Research Proposal: Colour Use in Asian and Western Environments

This research proposal, submitted by D.M. Sonali Sheshadari from the University of South Australia, investigates the use of colours in built environments, comparing design preferences and cultural influences between Asian and Western countries. The study aims to identify differences in colour choices for interior design and their impact on the built environment. The research employs an interpretivism philosophy and inductive approach, utilizing surveys with questionnaires to gather data. The methodology includes both primary and secondary data collection and a simple probability sampling technique. Statistical data analysis will be used to analyze the collected information. The proposal outlines research questions focused on comparing opinions, identifying the impact of colour, and recommending future strategies for colour use. The review also discusses the diverse use of colours in different countries, including the preferences of people based on gender, age, and cultural background. The research explores the application of different colours in the built environment and the influence of culture, age, and gender on design choices. The proposal also examines the role of colours in various structures such as residences, commercial buildings, and exhibition halls.

Running head: RESEARCH PROPOSAL
“Colours use in Built Environment: Comparison between Asian and Western Countries”

RESEARCH PROPOSAL 2
Abstract
The key purpose of this investigation is to assess the Colours used in Built Environment:
Comparison between Asian and Western Countries. This report evaluated that there is a
difference between opinion and views of people lives in northern and eastern nations in the
context of colour used in interior design. It is found that interpretivism research philosophy
would be used for this research as it would help to gather the views and opinion of people about
the colours that they like to use in northern and western nations. The inductive approach would
be used to develop the theories about the research issue. Along with this, the survey through
questionnaire would be applied in terms of gathering the information about the investigation
concern. Moreover, primary with secondary data collection method would be practised for
pooling information about the colours used in Built Environment: Comparison between Asian
and Western Countries. Along with this, a simple probability sampling technique would be
applied with the purpose of selecting the sample on a random basis. In this investigation,
statistical data analysis technique would be practised for analysing the information in relation to
research issues. Ethical consideration would be practised for ethically complete the research.

RESEARCH PROPOSAL 3
Table of Contents
Abstract.......................................................................................................................................................2
Introduction.................................................................................................................................................4
Contextual/background information........................................................................................................4
Rationale of research...............................................................................................................................5
Aims and objectives................................................................................................................................5
Research questions......................................................................................................................................6
Literature and/or artefact review..................................................................................................................6
Research Philosophy...............................................................................................................................7
Research Approach..................................................................................................................................8
Research type..........................................................................................................................................8
Research design.......................................................................................................................................9
Research strategy...................................................................................................................................10
Data collection method..........................................................................................................................10
Sampling design....................................................................................................................................12
Data analysis method.............................................................................................................................12
Research Limitations.............................................................................................................................13
Ethical considerations................................................................................................................................16
Bibliography..............................................................................................................................................18

RESEARCH PROPOSAL 4
Introduction
Contextual/background information
This research focuses on illustrating use of colours in a built environment. It is identified that
colours is highly taken into consideration in interior design. Along with this, interior design not
only shows the residence interior but also, indicates interior of restaurants, theatre, and
commercial building as well as, exhibition halls. Moreover, colours could be utilising in market
such as cool, warm as well as, achromatic colours. An individual has their own preference as per
the age, feeling and gender. In some cases, it is complex to select one colour in the context of
specific space in house while husband and wife like different colours. It could be small concerns
for individuals who come in across the communities1.
There is a major difference while an individual is practising colours in different locations around
the globe like the western world, Asian, as well as, northern Asia implies the different type of
colours in their own culture. It is not a concern however there is evidence to investigate
intensely in the sector of interior design2. Hence, people should be cautious or accountable while
they get an opportunity to develop design for diverse culture. The researcher would discuss
highly regarding that evidence in this review as well as, makes clear it with the illustrations of
1 Meggs, Philip B., and Alston W. Purvis. Meggs' history of graphic design. John Wiley & Sons,
2016.
2 Kusumowidagdo, Astrid, Agus Sachari, and Pribadi Widodo. "Visitors׳ perceptions on the
important factors of atrium design in shopping centers: A study of Gandaria City Mall and
Ciputra World in Indonesia." Frontiers of Architectural Research 5, no. 1 (2016): 52-62.

