Affective color in visualization
- 1. AFFECTIVE COLOR IN VISUALIZATION RASHID ANSARI 170847980002 MTECH (ACDS)
- 3. AFFECT AROUSAL VALENCE • Emotions • Moods • Experiential responses or states Fig: A. Russell’s (1980) circumplex model of affect, Psychological construction of emotion
- 4. What is affective visualization? Effective relates to how clearly and efficiently the data are represented Cognitive and perceptual Affective relates to evoking a subjective response Feelings, impressions, judgments Affect without effect is useless
- 5. Affective communication :colour matters Long history of colour-affect study and practice Design Psychology Marketing Most research focuses on single colours or colour “families” Source: thelogocompany
- 6. Visualization Palettes EFFECTIVE Categorical Limited number of colours(5-12) Perceptually distinct Empirically validated AFFECTIVE Design,art Validation?
- 7. Can visualization palettes be affectively expressive? Calm Positive Exciting Negative Affects: Core and Pragmatic TrustSerious Disturbing Playful
- 8. APPROACH It explored color-affect relations in three studies. 1. Image Analysis 2. User-Designed Palettes 3. User Ranked Palettes
- 9. Study1: IMAGE ANALYSIS Analyzed 8608 images. Select images tagged with terms related to our eight affects, and then eliminating all images with humans or human-influenced scenes to avoid conflation with content.
- 10. The colour data set
- 11. Study 2: User Designed Palettes People with design experience created palettes based on affect The goal was to see whether they would consistently assign different color sets for 8 affect category in simple vis. Select 5 colour to convey affective impression 8 affects 2 common visualizations (Bar, Map)
- 16. Study 3: User Ranked Palettes Generate palettes from results for each affect “good” (5) “middle” (5) “bad” (5) Palette weight = sum of colour use frequencies
- 19. So what is a “palette”? • Colours we use together • A structure What if a palette was a network?
- 21. CONCLUSION The goal was to demonstrate whether color express affect, even when used as categorical coloring for simple data visualization. Result show a validated relationship between affect, perceptual color properties(hue, chroma and lightness), and palette composition for the eight categories . It introduce network modelling as a method to characterize palette composition.
- 22. Reference 1. L. Bartram, B. Cheung, and M. Stone. 2011. The Effect of Colour and Transparency on the Perception of Overlaid Grids. IEEE Transactions on Visualization and Computer Graphics 17, 12 (Dec 2011), 1942–1948. 2. Mathieu Bastian, Sebastien Heymann, Mathieu Jacomy, and others. 2009. Gephi: an open source software for exploring and manipulating networks. ICWSM 8 (2009), 361–362. 3. Joseph A Bellizzi and Robert E Hite. 1992. Environmental color, consumer feelings, and purchase likelihood. Psychology & marketing 9, 5 (1992), 347–363. 4. A. Cairo. 2013. U.S. Gun Deaths and the Challenge of Uncertainty. Peachpit. (2013). http: //www.peachpit.com/articles/article.aspx?p=2036558
- 23. THANKYOU!