Please use this identifier to cite or link to this item: http://www.repository.rmutt.ac.th/xmlui/handle/123456789/1202
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dc.contributor.authorYan Li
dc.date.accessioned2014-01-27T07:18:54Z
dc.date.accessioned2020-09-24T04:44:17Z-
dc.date.available2014-01-27T07:18:54Z
dc.date.available2020-09-24T04:44:17Z-
dc.date.issued2013
dc.identifier.urihttp://www.repository.rmutt.ac.th/dspace/handle/123456789/1202-
dc.descriptionACA2013Thanyaburi: Blooming Color for Life December 11-14, 2013en_US
dc.description.abstractThis paper aims to explore which color design of the book sleeve was chosen by the consumers for purchase. 160 university students, who had paid for the book, were requested to choose a book covered by one of 16 types of the sleeve. The book was the textbook of psychology which would be used in the class. The cover of the book was largely in yellow-green with black gothic letters (Kanji). The book sleeve chosen most was the white surface with red letters of Mincho font and the black one with white letters of Mincho font. The results generally showed that the clear image of the book sleeve was critical and the Mincho font was preferred. The second experiments were conducted both in Japan and China, in which the image of the same books with 16 types of the sleeve were measured with the SD method for the students in each universities. The results show that for Chinese students the image of "heavy-light" is important for choice of book. They prefer to a book having "heavy” image. On the other hand there seems no particular image which is relevant with choice of book for Japanese students.en_US
dc.language.isoenen_US
dc.subjectbook designen_US
dc.subjectbook sleeveen_US
dc.subjectconsumer's purchasing behavioren_US
dc.subjectimageen_US
dc.subjectcoloren_US
dc.titleThe color design of the book sleeve and the consumer's purchasing behaviorsen_US
dc.typeOtheren_US
Appears in Collections:ประชุมวิชาการ (Proceedings - MCT)

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