordinate axes of the present invention is a Munsell color chart symbol for color tone taste and its color in the system notebook body. It is assumed that the color sample in which the color corresponding to the vote symbol is displayed and the taste-value-value axis non-step classification chart described below are provided.

The specific structure of the system notebook for color arrangement design using the preference / value coordinate axes according to the present invention will be described in detail below. First, the configuration of the invention described in claim 1 of the present invention will be described. First of all, this is the system notebook itself. This system notebook body consists of a binder with a storage case. Next is a color sample. This color sample is to be stored in the storage case of the system notebook body, and the Munsell color chart symbol for the color tone taste and the color corresponding to the color chart symbol are displayed. Then, there is a stepless classification chart of the following liking, feeling, and value axis. This step-by-step classification chart of the preference, sense, and value is stored in the system notebook body.

However, the above-mentioned preference / value / feeling axis stepless classification chart is as follows. First, from the viewpoint of the reference scale of preference coordinates, the sensitivity value judgment values for a number of design elements related to various perceptions such as the five senses of general consumers and their designs such as product design, advertisement design, environmental design, etc. The following two kinds of basic preference axes intersecting the X-axis and the Y-axis are weighted steplessly around the intersections of the following two basic preference axes, and the affective value judgment values are respectively assigned to the reference scale axes of the preference coordinates. It is a diagram that is scientifically measured and weighted steplessly, and the meaning basic axis of the expression preference expressed in the meaning of the expression preference is superimposed on each, and thus each expression taste scale.

The first basic preference axis consists of a dynamic taste / static taste preference axis which is weighted steplessly from the viewpoint of dynamic taste and static taste, and is classified into the second.
The basic preference axis of is composed of feminine taste / masculine taste, which is classified by weighting steplessly from the viewpoint of feminine taste and masculine taste. Then, a plurality of preference charts formed by the expression taste scale consisting of the X axis and the Y axis and expressing respective forms and materials, that is, the Z axis having different preference sensitivities such as visual preference and tactile preference. A preference chart for directions is added to this.

Next, the structure of the invention according to claim 2 of the system notebook for color arrangement design using the preference / value coordinate axes according to the present invention will be described. The present invention has the same configuration as the invention of claim 1 except for the following points. Therefore, the entire text of the above description of the configuration of the invention of claim 1 is cited here, and the following description of the configuration is added thereto. The difference is the presence of other intermediate co-preferred axes. The other intermediate shared preference axes are preference axes that are positioned by steplessly weighting the affective value judgment values from the viewpoints of the respective basic preference axes.

[0036]

The function notebook according to the present invention, which has the above-described structure, has the following advantages because the system notebook for color arrangement design using the coordinate values of the taste-feeling value. First, the operation of the invention described in claim 1 of the present invention will be described. This is because the system notebook itself is made of a binder with a storage case, and the color sample showing Munsell color chart symbols for color tone and the color corresponding to the color chart symbol is the storage case of the system notebook body. Is stored in. Then, the following chart for classifying the preference, feeling, and value axis is filed in the system notebook body.

However, since the above-mentioned preference / sensitivity / value-sense axis stepless classification chart has been made as described above, the first basic preference axis is steplessly weighted from the viewpoint of dynamic taste and static taste. It becomes a categorized dynamic taste / static taste preference axis, and the second basic preference axis is a feminine taste / masculine that is steplessly weighted and classified from the viewpoint of feminine taste and masculine taste. Become a taste. And, a plurality of preference charts formed by the expression taste scale consisting of the above X-axis and Y-axis,
Preference charts having different preference sensitivities such as visual preference and tactile preference expressing the form and material, etc. are the preference charts for the Z-axis direction.

Next, the operation of the invention according to claim 2 of the system notebook for color arrangement design using the preference / value coordinate axes according to the present invention will be described. This invention is the same as the operation of the invention of claim 1 except for the following points. Therefore, the entire text of the description of the operation of the invention of claim 1 is cited here, and the following description of the operation is added thereto. The difference is the presence of other intermediate co-preferred axes. The other intermediate co-preferred axes are positioned as weighted steplessly with the affective value judgment value as an intermediate preference axis from the viewpoint of each of the above basic preference axes.

[0039]

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS A system notebook for color arrangement design using a preference / value coordinate axis according to the present invention will be described below in detail with reference to the accompanying drawings by using an embodiment thereof. First, as shown in FIG. 7, there is a system notebook body 10 made of leather having a size of a diary. The system notebook body 10 comprises a binder 12 with a storage case 11. Next, there is a color sample 20 which will be described later and is composed of a large number of labels. The color sample 20 is stored in the storage case 11 of the system notebook body. And
As shown in FIG. 8, this color sample 20 has a large number of perforation lines 21 for tearing, which can be cut into small pieces 22, respectively. The symbols described in the color sample 20 will be specifically described. First, the PSC in the first line represents the professional color system, and the numbers next to it indicate the respective colors. This is a serial number that works in conjunction with the explanatory text of the following preference / sensitivity / value / sense axis stepless classification chart (with explanatory text) 30. "Sy" on the second line
Means a system color name and is a tone name + hue name. Third
"Na" in the line means a general color name and is a commonly used foreign name. "Tr" on the 4th line means the traditional color name, which is a Japanese name before the Meiji era. "Mu" in the fifth line means the Munsell symbol. The last "Ap" means applied product field.

Each of the small pieces 22 has a professional system color (PSC) number 22 for color tone taste.
Is displayed, and the color corresponding to the Munsell color chart symbol M and the professional system color number 22 is displayed. In addition, there is the following preference / sensitivity / value / sense axis stepless classification chart 30 (with explanation). The preference / sensitivity / value axis stepless classification chart 30 is stored in the system notebook body 10 described above. Finally, the palatability, sense of value, and axis of stepless classification chart with the description and the description of the professional system color are integrated into a file and closed in the binder 12. In addition, the whole sentence of the explanation chart of the pro-sensuality-value-sense axis stepless classification chart and professional system color is described in this specification.

Therefore, the above-mentioned preference / sensitivity / value / feeling axis stepless classification chart 30 is as follows. A number of design elements related to various perceptions such as the five senses of the general public and the aesthetic value judgment values for certain designs such as product design, advertisement design, environmental design, etc. based on their composition are crossed on the X-axis and the Y-axis, respectively. Of the two types of basic preference axes are weighted steplessly around the intersection.
Further, one or more intermediate shared preference axes provided between the respective basic preference axes are weighted steplessly and arranged. This is used as a reference scale axis of preference coordinates, and those affective value judgment values are scientifically measured for each, and they are weighted steplessly, and the meaning of expression preference is expressed in the meaning of expression preference. It is a chart in which the axes are overlapped and each has an expression taste scale.

The first basic preference axis consists of a dynamic taste / static taste preference axis that is weighted steplessly from the viewpoint of dynamic taste and static taste, and is classified into the second.
The basic preference axis of is composed of a feminine taste / masculine taste preference axis that is weighted and classified from the viewpoint of feminine taste and masculine taste. Then, the other intermediate shared preference axes are the preference axes positioned by steplessly weighting the affective value judgment values from the viewpoint of the respective basic preference axes.
Then, a plurality of preference charts formed by the expression taste scale consisting of the X-axis and the Y-axis, each of which expresses the form, material, etc., specifically, (1) visual preference (color, Form, etc.), (2) Tactile preference (product material, textile material, etc.), (3) Taste / flavor preference, (4) Auditory preference (music, etc.), (5) Cucumber preference (odor, etc.), (6 ) Type preference,
(7) Language expression preference, (8) Morphological preference, (9) Style / style, (10) Insight / aesthetic feeling, (11) Other hobbies / preferences such as tastes and tastes. The preference chart for use becomes a preference chart that forms a three-dimensional structure.

In order to "informatize" this "preference" on a marketing basis, a sensitivity value scale based on the perception of the "person" (visual, auditory, taste, olfactory, tactile, etc.) and the formability of the "object" ( The design sensibility scale based on color, material, form, functionality, etc. must be standardized by a common scale. The "taste scale" relating to the present invention is
It was constructed psychologically and in information science as a "sensitivity value scale" of "people" and "things". That is, sensory is a comprehensive evaluation of perceptions such as visual, auditory, tactile, taste, and olfactory, which is the "sense value". And the following 2 crossing the X axis and the Y axis respectively
The respective affective value judgment values are arranged on the basic preference axes of the types, and the charts as shown in FIGS.

The first basic preference axis is composed of a dynamic taste / static taste preference axis objectively classified from the viewpoint of the dynamic taste relationship. That is, for example, regarding the color and form of the visual preference, the high saturation preference becomes a dynamic taste as shown in FIGS. 9 and 10. These include vivid tones and rhombus shapes. Then, the low-saturation color preference or the long-form preference is classified into a static taste. These include gray tones or curved rectangles. Similarly, as shown in FIGS. 11 and 12, for a material having a tactile taste, the rough surface taste has a dynamic taste. Some of these are rough like cotton or bricks. And the preference for smoothness is
It is classified as a static taste. Some of them have the feeling of slippery like velvet or ceramics. In addition, the inside of the parenthesis in the figure is each example of the material.

