Analysis of Colours and Human Response Towards User Dining Experiences

Chapter 1.0 Introduction


1.1 What is Colour?

We all live in a universe where coloring material plays an of import function in our mundane life. Colour affects us in every facet of life. Everything we can see has a coloring material. Colour surrounds us, in our places, work, in nature, in infinite ; it is cosmopolitan were everything has a coloring material. Colour, or the construct of coloring material, can be approached from different subjects and different positions as we see because it is really diverse such as from cognizing that a fruit is mature to eat, to understanding how color can impact our tempers and how does the receiver really response to it. Colour is the belongings possessed by an object, infinite, or surfaces that produces different esthesiss on the oculus as a consequence of the manner the object reflects or emits visible radiation and how does the oculus recognizes while the encephalon interprets. ( hypertext transfer protocol: // )

Colour is merely light of different wavelengths and frequences and visible radiation is merely one signifier of energy that we can really see that is made up from photons surrounded by electromagnetic moving ridges of energy of which coloring material is merely a little portion. Each coloring material has its ain belongingss with its ain wavelength and frequence that forms the seeable spectrum of coloring material as we see it, which consist of seven chief colorss: violet, anil, blue, green, xanthous, orange and ruddy. The retinas in our eyes have 3 types of coloring material receptors in the signifier of cones. We can really merely detect three of these seeable colorss – ruddy – blue and green. These colorss are called linear primaries. It is our encephalons that interprets and mixed the three detected linear primaries: ruddy, bluish and green to make all of the other colors we see.

The wavelength and frequence of visible radiation we see, besides influences the coloring material we see. Colour is made up of different wavelength and frequences with each coloring material has its ain peculiarly wavelength and frequence. Each coloring material can be measured in units of rhythms or moving ridges per second. The seven colorss of the spectrum all have changing wavelength and frequences ensuing different reading by the encephalon affects the manner human response towards colorss such as, ruddy is at the lower terminal of the spectrum and has a higher wavelength but lower frequence to that of Violet at the top terminal of the spectrum which has a lower wavelength and higher frequence.

Hypothesis 1: Different types of coloring material used will impact the consumer’s perceptual experience and degree of satisfaction in modern kopitiam.

Hypothesis 2: Different types of coloring material used will impact the consumer’s behaviour in modern kopitiam?

1.2 What Is Colour Psychology? How Does it Affect Human Response?

Since coloring material is portion of our mundane life it is besides a portion of many scientific disciplines — – for illustration, natural philosophies, coloring material theory, and art as it can be introduced in assorted ways. The artist’s attack to color might be different from the physicist’s or the psychologist’s — – although the creative person is closer to the psychologist than he thinks. I would wish to present coloring material to you from the position point of psychological science. ( Mahnke 1996, p6 ) The psychologist Ulrich Beer wrote:

Seldom, certainly, is the psychological portion of an visual aspect in nature so great as it is in the instance of coloring material. No 1 can meet it and remain impersonal. We are instantly, instinctively, and emotionally moved. We have sympathy or antipathy, pleasance or disapproval within us every bit shortly as we perceive colorss. ( Beer 1992, p11 )

Beer has concluded that primary psychological reaction we worlds have toward coloring material. Which psychological science is the scientific discipline that trades with the head, with mental and emotional procedures, with particular mention to behavior, provided it is understood that behavior includes ideas, feelings, and dreams — – anything a individual experiences. These experiences have their roots in witting, subconscious, and unconscious procedures.

Coloring material is besides a portion of the witting, subconscious, and an experience that is built-in to human behaviour as we all know coloring material is widely known that coloring material has a really existent consequence on people. The right or incorrect pick of coloring material can do a large difference to the success of your concern and the messages that you are seeking to convey to your prospective clients or clients. While the use of coloring material in different juncture ensuing different result towards the resident that occupies it. For illustration what types of coloring material to utilize for kopitiams decor or furniture to assist increase customer’s satisfaction and dining experience? The pilot of this paper is to analyze how does color interplay between human response in a modern kopitiam to what extent does the coloring material used in a infinite affect the manner the resident feel because coloring material has an consequence on our head, organic structure and emotions. It affects our temper and can act upon our behaviours and our physical and mental wellbeing as it normally happens subconsciously without us detecting.

