scholarly journals Color design of strategic brand images as a tool for psycho-emotional impact on the consumer

2021 ◽  
Vol 82 (4) ◽  
pp. 404-412
Author(s):  
Y. O. Lyashchuk ◽  
O. V. Tenyaeva ◽  
V. V. Tuarmensky ◽  
O. Y. Shibarshina
Keyword(s):  
Physical Properties ◽  
Electromagnetic Energy ◽  
Point Of View ◽  
Emotional Impact ◽  
Design Tools ◽  
The Unconscious ◽  
Color Design ◽  
Personal Influence ◽  
Light Waves ◽  
Branded Product

The article presents the results of the analysis of the use of color design tools from the point of view of psycho-emotional impact on consumers when creating strategic brand images. The main psychological motives for buying branded products are increasing personal influence on others or retouching uncertainty by “putting on” branded “armor”, which finds its support in the background motives of shocking, prestige, attracting attention, status. With the help of branded items, the buyer advertises himself, increasing (even if only in his own thoughts), thus, his significance and status in his own eyes and the eyes of others. The personality, as it were, enters into the image that the branded thing carries, it is like a “case”, a recognized prestigious “mask” for a person, which allows you to “try on”, transfer prestige from a branded thing to a person, and thus feel superior. more unique, more interesting than others. It is important to remember that when creating a brand, it is necessary to take into account not only the physical properties of the product, but also the feelings evoked in consumers. Concentrate not only on consciousness, but also on emotions and subconsciousness. And since the language of the subconscious is the language of emotionally colored images-symbols, color design plays a huge role in shaping the perception of not only a branded product, but, in principle, any object of the surrounding world. From the point of view of physical perception, colors are created by light waves of various lengths and represent a certain kind of electromagnetic energy. The presence of such a characteristic as the wavelength, which is the number of vibrations per second (and in fact, the rhythm, which makes the color effect akin to the sound, musical effect on the subconscious) for each color have individual frequencies. Thus, in the image, as a unit of the language of the unconscious, sound and color are closely intertwined through the wave rhythm.

COLOR SCIENCE: THEORY AND PRACTICE

ASJ. ◽  
2020 ◽  
Vol 1 (40) ◽  
pp. 4-7
Author(s):  
I.A. Hajiyev
Keyword(s):  
Physical Properties ◽  
Visual Arts ◽  
Practical Experience ◽  
Point Of View ◽  
Theory And Practice ◽  
Emotional Impact ◽  
Creative Activity ◽  
Color Science ◽  
Science Theory ◽  
Historical Periods

As you know, colors play an important role and value in solving aesthetic problems in creative activity in design, in the visual arts. From this point of view, the physical properties of flowers are analyzed, as well as their psycho-emotional impact on humans. The scientific and theoretical views and experiences of various well-known experts on colors in different historical periods are considered. Summarizing the materials studied and based on personal practical experience, the author presents a classification by color.

New sustainable mortars for stone restoration in the context of climate change

2021 ◽  
Author(s):  
Jose Diaz-Basteris
Keyword(s):  
Physical Properties ◽  
Moisture Absorption ◽  
Raw Materials ◽  
Point Of View ◽  
Salt Crystallization ◽  
Glass Waste ◽  
Vapour Permeability ◽  
James Bond ◽  
S Waves ◽  
Environmental Agents

<p>Restoration mortars are a designated group of products made to repair damaged masonry. They must be compatible with the former support of stones and bricks, and protect original materials from environmental agents; aesthetical and historic aspects must not be neglected. </p><p>To improve the ecological footprint of the restoration mortars while keeping their efficiency, we have tested several combinations of lime with aggregates and additives. Recycled and natural materials were used as additives such as pinecone resin, semi-milled cones of pine, milled glass waste, brick production residue.</p><p>For research purposes different physical properties have been measured in prepared mortars: porosity, density, capillarity absorption, moisture absorption, water vapour permeability. We have also tested the mechanical properties and the P and S waves velocities (from which dynamic Young's modulus and Poisson’s ratio were inferred). The durability of mortars has been estimated by salt crystallization and frost/thaw cycles.</p><p>The life cycle analysis (LCA) of such mortars allows us to understand the carbon footprint of each manufacturing process. Considering this we selected the raw materials, from an environmental and commercial point of view, to produce mortars fulfilling sustainability requirements. As a result, the developed mortars are compatible with aged stones, minimize environmental impact, and use minimum natural resources.</p><p> Twenty mortar formulations with three different types of limes (NHL5, NHL3.5, CL90) and two different aggregates (siliceous and calcareous) have been studied using the LCA. Currently, five new formulations are being selected to be tested on Euville limestone. Adhesive strength (James Bond test), and physical properties will be measured on these mortars. </p>

scholarly journals The Physical and Thermodynamic Functions of Borides

2017 ◽  
Vol 18 (1) ◽  
pp. 58-63
Author(s):  
N.Yu. Filonenko
Keyword(s):  
Free Energy ◽  
Physical Properties ◽  
Thermodynamic Functions ◽  
Point Of View ◽  
Energy Potential ◽  
High Temperature Expansion ◽  
Temperature Dependences ◽  
Function Calculation ◽  
First Time ◽  
Good Agreement