Similarly, there are taste preferences (FIG. 13) and hearing preferences (FIG. 14). Further, regarding the scent of the olfactory taste, as shown in FIG. 15, the pungent odor taste becomes a static taste. It has a gorgeous scent. Hereinafter, the style affective preference (FIG. 16), the language expression preference (FIG. 17), the morphological expression preference (FIG. 18), and the coloration-sensitive expression language (FIG. 19) follow. The contents are as described in the figures and tables.

Next, the basic preference axis of FIG. 20 is composed of feminine taste / masculine taste preference axes classified from the viewpoint of feminine taste and masculine taste. That is, for example, regarding the color of the visual preference, the high-brightness color preference is masculine taste as shown in FIG. These include white and pastel colors. Then, the low lightness color preference is classified as a masculine taste. There are black and dark colors. Similarly, FIG.
As shown in (6), for materials with tactile preference, thin, lightweight, and flexible materials have feminine taste. Some of these are fluffy, like cashmere. Furthermore, preference for thick, heavy, and rigid materials is classified into masculine taste. Some of these have a stiff feel like leather. Further, regarding the scent of the olfactory taste, as shown in FIG. 15, the slightly odorous taste has a feminine taste. It has a faint scent. And, the odorous taste preference is classified as a masculine taste. It has a deep scent.

As described above, they are not fixed in white, fluffy feeling, and faint odor,
It is weighted by the strength of the preference degree and drawn in the direction of resistance. Therefore, for example, in the form shown in FIG. 10, even if the shape is the same ellipse, if the femininity of the curvilinear preference is weak, the shape becomes close to a perfect circle. Then, in the invention of claim 2 of the present invention, it is a chart composed of the above-mentioned basic preference axis and the intermediate combination preference axis, but as shown by the dotted lines in FIGS. Each of the one or more intermediate combined preference axes provided between the basic preference axes of No. 1 is provided with the emotional value judgment scientifically measured from the viewpoint of the basic preference axis. Then, the intermediate combined preference axis is a preference axis weighted and positioned from the viewpoint of each of the above basic preference axes. Then, this judgment is a scientifically measured one, specifically, an objective one calculated by a computer.

Thus, for example, regarding the color of the visual taste, as shown in FIG. 9, the high-lightness color taste and the high-saturation taste become the combined taste in which the feminine taste and the dynamic taste are used in combination. Some of these are bright tones. The low-brightness color preference and the low-saturation preference are classified into a combined taste in which a masculine taste and a static taste are combined. This includes
There is something like dark gray. And in the same way, there is a combined taste that combines a masculine taste and a dynamic taste, and conversely feminine
There is also a combined taste that combines taste and static taste. Details of various combined tastes of various perceptions are as illustrated in FIG. 9 and the like. However, in practice, those having an intermediate combination preference axis are mainly implemented. The intermediate combined preference axis is also weighted by the intensity of the preference degree and drawn in the resistance direction. Therefore, all of these weights are scientifically measured, and more specifically, objective calculated and calculated by a computer.

Next, the preference judgment axis chart for creating the above chart will be described. First, as shown in FIG. 20, an X axis and a Y axis are created, one of which is a feminine taste / masculine taste preference axis, and the other is a dynamic taste / static taste preference axis. Then, between these two types of basic preference axes, a combined preference axis that combines these two types of preferences is provided. And
A concentric circle is drawn with a uniform width around the intersection of these preference axes. Furthermore, as indicated by "+3 to 0 to -3" in FIG. 20, the basic preference sensibilities corresponding to the respective preference axes are entered. Then, by increasing the combined preference axis and entering the respective sensitivities by the respective weights, a chart as shown in FIG. 17 can be obtained. Therefore, this weighting is scientifically measured, specifically, it is objective calculated and calculated by a computer.

The attached reference photograph is shown in color, and reference photograph 1 is an example of a single color preference scale and reference photograph 2 is an example of a color arrangement preference scale. The reference photograph 3 shows the automobile shape taste scale, which corresponds to the basic form taste scale. The color of this car shave taste scale is not considered here. Further, Reference Photo 4 shows a character typeface taste scale. And reference picture 5
Indicates the package taste scale, and the design and color arrangement are also taken into consideration. Finally, reference photo 6
Shows the polo shirt taste scale, taking into account its color and design placement. In this way, if this basic pattern of sensitivity is created, it is created for each of various perceptual patterns as shown in FIG.

It should be noted that in FIG. 9 etc., only the end and middle preference sensations are described, but this is done in order to simplify the diagram and make it easier to understand, and in reality it is shown in FIG. In particular, a large number of tastes are weighted together with the angle. Furthermore, if this is created for various designs such as product design, public notice design, environmental design, etc., it can be utilized as a consultant for the management in many fields. In addition, this taste axis is
It is a “preference factor axis scientifically extracted by principal component analysis of direct likes and dislikes survey data by showing and perceiving the above-mentioned various design elements, targeting tens of thousands of ordinary consumers”.

Therefore, the system notebook for color arrangement design using the preference / value / sensitivity axis coordinate axis according to the present invention can be specifically used in the following cases. In-shop brand products and store planning and development for large-scale retailing Color modeling survey and planning proposal for water supply housing equipment Customer design preference survey and styling for the automobile industry
Interior material design proposal Taste research of Western liquor and taste research of package design Total image setting and color plan proposal of public works expo venue Uniform taste preference research and concept construction Local taste research and environmental design image proposal of Biotechnology Research Institute For example, design activation research.

Of course, it is not limited to the above. All of the above are the trial research and error, wasteful, unreasonable and unreasonable in the development of design activities by introducing and utilizing taste scale and know-how in research themes commissioned by industry.
It has been proven that it will be evenly distributed and that it will be actually purchased by the target customer group, and it has achieved a great deal of corporate performance and results. In the text, "expression" of "expression taste scale" is not limited to a narrowly defined language, but means all expressions in a broad sense and conveys the meaning visually. Therefore, not only the signs and symbols, but also the pictograms and colors themselves as shown in the reference photograph are included in the expression.

Now, a specific content structure of the professional system color 600 used in the system notebook for color arrangement design using the preference / value coordinate axes of the present invention will be described. User's Manual 52 pages Total number of colors collected ... 600 colors JIS-compliant Munsell color system 21 hues with original 20-tone classification 5R = 20 colors / 10R = 20 colors / 5YR = 20 colors / 10YR = 20 colors 5Y = 20 colors / 10Y = 20 colors / 5GY = 20 colors / 10GY = 20 colors 5G = 20 colors / 10G = 20 colors / 5BG = 20 colors / 10BG = 20 colors 5B = 20 colors / 10B = 20 colors / 5PB = 20 colors /7.5PB=20 colors 10PB = 20 colors / 5P = 20 colors / 10P = 20 colors / 5RP = 20 colors 10RP = 20 colors

Achromatic 18 steps = 20 colors Common colors for each color system Off-gray system = 40 colors, Off-white system = 20 colors, Off-black system = 20 colors, Ivory system = 10 colors, gold / silver /
Copper system = 10 colors, beige system = 20 colors, brown system = 20
Color, pink color = 20 colors (A total of 600 colors are recorded in a 5-part swatch file).

Here, the Munsell symbol and color solid will be described. The JIS color standard is based on the American Optical Association (OS
The color is measured in step A), the error is corrected, and the color is accepted in the world of color science. Therefore, the correct display of colors
It is most convenient to use the Munsell symbol for recording, communication, and reproduction, and it is also internationally valid. For example, "Saita red"
So the red number 1001 recorded in this color table is displayed as 5R4 / 14. 5R means "fifth red from 1R to 10R", which is the median value of the red range. 4/3
As the number decreases by 2 / 1R, it approaches "red-red" 6, 7, 8, 9 ,.
The more it increases with 10R, the more it becomes “red red”. 4 / is [1 to 9.5
It means the lightness of the fourth stage among the lightness up to. When the number decreases, it becomes blackish, and when the number increases, it becomes whitish. "14
"/" Means "the saturation of the 14th stage among the saturations from 1 to 14". When the number decreases, it approaches gray, and when it increases, it approaches pure color.

In the Munsell color system, the hue (hue / Hu
e) ・ Brightness 8 (Value / Value) ・ Saturation (Chroma / Chro
ma) is also composed of the decimal system. White, black, and gray are called neutral colors and are displayed only at the brightness level. The ideal black has a lightness of 0, and the ideal white has a lightness of 10. It cannot be reproduced with the actual coloring material. Therefore, black is limited to N1 and white is limited to 9.5. The hue is R (red), Y (yellow), G (green), B (blue),
With P (purple) as the 5 main colors, YR (yellow-red = orange), GY (yellow-green), BG (blue-green), PB (blue-purple), RP (red-purple) formed by mixing in the middle of each hue Insert 10 colors. In this color chart collection, 20 hues such as 5R and 10R, 5YR and 10YR are recorded (the pitch is too rough between 5PB and 10PB, so 7.5PB is added to make 21 hues). When the lightness level is the central axis of the earth, the institutional level is the radial axis extending from the central axis, and the circle of hue is the circumferential axis such as the equator of the earth, filling all colors in a round three-dimensional spatial scale. You can This is called "color solid".

