Dr.UravisTangkijviwat Research – What color do people like? This is the subject of the research on the color preference. It is a powerful tool to attract peoples’ attention and to make them to choose products in markets. An understanding of color preference is thus important in many fields; product design, advertising, marketing, and lighting design. Color psychology laboratory challenges to quantify color preference, and also color emotion, color conspicuity and color harmony, and to develop quantitative models for them. Results of our laboratory will be used in designing industrial products.
Keywords: color psychology, color preference, color emotion, color conspicuity, color harmony
Article/Paper published
Year 2016
Effect of colored filters on Thai’s skin tone.
Saensuk, K., Dolkit, P. and Tangkijviwat, U., Proceedings of The 3rd International Conference of Asia Color Association pp. 196 -200 (21-22 May 2016 Changshu, China)
Effect of drying temperature on print quality for offset printing with soybean ink.
Pornvuthikul, T. and Tangkijviwat, U., Proceedings of The 3rd International Conference of Asia Color Association pp. 173-177 (21-22 May 2016 Changshu, China)
Year 2015
Hue and tone effect on color attractiveness in mono-color design.
Tangkijviwat, U., Proceeding of AIC2015 Midterm Meeting of International Color Association pp. 729-734 (19-22 May 2015 Tokyo, Japan)
Year 2014
Visual Acuity affected by display luminance and surrounding illumination.
Tangkijviwat U., Proceeding of ACA2014 The 2nd Conference of Asia Color Association Pp 272-275 (4-7 September 2014 Taipei, Taiwan)
Year 2013
Color Conspicuity for Single Color Affected by Color Attribute.
Wongtub, D. and Tangkijviwat, U. Proceeding of ACA2013 the 1st Asia Color Association, PathumThani, Thailand, pp. 78-81.
Effects of data set and hue on a content understanding of infographic.
Meeusah N. and Tangkijviwat U., Proceeding of ACA2013 the 1st Asia Color Association, Pathum Thani, Thailand, pp. 272-275.
Year 2012
Comparison of color preference in different color appearance mode between Thai and Japanese people.
Rattanakasemsuk, K., Hiroyuki, S. and Tangkijviwat, U., Proceeding of AIC 2012 Interim Meeting of International Color Association. Taiwan (22-25 September 2012 Taipei, Taiwan)
Effect of ambient illumination on color preference.
Tangkijviwat, U., Proceeding of AIC 2012 Interim Meeting of International Color Association. Taiwan (22-25 September 2012 Taipei, Taiwan)
Study in human color perception on outdoor advertising cutout.
Thoungsawang, A. and Tangkijviwat, U., Journal of Color Science Association of Japan Vol.36 pp.234-235 (2012)
The effect of illumination on visual acuity of Thai characters for billboard advertising design.
Tangkijviwat, U. and Thoungsawang, A., Journal of Color Science Association of Japan Vol.36 pp.232-233 (2012)