RESEARCH PROPOSAL 5
evaluating different continents as well as, with emotion or mood states about the use of colours
in the built environment3.
Rationale of research
This research would be beneficial for gaining the understanding of the use of the colour in built
atmospheres and makes a comparison between the opinion and views of people within Asian as
well as western nations. This investigation would be advantageous for comprehending the
difference between people of different nations4.
Aims and objectives
The key aim of this investigation is to assess colours use in Built Environment: Comparison
between Asian and Western Countries. Another aim is to address the strategy to use colour in
the built environment in future. The given below objectives will be implemented to accomplish
the main aim of investigation:
RO1: To identify conceptual understanding of the comparison between the opinions of people
about colour use in the built environment of Asian and Western Countries
RO2: To identify the impact of colour used in the built environment on Asian and Western
countries
3 Cheang, Sarah. "Chinese robes in Western interiors: transitionality and transformation."
In Fashion, interior design and the contours of modern identity, pp. 141-162. Routledge, 2017.
4 Cho, Ji Young, and Eun-Jung Lee. "Impact of interior colors in retail store atmosphere on
consumers’ perceived store luxury, emotions, and preference." Clothing and Textiles Research
Journal 35, no. 1 (2017): 33-48.

RESEARCH PROPOSAL 6
RO3: To recommend the strategy to use colour in the built environment in future in Northern and
Western nations
Research questions
The following research questions would be used to resolve these research questions:
RQ1: What are the comparison between the opinions of people about colour use in the built
environment of Asian and Western Countries?
RQ2: What are the impacts of colour used in the built environment on Asian and Western
countries?
RQ3: What are the strategies to use colour in the built environment in future in Northern and
Western nations?
Literature and/or artefact review
It can be summarized that the use of colour is different according to gender and age. While males
do like warm colours than women. In the same time, most of the peoples’ favourite colour is
blue; grey will be the least favourite colour among all. There are few similarities among
everyone when come to finalize a project. Then the children would prefer the colours that are
very bright as well as the colours that are related to their favourite cartoon character or hero.
Meanwhile, the elder people like monochromatic colours because of their old and unhealthy,
some have eyesight problems etc.
Next, the most important fact that regarding colours are the ways of using colours in different
countries. In western countries, they do not hesitate to try new colours in the interior or change
furniture design and colours or any other elements. So they mostly use bright and bold colours in
a built environment whereas, Asians are mostly strict to white colours for interior and exterior
walls. They rarely use bright colours, but cool colours in other elements for aesthetic purpose.

RESEARCH PROPOSAL 7
Sometimes they use one wall with a bright colour for the centre of attraction in the building.
Most of us are trying not to try new things or methods thinking that it will mess up with
everything at the end. So people are always sticking to the old methods but doing minor changes.
Finally, I would like to mention about the North Asians; China, Japan, Korean. They have a
totally different architecture. They mostly use wood for the construction, so they have a wooden
colour for the interior and exterior. But they use bright bold colours as well as achromatic
colours in the built environment, especially at the entrance and ceiling which are the main part of
the building. So likewise, the uses of colours are differing from country to country and people to
people.
Methods and Methodology
Research Philosophy
In the context of this investigation, research philosophy would be practised to create an
understanding of current investigation concern i.e. Colours use in Built Environment:
Comparison between Asian and Western Countries. The Interpretivism research philosophy
would be applied because it would make competent to the investigator to analyse the perception
as well as, opinion about respondents. This would be also supportive for the researcher to arrive
at the valid conclusion associated with Colours use in Built Environment: Comparison between
Asian and Western Countries5. In contrast to this, positivism as well as, realism would not be
implemented in this investigation because there is no need to implement highly structured
methodology like the development of the hypothesis, as well as, evaluating the outcome of the
investigation6.
Research Approach
5 Suga, Yasuko. "‘Artistic and Commercial’Japan: Modernity, Authenticity and Japanese Leather
Paper." In Buying for the Home, pp. 109-132. Routledge, 2017.

