Quantifying Product Color Preference in a Utility Function

Abstract

This paper describes the successful first steps towards developing a mathematical system to represent color preferences based on a widely used numerical color model such as the additive RGB (red, green, blue) model used in digital media or the subtractive CMYK (cyan, magenta, yellow, black) model used in print. in this study, the RGB model was used as the basis for representing students' preferences for backpack colors. Design of experiments was used to construct a 25 question choice-Based survey which was administered online to 10 college-aged students. a cubic utility function was developed for each respondent using Luce's Axiom of Choice to calculate partworth utility values. Eight out of the nine students who completed the follow-up survey chose the backpack color predicted by the utility function to be their favorite, though the model did not produce any student's overall favorite color. These results suggest that this system for determining and representing individual color preferences is valid, though not yet fully complete. Copyright© (2009) by the American Society for Engineering Management.

Department(s)

Mechanical and Aerospace Engineering

Second Department

Engineering Management and Systems Engineering

Keywords and Phrases

Color; Discrete choice experiment; Individual preference modeling; Utility

International Standard Book Number (ISBN)

978-161738105-8

Document Type

Article - Conference proceedings

Document Version

Citation

File Type

text

Language(s)

English

Rights

© 2024 American Society of Engineering Management, All rights reserved.

Publication Date

01 Dec 2009

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