Chapter 2.0 Defining/Justification of Research

2.1 Define What is Kopitiam? What is Modern Kopitiam?

2.1.1 History

A kopitiam is a traditional java store found in the Southeast Asia, chiefly functioning repasts and drinks. The word kopi is a Malay term for java and tiam is the Hokkien term for store. A traditional kopitiam can be found immensely in Malaysia, as it is in Singapore, kopitiams are usually found in about all residential countries every bit good as some industrial and concern territories in the state. Although most are an sum of little stables or stores, some may be reminiscent of nutrient tribunals, but however each stall has similar visual aspect and the same manner of signage. These stores are steeped in tradition and nostalgic memories of a water under the bridge age.

Each store has its ain alone spirit and personality, but there are certain similarities shared by most. The ambiance in a kopitiam is unambiguously Malayan, intending that it blends several different civilizations. One similarity is the kopitiam tabular array and chairs. In general, the tabular arraies are marble topped and the chairs are made up of wood with unit of ammunition dorsums. There are other common characteristics of decor that identify this peculiar type of java store, even to person who has ne’er been indoors.

The Menu

The Kopitiam’s bill of fare typically feature simple nutrient offerings: a assortment of nutrients based on egg, toast, and kaya, plus hot drinks such as java and tea. Food served encompasses Malay, Chinese and Indian civilization and are prepared in the traditional manner to guarantee genuineness and gustatory sensation. Aside from the popular toast and hot drinks, frequenters can taste fortes and local delectations such as chau kuey tiao, curry laksa, nasi lemak, Kopitiam nutrients have become a portion of Malaysia’s culinary heritage, gastronomic bastions proudly enduring the old ages and altering life styles. Visit these old favourites non merely for their culinary offerings, but besides for the history that each serves up.

2.1.2 Development of Kopitiams

Traditional Kopitiams

The developments of kopitiams are in many ways closely related to the Hainanese migrators. The early Hainanese migrators who came to South East Asia in 1850’s as late migrators, the Hainanese were forced to happen employment in less moneymaking trades. During that period of clip when the Hainanese migrators arrived, the Hokkiens and Teochews, for case were already good entrenched in agribusiness and commercialism trade. Therefore, the Hainanese crafted a niche for themselves in the service sector, by working as cook male childs, servers or retainers in the local hotels, eating houses, bakeshops and bars and as cooks or domestic retainers for the affluent European and Peranakan families. At some point, some of them even work every bit canteen operators in the military base. While some the Hainanese migrators became involve in the kopitiam or ‘coffee shop’ concern as stall holders or helpers. In fact, the Hainanese community has been credited with presenting the kopitiam civilization into Malaysia.

Many old Hainanese kopitiam operators recalled that in its olden yearss during the 1950s to 1970s kopitiams were really popular and caters to about everyone around Malaysia but as clip goes by there is a steady diminution in the figure of old manner traditional kopitiams in Malaysia during the twelvemonth of 1980s onwards. For many old manner kopitiam proprietors, their trade ends the minute they retire because a batch of them, their childs have been educated and are non willing to transport on the household concern and besides because of the worsening rate of people sing traditional kopitiams today as the economic system of our state gets better more and more shopping promenades were built and a batch of the younger coevalss no longer willing to see the traditional kopitiam because a batch of the bing kopitiam still uses the really traditional method of running it, ensuing hapless care in some kopitiam that turns off clients who visits particularly the younger coevalss. ( hypertext transfer protocol: // option=com_content & A ; view=article & A ; id=1802: the-revival-of-the-kopitiam-culture- & A ; catid=228: articles & A ; Itemid=1524 )

New Age Kopitiams

The popularity of the antique mercantile establishments along with society ‘s compulsion with nostalgia and increasing richness has led to the resurgence of these pseudo-kopitiams as we called modern kopitiam. The resurgence of the traditional civilization started in the early 2000’s with the debut of new age kopitiams.

The resurgence of the old kopitiam civilization started in the early 2000s with the debut of new age kopitiams. The new kopitiams are fast-food mercantile establishments which are reminiscent of the old kopitiams in footings of decor, but are normally built in a more modern, hygienic puting such as a shopping promenade instead than in the traditional store house, providing chiefly for immature grownups. Modern kopitiams have retained the antique marble-topped tabular arraies, wooden chairs and chunky dishware, but now they are to be found in the cavernous air-conditioned shopping promenades. City-dwellers are rediscovering kopitiam menu.

