THOMPSONSPF10RESEARCH

“In the visual arts, color theory is a body of practical guidance to color mixing and the visual impacts of specific color combinations. Although color theory principles first appeared in the writings of Leone Battista Alberti (c.1435) and the notebooks of Leonardo da Vinci (c.1490), a tradition of "colory theory" on began in the 18th century, initially within a partisan controversy around Isaac Newton's theory of color (Opticks, 1704) and the nature of so-called primary colors.”

“Color Theory.” Wikipedia. <http://en.wikipedia.org/wiki/Color_theory>

I spend so much of my time looking at advertising and researching for my own practice that I wanted to read some materials on the psychology of color and how it affects our thinking and emotions. I want to know what tools advertising agencies use to draw in consumers to buy their products and get their attention. I typically mimic the colors ads use but I think I might be able to change the colors around to get a different psychological effect on viewers. I am excited to try only changing the color of a brand versus the name or logo to see if it is still recognizable. I also am interested in the tactics people use to dress in certain colors to gain trust such as a blue tie.

“Corporations spend millions of dollars testing colors on consumers every day. Why? Because they know color has a huge affect on how you perceive their products.

And color also has an effect on how you perceive people. Hence, color is invaluable to making pictures that get your message across. Ever notice that luxury cars in commercials are gray? The reason is we know from studies that gray is associated with affluence, so when you see the Lexus in the commercial they don’t even have to use the word affluence in the script, but simply have to show the car and they get across the message. You’ve heard the term “ A picture’s worth a thousand words”? Well 99% of those words meaning is in the color of that picture.”

Graff, Walter. “Color Psychology.” BlueSky Web. Feb 2011 <http://www.bluesky-web.com/color.htm>

“The real intention of marketing communication is to persuade the public at large to become customers – to induce the consumer to respond in a positive way to the message transmitted. In order to convey a meaningful marketing message, the proper use of color psychology is urgent.”

Eiseman, Leatrice.  Pantone Guide to Communicating with Color. Sarasota: Grafix Press, 2000. 8.

“In the 21^st century, consumers continue to want more color options. They are better educated about color, appreciate guidance and intelligent advice but will not be dictated to regarding their choices. They have come to recognize that the colors that best reflect their lifestyles help them to achieve their own comfort level. They look to coordinated palettes of colors for guidance in creating color combinations for use in their homes, businesses and clothing. No matter what the product, the consumer must respond on some emotional level to the colors of the product, the advertisement, the Web site, the commercials, the packaging, or the point of purchase appeal.

Eiseman, Leatrice.  Pantone Guide to Communicating with Color. Sarasota: Grafix Press, 2000. 123.