RESEARCH PROPOSAL

Abby Baker
Independent Research - G/T
2016-2017

Title: Color: How it is Perceived and Manipulated before Our Eyes

Introduction and Overview to Research:

I am investigating color perception and how it is linked to an emotional response.
Generally, I am investigating how color is perceived subconsciously, how color perception
differs throughout culture, and how color is linked to emotion. I am attempting to solve how
color influences purchasing intent by conducting a controlled experiment. I hope to prove that
color elicits and emotional response and it plays a role in consumer purchases.

Background and Rationale:

Consumers on average see about five thousand advertisement a day, but only
approximately twelve grab their attention (Ellens). Many economists theorize consumers attempt
to make the most rational decision through marginal analysis of costs and benefits. However, is
there another driving force used by marketers to manipulate the perception of products? Some
research has found that purchasing intent is greatly impacted by color of the brand and how the
color is perceived by the consumer. Our brain perceives colors from three different types of
cones which allow humans to see spectrum of colors (Kelleher). Research of humans, as well as
other animals, has shown that different wavelengths have different neurological effects in how
they are perceived by the brain.
Color elicits physiological responses in the body. Red increases heart rate. These
physiological responses are derived from the evolutionary period in human. Additionally,
cultural plays a role to link color and emotion. In different cultures, colors are perceived
differently and elicit different emotional responses. It is a combination between instinct and
culture which drive human perception of color.
I believe this research question is important because the majority of society is bombarded
with different advertisements, brands, and new products every day. Studying how marketers use
color to manipulate individuals perceptions would be important to all consumers. In a modern
society, growing and advancing at a rapid rate, our perception of colors is important to how
individuals rationalize the world around them. Knowing how colors are manipulated will allow
individuals to behave more rationally when making decisions and purchases.

Research Methodology
Research Question: How do colors of product brands affect individuals perceptions of
the product?
Research Hypothesis: Advertisers and marketers use colors in branding to evoke
emotions and manipulate the perception of the product.
In my paper, I will be discussing the follow to use as support for my argument:
Subliminal versus conscious manipulation of color
Physiological responses form color
Conditional versus unconditional circumstances of color manipulation

Research Design Model:

Experiment Qualitative Research
Independent Variable: Color
Dependent Variable: Emotion elicited
I chose this design model because I believe it will lead me to the most conclusive results to
effectively discover what links color and emotion. It applies to my study because it will allow me
to see first-hand how color effects the emotions of the participants in the experiment.

Data Collection
I am proposing to conduct an experiment where participants are shown a large image.
The image will be edited with a color filter. The participants will then be asked to describe the
image using one-word adjectives. They will be shown the same image with different color filters
and asked to describe the image with one-word adjectives. Then I will show them an image of a
checkerboard. The board will contain equal amounts of every color used in a random pattern. I
will display the image for five seconds and ask them what color was used the most to create the
board.
I chose this because I believe using one-word adjectives to describe an image will allow
the adjectives to have a different connotation for each image which will be recorded. The
participants will most likely be students. This type of experiment will allow me to create new
information because I am conducting primary research.

Product Objectives
I will my showcase my research in the format of an informatory video. The information
will be tangible to the audience by using a variety of images and video clips in my video
to explain my research and conclusions. I choose this because I believe doing research on
color yields the need for a colorful presentation and color visuals.
The targeted audience of the project and the product is a Mount Hebron AP psychology
class. This is my target audience because it is easily assessable and provide informative
information to young consumers.
The product and outcomes will be communicated through the information presented in
the video.

Logistical Considerations
Human and print resources will be required for the project and product. Special
considerations for the project include equipment to make and produce the video. I will
 need permissions from the people I interview to be allowed to reference them in my final
product.
In third quarter, a timeline will be added that outlines the data collection, product
development, and audience distribution.

Timeline

As of now, I have done various things in preparation for my research project. I have
corrected my experiment and am preparing to conduct a second round of my experiment. I have
written and finished the research aspect of my synthesis paper.

Task Date
Perform second round of experiment / data collection By 3/20
Data collection completed By 4/3
Analyze data From 4/3 to
4/20
Final Paper Due 4/24
Work on display board 4/24 5/3
Display board due 5/8
Make video for final product Ongoing
4/24 early
May
Oral presentation in classroom May

Approval

Student Signature G/T Resource Teacher Signature

Reference List

Ellens, J. (2015 August 7). Effective marketing appeals to emotions instead of reason.

Entreprenuer. Retrieved from https://www.entrepreneur.com/article/249121

Kelleher, C. (Educator). (2013, January 8). TED Ed. How we see color. Video retrieved from

https://www.youtube.com/watch?v=l8_fZPHasdo