Next, the hue system will be described.
The figure shows the Munsell 20 hue circle. Usually, the hue with 5 is called the median, and represents the hue of each hue. Conventionally, if there are 20 hues, it is possible to deal with color planning in any field. Among the stimuli of the lower world that humans perceive, only the color has a cyclicity that goes back to the original. Among the visible light that is visible to the naked eye, between infrared and ultraviolet rays, the stimulation of light changes linearly to red, which has the longest wavelength and purple, which has the shortest wavelength. Since it is perceived by the three primary colors, such gradation-like hue circulation is created. 5R in color scheme
If you use only the 5R colors, the hues will be the same, and you will get a "simple and simple color arrangement".

If 5R is used in combination with 5YR color combination and 10R and 10YR color combination, the similarity in hue becomes clear,
You can get "a gentle and compatible color sensitivity". 5R and 5BG
As described above, the hues at the positions facing each other on the circumference are called “complementary colors”. Impressionist painters express light and shade
Famous for using 5Y and 5PB. Complementary color schemes produce "glamor and dramatic color sensitivity". Normally, for 5R, the fan shape centered on 5BG (range 5GY to 5PB) is said to be the harmony of opposite hues. Since ancient times, colorists <have become “two complementary colors” rather than glare-like complementary colors.
Claiming that the combination with 5R and 5G / 5YR and 5PB is the most aesthetic, this is called "split complementary" (broken complementary color).

Then, a color tone system will be described. The tone (Tone) is a concept that includes both lightness and saturation, and refers to the tone such as lightness / darkness / shade / brightness / blurring. Normally, when it comes to colors, people tend to be conscious of only orange, purple, or hue, but in the professional world, tones are known to be the most important factor that determines product images and environmental images. When we conduct various color preference surveys, even the general public clearly shows the degree of favor and rejection of color tones rather than hue. Even people who don't like "reddish red" will like "light grayish red". In addition, the preferable color tone has the ability to reflect the psychological state of people and express emotionally the personality and individuality. On the other hand, the unpleasant color tone seems to be the cause of the person's unwillingness to approach or psychological rejection (for some reason, it is said that "physiologically unpleasant skin does not fit").

In the fashion world, "a color that suits you"
When looking for "colors that don't look good", it's a great weapon for color analysts if they can detect subtle differences in color tones. In this collection of colors, 20 tones are organized for each hue, based on the research that increasing the number of hues is more beneficial to professional use than increasing the number of hues. In particular, the five tones of the bare brilliant tone, the light tones pastel and pale grayish, the same tones skinny, the middle tone, and the dark tones pert tone are set to the original.

Further, the meaning of the emotional value coordinates (taste scale = know-how during patent application, Japanese Patent Application No. 96)
219). These coordinates were obtained by objectively extracting the preference axis that separates people's favorable reaction and rejection reaction by multivariate computer analysis of the results of taste marketing research targeting tens of thousands of ordinary consumers. The five senses of the consumer (visual, tactile, auditory, taste, and olfactory) each have a "pleasant / unpleasant reaction", which is a scale of what criterion is used to judge the reaction. The X-axis represents "dynamic taste" (dynamic taste) and "static taste" (static taste). This means that people who sympathize with dynamic sensibility always avoid static sensibility.
Also, the Y axis is "feminine taste" (female taste)
And "masculine taste" (male taste).

"Dynamic preference direction" corresponds to "vivid high-saturation color tone / kinetic sharp form / rough and low-density rough surface material" as the same preference sensation, and "static preference direction" Is positioned as "calm, low-saturation color tone / well-balanced sharp-angled form / smooth high-density smooth surface material". "Women's preference" is "whiteish high brightness /
Light curvilinear form / soft thin material "can be supported.
In the "male preference direction", "blackish low brightness color tone / deep linear form / hard thick material" is positioned. The marketing advantage of this coordinate system is that by combining only molding elements that are in the same direction, it is possible to create the most attractive design sensibilities for a group of customers who favor the direction.

Then, the color tone taste system will be described. As sensibilities diversify like today,
Concentration on specific tones is no longer seen, and there are favorers and denyrs for every tone.
The owners of dynamic Kansei values are apt to be fascinated by the vivid or strong tone, while those with a static Kansei value are fascinated by the grayish or light grayish tone. And it is common to oppose each other's preference. Every color has supporters of all generations, so if you propose only vivid tones for young people or commercialize only grayish tones because you are seniors, you will fail.

Further, it is a fact that a person with a feminine Kansei value is attractive in a pale tone or a pale grayish tone, and a person with a masculine Kansei value is attracted in a dark tone or a dark grayish tone. In today's era of women's entry into the workplace, reversals such as "female emotional masculinization (prefer black and dark tones)" and "men's emotional feminization (prefer whitish suits and pastel pink shirts)" You can see the phenomenon. Even if it's a women's product, if you squeeze only the "feminine taste" color tone, you will make a big mistake. It is wise to offer a variety of products in small quantities, coordinating products with the same taste, form, color and texture, regardless of generational differences and gender differences.

Further, the color arrangement taste system will be described. This taste scale is made up of preference axes that people like and dislike, so all the color schemes can be arranged in order along the vertical, horizontal, and slender flow. In the direction of the F axis, there is a color group that is based on a light color system such as "white, pale tone, pale grayish tone", etc., and made with "delicate weak contrast". In the direction of the M axis, there is a color group that is based on a dark color system such as "black, dark tone, dark grayish tone" or the like, and that has "a strong contrast." Further, in the D-axis direction, a color arrangement group such as “Vivid tone and white or black” is combined with the “highest intensity contrast” using the shade system.

In the S-axis direction, there is a color arrangement group based on a blur system such as "gray or grayish tone / light grayish tone" and made by "suppressed weak contrast". In the middle area, there are arranged color groups made up of "intermediate contrast that is neither strong nor weak" with intermediate color tones such as "light tone / dull tone". The basics of color arrangement are determined by "which color tone is mainly used". Efforts to dock knowledge of hue and knowledge of hue are the fastest way to become a master of professional color schemes.

Further, as color arrangement knowledge, first, similar colors and opposite colors will be described. "Similar colors" means "a color arrangement in which hues are brought close to each other to change only tones". On the other hand, it is often said that the opposite color is "a color arrangement in which the opposite hues of the warm color and the cold color are mainly combined and the contrast of the tone is strengthened". Strictly speaking, there are two kinds of similar colors, and "same hue" that is limited to the same Munsell color chart symbol and 5
There is a “similar hue” that is similar to R and 5YR, but that clearly shows the difference. The completely identical hues of 5R only and 5PB only have a "orderly and well-organized feeling" and are suitable for social situations and formal uses. On the other hand, the color scheme of adjacent similar hues has "unpretentious everyday wear and familiarity",
Suitable for "casual use".

In Europe and the United States, "tone colors that change only the color tone" by narrowing down to "same hue" are often found in urban environments and indoor colors. It seems that many Japanese people traditionally prefer the "colorful multi-hue color scheme", but even in the same Kyoto kimono, "Nishijin has a hue color scheme (opposite color schemes)""Yuzen has a tone color scheme (similar color schemes) ) ”, And it seems that there has been a diversification of tastes since ancient times. As a professional color list, it is necessary to be able to freely express similar colors or opposite colors according to the purpose. The problem is that the image will change depending on the color tone you pick, whether it is a similar color or an opposite color, so it is important to choose the optimal combination of tones according to the purpose of the color arrangement.

Then, as the color arrangement knowledge, a description will be given regarding the similar color and the opposite color of the tone. When there are three or more colors, the uniform beauty of order is likely to be disturbed. One of the solutions at such times is gradation color scheme. The easiest way to understand this is to arrange lightness in the order of white, gray, and black. In public facilities indoors and factory spaces, a "gradation of lightness" is applied so that the ceiling, upper wall, waist wall, floor, and skirting are gradually darker. This is a room used by a lot of people, so make the lighting efficiency as good as possible,
This is a color scheme that is aesthetically pleasing because it makes it easier to perceive shadows and three-dimensional objects. The “hue circulation” has been described above, but the “hue gradation” means that the colors are arranged around the color circle.

In the case of a product display with a large number of colors, in general, spring and summer items can be arranged in a "color order from red purple to the left (counterclockwise) in order of hue" to produce "cool freshness". In the case of autumn / winter items, you can create a "warm and gorgeousness" by arranging them in "color order from red to clockwise (clockwise)." The most difficult thing is "gradation of hue and tone that gradually changes the tone while gradually changing to the adjacent hue". The color scheme is most suitable for landmarks that are visible to many people, such as the ferris wheel at the amusement park, the observation tower, and the chimney of the factory adjacent to the residential area.

