Aplying Colors based on Culture Knowledge to Motivate Collaboration on the Web

Collaborative and Participatory work via Web tends to increase due to teams of professionals’ needs in accomplishing tasks separated by distance and time, which demands more effort and stronger commitment from each person. In this context, it must be considered cultural differences, which interfere with the performance of each individual and either promote or deny the communication intended for the group. This paper aims to discuss a multidisciplinary analysis about colors and stimuli in computing environment using Common Sense knowledge, considering the cultural association people make between colors and actions, emotions and objects, showing how it can motivate users to access and participate in collaborative tasks through stimuli using color symbolically built in the culture.