By and large, aside from the popular local nutrient, the new age kopitiams have a more extended bill of fare which includes a assortment of western culinary art entries. The new age kopitiam is a topographic point where they serves the nostalgic nutrient and drinks that we all still so fond of in a topographic point that exudes the subject of the old-styled java stores while adding some new turns of some comfy couchs and air conditioned country and still pull off to maintain the monetary value right in between the local kopitiam and the java giants.

The thought hit it off instantly and now you can see these new age kopitiam distributing like wild fire through the power of franchising. The kopitiam commotion air current swept Malaysia since the center of last decennary and presently kopitiams have ventured abroad into China and Indonesia.

This is how the development of the kopi civilization in Malaysia is, from the long standing pasts of kopitiam that our grandparents and their parents used to bask, though now dwindling down from its old glorifications, to the java giants invasion to Malaysia where tonss of young person couldn’t resist, and now to the new age kopitiam that is genuinely Malayan.

These newer stores advertise and utilize modern selling patterns every bit good. However, they strive to make an atmosphere similar to that of a traditional store.

2.2 Literature Review

2.2.1 Factors of Visual Impact Towards Our Site in Malaysian Context.

Food and drinks plays an of import function in every day’s life and it could be found ubiquitously after the post-industrialisation epoch by the flourishing economic system. Since so, a batch of eating topographic point could be found in Malaysia that offers nutrient and drink to the community about. Due to the economic conditions were improved in Malaysia more and more of people tends to dine out as consumers are sing time-stressed life styles in the favor of dining out alternatively of eating in which causes a deficiency of clip or energy to fix breakfast, tiffin or even dinner with the rapid urbanisation construction that is go oning in Malaysia. Since so, consumer motivations of ingestion had shifted from run intoing our basic nutritionary demands to a more enjoyable experience such as modern kopitiam which had evolve from the really traditional kopitiam we had over the traditional shophouses back yearss in Malaysia. The development of atmospheric eating-places has gained more involvement among kopitiam proprietor to pull clients who seek exceeding and extraordinary topographic points for leisure. This study concluded consumer’s perceptual experiences of the environments that interplay between worlds and their milieus to accomplish a entire antiphonal insides colour consequence.

Food and colorss are frequently perceived together with ocular cues as coloring material is non a belongings object, infinites, or surfaces ; it is a esthesis caused by different wavelength received by our eyes. Therefore, coloring material is a wavelength of visible radiation that an object either generates or reflects. Schaie and Heiss note that short-wavelength colorss, what we commonly name the warm colors ( ruddy, orange, and yellow ) , are extremely eliciting ( although non needfully delighting ) even across different age groups and civilizations. While longer wavelength colorss ( blues and leafy vegetables ) have a appeasement loosen uping consequence. These so called cool colorss have been identified as the most pleasant to the bulk of people, whereas xanthous, although arousing, is the least favoured coloring material, particularly when it has a light-green shade. The consequence of coloring material response towards consumers behavioral in modern kopitiam is the major component explored in this paper and this leads to inquiries on how this component supports consumer’s dining experience and to analyze the theory of color look how does it relates of different colorss being used in the interior infinite affect the diner’s behaviour through psychological manifestations like eating behaviour and subjective experiences beside other more physical responses.


There are many grounds why things are the coloring material they are, but chiefly it is due to the soaking up and the sprinkling belongingss of the stuff being different from that of the incoming wavelengths of the visible radiation that illuminate it.

As a farther illustration: we see green foliages or grass as being green because foliages and grass ( and other green workss ) use Chlorophyll to alter visible radiation into energy.

Because of its nature and chemical make-up, Chlorophyll absorbs the blue and ruddy colors of the spectrum and reflects the green. The viridity is reflected back out to the spectator doing the grass and leaves appear green.

Following on briefly to how we see color… the rods and cones of the oculus pick up on the peculiar wavelength and frequence of green and direct the message to the encephalon. Similarly a mature tomato is ruddy because it reflects beams from the ruddy terminal of the spectrum and absorbs beams from the bluish terminal.