In the paper the physical properties and thermodynamic functions of borides Х2В (Х=W, Mo, Mn, Fe, Co, Ni та Cr) are studied with accounting for fluctuation processes. We use the microstructure analysis, the X-ray structural and the durometric analyses to determine the physical properties of alloys. In the paper it is determined the phase composition and physical properties of borides. In this paper for the first time it is determined the thermodynamic functions of borides using the Hillert and Staffansson model with accounting for the first degree approximation of high-temperature expansion for the free energy potential of binary alloys. We obtain the temperature dependences for such thermodynamic functions as Gibbs free energy, entropy, enthalpy and heat capacity Ср along with their values at the formation temperature for Х2В (Х=W, Mo, Mn, Fe, Co, Ni та Cr). The approach under consideration enables to give more thorough from the thermodynamic point of view description of borides formed from the liquid. The outcomes of the thermodynamic function calculation for borides are in good agreement with experimental data and results of other authors.

scholarly journals MECHANICAL STRENGTH OF COAL: METHODS OF DETERMINATION AND FACTORS OF INFLUENCE (REVIEW)

2021 ◽  
Vol 6 ◽  
pp. 4-17
Author(s):  
V.V Koval ◽  
D.V. Miroshnichenko ◽  
O.V. Bogoyavlenska
Keyword(s):  
Mechanical Strength ◽  
Physical Properties ◽  
Physical And Mechanical Properties ◽  
Mechanical Tests ◽  
Point Of View ◽  
Statistical Characteristics ◽  
Measuring Instruments ◽  
Industrial Processing ◽  
Average Value ◽  
Advantages And Disadvantages

The article substantiates the importance and problems of determining of such an indicator of the quality of solid fossil fuels, as mechanical strength. The strength of coal depends on a large number of factors (viscosity, brittleness, properties of structural bonds, etc.), the change of which is impossible to take into account. Therefore, the strength of coal in the sample, piece, pack and formation must be represented by some integral index, which inevitably fluctuates around a certain average value and can be determined only approximately. The evaluation of the strength properties of coal should be carried out on the basis of mass tests using statistical methods that allow to calculate the average value and coefficient of variation. Since the strength dispersion is mainly due to the natural inhomogeneity of the coal, the excessive accuracy of the measuring instruments has almost no effect on the statistical characteristics. Laboratory methods of mechanical tests of mine samples, in comparison with full-scale, as a rule, are very accessible and, at qualitative performance of tests, are highly reliable. The properties of coal as an object of enrichment and use are largely related to its physical properties. The physical properties of coal and mineral impurities significantly affect the formation of the main parameters that characterize the particle size distribution and fractional composition, it`s changes during the mining, transportation and enrichment processes. The basic physical and mechanical properties of solid fuels from the point of view of their industrial processing have been listed, the review has been made of the most widespread methods of study of coals mechanical durability and the equipment used for these purposes. The main advantages and disadvantages have been summarized of these methods, as well as their relationship. The factors have been Indicated tinfluencing the mechanical strength of coal. The expediency of using existing methods from the point of view of informativeness for thesphere of its application has been estimated. The methods common in the coal processing industry are considered in more detail. Keywords: coal, solid fuel mining, mechanical strength, determination methods, influencing factors, grinding strength, crushing index. Corresponding author V.V. Koval, e-mail: [email protected]

Two Methods of Protection against Oxygen and the Improvement Which Results from Their Combined Use. I. Observations on the Mechanism of Protection

1947 ◽  
Vol 20 (4) ◽  
pp. 949-961 ◽  
Author(s):  
Jean Le Bras
Keyword(s):  
Physical Properties ◽  
Single Case ◽  
Protective Action ◽  
Harmful Effect ◽  
Point Of View ◽  
Theoretical Conclusion ◽  
Free Oxygen ◽  
Practical Point ◽  
Combined Use ◽  
Rate Of Absorption

