服装色彩视错觉对身材感知的影响与机制  

Influence and mechanism of clothing color illusion on figure perception

作　　者：鲁成[1,2] 茅佳莹 沈佳逸 LU Cheng;MAO Jiaying;SHEN Jiayi(College of Fashion and Design,Donghua University,Shanghai 200051,China;Key Laboratory of Clothing Design&Technology,Ministry of Education,Donghua University,Shanghai 200051,China)

机构地区：[1]东华大学服装与艺术设计学院,上海200051 [2]东华大学现代服装设计与技术教育部重点实验室,上海200051

出　　处：《纺织学报》2021年第10期132-138,共7页Journal of Textile Research

基　　金：中央高校基本科研业务费专项资金资助项目(2232021G-08,2232021E-03)。

摘　　要：以利用视错觉改善服装与人体结合呈现效果为目的,在多种色相条件下,对色彩饱和度高低与明度高低进行分组实验,测量消费者在不同条件下的唤醒、注意力、身材感知和购买意愿。采用方差分析、回归分析讨论色彩饱和度、明度分别对身材感知的影响以及唤醒、注意力在其中的中介作用。研究结果表明:高色彩饱和度服装比低饱和度服装的穿着效果更显胖,高明度比低明度的服装穿着效果更显胖,但前两种效应对消费者购买意愿影响差异均不显著;唤醒和注意力在饱和度对身材感知影响中起中介作用,具体表现为高色彩饱和度会引起高唤醒水平,吸引更多注意力,从而影响身材感知更胖,但这种中介作用仅仅在纯色服装中显著,而在条纹服装中不显著。In order to improve the combination effect of clothing and human body by using visual illusion,a group of experimenTSwere carried out on color saturation and lightness under various hue conditions to measure consumers′arousal,attention,figure perception and purchase intention under different conditions.Analysis of variance and regression analysis were used to discuss the influence of color saturation and lightness on figure perception,as well as the mediating effecTSof arousal and attention.The resulTSshow that the figure perception of high color saturation clothing is fatter than that of low saturation clothing,and the figure perception of high brightness clothing is fatter than that of low brightness clothing.However,the these former two effecTShave no significant difference on consumers′purchase intention,and the arousal and attention played a mediating role in the influence of saturation on figure perception.Specifically,high color saturation would lead to high arousal level and attract more attention,thus resulting in a fatter figure perception.However,this mediating effect was only significant for the solid color clothing,not for striped clothing.

关 键 词：服装色彩 视错觉 身材感知 唤醒 注意力 

分 类 号：TS941.11[轻工技术与工程—服装设计与工程]