Influences of Colour on Perception

Influences of colouriseing on PerceptionIntroductionThe wide mystery of colorize has mesmerised humanity since time immemorial. For every heartbeat of the day we atomic number 18 enveloped by a seemingly infinite value of hues which oscillate through morning, noon and night. This incessant interaction with semblance has manifested itself in some of the finest scrutinyples of artistic expression, such as Wordsworths Daffodils and Van Goughs Sunflowers. From the cave paintings of pre-history to the conspicuous ad hoardings of the modern era all of the nifty civilisations devour been infatuated by colorise.In juvenile years both academics and functionaries within the mercantile domain have become increasingly raise in how human beings are influenced by color. Much advancement has been make in the fields of twist psychology and colour marketing. It would originally turn up that colour has a gravid effect upon the human psyche. As Diane Ackerman has renowned Colour do esnt occur in the world but in the judicial decision.1Colour and PerceptionAccording to the Oxford Dictionary colour is defined as the sensation produced on the eye by rays of light when resolved as by a optical prism, selective reflection, etc., into different wavelengths.2 It was Sir Isaac Newton who discovered this phenomenon by chargeing a ray of white light upon a prism and creating a spectrum. His findings are illustrated in his 1704 work entitled The Opticks. Each colour has a unique frequency and wavelength, and all comprise the segment of the electromagnetic spectrum which is visible to the human eye.Specific objects both reflect and absorb peculiar(prenominal) wavelengths of radiation. The reason that nominates appear to be green is because they absorb all colours in the electromagnetic spectrum with the exception of green.3 The green light is reflected by the plant and can consequently be detected by the human eye. either biased objects surrounding us are in fact r eflecting their colour towards us.The complex process of colour identification and differentiation is initiated by the cone cell cells of the retina which can detect dour, red and green light.4 This information is then contagious to the optic nerve and onwards to the brain. Some scientists insist that blue, red and green are the true prime colours and that all colours are merely combinations of the three. However, some(prenominal) dispute this and argue that chickenheartedness is a primary colour. Aristotle and Goethe classified discolour(a) as a primary colour and famous how it is the first to materialise from white light.5 The pure quality of discolor(a) is manifest and it exhibits the graduate(prenominal)est reflectivity of all the colours.6 scandalmongering is besides a warm colour of long wavelength and the retina must enlarge convexly in order to focus objects of this hue. A bright yellow banana ordain seem large and closer to the spectator than an object ref lecting a cool shade of blue or green from equal distance.6 Yellow is truly a passing prominent component of the electromagnetic spectrum.The puissance of this colour is evident in its large ability to attract the eye and it is commonly positioned for promotional purposes in the technical sector. As E P Danger has stated it is an excellent t fetch uping getter.7 Yellow is synonymous with the warmth, competency and vitality of the sun, and the theme of hope is elicited as it represented the first light of dawn to lots of pre-history.8 It is the hue of science, expansion, chicness and swift decision making.9The emotional impact of yellow was observed by Diane Ackerman whilst observing a brilliant piece of yellow sulphur. She described an kindle rush of pleasure and excitement.10 June McLeod noniced that we can sometimes lose our identity and focus with too much yellow.11 Students of colour psychology are known with the link between this colour and the emotional chakrah o f the solar plexus.12Particular sunglasses of yellow can have a detrimental impact upon the viewer. ostracize concepts of dioceanse, jaundice and decay have so lots been associated with it. The notorious yellow-press and yellow of the coward conjure up less palatable images.13These factors, which have been ingrained into the corporate consciousness of the human race, must be carefully considered and borne in mind by those wishing to hire the colour yellow for academic and commercial purposes.The custom of Yellow Paper for Academic PurposesThe increased use of dyes in the idea production process of the late eighteenth century, and subsequent developments in the industry, have provided the medium of coloured cover.14On a rudimentary level, coloured publisher may be deployed by academic institutions for classification purposes. The economical Examination Board issue a different colour of exam paper for each respective subject. E P Danger has stated that yellow is one of the best of all colours for paper because of its high visibility.15 He also notes how it is said to stimulate the intellect and for that reason is often used in libraries.16 Librarians often choose to index by affixing yellow tags on the spine of books. This allows prompt recognition for those searching for a specialized text. Card index files and post-it notes are also frequently provided in this colour. tough dark glasses of yellow can prove useful for presentational purposes in both the lecture theatre and the classroom.The subliminal effects of yellow paper can clearly have a positive effect on those engaged within the realms of academia. June McLeod recognises yellow as the colour of mental energy and highlights how typing or writing on to yellow paper will keep you alert and focused on the job at hand.17 Dee and Taylor have decreed that yellow is the colour of those who must concentrate.18 Yellow paper is also less stark than white paper and thus more causative to study.Much research has been conducted using colour cards. It has been discovered that humans reek colour through the skin. Suzy Chiazzari has explained how many blind people can tick off colours by passing their fingers or hands over an object.19 Yellow paper can be readily deployed by academics and colour therapists also in order to harness the properties of this specific colour.Yellow Paper and adThe vibrant world of advertising and marketing draws considerably upon the profound qualities of the colour yellow. The prominent hue of the Yellow Pages directory is instantly discernable, internationally recognised, and