RESEARCH PROPOSAL 8
Under this research, an appropriate choice of research approach would be effective in terms of
evaluating an appropriate technique and designing of investigation. With the purpose of this
research, the researcher will apply inductive approach in comparison with the deductive
approach. This would make competent to an investigator for improving subjective knowledge
with respect to Colours use in Built Environment: Comparison between Asian and Western
Countries. On the contrary, deductive approach would not be feasible due to no need for
developing the hypothesis in terms of resolving the questions of an investigation7.
Research type
In the context of this research, the researcher would implement descriptive research type as it
would enable a researcher to evaluate the strategy for assessing colours use in Built Environment
i.e. Comparison between Asian and Western Countries. This type of research will be
advantageous to gather perception along with the belief of respondents regarding research
concern. On the other hand, the researcher would not apply exploratory research type with
respect to this research issue as it is not based on a new phenomenon8.
6 Holt, Jenny. "A Lesson to" the Western Barbarian": Culture and Civility in British and
American Debates on Japanese Decorative Art during the Meiji Period." Victorian Review 42,
no. 1 (2016): 127-148.
7 Wang, Jie, Gabriella Medvegy, and Cheng Feng Zhang. "Applied research on semiotics in
industrial style interior design." Pollack Periodica 14, no. 1 (2019): 213-222.
8 Bonnardel, Valérie, Sucharita Beniwal, Nijoo Dubey, Mayukhini Pande, and David Bimler.
"Gender difference in color preference across cultures: an archetypal pattern modulated by a
female cultural stereotype." Color Research & Application 43, no. 2 (2018): 209-223.

RESEARCH PROPOSAL 9
Research design
In the context of this investigation, mixed research design would be used as this type of design
contains both quantitative as well as a qualitative research design. Under this kind of research
design, an investigator would gather both open-ended as well as close-ended data in the form of
qualitative and quantitative responses about research questions. The qualitative research design
will be advantageous for an investigator to obtain conceptual data related to colours use in Built
Environment: Comparison between Asian and Western Countries9.
In opposed to this, quantitative research design will be beneficial with respect to gathering the
statistical data regarding colours use in Built Environment: Comparison between Asian and
Western Countries. This methodology would permit a researcher to assess the cause as well as
effects relationship and also helps to make the prediction10.
This research design will be appropriate with the purpose of this investigation because it involves
the strength as well as weaknesses of both quantitative and qualitative research design. It also
supports for eliminating the weaknesses of both kinds of research designs. A researcher would
be competent to utilise all tools as well as, collects more inclusive data regarding colours use in
Built Environment: Comparison between Asian and Western Countries. An investigator could
9 Wong, Wendy Siuyi. "An International Design Identity of Hong Kong: Colonization,
Decolonization and Recolonization." In The Disappearance of Hong Kong in Comics,
Advertising and Graphic Design, pp. 191-213. Palgrave Macmillan, Cham, 2018.
10 Seliverstova, Oleksandra. "Keeping alive the “Imaginary West” in post-Soviet
countries." Journal of Contemporary Central and Eastern Europe 25, no. 1 (2017): 117-134.

RESEARCH PROPOSAL 10
utilise a higher range of research questions with this kind of research design as a researcher can
practice over one approach to identify these research questions11.
Research strategy
In this study, the research strategy will be one of the imperative components which facilitates the
researcher to address the research matter by reacting on the research question in an effective
way. In this study, both interviews, as well as a survey through questionnaire tool, will be
practised by the researcher as it would be effective in getting the data towards the research
matter. In addition, it is evaluated that the survey tool is imperative in deeply collecting the data
towards the research matter. The interview method could be effective in getting the depth data
towards research matter. It might support in developing the study outcome12.
Data collection method
In this study, the data collection tool is practised in collecting the information in the context
matter. The data collection method could consider certain methods named as primary as well as a
secondary tool. The primary information gathering will be imperative in capturing fresh
information about the research matter13.
11 Savas, Akiko. "Dilute to taste: Kimonos for the British market at the beginning of the twentieth
century." International Journal of Fashion Studies 4, no. 2 (2017): 157-181.
12 Potvin, John. "Cross-dressing fashion and furniture: Giorgio Armani, Orientalism and
nostalgia." In Fashion, Interior Design and the Contours of Modern Identity, pp. 225-244.
Routledge, 2017.
13 Ghashghaei, Amin, Hazreena Hussein, Amirhosein Ghaffarianhosein, and Ali
Ghaffarianhoseini. "An Experimental Comparison of the Effectiveness of Cool Colors as
Environmental Stimulus on the Elderlies in High-rise Condominiums of Kuala Lumpur." Journal