Abstract The observations which are recorded in the present paper represent an extension of the single case of litharge which has already been described. They show that, when small percentages of certain substances are added to rubber with a view to protecting the rubber from deterioration by oxygen, these substances are capable of directing the combination of oxygen with the rubber in different ways. This is shown by the fact that, as a result, a given percentage of combined oxygen does not lead to the same deterioration in physical properties. This difference in behavior can be explained logically on the basis of the antioxygenic theory by assuming that some agents act, not by retarding the rate of oxidation, but by deactivating the peroxides as soon as they are formed. By what term are these agents to be designated? First of all it should be recalled how an antioxygenic substance is defined. Every substance is an antioxygenic agent when it has the power, in small percentages, of retarding the rate of absorption of free oxygen by an autoxidizable substance. This definition obviously does not apply to a perfect deactivating agent, since the latter has no effect on the rate of absorption of oxygen, in spite of it too protecting rubber against deterioration by oxygen, and therefore being equally worthy, from the practical point of view, of being called an antioxygenic agent. However, this would only lead to confusion between the phenomenon itself and its effects. Furthermore, since commercial antioxygenic substances appear to show, to a greater or less degree, a combination of the two actions, one might consider designating them by some term which would embody both mechanisms. The word “antiaging agent” is not suitable, for it is too general and applies to cases where, in addition to oxygen, other influences such as light and repeated flexing play a part. There is, then, a problem in terminology to be settled, but this will have to be left unanswered provisionally until sufficient facts which have a more direct bearing on the case are available. Finally attention should be called to the useful effect which may be pictured as a possibility when the two types of protective agents which have been described act jointly. In other words, if the two mechanisms in question were to be superimposed, it would appear to be possible to improve considerably the resistance of rubber to deterioration by oxygen, since any oxygen which escapes the protective action of the true antioxygenic agent has its harmful effect reduced by the deactivating agent. To express it figuratively, it might be said that oxygen which has succeeded in overcoming the first obstacle opposing its action finds itself confronted with a new defense which puts the oxygen partially out of action. As shown by experiments carried out on this subject, which are described in the following paper of this series, this theoretical conclusion is actually borne out by the results of the experiments.

Statistical Lengths of Rubberlike Hydrocarbon Molecules

1943 ◽  
Vol 16 (3) ◽  
pp. 479-485
Author(s):  
Frederick T. Wall
Keyword(s):  
Natural Rubber ◽  
Physical Properties ◽  
Chemical Properties ◽  
Hydrocarbon Chain ◽  
Point Of View ◽  
Double Bonds ◽  
Gutta Percha ◽  
Cis And Trans ◽  
Trans Structure ◽  
And Chemical Properties

Abstract It has been known for some time that the pure hydrocarbons of balata (or gutta-percha) and natural rubber have the same chemical composition and chemical properties. Both balata and rubber appear to be polymers of isoprene, (C5H8)n, with the same degree of unsaturation. Their physical properties are sufficiently different, however, to make it clear that their structures must differ in some important respect. Since the molecules contain numerous double bonds, it has been suggested that rubber and balata are geometric isomers. Every fourth bond in a rubber or balata molecule is a double bond, so it follows that the possibilities for geometric isomerism are considerable. It was proposed by Meyer and Mark that natural rubber hydrocarbon has a structure for which the molecular chain is cis with respect to all of the double bonds. Balata (or gutta-percha) is then supposed to have a trans-structure throughout, this view having been verified by Fuller and Bunn. It is the purpose of the present paper to consider, from the point of view of recent theories of rubber elasticity, to what extent these structures explain the differences in physical properties. The method to be employed involves calculation of the root mean square lengths of the cis- and trans-structures, which, when compared to their maximum lengths, should give an indication of their extensibilities. In 1932 Eyring treated the problem of the average square length of a hydrocarbon chain. In the present paper a different derivation of Eyring's equation is given (for illustrative purposes), after which this derivation will be extended to the rubberlike molecules with double bonds.

