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- Title
Memory color effect induced by familiarity of brand logos.
- Authors
Kimura, Atsushi; Wada, Yuji; Masuda, Tomohiro; Goto, Sho-Ichi; Tsuzuki, Daisuke; Hibino, Haruo; Cai, Dongsheng; Dan, Ippeita
- Abstract
When people are asked to adjust the color of familiar objects such as fruits until they appear achromatic, the subjective gray points of the objects are shifted away from the physical gray points in a direction opposite to the memory color (memory color effect). It is still unclear whether the discrepancy between memorized and actual colors of objects is dependent on the familiarity of the objects. Here, we conducted two experiments in order to examine the relationship between the degree of a subject's familiarity with objects and the degree of the memory color effect by using logographs of food and beverage companies.
- Publication
PloS one, 2013, Vol 8, Issue 7, pe68474
- ISSN
1932-6203
- Publication type
Journal Article
- DOI
10.1371/journal.pone.0068474