色彩設計のための新奇色に対する受容性の数理モデル（自由エネルギーを用いた覚醒ポテンシャル理論の応用）

抄録

Novelty is essential to product design, and novel colors enhance product appeal. With regard to novelty in product design, Loewy proposed the MAYA principle, which states that acceptable novelty is a condition for attractive design. This principle is qualitative, based on empirical rules. Based on Berlyne’s arousal potential formulated in information-theoretic free energy, we propose a mathematical model of acceptability to novel colors. In this model, the Bayesian prior was approximated by a normal distribution of the color frequency of the real case of interest, and the Bayesian likelihood function was quantified from the probability density of the frequency of the presence of color names. Our analysis of the mathematical model led to two hypotheses: first, the tolerance for novelty expands as the variance of the Bayesian likelihood function in the model increases, and second, as the variance increases, the colors that reach the optimal arousal level are more novel. We tested these two hypotheses in subject experiments to validate the mathematical model. We obtained significant results supporting hypotheses under conditions where the effect of visibility degradation was small. Applying the model, we developed a suggestion system for novel colors. In the system, contour lines of the same arousal potential levels are drawn on the color coordinate space. By utilizing this system, it is expected to suggest attractive colors with acceptable novelty levels.