Abstract: The purpose of the research presented in the article is to clarify and systematize the basic concepts that make up the metalanguage of reflections on the coloristics of the cultural landscape. Metalanguage, as the language of description, is needed for the study of another language (object language). The research materials have been compiled by theoretical works published to date, which discuss the conceptual apparatus of the coloristics of the cultural landscape. Special attention in the analysis was paid to classifications, definitions and theoretical models proposed by P. Green‐Armytage, K. Fridell Anter, U. Th. Klarén, H. Arnkil, J.-Ph. Lenclos. The hypothesis of the study is the spatiality, variability, and multimodality of the coloristics of cultural landscapes set a special vector for its description: not "from above", but "from within", from the position of the viewer "immersed" in the color environment. This principle requires special terms that can take into account the specifics of how inhabitants actually see colors in the cultural landscape, what they feel, how they remember them and use them. To achieve this goal, an informal document analysis method was used in order to interpret the actual content, create goals and understand the context of the formation of concepts describing coloristics of the cultural landscape. The novelty of the research lies in the fact that two main blocks of concepts are clearly distinguished in the metalanguage of thinking about color. They are formed around the comprehension and detailing of the meanings of an inherent and perceived color, the opposition of which in the description of the coloristics of the cultural landscape still retains its relevance. While the block of concepts for describing an inherent color remains more or less stable, there are noticeable changes in the understanding of perceived color, due to the anthropological turn of modern research on the cultural landscape. The analysis indicates an expansion of the system of terms that are commonly used to describe the deep levels of perception and understanding of color in the context of the cultural landscape, and which define the boundaries of possible judgments. On the other hand, there is a clear increase in attention to the spatial nature of chromatic parameters and their dynamics.

Abstract: The object of the study is modern smartphone users, the subject is the influence of chromatic characteristics of touch buttons on the motivation. The purpose of the study was to experimentally test the hypothesis that various chromatic characteristics of buttons that a person sees on a touch screen (their brightness, tone, saturation) can act as visual triggers and have a noticeable effect on the motivation to touch them. The experiment involved 48 people with normal color vision (24 men and 24 women) aged 19 to 21 years. The color stimuli of the experiment were developed on the basis of the PCCS color system (Practical Color Coordinate System) and included 52 shades. The analysis evaluated the frequency of occurrence of (1) individual colors; (2) groups of colors; (3) colors of a certain tone; (4) the probability of choosing a certain color out of two. The frequency of occurrence was assessed using procedures and methods of visual statistics. To estimate the probability of choosing a certain shade from two, the method of associative rules was used. The analysis showed that the most motivating are the shades with high saturation of four tones – bright blue and yellow, green and red colors. Women are more motivated by red and red-purple shades, men – by yellow, orange, green and green-blue. At the same time, the strategy of choosing one shade out of two in a pair is more predictable for women than for men. The obtained data have a wide application potential. They can be used in the design of websites, web applications, interactive educational materials, as well as training programs for users with different socio-demographic characteristics.