In an attempt to broaden the understanding of the physical environment's role on the visitor in the exhibition. This book investigates the impact of colour on the visitor's attention within the interior space of the auto-showrooms. It focused on three variables which presented by colour as an independent variable, highlighting exhibits as a mediator, and the visitor's attention was the dependent variable; Where developed a numeric scale to measure the impact of colour on the visitor's attention, and practical experiment to answer the research question by both quantitative and qualitative...