Chromatic Cognition and Human Behavior

Abstract

For humans, cognition is the processing or interpretation produced by the brain of all information captured by the five senses, based on different capacities, such as perception, imagination, reasoning or memory, and the transformation of that interpretation into fundamental knowledge for our own way of being. However, most of our reactions are still unknown, such as those concerning chromatic cognition. Recent research has been able to identify areas of the brain that are activated during the phenomenon of chromatic cognition, just as we begin to be able to measure human behavior with regard to color issues. The visible brain consists of multiple functionally specialized areas that receive their input largely from two areas of the brain known as V1 and the area around it known as V2. Through these areas the Human Being perceives the Color and these, in turn, can be more or less stimulated when we see different colors. This document presents some results of a quasi-experiment methodology still in development, using the Virtual Reality (VR), trying to verify the human brain reactions, mainly the chromatic cognition, to the different dimensions of the colors. In an earlier phase, in addition to the literature review, other methods were used, such as survey research and direct observation. It is intended to compare the results obtained with the use of these methodologies with those of the quasi-experience. This book chapter focuses on the acquisition of scientific knowledge in the area of chromatic cognition. As future results of this research, we intend to achieve a systematization of scientific knowledge reusable by all within the scope of Color/User interaction and chromatic cognition; and produce guidelines to serve as a projective tool for designers to use and apply color in design projects, as well as a reference to the use of Color for general users.