RESEARCH PROPOSAL 11
The primary data collection could consider different sources named as the interview as well as a
survey through questionnaire method. It will be competent to the researcher to make direct
communication with selected candidates towards the significance of staff retention approach. It
is stated that the secondary information is gathered by different sources named as academic
publication, databases, textbooks, online websites, and journal articles14.
From this method, the investigator will be considered the different sources named as a sage
journal, IEEE, and Google Scholar. It will be effective for getting the data from the huge amount
of data. From such articles, the investigator will select accurate articles in favour of the research
matter. It will be effective in collecting the data by different sources towards the research issue15.
Sampling design
Sampling tool would be practised to choose the participants to perform the investigation about
the study matter. In the study, the researcher will choose simple random probability sampling
tool than the other sampling tool to select the sample on a random basis. This tool will be
effective in declining the research biases. Along with this, the non-probability sampling
technique would be applied with the intention of selecting the sample in a systematic manner. In
of Design and Built Environment 17, no. 1 (2017).
14 Michels, Marjan, Eva Storgaard, and Inge Somers. "Back to basics in interiors education: The
morphology of interior space." Interiors (2019): 1-21.
15 Pawłusz, Emilia, and Abel Polese. "“Scandinavia's best-kept secret.”† Tourism promotion,
nation-branding, and identity construction in Estonia (with a free guided tour of Tallinn
Airport)." Nationalities Papers 45, no. 5 (2017): 873-892.

RESEARCH PROPOSAL 12
this way, the convenience sampling technique will be implemented to select a sample according
to the convenience of a researcher16. In this research, 50 senior architects would be selected
through simple random probability sampling method. And, 5 judges would be selected from a
non-probability sampling method. These participants would be selected from Asian and Western
countries to comprehend the research matter. It is stated that this method could be effective for
the attainment of the organizational task17.
Data analysis method
With respect to this study, the numerical data evaluation will be practised by the researcher.
Univariate data analysis tool will be used to measure the data. It supports to evaluate the
relationship between two factors named as eastern and western people. The investigator could
also use the qualitative data analysis method in which the literature review sources would be
imperative to obtain the data towards the research matter. Furthermore, MS-excel software
would be utilised to change coding in a graphical way. This would be beneficial to create
knowledge about responses of investigation issues18.
16 Grose, Margaret J. "Green leaf colours in a suburban Australian hotspot: Colour differences
exist between exotic trees from far afield compared with local species." Landscape and Urban
Planning 146 (2016): 20-28.
17 Ghashghaei, Amin, Hazreena Hussein, Amirhosein Ghaffarianhosein, and Ali
Ghaffarianhoseini. "An Experimental Comparison of the Effectiveness of Cool Colors as
Environmental Stimulus on the Elderlies in High-rise Condominiums of Kuala Lumpur." Journal
of Design and Built Environment 17, no. 1 (2017).
18 Wong, Wendy Siuyi. "An International Design Identity of Hong Kong: Colonization,
Decolonization and Recolonization." In The Disappearance of Hong Kong in Comics,

RESEARCH PROPOSAL 13
Research Limitations
The limitation of the study could mandate to the investigator to meet research matter. Moreover,
the researcher has considered certain sources named like time, resources, and time. It is
evaluated that such elements will directly affect to the research outcome. The insufficient
outcome can generate the limit for research study in terms of accomplishing the goals of the
research. This would negatively influence the quality of investigation. For illustration, primary
data collection tool would take more time rather than other tools19.
Research timeline
Task
1st
and
2nd
Week
3rd
and
4th
Week
5th
and
6th
Wee
k
7th
and
8th
Week
9th
and
10th
Week
11th
and
12th
Week
13th
to the
16th
week
17th
to
20th
Week
21st
to
23rd
Week
Determination of
the research
matter
Identification of
research topic
Determination of
Advertising and Graphic Design, pp. 191-213. Palgrave Macmillan, Cham, 2018.
19 Suga, Yasuko. "‘Artistic and Commercial’Japan: Modernity, Authenticity and Japanese
Leather Paper." In Buying for the Home, pp. 109-132. Routledge, 2017.