Separation color arrangement will be described as color arrangement knowledge No. 4. There is a separation color scheme (separation color scheme) as a method of ordering a multicolor color scheme. If the two adjacent colors are difficult to distinguish due to their vague relationship, a clear impression can be obtained by arranging the colors that are the "opposite tone" of the two in the middle. The tricolor color scheme of the French and Italian flags,
This is a typical example of separation. Illustrations and ink-colored outlines of Ukiyo-e can also be said to be applications of separation. In the case of a product display with a small number of colors and a large quantity, it is possible to draw the customer's attention by arranging adjacent colors so that they are "contrast in strong tone".

"Bright-dark-bright-dark" or "dark-light-dark-
By repeating the steps such as "light" and "pure color-white-pure color-black", a color stripe pattern or a grid pattern can be formed in the space. Separation can be widely applied to the way tiles are laid and the color of textiles and handicraft patterns. Sensitive features of the separation are "high accent effect", "showing each color in multicolor clearly""improving the visibility and readability of patterns, figures and characters""sporty feeling and It is easy to express dandy sensibility. "

Further, dominant and accent color arrangement will be described as color arrangement knowledge No. 5. One of the methods of using multiple colors to create a unified structure is dominant and accent (base tone and emphasis) color scheme. Examples that are easy to understand are "high key" (bright and light tone), "medium key" (medium tone tone) and "low key" (dark and dark tone) used by photographers. Each has a unique shadow on the visual image, and can express psychological conditions. Accents such as "brighter highlights in a dark tone,""darker shadows in a bright tone," and "white (or black or pure color) in a medium tone tone" are good accents. To decide the dominant color and accent color, it is important to select the hue system and tone system.

The hue system may be "warm color system" (red-purple / red / orange / yellow), "cold color system" (green / blue-green / blue / blue-violet) or "intermediate color system" (yellow-green / purple / none). (Coloring) is taken as a large one to adjust the hue tone. In the color tone system, the color tone is defined by narrowing down the color tones such as "Hadena system", "Jimina system", "Bright color system" or "Dark color system" (see name and description of 20 tones). For accenting, always use "opposite hue" or "opposite tone" for the hue or tone that is the basic tone. The area of the emphasized color and the visual intensity should be “the smaller the area, the stronger the intensity”. The balance between basic tone and emphasis is 9: 1 to 6:
Up to 4 becomes stable, and when this relationship reverses, it becomes an imbalance. The basic tone and emphasis are similar to the "relationship between staple food and side meals" in food and the "relationship between rhythm and melody" in music. Whichever is lacking, people cannot be satisfied.

Next, the morphological taste system will be described. We are continuing research to determine the direction of design by investigating and analyzing the degree of liking and rejection of the form of ordinary consumers. Here is what we have learned so far. It has a taste that conflicts with the "dynamic form preference" (sharp, diagonal, and asymmetric) customers who have a sense of movement and speed. It has a well-rounded, thin and light "curve shape preference" (oval, oval, almond shape, petite, slim linear shape), while the robust, thick and solid "linear shape preference"
It has a taste opposite to that of the customer base (square, square, bold, large pattern or lattice, wide linear). The circular shape that can be applied in various ways is a "neutral shape" that is preferred by many people as described above. The color and form are also related to taste, and the same axis area and direction on the taste scale. The colors and forms at are highly compatible with the color scheme.

Then, the taste system of material sensitivity will be described. In color planning, it is necessary to carefully consider how the surface finish will look. In terms of texture, the consumer's preference reaction is often severe, and the following emotional directions can be identified on the preference judgment axis. In the direction of the dynamic preference axis, there is a preferred area of "rough, low-density, rough surface feeling" (stone surface with a lot of unevenness, rough-cut wood surface, thick-cut cotton skin, etc.), and the direction of the static preference axis. Corresponds to the area of your choice of "smooth, high-density smooth surface feel" (polished stone surface, smooth-finished wood surface, velvety skin with tight count, etc.). In the direction of the feminine preference axis, there is a preferred area of "soft texture that is thin and easy to expand and contract" (fragile stone skin, soft wood skin, fluffy cashmere skin, etc.), and in the direction of the male preference axis, " Heavy and thick hard feeling with a firm response "
There is a contrasting relationship between the favorite areas (such as a hard stone surface with a high specific gravity, a sturdy and tough wooden surface, a woven fabric that cannot be cut with a knife, and a hard leather).

In the central area of the coordinate axes, “intermediate hard and soft feeling and rough feeling” (medium density, medium thick and medium hard material) and “mixed feeling of upper, lower, left and right materials” (mixed spinning of natural fiber and artificial fiber) Etc.) preferences are located. A good relationship between color and texture is "a clean color system that does not mix gray with rough surface materials and a high saturation saturation bare system."
"Smooth surface materials such as gray-colored turbid color system and low-saturation color system" are easy to match and easy to be liked. Also, "white or high-brightness light system for soft materials" and "low-brightness dark system for hard materials" will give a sense of quality, so it may be preferred. It goes without saying that "a medium density, medium thickness, medium hardness material in the central region" is also preferred because it is easy to match the intermediate tone of medium brightness and saturation.

Further, the skin color of Japanese people will be described.
For the product colors we touch and wear, we have chosen a harmonious color scheme that makes our skin tones look beautiful. Especially in the fashion / interior field, cosmetics field, product products that can be touched by hand, and packaged products, the skin color has become an important key color. Japanese skin color is distributed over 10R (rose-type red skin), 5YR (natural normal skin), 10YR (ocher-type yellowish skin) in hue, and "pale grayish tone" (brightness 8 / brightness) It has three color tones: "Saturation 2 fair skin", "Skinny" (lightness 7 / saturation 3 normal skin), and "Modate" (lightness 6 / saturation 3-4 dark skin).

According to recent studies, 5YR7 / 3 seems to be the center of distribution for the skin color that is most common in Japanese. How to choose the harmonious color of the skin color is centered on 5YR, "Same hue = 5Y
R "" similar hue = 5R to 5Y "" opposite hue = total range from 5G to 5P ", and the color tone is" same tone = skinny tone "" similar tone = brightness difference 1 to 2 / saturation difference 1 to 3 " Select "opposite tone = lightness difference of 3 or more / saturation difference of 4 or more". For example, Tatami's color (5Y) is a complexion that makes skin tones (5YR) look complex, while indigo dye (10B) and jeans (5PB) are the opposite colors that make skin shine. "Light grayish beige" is often used for wall coverings, stockings, and innerwear because the saturation difference of 1 or 2 makes the skin color look strong and beautiful.

People with reddish skin are more likely to match the line system or green system, and those with yellowish skin are more likely to match the system system or purple system. However, there are few people who have extremely reddish or yellowish skin, so the trends of green and purple will not last long in Japan. The harmonious colors of the skin color are "white, ivory, light gray, black,
"Navy blue, navy, pink, cream, sax, beige, brown" etc. are basic colors that go beyond fashion, and stable results can be obtained for product colors in any field.

Now, a specific description will be given of the axes in the above-mentioned pending patent application Kansei values coordinates included in the present invention. First, I will describe the dynamic taste. Dynamic taste is the "color scheme with the strongest dynamic taste." The basic tone is "the most pure color vivid tone"
Or "High-saturation deep tone / brilliant tone""tight separation color scheme". Among them, the pure red color is dynamic by itself, but if you combine it with blue or green of the opposite hue, you can get more attention and urge. Even in the case of a glare of complementary colors, you can express a good impression by changing the area ratio or separating with white or black. Applications include "banners and insignia""sportswear, swimwear, jazz dancewear"
It is also suitable for "food CI and packaging,""coloring of toys and playground equipment,""coloring of amusement parks, circuses, and tents,""bargain promotional goods," etc. In terms of color function, since it has a "high eye-gaze eye-catching effect" and an "impulsive physiological promotion effect", it can be used in outdoor environments such as guide signs and signs, moving parts of large machinery that are easily visible from a distance, and indoors. Stationery, tools, small items that are easy to lose sight, and mug color schemes in showrooms and product displays have the appeal to stop customers.

Next, the static taste will be described. As for this taste positioning, in order to create an "elegant and well-balanced static taste color scheme", it is often the case that a subtle form or precise material is complemented, Or “a neutral grayish color containing a lot of gray” is used. The combination of color tones is "similar tone" rather than "stimulating" opposite tone. For example, combinations such as "Pale Grayish-Greyish-Dark Grayish" often charge for a static taste. The representative static color is "gray", but "perfect gray" has two sides,
"Chick and Iki" (colors worn with thanks and colors of city suits)
Sensitivity and "practical functionality" (military color <N5 gray has a camouflage effect> steel desk color, trainer color)
There is also a sensitivity. The range of application of the static color scheme is
"Office / Working space""Formaldress""Formal shoes / back accessories""Posters and wrapping papers for high-class appeal""OA equipment and business stationery""Facilities and supplies that you don't want to stand out in the landscape""Luxury passenger cars Or 4WD sports car ”.

