Martina VIKOVÁ, Michal VIK, Eva KANIA Technical University of Liberec Cross-cultural variation of color preferences Abstract. Color plays an important role in life, which affects our perception, shifting meanings of symbols, emphasizes or suppresses communication of pictograms, logos, brands, acts of emotional perception, affects mood. Color is very important for designers; graphics, artists, and it can significantly affect the acceptance of the artwork, merchantability or relationship to the artwork. It is important to know how the color affects the humans. For pictograms there is a tendency to place priority on shape to color. But sometimes the similar pictograms have different meanings when the color is added. This is the same for design, for example great chandelier can cause a calming effect or support activity only with a change of color. Correct use of color helps with orientation in symbols, e.g. pictogram for hot and cold water or designation of toilets is understandable with color. Conversely, wrong use color can confuse. The purpose of this project is, a) relationship of colors and words; which color people associate with certain words; b) influence of culture on word and color association. In this article were tested the habits of Czech, Japanese and Russian nation. Among the concepts evaluated were found to group words, which are characterized by strong emotional attachment to the expressions given by the change in both cultures, similarities respectively. Keywords: Colorimetry, color association, color emotions, psychology. Introduction The power of color comes from its symbolic meaning for the people. Colors can represent experiences, emotions, status, and other types of information that are difficult to convey in written or spoken language. Modern industrialism and a well-developed technology have made it possible, even necessary, to color our surroundings. We now use color everywhere as an environmental factor similar to e.g. shape and pattern Colors evokes different emotional reactions. Although some reactions are subjective, colors have common characteristics, which coincides with most people. Personal preferences, memories or associations affect color perception. There is no standard for designers and graphic designers, which would determine the correct use of color. In the conceptual phase of the design process, line diagrams are used to represent an abstract relationship of the essential parts of a building. These parts can be described metaphorically or formally. The relationship and juxtaposition of these parts to one another creates the generative idea that is the concept and point of departure for the design. These drawings are usually monochromatic. If one assigns color to the parts in these diagrams representing, in the designers’ eyes, the character of the part, then color contrasts or juxtapositions between the parts will represent the dynamic relationship of the parts. Red/blue contrasts may be active/passive; saturated hues may dominate, and muted hues subordinate. These new juxtapositions can represent events in the experience of architecture, i.e. hierarchy, opposition, separation, connection, transition and assimilation. The color choices in the conceptual phase, although abstract and diagrammatic, will begin to influence choices in lighting, materials, and surfaces that continue throughout the design process [1]. An application of colors is on their emotion and intuition. Color can impact state of mind, change moods, and uplift the spirits. Color may also change our perceptions of some physical qualities in our environment, such as thermal comfort. The physical environment includes elements such as layout, interior architecture and décor, lighting, music, aromas and cleanliness. Researchers have found that the colors have certain behavioral connotations, and when used in a resourceful and dynamic manner within the designed environment, can influence the users’ mental and emotional balance [2]. This work aims to approach the color selection process from a methodological context to clarify the relationship between color and information. Pictograms facilitate communication between people with different languages and cultures. Although the importance attaches particular shape of pictogram, color is the main thing that will affect the final information [3]. The purpose is to determine whether it is possible to set a uniform standard that will be possible to use, e.g. for pictograms, in design and generally in communication. This test also examines the impact of culture on the perception of information, which associates a color. Culture is one of the most important factors that influence the words and color associations. We can describe our culture’s with general color associations. It has been no meaning a description to be memorized and taken as “gospel.” Color psychology is complex, which affected by many considerations, but if you can combine this information with a light hand and sensitive eye, it may prove to useful. The purpose of this study was to examine the roles of consumer emotional responses, attitude towards to apparel shopping, and subjective norms in social influence, individual differences and demographic factors for Czech and Russian consumer apparel purchase intentions and their actual purchase behavior. Materials and methods For this research, we were using 56 words in 28 pairs. Those words are listed in Table 1. These words are taken from the previous survey Michiko Iwata, Research on the Adaptation to the Sign of the Color Image Result of the Laboratory Experiment, Setsunan University [4]. Words in the survey were selected for frequently used in our daily life and are recognizable to anyone. For this purpose, we used a standard textbook by Japanese to foreigners [5], which was chosen by these 56 words. PCCS was developed by the Japan Color Research Institute in 1964, based on psychological elements. The psychological intervals of individual attributions (hue, lightness, and saturation) are constant. The feature of the PCCS is “Hue–Tone system.” Tone consists of lightness (value) and saturation (chroma). Color is usually represented by three attributes—hue, value, and chroma— but the PCCS can represent a color by two attributes, hue and tone, hence the name “hue–tone system.” [6] 285 LIGHT SVĚTLO 2015 DOI: 10.13164/conf.light.2015.285