RESEARCH PROPOSAL 14
aim and
objectives
Literature review
Evaluation of
journal articles
and textbooks
Data collection
Design survey
through
questionnaire
Primary data
information
Secondary
information
Assessment of
data by entailing
the collected data
Draft of report
Finding
Conclusions
Revision
Final Submission

RESEARCH PROPOSAL 15
Justification
With respect to the above interpretation, it can be summarized that there are many acts that were
entailed by the investigator named as determination of the research matter, identification of
research topic, determination of aim and objectives, literature review, evaluation of journal
articles and textbooks, data collection, design survey through questionnaire, secondary
information, primary data information, assessment of data by entailing the collected data, final
submission, conclusions, draft of report, and finding. The data collection takes more time than
others20.
The primary two weeks will be beneficial in terms of determination of the research matter. In the
next weeks, research topics would be identified and aim as well as, objectives will be created.
Moreover, the literature reviewed via secondary sources would be performed in this week. In
next weeks, textbooks and journal articles would be evaluated through several databases together
with, online websites for implementing literature review. In next week, data gathering tool would
be chosen as well as, survey through questionnaire would be conducted. Under 7th to 10 weeks,
both primary as well as, secondary data will be obtained regarding the Colours use in Built
Environment: Comparison between Asian and Western Countries. In next weeks, interpretations,
as well as findings, would be performed together with a conclusion as well as, suggestions are
made at the time of the investigation. In last weeks, the revision would be performed as well as,
research report would be finally submitted.
20 Holt, Jenny. "A Lesson to" the Western Barbarian": Culture and Civility in British and
American Debates on Japanese Decorative Art during the Meiji Period." Victorian Review 42,
no. 1 (2016): 127-148.

RESEARCH PROPOSAL 16
Ethical considerations
The given factors are considered in ethical consideration, which is described as below:
Informed consent
Information related to the research study is provided by investigator to research participants
before conducting survey. Deceptions could be avoided from research by providing knowledge
to respondents about research issue. In such a way, initially, research scholar would converse
with the respondents about research aim and objectives. The researcher would develop an
interest of respondent hence participants would comprehend their knowledge that research is
related to the academic field. In addition, the research scholar would provide certainty that
information about respondents will be utilized for investigation21.
Anonymity
Research scholar would recommend the research participants to fill their names into the survey
questionnaire as it would be beneficial for accumulating authentic and relevant responses of
research participants. Further, the researcher would assure that respondents will not be
recognized from their responses because investigator will keep the confidentiality about personal
information related to respondents22.
Pressure
21 Suga, Yasuko. "‘Artistic and Commercial’Japan: Modernity, Authenticity and Japanese
Leather Paper." In Buying for the Home, pp. 109-132. Routledge, 2017.
22 Cho, Ji Young, and Eun-Jung Lee. "Impact of interior colors in retail store atmosphere on
consumers’ perceived store luxury, emotions, and preference." Clothing and Textiles Research
Journal 35, no. 1 (2017): 33-48.

RESEARCH PROPOSAL 17
The researcher would not conduct an investigation under the pressure as the investigator will
take permission from concerning person before performing the survey. Further, the researcher
would not pressurized research candidates as well as not offers money or incentive for
completing the questionnaire in specified time duration. The friendly technique is used by
investigator in order to approach respondents in an ethical manner. Moreover, responses of
participants will not be influenced by physical liaison23.
23 Cheang, Sarah. "Chinese robes in Western interiors: transitionality and transformation."
In Fashion, interior design and the contours of modern identity, pp. 141-162. Routledge, 2017.