And as for the feminine taste,
When creating an "elegant and supple female color scheme," the tone of the color tone is "similar tones," based on "white and light pale colors." Typical color tones are "Very Pale", "Pale" and "Pastel".
Be sure to add one of the "Pale Grayish". Frequently used hues to express feminine sensibilities are pink (magenta, red, orange), sax (magenta),
It is a cream (yellow). These three colors are "white diluted 3
Since it is a "primary color", it can be said to be a color that leads to stable sales business. "Women's preference" does not always mean that only "female" likes it.
With today's mature sensibilities, the number of “feminine-taste men” is also quite high, so a colorist should be sure to adopt it in a color scheme for men's use (about 13% of men of the previous generation). ). Feminine taste color schemes can be applied in "Western style houses and pensions""Fashionboutiques""Ice cream and crepe snack shops""Casual shirts and polo shirts""Lingerie slip socks""Western dishes and coffee cups"
And "equipment and tiles around water""partydresses""cosmetic containers and packages" etc.).

Further, it is a masculine taste.
Masculine is a comprehensive meaning that includes "men's (men's)" / "mail (men's)" / "manish (masculine)" / "dandy (vertical)". In order to create such a "strong and rigid color scheme for a masculine taste," the basics are "black and dark shades with low lightness." When you want to add a strong contrast, you can use "burnt", "dark" or "berry dark"
"Achromatic color with a difference in brightness" and "off-gray type" are combined to draw. The hue required as a dandy taste is "black / navy blue (blue purple)" as a bestseller in the men's industry.
・ It is called "dark brown (orange) / dark green""N1.5P"
"B dark tone, peredac tone (navy), 5YR dark tone, 5G dark tone" are important.

Even among the masculine-taste favorite customers,
"Emotional maleification of women" is remarkable, and the male-female ratio of this type of customer group has risen to 6: 4. In the application range,
"High-tech building,""luxurycar,""large household appliances,""men's fashion in general,""ladies' working wear,""formalwear,""stationery, miscellaneous goods,""watches, shoes, bags,""golfequipment,""specialty shop boutiques,""beauty." Hospital
"Esthetic salon" and "men's cosmetics" are suitable.

And as for the modal taste,
The modality means “moderate”, “moderate”, “moderate”, etc., and is located in the central region of the taste coordinates. The color scheme of the modalized taste uses "tones of medium lightness / saturation that seem to be intermediate colors", and the combination of tone is "strong-medium-
The contrast is "medium contrast" in "weak". Typical color tones are "skinny tone", "light tone", "modate tone", "dull tone", "middle tone" and the like. These color tones are especially Japanese skin color (10R to 10YR6 to 8/2).
The color tone is distributed in the range of up to 4 and the center is a color tone close to 5YR7 / 3), so there is an "appropriate feel of the skin" (color tone of color blankets, etc.). The range of application of the color scheme of modality taste is that it is easy to integrate with the color tones of earth colors ("tree color", "leaf color", "earth color", "stone color", etc.) that are often found in nature.
"House building exterior""Interiorfabric""Popular passenger car""Casual wear and home wear""Bus
Suitable for toiletries, sanitary products, health food and functional beverage packages, etc. The cityscape colors of Rothenburg, Germany, which are praised by urban designers, are unified into "middle tone" and "modate tone", which will be helpful for people involved in urban development.

Furthermore, it is a pretty taste. “Pretty” is a color sensation that is “pretty”, “pretty”, and “innocent” like the meaning of “cute” and “lovely”. The basic tones are "bright" and "veripere" or "peel-grayish" with a separate color scheme. In terms of hue, pink / cream / sax are the stable sales colors, but orange and green also convey a warm sweetness. Applications include baby clothes and toddler clothes, loungewear and resort wear, swimwear and shorts, ski wear, hang-riders and diver suits, greeting cards, gradation-blurred prints and illustrations, amusement parks and themes. Suitable for "parks" etc. Gingham check, small flower pattern, small animal pattern, handwritten character pattern, etc. are often used for this taste in the pattern color. However, in recent years, even in the senior-silver generation, a Western-style pretty taste customer base can be seen, so it is necessary to express sensitivity regardless of age.

And, it is a formal taste. Formal here means not only the meaning of <official use><ceremonialuse>, but also the sensibilities of “serious”, “mature”, “orthodox”, “authoritative”, etc. The basic tones are "black and off-black tone", "berry dark tone" and "dark grayish tone", but "greyish tone" and "dark tone" can also be used. Hue selection is "dark brown""darkblue""darkgreen"
"Dark wine red" is a stable sales color. The contrast of matching the colors is "medium to weak contrast". Achromatic colors such as "white" and "light gray" are suitable for the static effect. Wide application range,
"VIP room""CI of academic institutions and information industry""formalwear and ball gown""tie and handkerchief""functional fashion brand""high-techcafe""realbar"
It is often associated with "award certificate / cash voucher certificate" and "luxury goods / precision equipment". Adult-to-senior color scheme, but in recent years, young people are welcomed regardless of age.

Furthermore, it is a wild taste. Wild means “wild”, “rough”, and “rough”, and “wilderness” is the spirit of <outdoor sports>. To create a wild-taste color scheme, use "tones with medium to high saturation and medium to low brightness" (deep tones and burnt tones) as the basis. And it accentuates in a dull tone or middle tone. Contrast is suitable for expressing strength by contrasting "medium to strong". In terms of hue, deep green (yellow green GY and green G), beige, camel brown, dark brown (orange YR), etc. that remind us of "forest", "wilderness", "tropical", "desert", etc. The camouflage color of the look is a typical example. The application range of the wild color scheme is
"Outdoor / Sports / Wear Products" (Mountain /
(Fishing / off-road / survival, etc.), “sea swimwear”, “fashion of army look”, “4WD wagons and vans”, “tropical image resort facility”, “museum of primitive and ancient creatures”, “ Suitable for "CI and menus of ethnic restaurants" and "BBQ items and their packages".

Then, it is a refined taste.
Refined means "refined", "reddish", "elegant" and "noble", which is a contrast to Wild. The basic tone is "light grayish tone", but "pale grayish tone""skinnytone""lighttone" can be used. For hue selection, "purple P" and "blue-green BG", which have been traditionally regarded as noble colors, are suitable.
In addition, "Beige (Orange YR-Yellow Y)" and "Royal Blue (Blue-violet 5PB-7.5PB)" are also in red.
Metallic silver and light gray (N7 is important) are also suitable for this taste expression. The refined taste color scheme can be applied to "men and women's social wear,""formal party wear,""city-like shoes, back,""soft, modern building with curved lines,""urban luxury luxury cars.""OA room interior and OA
Equipment "" High-end cosmetics package "" Watches and jewelry design "" CI for CG / CAD / SIS industry "
Suitable for expressions such as "royal suites in luxury hotels".

Furthermore, it is a traditional taste. Traditional is a design taste that was completed in England, derived from "traditional clothes of aristocratic society since the early modern times." The high quality natural materials and the orthodox style that transcends the trend have been reviewed, and it has developed into social wear and accessories for today's international businessmen. It means "traditional,""stylistic,""conservative," etc. The main colors are "medium-saturation middle tone and dull tone" and "low-lightness dark tone" (trad pattern is herringbone, check, argyle, etc.). When the colors are arranged, the contrast of the color tone is "medium contrast". The application field of color scheme is wide, and it is "men and women suits and blazers".
In addition to "tie and scarf,""golfwear,""riding gear and hunting clothing,""smoking equipment and pipes,"
"Prestigious Hotel and Hall of Fame""High-class Western confectionery package"
It can be applied to “men's cosmetics”, “interior of drawing room”, “luxury appliances / luxury cars”, etc. At that time, the design concept also needs traditional stylistic and retro-styled decorativeness.

And, it is a classic taste. Classic goes back to "Greek-Roman culture", but here, like "antique (antique)", it refers to the design sensibility before the Middle Ages. The basic tones are "off-gray" and "bright, medium, and dark grayish", which are close to those of Japan's "rabbit or rust". The color arrangement contrast is mainly "weak contrast". Today, focusing on young people who are tired of uniform products in the high-tech era,
The handmade warmth of "retro", "antique" and "revival" is becoming rare. Its fields of application are "classical architecture,""dynastyfashion,""antique doll-like children's clothing," old-fashioned furniture and clocks, "long-established CI,""shoes,bags,""ethnic style and peasant. It is suitable for "Town town wear". The metallic color scheme is glittering gold.
It is easier to match currency-like bronze, which is older than silver, and the ancient bronze vase color and the copper with floating Rochshaw are suitable for the classic taste.

