A Study on the Perception of Local Taiwanese and Immigrants in Taiwan Towards the Color Imagery Applied on Calico of the "Fortune Chicken"

Shi-Mei Huang
Graduate Institute of Design, NYUST, Taiwan

Ming-Chyuan Ho
Graduate Institute of Design, NYUST, Taiwan

Yuan Hua LU
College of Design, STU, Taiwan

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Ingår i: KEER2018, Go Green with Emotion. 7th International Conference on Kansei Engineering & Emotion Research 2018, 19-22 March 2018, Kuching, Malaysia

Linköping Electronic Conference Proceedings 146:7, s. 60-70

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Publicerad: 2018-03-13

ISBN: 978-91-7685-314-6

ISSN: 1650-3686 (tryckt), 1650-3740 (online)


In Taiwan, the issue of sub-replacement fertility has deteriorated in recent years, the government has focused on the ethnic fusion and the marriage diversity. The study probes the innovative spherical design of the “Fortune Chicken” which symbolizes consummation along with variety of calico so that the deviation in colour imagery can be tested and a consensus among different ethnicities in term of the imagery delivered by the innovative product can be reached. In this study, the colour of the “Fortune Chicken” was applied according to the concept of “Communicating Across Cultures”. A total of 60 subjects from both Taiwanese and immigrants in Taiwan, with 30 subjects in each group, participated in the Field Survey conducted by the study. Among the 30 subjects of the immigrants in Taiwan, 23 of them expressed the need for the Taiwanese wedding gift, the “Fortune Chicken”. The element for the preferred colour among the diverse ethnicities was analysed through the calicos obtained from three different countries; the United States, Japan, and Taiwan. As a result, the preferred colour was the pattern knitted with Brocade and Satin Weave.


Wedding gift, the “Fortune Chicken”, Colour imagery


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