affords prompt gravel to a vast array of service providers. The presentation of black attribute upon yellow pages focuses the mind excellently and provides high visibility.20 The reader may deploy skimming skills and be less likely to overlook the desired information. many a(prenominal) phone directories and publications have now emulated the success of the Yellow Pages whe n exhibiting classfied sections. Yellow paper is commonly the medium of flyers, which are distributed freely in urban areas, and for posters in public places. It can swiftly transmit a specific kernel to the target audience.The brilliance of colour in advertising is of paramount importance and can transmit powerful messages via company logo, stationery, packaging and design.21 Yellow is favoured by the endure and leisure industries with its promise of sunshine. The cover of the current Tropical Locations travel brochure is a dazzling shade of full-bodied yellow. Low cipher travel operators and airlines make liberal use of yellow in their advertising elbow greases as they strive to coax potential clients with notions of instant Mediterranean climes. The pass concept has been masterfully exploited by the Kodak photographic company for many years now and Kodak yellow has become almost synonymous with sun, sea and sand.Food promotion shares a close relationship with yellow in mos t cultures22 as the colour has an appetising effect upon consumers.23 Products such as cheese and butter are usually marketed and packaged in this hue. The recent Cadburys Twirl product was successfully promoted with yellow lettering emblazoned upon a violet background. This is interesting as violet is the complimentary colour to yellow on the Colour Wheel.24 Products which are promoted using yellow frequently utilise shades of blue and violet to harmonise visual cost. A rich yellow implies a strong taste and more golden shades represent quality. The world famous MacDonalds logo with its large yellow arches embodies the concept of fast food.Yellow paper is used for the labelling and promotion of mushy drinks. A paler shade signifies a lemon or milder taste.25 However, the use of a stronger yellow to promote Lucozade epitomises the concept of energy excellently. Alcoholic beverages such as Tennents Lager and Boddingtons Ale utilise yellow for marketing purposes. This is extremely e ffective as it symbolises the very appearance of the product. Cardboard packaging and place mats may be eye-catching, but also serve to kindle images of the drink in the mind, as well as whet consumer appetite.Products targeted at younger people are generally announce using yellow. It has been discovered that children like yellow and teenagers respond positively to the colour.26 Childrens wear and cosmetics are often advertised using yellow. This colour is associated with newness, youth and optimism.26 This may be why the credit line Centre in the United Kingdom has recently been conducting its employment campaign in the colours of yellow and green, which combined, are symbolic of spring-time and new beginnings. remnantDanger has emphasised that colour motivates people in a dash that is largely subconscious and that it is extremely difficult to discern where physical, visual processes end and mental processes begin.27 Ackerman has also commented that scientists have known for man y years that certain colours trigger an emotional response in people.28 The development of the Colour Effects System since the 1970s highlights that there is a definite correlational statistics between colour and human response to colour.It is generally accepted that yellow provides the most powerful psychological stimulus. It is for this reason that it has been employ by academics and advertisers for a wide variety of purposes. When one considers the high incidence of yellow paper within academic institutions and the commercial sector it clearly has a profound influence. The overwhelming amount of logos, promotional literature and products which have harnessed the colour is truly astounding. It is even more intriguing that we are often not even consciously aware of its potent subliminal messages. The mysterious appeal of the colour yellow ensures that yellow paper shall continue to be produced and utilised for academic and promotional purposes for many years to come.BibliographyA CKERMAN, D. A Natural history of the Senses, Phoenix, 2000Pages 252-256CHIAZZARI, S. The Complete Book of Colour, Element, 1998Pages 12-18DANGER, E P. The Colour Handbook, How to use colour in commerce and industry, Gower Technical Press, 1987.Pages 54, 56, 60, 61, 329, 378, 572, 573, 575-577, 580, 582, 585, 586.DEE, J. TAYLOR, L. Colour Therapy, The symbolism, use and healing effects of colour, Silverdale, 2002.Pages 8, 59GREGORY, R L. Eye and Brain, The psychology of seeing, Oxford University Press, fifth edition, 1998.Pages 124-126JONES, M. JONES, G. MARCHINGTON, P. Physics, Cambridge University Press, Second Edition, 1997.Pages 138-140MCLEOD, J. Colours of the Soul, Piatkus, 2000Pages 131, 132, 136, 145-158. bailiwick ASSOCIATION OF PAPER MERCHANTS. EDUCATION COMMITTEE, Paper, its making, merchanting and usage, Longman, third edition, 1974.Pages 5, 7.WRIGHT, A. The Beginners Guide to Colour Psychology, Kyle Cathie Limited, 1998.Pages 17, 21, 27, 81, 149, one hundred fifty, 154 .The aphoristic Oxford Dictionary, Oxford University Press, 1990.Page 223Footnotes1 D Ackerman, A Natural History of the Senses, Phoenix, 2000) 2542 The Concise Oxford Dictionary, Oxford University Press, 1990) 2233 M Jones, G Jones, P Marchington, Physics, Cambridge University Press, 1997) 1394 M Jones, G Jones, P Marchington) 1405 A Wright, The Beginners Guide to colour Psychology, Kyle Cathie, 1998) 176 J Dee, L Taylor , Colour Therapy The Symbolism, Use and Healing Effects of colour, Silverdale) 20026 EP Danger, The Colour Handbook How to Use Colour in Commerce and Industry, Gower, 1987) 567 EP Danger) 5738 EP Danger) 5869 J Dee, L Taylor) 590 10 D Ackerman) 2541 1 J McLeod, Colours of the Soul, Piatkus, 2000) 1362 12 A Wright) 273 13 E P Danger) 5854 14 National intimacy of Paper Merchants, Paper, its making, merchanting and usage, Longman, 1974) 55 15 E P Danger) 5856 16 E P Danger) 5727 17 J McLeod) 1368 18 J Dee, L Taylor) 599 19 S Chiazzari, The Complete Book of Colour, E lement books Limited, 1998) 150 20 E P Danger) 5821 21 J McLeod) 1312 2 E P Danger) 5753 23 E P Danger) 3294 24 A Wright) 1495 25 E P Danger) 5766 26 E P Danger) 5736 26 A Wright) 1507 27 E P Danger) 5628 D Ackerman) 254