Characteristic Properties of Rubber at Low Temperatures. A Discussion of the Stress-Strain Curves of Vulcanized Rubber at Low Temperatures

1934 ◽  
Vol 7 (4) ◽  
pp. 610-617 ◽  
Author(s):  
Takeo Fujiwara ◽  
Toramatsu Tanaka
Keyword(s):  
Physical Properties ◽  
Low Temperatures ◽  
External Heat ◽  
Point Of View ◽  
Special Importance ◽  
Stress Strain ◽  
Experimental Proof ◽  
Vulcanized Rubber ◽  
The Subject ◽  
Two Phases

Abstract The hardening of rubber at low temperatures is one of the well-known physical characteristics of rubber. The loss of elasticity of raw rubber by hardening at 0° to 10° C., its turning to the consistency of glass, and its fragility at −19° C. when cooled with liquid air, and its fibering when stretched to 60–70 per cent previous to breaking, give an experimental proof of the theory of the structure of rubber molecules. Vulcanization makes raw rubber physically less sensitive to heat and to low temperatures, and is of great significance, because it enables vulcanized rubber to be used around −30° C. without losing its elasticity. The effect of external heat on the physical properties, especially on the stress-strain relations, of vulcanized rubber has been discussed mainly for temperatures from −10° to +100° C., and only two papers deal with temperatures from −30° to −60° or −70° C. (cf. Le Blanc and Kröger, Kolloid Z., 37, 205 (1925); Tener, Kingsbury and Holt, Bureau of Standards Technologic Papers Vol. 22, No. 364). Of special importance are a means of recognizing changes m the physical properties (phenomenon of freezing-hard ness) of vulcanized rubber at −30° to −60° or −70° C., and the practical value of such information. Though there is a contradiction in the fundamental meaning of the “cold resistant theory” of rubber, investigations of the two phases of the subject may throw some light on practical problems and widen the scientific point of view.

The Psychoanalytical Approach

1982 ◽  
Vol 140 (1) ◽  
pp. 85-93 ◽  
Author(s):  
Ismond Rosen
Keyword(s):  
Personality Development ◽  
Point Of View ◽  
The Body ◽  
Clinical Approach ◽  
Sexual Dysfunctions ◽  
Psychotherapeutic Treatment ◽  
The Unconscious ◽  
Clinical Theory ◽  
The Usa ◽  
The Uk

Modern psychodynamic formulations concerning the sexual dysfunctions stem directly from Freud's Three Essays on Sexuality (1905). Amplification and modification of psychoanalytical views since then have provided a further store of observation and clinical theory of personality development and the working of the unconscious mind, from which both behaviourally-, as well as psychoanalytically-orientated workers continue to draw. However, no single unified psychoanalytic theory of sexual dysfunction exists, nor should it at this stage of our understanding. Psychoanalysis continues to be the major source of psycho-dynamic principles in this field; there are three avenues down which progress is being made. The first, which forms the body of this contribution, is the application of psychoanalysis to the psychotherapeutic treatment of sexual dysfunctions. The second is the amalgamation of certain of the techniques and principles of psychoanalysis together with active behavioural practices based on the discoveries of Masters and Johnson and the behavioural therapists. [Singer (1974) in the USA; Robinson and Creed (1980) in the UK]. The third, no less interesting from a psychodynamic point of view is the way in which some modern behavioural learning theory psychologists are finding themselves facing psychodynamic complexities, such as transference, counter-transference, and a growing reliance on talking rather than manipulative procedures. Some behavioural sex-therapists see themselves as psychotherapists (Mackay, 1976). A knowledge of psychodynamics is therefore invaluable whatever one's final clinical approach.

IV. The Micellar Theory of the Structure of Rubber

1942 ◽  
Vol 15 (3) ◽  
pp. 446-451
Author(s):  
G. Gee
Keyword(s):  
Molecular Weight ◽  
Physical Properties ◽  
Infinite Dilution ◽  
Mechanical Deformation ◽  
Point Of View ◽  
Pressure Measurements ◽  
Physical Behavior ◽  
Molecular Weights ◽  
Micelle Size ◽  
Weight Data

Abstract The molecular weight data reported in Part II depend on the assumption that the values obtained by extrapolating osmotic pressure measurements to infinite dilution represent true molecular weights. This point of view has been strongly criticized, particularly by Pummerer and his coworkers, according to whom rubber normally exists in solution in the form of micelles comprising more or less well-defined aggregates containing a considerable number of chemical molecules. The- osmotic “molecular weight” is then regarded as the weight of an average micelle. If they exist, these micelles may be important in determining both the chemical and physical behavior of rubber, for we should clearly expect the bonds by which the chemical molecules are bound into micelles to be weaker than those within the molecules. It may be noted that it has been shown elsewhere that the physical properties of a series of rubber fractions are closely related to their osmotic and viscosity molecular weights. Since, according to the micellar theory, these fractions can differ only in micelle size, their mechanical behavior must, from this viewpoint, be determined by the size of the micelles, which must therefore remain intact during mechanical deformation of the rubber. It is the object of the present paper to examine in more detail the basis of the micellar theory, and especially to offer an interpretation of the results of the East method, on which Pummerer's arguments are mainly based.

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