As an investigation of top-down visual information coding [Palmer 1975], this research intends to study the affective association between certain colors and different media content (i.e., movie genres). This study also investigated the effect of color rendering styles in menu design; exploring which color coding style would be more aesthetically pleasing and easy to use through both objective and subjective evaluation. Color has been used as a visual cuing agent and the advantage of color highlighting in visual search tasks has been researched elsewhere [Philipsen 1993]. Even though the use of multiple color dimension-mapping has been explored with large sets of data, this technique is not easy to interpret and has difficultly making efficient use of color space [Ware 2000]. Earlier research showed that a mismatch between a label's colors and the color association of words in the label slowed the identification of color [Scheibe et al. 1967]. Compared to non-entertainment graphics (medical imaging and engineering graphics), entertainment graphics (video games and movies) are designed to deliver emotionally stimulating content to audiences. Since Edgar Dale categorized films into 10 different genres according to their major themes in 1930, the film genre categorization has been used in online shopping environments to guide consumers in locating movies on the screen. However, most online movie menus are graphically designed using monotone text and color. It is questionable whether monotone color rendering provides the most efficient means (or ease of use) for locating specific menu items as well as the most pleasing.
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