Furthermore, although it has a casual taste,
Casual means not only the meaning of "use in everyday wear" but also the sensibilities of "fun", "friendly", "free", "open", etc. The basic tone is mainly "strong" or "brilliant" and requires a lighter and lighter feeling than the dynamic taste. In terms of hue selection, "orange, yellow, yellow-green" is suitable for a cheerful casual taste, but strong sales results can be obtained by using red, yellow, and blue-violet strong tones for the product color scheme. The contrast between colors enhances the visual effect by "contrast of medium to strong". Applications include knit sweaters for sportswear and casual wear, children's clothing, toys and electronic games, character products, hot air balloons and paragliders, and Pop C.
It often reminds me of D jacket, "snack food", "party supplies", etc. It has a youthful color sensitivity, but it is wrong to use it only for the younger layer. 20s and 30s
The casual tasters in their 50s are about 4: 6.

The logotype taste scale. It is important to select a typeface that pays attention to matching with the color arrangement sensitivity for the typeface used for CI and BI appeal. Corresponding to the dynamic preference axis are "acute and slanted typeface with a feeling of movement", "hand script typeface with writing force and brushstroke", and "asymmetric asymmetric typeface". It is easy to match "high color tone and strong color scheme" with these typefaces. On the contrary, the static preference axis is "medium and thin symmetry typeface""geometric and well-balanced typeface"
"Sharp and static typeface" corresponds, and "color scheme of low saturation tone" matches. The feminine preference axis corresponds to "slender light type", "typeface with many curved elements", and "condes typeface (long body) with left and right compressed", and "high brightness tone color scheme" is matched. And on the masculine preference axis,
"Thick Gothic and bold typefaces""Strong typefaces with straight elements""Condensed typefaces compressed vertically (flat type)" match. At the center of the scale are a "medium typeface" and a "neutral typeface that combines straight lines and curves." The "color scheme of medium-brightness and medium-saturation tones" matches well with these typefaces. For the color arrangement of characters, the readability can be improved by carefully selecting the relationship between "ground color and character color" and setting the lightness difference between the ground color and the character color to be 2 or more. No matter how appropriate the typeface is selected, if the map color scheme is set so that the brightness difference is 1 to 0, the characters will not be readable.

Furthermore, there is a regional difference in color preference. Since the Japanese archipelago is located in a delicate latitude zone (25 to 45 degrees north latitude), there is a large difference in the nature of natural light between northern Japan and southern Japan. The change in the appearance of colors when illuminated by light is called "color rendering of light." In southern Japan with strong illuminance and low reddish color temperature (a scale that expresses the hue change of light in Kelvin units of heat), "white / high brightness colors and warm hues" look comfortable,
Many people like it. On the other hand, in northern Japan, where people live in low illuminance and light with a bluish, high color temperature, "black, low lightness, and cold hues" are the preferred tone. The boundary line between the warm color preference and the cold color preference is the line from Itoigawa in Niigata Prefecture to the western Nagano Prefecture border and Lake Hamana in Shizuoka Prefecture.
In terms of cultural anthropology, plant ecology, and linguistics, it is said that two different cultural zones diverge with the Japanese Alps as a boundary.

Further, there is a large difference in natural light between the Pacific coast region and the Japan coast region, with the archipelago divided vertically. Since a large amount of seawater evaporates from the Sea of Japan every day, the atmosphere in the coastal areas tends to be highly humid all year round. As a result, the appearance of objects becomes discolored, and the "Grayish tone" color rendering is improved. On the other hand, on the Pacific Ocean side, where the summer is hot and the winter tends to be dry, it is easy to see the "tones of a pure color system (a mixture of pure color and white or black) with no gray". The boundary is the central mountain system, which is the backbone of the archipelago. Thus, despite being the same people, four color preference zones, "Cold color preference", "Warm color preference", "Clear color preference" and "Muddy color (mixed with gray) preference" exist and emerge. . The color preference trend of the five regions nationwide is divided into the regions that occupy the maximum value of the tone-based taste score, and the tastes range from "static-male preference" in northern Japan to "dynamic-female preference" in southern Japan. A preference pattern appears that crosses the scale diagonally.

Therefore, the favorite colors of northern Japan will be described.
Hokkaido is divided into two zones, the Teshio, Yubari, and Hidaka Mountains running north and south, and the color tastes are different in the "Doto Region" and "Donan Region".
Because of the high latitude in Hokkaido, "Blue B and blue-purple PB" have good color rendering properties, and the cold color taste is generally the basic tone. The eastern region is
Due to the warm and cold currents of the Sea of Okhotsk and the Pacific Ocean, dense fog is likely to occur, and the illuminance of natural light in winter is the lowest. Therefore, the adaptation phenomenon occurs in people's eyes, and the tendency of "low lightness / low chroma color preference" is strong. "Black, navy blue, dark gray, dark brown", etc. have become the regional basic colors, and the colors close to those of Ainu traditional crafts are preferred. "Vivid red" is required for a small area in the emphasized color, and "vivid yellow"
Is rejected. The southern part of the country is blessed with slightly bright natural light, and the low humidity period is long, so it is easy to get a clear landscape color. "White and ivory, high brightness blue and green" and "pastel blue and pink" are the keynote,
The clear modern taste is often reflected in the Western-style architectural colors of monasteries and clock towers built in the Meiji era.

The Tohoku region is a "cool dynamic taste" in the east Tohoku region (eastern Aomori, Iwate, Miyagi, Fukushima) on the Pacific coast, and a "cool dynamic taste" in the western Tohoku region (western Aomori, Akita, Yamagata, Niigata) on the coast of Japan. "Cool static taste". In the Tohoku region, "Aomori BG, Blue B, Blue Violet PB""cleartones" and "bright tones" appear beautifully, which is often seen in the decorations of the Tanabata Festival in Sendai.
It is also known that green clothes sell well in the Sendai trade area. Also, in the Tohoku region, there are many dynamic opposite color schemes of "red highlighting in cold colors" outdoors.
For everyday clothes, the traditional dull tone is also preferred. "Gray and grayish tone / off-gray system" that shines in natural light of low illumination and high humidity in the western Tohoku region
"Light blue and light green" is the favorite tone. People in the West Tohoku region are sensitive to the turbid shades that bring out the texture and texture of natural and artificial materials, as their eyes are trained in the soft and cool light.

Next, the favorite colors of Central Japan will be described.
The Kanto region (up to 8 prefectures and Nagano / Shizuoka prefecture), Hokuriku region (Toyama / Ishikawa / Fukui prefecture), and Chubu region (Gifu / Aichi prefecture) are handled here. There are features in all three regions, Kanto is "cool &formal", Hokuriku is "classic &gorgeous",
The central part has a color taste called "warm gorgeous". In the Kanto region, greens shine most beautifully in outdoor light, but Kanto people prefer "dark blue and ivory", "light gray", and "sax blue and beige of neutral colors with reduced saturation". When you pass Lake Hamana on the Shinkansen, the roof color along the line will change from "dark blue country" to "brown country." In the Chubu region, “Metallic Gold” appears to be the brightest because it is exposed to intense yellowish natural light in the summer. In the central part, gorgeous color schemes using brown, wine color and gold are preferred, and green and blue have higher saturation than Kanto.

The Hokuriku region has two sides, "in the high illuminance in the summer, the same gorgeous color scheme as in the central part (like Kanazawa lacquer ware)""In the low illuminance in winter, the classic grayish tone (the aesthetics of wabi and rust) ) ”Has two different tastes. In the famous Kutani ware, five colors (red, yellow, green, blue, and purple) were used in a well-balanced manner, and even before the war, it was used habitually at homes throughout Japan, and Hokuriku was the source of Japanese color sense. Also,
In the Chubu region, the "opposite color scheme of vivid colors" is also preferred, and sometimes "collision of three primary colors" is also desired. The problem is that the architectural colors and product colors created by companies in the Kanto region are easy to use in northern Japan, but the rejection rate is high in regions south of the Chubu region. In addition, with respect to architectural colors and product colors made by companies in the central and southern parts of Japan and the southern part of Japan, the rejection rate in the northern part of the metropolitan area is high.

Then, the favorite colors of southern Japan will be described.
As you go south to Kinki, Chugoku, Shikoku, and Kyushu, the preference for orange (yellowish red) to red is stronger, and the top of the warm preference zone is the Okinawa region. The Kinki region is in the north (Shiga, Kyoto, Hyogo)
Is a mixture of pure and turbid colors, and is in the south (Osaka, Nara, Mie,
Wakayama) is mainly a pure color system. In the whole Kinki region, wine color (red deep tone / burnt tone) is especially favored (private railway vehicles, clothing, architecture, etc.), and it can be said that the region color has the same value as "Kanto navy blue". Wine color (shrimp brown)
Has a long history, and among the four basic colors of Shosoin, "Akasuho" is handed down to Tatsumura weaving today.

