Humans and Color Cognition – Using the Brain to Study Human Behavior

Abstract

Humans establish personal relationships with Color. However, most of our reactions are unaware. Through recent researches, we know which areas of the brain are activated, as well as we can measure the behavior of humans in what concerns color issues. The visible brain consists of multiple functionally specialized areas that receive their input largely from two brain areas known as V1 and the area surrounding it known as V2. These are currently the most thoroughly charted visual areas, but not the only ones. Through these areas we perceive color and can be more or less stimulated when we see different colors. So, an experiment with users using VR is under development, in order to check brain reactions to the different color dimensions, specially color cognition, comparing the results with those obtained by the other previously used methods, such as survey, direct observation and the literature review. This paper focus on the acquisition of scientific knowledge in the area of color cognition which can serve as a projective tool for designers, as well as a reference to the use of color to users in general. As expected results, we intend to achieve a systematization of scientific knowledge reusable by all within the interaction Color/User; and to produce guidelines serving as a projective tool for the use and application of color in design projects.