RESEARCH PROPOSAL 18
Bibliography
Bonnardel, Valérie, Sucharita Beniwal, Nijoo Dubey, Mayukhini Pande, and David Bimler.
"Gender difference in colour preference across cultures: an archetypal pattern modulated by a
female cultural stereotype." Color Research & Application 43, no. 2 (2018): 209-223.
Cheang, Sarah. "Chinese robes in Western interiors: transitionality and transformation."
In Fashion, interior design and the contours of modern identity, pp. 141-162. Routledge, 2017.
Cho, Ji Young, and Eun-Jung Lee. "Impact of interior colours in retail store atmosphere on
consumers’ perceived store luxury, emotions, and preference." Clothing and Textiles Research
Journal 35, no. 1 (2017): 33-48.
Ghashghaei, Amin, Hazreena Hussein, Amirhosein Ghaffarianhosein, and Ali Ghaffarianhoseini.
"An Experimental Comparison of the Effectiveness of Cool Colors as Environmental Stimulus
on the Elderlies in High-rise Condominiums of Kuala Lumpur." Journal of Design and Built
Environment 17, no. 1 (2017).
Grose, Margaret J. "Green leaf colours in a suburban Australian hotspot: Colour differences exist
between exotic trees from far afield compared with local species." Landscape and Urban
Planning 146 (2016): 20-28.
Holt, Jenny. "A Lesson to" the Western Barbarian": Culture and Civility in British and American
Debates on Japanese Decorative Art during the Meiji Period." Victorian Review 42, no. 1 (2016):
127-148.
Kusumowidagdo, Astrid, Agus Sachari, and Pribadi Widodo. "Visitors׳ perceptions on the
important factors of atrium design in shopping centres: A study of Gandaria City Mall and
Ciputra World in Indonesia." Frontiers of Architectural Research 5, no. 1 (2016): 52-62.

RESEARCH PROPOSAL 19
Meggs, Philip B., and Alston W. Purvis. Meggs' history of graphic design. John Wiley & Sons,
2016.
Michels, Marjan, Eva Storgaard, and Inge Somers. "Back to basics in interiors education: The
morphology of interior space." Interiors (2019): 1-21.
Pawłusz, Emilia, and Abel Polese. "Scandinavia's best-kept secret.”† Tourism promotion, nation-
branding, and identity construction in Estonia (with a free guided tour of Tallinn
Airport)." Nationalities Papers 45, no. 5 (2017): 873-892.
Potvin, John. "Cross-dressing fashion and furniture: Giorgio Armani, Orientalism and nostalgia."
In Fashion, Interior Design and the Contours of Modern Identity, pp. 225-244. Routledge, 2017.
Savas, Akiko. "Dilute to taste: Kimonos for the British market at the beginning of the twentieth
century." International Journal of Fashion Studies 4, no. 2 (2017): 157-181.
Seliverstova, Oleksandra. "Keeping alive the “Imaginary West” in post-Soviet
countries." Journal of Contemporary Central and Eastern Europe 25, no. 1 (2017): 117-134.
Suga, Yasuko. "‘Artistic and Commercial’Japan: Modernity, Authenticity and Japanese Leather
Paper." In Buying for the Home, pp. 109-132. Routledge, 2017.
Wang, Jie, Gabriella Medvegy, and Cheng Feng Zhang. "Applied research on semiotics in
industrial style interior design." Pollack Periodica 14, no. 1 (2019): 213-222.
Wong, Wendy Siuyi. "An International Design Identity of Hong Kong: Colonization,
Decolonization and Recolonization." In The Disappearance of Hong Kong in Comics,
Advertising and Graphic Design, pp. 191-213. Palgrave Macmillan, Cham, 2018.
Additional readings
Turan, Gülname. "Turkish Furniture Design in the 1930s: Responses to Art Deco in the Early
Republican Period." Furniture History 46 (2010): 235-248.

RESEARCH PROPOSAL 20
OmarAlkhamisi, Abrar, Afnan Salem Ba-brahem, and Ahsan Abdullah. "A study of colour as a
marketing cue in Saudi Arabia." International Journal of Social Sciences and Humanity
Studies 5, no. 1 (2013): 12-21.
Ley, David. "Between Europe and Asia: the case of the missing sequoias." Ecumene 2, no. 2
(1995): 185-210.
Choi, Yun Jung, Katalin Medvedev, Yuri Lee, and Patricia Hunt-Hurst. "How China, Japan and
Korea are perceived by Vogue USA in the last 10 years." International Journal of Fashion
Design, Technology and Education 2, no. 1 (2009): 3-11.