In Kyoto, a combination of multi-colored twill and Nishiki Nishiki (clear colors) with various hues and Yuzen (turbid colors) with various tone gradation dyes are representative of the Japanese color of Edo culture. Is. In particular, the beige ground color with red, young grass, and purple gold is the focus of attention. In the Chugoku region, Japan's coastal areas (Tottori / Shimane / Northern Yamaguchi) have a clear / turbid color mix preference, while the Setouchi coastal areas (Okayama / Hiroshima / Southern Yamaguchi) have a preference for pure colors. Especially in the hue
It is characterized by a yellow-red basic tone / slight blue sky color, and the yellow / yellow-red turbid beige type (Hagi ware etc.) is preferred on the coast of Japan. In Shikoku, it has a distinctive "reddish red and orange system", and in Kyushu, "yellow and brown color schemes" (upper and lower garments) are popular. In Shikoku and Kyushu, white, which shines in strong light, is a common color, but “black” and “navy blue” are high-quality colors of hare. In the Okinawa region, “smooth reds and greens” become the color of ke, and the verdish-colored navy becomes hazel. This is because the "red-red Ryukyu tile" and "Ryugujo-like color scheme" are particularly beautifully rendered under the reddish, high-intensity natural light of Okinawa.

Further, the basic knowledge of architectural color adjustment will be described. Public buildings used by an unspecified number of people have some basic knowledge, especially for interior color schemes. 1. Improves the light distribution characteristics of room light. Any light source has a dimming compensation rate, which causes a certain decrease in brightness during the period of use. To prevent this, a color scheme that helps the luminous flux divergence of the ceiling and wall surfaces.
The ceiling is made of white or off-white, which has the highest reflectance, to prevent lizards. The upper part of the vertical wall has a color tone of 7-8 and has a boundary with the horizontal ceiling surface to help the mutual reflection of light. In a room where people come in and go out easily and get dirty easily, a waist wall color with a brightness of 5 to 6 is applied, but it is usually good to use the same color for the entire wall. 2. Helping to perceive objects in three dimensions To make furniture and furniture look three-dimensional,
If the floor surface is too bright, it is dangerous to see the convex surface as a concave surface due to backlight from below. The floor color has a good tone of 4 to 6
Make the skirting board (5-10 cm wide on the floor) darkest (brightness 2
~ 3) Make it easier to perceive the size and shape of the room. In short, lightness gradation is applied from the ceiling to the upper wall, waist wall, and floor, and the baseboard is set to the minimum lightness to reduce the brightness. Then,
The shape of the room is better perceived, and natural shadows are created on objects to improve stereoscopic vision. This is especially useful for ensuring safety in factories with many cranes, robot arms, and trucks.

3. Hue selection method Normally, a room facing north has a warm color system, and a room facing south has a cool color system to compensate for the sense of temperature. In addition, the working space should be lower than the saturation of the skin color, and the rest space should be selected with a color tone higher than the saturation of the skin color. In addition, it is important to prevent eye fatigue by "changing the interior color to the hue that is complementary to the object color that gazes at work" (eg, blue-green in the operating room / tire factory). Yellow beige, etc.). In rooms where people live in groups, skin tones of similar hues are preferred by many customers.
In a commercial room, it is important to use the favorite color of the local commercial area necessary for attracting customers.

Finally, the JIS safety color and identification color will be described. According to JIS (Japanese Industrial Standards), the revised Munsell color system (JIS-
Z-8721). Professional JIS today
There are more than 40 kinds of color standards, but among them, "General rules for using safe colors" and "Piping system identification colors", which are closely related to color planning, are used for color adjustment of public civil engineering construction, factories, plants, etc. The necessary knowledge has been settled (for details, refer to the JIS Handbook “Color” of the Japanese Standards Association). <JIS safety color> (Target = factory, mine, construction site, school, hospital, station, road, wharf, airport, vehicle, ship, etc.) ・ Red ・ ・ ・ ・ Fire prevention / prohibition / stop / explosive powder ・ Yellow red (orange ) ・ ・ Danger / lifesaving (at sea / aviation) ・ Yellow ・ ・ ・ ・ Caution ・ Green ・ ・ ・ ・ Safety / evacuation / hygiene / rescue / progression ・ Blue ・ ・ ・ ・ (wearing protective gear / under repair / Instructions (during sleep) /
Beware (Vigilance) ・ Red-purple ・ ・ ・ ・ (colored with yellow) ・ Radioactivity ・ White ・ ・ Corridor / Organization / Character color, symbol color, arrow on red / green / blue / black ground color Color ・ Black ・ ・ ・ ・ Auxiliary color (character color, symbol color, arrow color on yellow-red / yellow / white background)

<JIS piping identification color> (Target = displayed on the valve, fitting, partition wall, or the entire piping, storage tank, etc. to distinguish the internal substances of the piping system of the above facility from the outside) ・ Dark red ...・ Steam ・ Light yellow red ・ ・ ・ ・ Electricity ・ Brown ・ ・ Oil ・ Light yellow ・ ・ ・ ・ Gas ・ Blue ・ ・ Water ・ Gray purple ・ ・ ・ ・ Acid (or alkali) ・ White ・ ・ ・·air

[0108]

As described above, the system notebook for color arrangement design using the preference-value-oriented coordinate axes of the present invention has the following great effects. First, this chart has application to a design preference survey. In the past, when conducting market research and conducting corporate activities, even though the customer's consciousness was understood, it was not possible to understand the design expression desired by the customer. By introducing design elements that are sorted and organized in an orderly manner based on this taste scale, and by introducing visual taste surveys by internal and external competing design objects, it is possible for people in advance to design and dislike patterns for design and desires for future design expressions. By positioning the data on the taste scale axis, the market size becomes an information material in which the consumer's desire for design is visible. In addition, the "personalization / diversification phenomenon" that was conventionally difficult to investigate can be quantitatively grasped by analyzing the customer segment by design preference type on this scale. As a result, it is possible to improve the accuracy of market research and clarify the customer policy of companies in terms of mass.

Next, there are applications to design expression strategies and design diversification strategies. Recently, as a major factor that influences the purchase motives of customers, the fields in which the difference in quality of design sensibilities and the difference in expression style are more important than the price factor and the performance factor. Therefore, even if it is commercialized with an arbitrary design, if many customers refuse to do so, the loss of the company will be great. Using this taste scale axis, if the merchandiser and designer can determine and decide the expression style, it will be surely purchased by the target customer group, and how many kinds of design sensibilities will be made,
You will be able to systematically determine how much you should produce to reduce waste. Therefore, it becomes easier for consumers to coordinate the design of products to be purchased, and it is possible to improve the production efficiency on the company side and reduce defective stock items.

Then, it becomes possible to qualify the product design selection in the import and export trade. When ignoring the design preferences of consumers in the other countries when exporting Japanese products to foreign countries or importing foreign products, corporate efforts tend to be wasted because of trade friction. If this taste scale is used to determine the product designs of the world's countries and to examine the consumer preferences of trading partners, it is highly possible that the risks of import and export trade will be reduced and the purchased products will be welcomed by the market. There is an advantage to say that. As a result, it is very useful for eliminating international trade friction.

[0111] In addition, this preference / sensitivity-value-based classification table shows that the top management, CI personnel, marketers, product planners, and market research personnel of a company are responsible for building / industrial products, fashion, interiors, and accessories. When planning, developing, and managing a design sensibility policy for production of graphics, displays, events, promotional materials, commercial films, personality production, food taste design, perfume perfume, music selection, lighting effect production, etc. In addition, it becomes an important soft (qualitative) strategy judgment scale. The preference / sensitivity value axis classification chart according to the present invention is
Due to the above-mentioned configuration, it is possible to create a chart that allows various designs to be performed easily and scientifically as described above.

Here, the professionals used in the present invention described above
The characteristics of the system color 600 will be conclusively summarized. First, although it is said to be the color age, there are no convenient and easy-to-use color samples. Some sample books are easy to use for graphic design, but few colors are available for interior design. Also, a sample book has many colors for industrial design, but few colors for fashion design. Even if I try to replace a new fashion color or a designer's image with a color sample, it is hard to find a color sample equivalent to it. Moreover, even if one color is found in an ordinary color sample book, it is difficult to know what kind of color and how many colors are present, and it is difficult to find a harmony color scheme suitable for the purpose. Therefore, it was developed to address these issues.

This is based on the internationally accepted color system. That is, the Munsell color system invented in the United States is currently the only color system that is internationally accepted and has also been adopted as the Japanese national standard (JIS). In Japan, Munsell is used for color management in the construction industry, automobile industry, and home electronics industry, but it has not yet spread to the clothing, interior, printing, advertising, and decoration industries. this is,
This is because there were no Munsell color samples that were easy to operate and could be cut and used. The reason is that the color heading with the Munsell symbol requires high technology for printing inks and dyes. The display numbers on the DIC and Toyo Ink color sample books are not internationally valid at all due to lack of chromatics. In today's era of international production and distribution, this is a problem. The reality is that many professionals, such as color analysts, do not know Munsell's name.

This is a color psychological system based on the above-mentioned patent pending know-how. First, we systematize the color samples according to the JIS color standard, and further, based on the above-mentioned patent pending emotional value coordinates based on the consumer's color preference research, the color psychological know-how required by the designer. It is this "Pro System Color" that was developed in. This "Kansei Value Coordinates" (Taste Scale)
Are two consumer preference axes. It consists of orthogonal coordinate planes consisting of "dynamic preference-static preference" and "female preference-male preference". This has the feature that design objects for all product standards can be objectively identified, systematically classified, and strategically planned. All of the color systems of the present application are organized to be replaced by "taste scale coordinates." Therefore, it is easy for designers and color coordinators to make color selections that match the preference characteristics of the form and material of the product.

The conventional color swatch book is often "a manufacturer's catalog of printing ink product numbers" or "a handbook of visible color names", which is far from a strategic color plan. Moreover, the academic color charts are not only expensive, but also organized by a physical system, which makes it difficult to apply them to corporate activities related to customer sentiment. This color chart has improved these shortcomings, and has a "taste scale."
This makes it possible to psychologically plan the colors and increase the success rate of the overall product design. Sales trends often depend on how the product is colored.
In addition, multiple assortment of colors (color alignment /
Even when setting a color group, the sales amount and the stock amount are easily influenced by the color selection method. These cannot be solved as long as the customer's sensibilities and customer tastes are read by experience. Even with respect to this problem, each company has a color psychological system that enables systematic and strategic color management.

The color sample of the present application has the world's largest number of systematic color variations in the printing color chart. The existing color samples do not match the hue and tone classifications. In particular, the tone classification is almost nonexistent in Japanese printing color charts. There is a tone classification in the American "pantone", but it is at most 7 to 8 tones, and it is also depending on the hue. In this book, there are 20 different hues and tones, and it has the world's best color variation as a print color chart. The merits of having 20 hues and 20 tones are as follows. First of all, you can find the right color for the image you need for your work in any industry and any design field. And no matter what trend color or topic color appears, there is always a color sample close to it in this book. There are 20 kinds of pure colors and neutral colors in every hue, so it is easy to choose a harmony color scheme.
This is difficult with other color swatch books. In addition to the above, 200 special colors are collected, and a detailed and abundant set of "color systems that are frequently used and often consumed" is prepared for each design field.

This is a binder type instruction manual and a collection of color arrangement examples for each expression sensitivity. The existing color swatches consist of only color samples, and there is no know-how or guidebook to give effective hints to those involved in color. Since colorists and designers make color decisions based on their own sense and experience, it is difficult to find the color that consumers really want, despite the rich product environment. Designer's 55
That is why up to% request "I want a color sample book." Recently, a kind of color arrangement sample book has been published, but only the color arrangement itself is printed. There is nothing that can be reproduced or devised by cutting out the color chart while watching the color scheme. On the other hand, in this book, you will find introductory color information that is easy for beginners to understand, as well as instruction manuals based on "Kansei Value Coordinates", which is know-how in advanced color psychology and advanced color schemes, and models by expression sensitivity. A collection of color scheme examples is included. While looking at the color scheme yourself, you can select a color sample with the corresponding color chart number and create an appropriate color coordination plan.

Furthermore, this is also an index table that can index the total of 600 colors by color. Many of the ordinary color swatch books do not understand the details of the colors collected. It's just like a "dictionary without an index", and I can't really understand what kind of editorial policy it was made with even if I used it for a long time. This booklet has a two-page spread "collection color list" as part of the manual, and you can look up the number to index the color sample you want. No other color swatch book has a "color index" and a "color sample book" recorded at the same time.

[Brief description of drawings]

FIG. 1 is an example of a representation language diagram in language taste scale coordinates used in the present invention.

FIG. 2 is an example of a sales data total graph by color assortment.

FIG. 3 is another example of a sales data total graph by color assortment.

FIG. 4 is a sensitivity preference chart of an example of a customer taste for a company.

FIG. 5 is a graph showing a favorable rate for TV programs and casters.

FIG. 6 is a distribution model diagram of a customer preference cluster.

FIG. 7 is a perspective view of an embodiment of a system notebook for a color arrangement design using the preference / value coordinate axes according to the present invention.

FIG. 8 is an example of the color sample of FIG. 7.

FIG. 9 is a diagram of an example of colors of visual preference.

FIG. 10 is a diagram of an example of a form of visual preference.

FIG. 11 is a diagram of an example of a tactile preference fiber material.

FIG. 12 is a diagram of an example of a tactile preference product material.

FIG. 13 is a diagram of an example of taste preference / taste.

FIG. 14 is a diagram of an example of auditory preference / music.

FIG. 15 is a diagram of an example of olfactory preference / fragrance.

FIG. 16 is a diagram of an example of a typeface preference preference.

FIG. 17 is a diagram of an example of a language expression preference.

FIG. 18 is a diagram of an example of a morpho-oriented expression preference.

FIG. 19 is a diagram of an embodiment of a coloration-sensitive expression language.

FIG. 20 is a diagram of an example of a reference scale axis of preference coordinates.

[Explanation of symbols]

 10 System Notebook for Coloring Design 11 Storage Case 12 Binder 20 Color Sample 22 Pro System Color No. 30 Preference Sensitivity Value Axis Stepless Classification Chart (with explanation) M Munsell Color Chart Symbol

Front page continuation (71) Applicant 594074230 Shin Kuramachi 4-3, Nihombashi Muromachi, Chuo-ku, Tokyo Room 4 Bldg. 3F Shinyo Co., Ltd. (71) Applicant 594074241 Doi Iwau 4-chome, Nihombashi Muromachi, Chuo-ku, Tokyo No. 5 Room 4 Building 3F Shinyo Co., Ltd. (72) Toru Hirasawa Toru Hirasawa 2-92-1408 Jingumae, Shibuya-ku, Tokyo Senshu Marketing Research Institute (72) Inventor Kunio Sato Shibuya-ku, Tokyo Jingumae 2-chome No. 29-1 – No. 408 Sensitivity Marketing Research Institute

Claims (2)

[Claims] 1. A system notebook main body made of a binder with a storage case, a Munsell color chart symbol for a color tone taste and a color corresponding to the Munsell color chart symbol to be stored in the storage case of the system notebook body. Color samples (color charts) (in this specification, professional system,
It is called Color 600. same as below. ), And a system notebook for color arrangement design using a preference-value-sensing coordinate axis, characterized by comprising the following preference-value-sensitive axis stepless classification chart filed in the system notebook body. The above-mentioned chart of step-by-step classification of preference, sentiment, and value is as follows. Many design elements related to various perceptions such as the five senses of general consumers and product design based on their composition
Centering on the intersection of the following two types of basic preference axes intersecting the X-axis and the Y-axis with respect to the sensitivity value judgment value for a certain design such as advertisement design and environmental design from the viewpoint of the reference scale of the preference coordinates. Meaning of expression preference expressed in the meaning of expression preference by scientifically measuring each affective value judgment value on the reference scale axis of preference coordinates arranged steplessly and weighted steplessly It is a chart in which basic axes are overlaid, and thus each has an expressional taste scale. And the first basic preference axis (X axis)
Consists of a dynamic taste / static taste preference axis that is weighted and classified from the viewpoint of dynamic taste and static taste. The second basic preference axis (Y axis) is feminine taste. It consists of feminine tastes / masculine tastes that are weighted and classified from the viewpoint of masculine tastes. Then, a plurality of preference charts formed by the expression taste scale consisting of the X-axis and the Y-axis, each of which expresses a form, a material, etc., that is, different preference sensitivities (tastes) such as visual preference and tactile preference. Preference chart for Z-axis direction. 2. A system notebook main body comprising a binder with a storage case, a Munsell color chart symbol for a color tone taste and a color corresponding to the color chart symbol, which is stored in the storage case of the system notebook body. Color scheme (color chart), which is composed of the following color charts of the palatability value axis, which are filed in the main body of the above-mentioned system notebook, and a color scheme using the palatability value axis. System notebook. The above-mentioned chart of step-by-step classification of preference, sentiment, and value is as follows. A number of design elements related to various perceptions such as the five senses of the general public and the aesthetic value judgment values for certain designs such as product design, advertisement design, environmental design, etc. based on their composition are crossed on the X-axis and the Y-axis, respectively. Steplessly weighting and arranging the two types of basic preference axes around the intersection, and further steplessly weighting one or more intermediate shared preference axes provided between the respective basic preference axes. The emotional value judgment values are scientifically measured and weighted steplessly on the reference scale axis of the preference coordinates arranged in the above manner, and the meaning basic axis of the expression preference expressed in the meaning of the expression preference is overlaid on each axis. Therefore, it is a chart that has an expression taste scale for each. The first basic preference axis (X axis) is dynamic taste and static taste.
It is composed of dynamic taste / static taste preference axes that are weighted and classified from the viewpoint of taste, and the second basic preference axis (Y axis) is It consists of feminine taste / masculine taste preference axes classified by weighting stages. The other intermediate shared preference axes are preference axes that are positioned by steplessly weighting the affective value judgment values from the viewpoint of the respective basic preference axes. Then, a plurality of preference charts formed by the expression taste scale consisting of the X-axis and the Y-axis, each of which expresses a form or material, that is, a Z-axis direction having different preference sensitivities such as visual preference and tactile preference. Chart of preferences for.