Dissertation Research

Dissertation Research

For my dissertation I plan to conduct research into the role colour plays in our lives, how it affects people, and where our understanding of colours properties and affects began.

I hope to approach this subject from a number of directions, with online research, textual analysis and primary research.

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Here is my initial proposal for my essay.

Introduction

In my essay on colour theory & colour psychology I intend to explore the origins of colour and our early use of it to affect mood & influence choice. Understanding the many uses colour has been put to through history, including medical use, regional culture, advertising, design and politics is as important to us in understanding the environment that surrounds us as it is to decision makers in their efforts to affect that environment.

As a designer I have become aware of the role colour plays in all our lives and how very little attention most people pay to it. Taken for granted, we accept it as part of the background and have not quite become desensitised to it but instead have relegated it to our subconsciousness in the same way we relegate most of the actions of driving a car or running without falling over.

Colour is an enormous part of the industry in which I hope to practice and so I feel it’s only natural to have as much an understanding of it as I can to better allow me to wield it as a tool in my designs.

This essay will not attempt to present a comprehensive list of colours, their effects or their relationships to other colours. It will instead focus on the origins of our understanding & our application of that understanding of colour and its effects.

Below are listed some of the key areas of study I will explore. As this is only a dissertation proposal I will be covering most if not all of these areas in more detail in the final essay.

What is colour theory

Colour theory is an enormous field but one could look at three areas that can be broadly described as key to our understanding.

  1. The colour Wheel
  2. Colour Harmony
  3. Colour context

What is colour psychology

Colour psychology is the study of the effects of various hues on human behavior. How it affects us in both a psychological & a physical way.

Contextual research

I will be looking at the use of colour in various areas such as its use in the medical industry, and also its use in business & politics to project an impression of someone.

I will also be exploring the differences in the perception to other cultures of various colours. For instance, while one colour may signify one meaning to people in the west, it may be used by people in the far east for an entirely different reason with a totally opposing set of values attached.

Primary research

I intend to conduct research into the uses of colour by industry. I hope to carry this out through direct interview and am currently awaiting a reply to a request to Ryanair to discuss their use of colour in their business.

Secondary research

A number of people through history have been influential in progressing our understanding of colour. From as far back as Aristotle, to as recent as studies done by researchers such as Angela Wright.

My main sources of secondary research will come from sources such as:

  • Online studies – Including research conducted by Angela Wright.
  • Theory of colours – Johann Wolfgang von Goethe – who inspired artists such as Wassily Kadinsky.
  • The Art of Colour – Johannes Itten Who was instrumental in expanding the modern understanding of colour.
  • Colour & Meaning – John Gage who also looks at optical colour mixing & other psychological effects.

Key Influences in the area of colour theory & Colour psychology.

The Greek philosopher & scientist Aristotle published his theory on the 7 basic colours & 4 elements which was the first scientific look at the properties of colour. This informed popular understanding for centuries to come but was disputed by later researchers as modern understanding of physics developed.

In 1810 Johann Wolfgang Von Gothé published his work “Theory of Colours” which laid out his theories on how colour is perceived by people. His concern was with how colour was perceived by people & it’s effects rather than with the properties of colour which was the primary focus of Isaac Newton when he wrote “Opticks” in 1704.

When Johannes Itten produced his work on “The Art of Colour” in 1973 he provided one of the most comprehensive examinations on the subject of colour & its properties which is still being referenced & examined today.

How does it apply to my area of practice

I intend to show how my research into the theory & practice of colour application has informed my choices of colour in projects such as my own personal branding, my development of a book for the project Journey, which is a kids travel book, and also my project into boosting the creative conditions within the graphics room of Collaiste Dhulaigh.

 

 

In relation to my own work, for instance my own brand, I wanted to convey as much of my core values as was possible through my brands appearance. There aren’t too many ways in which this can be accomplished without speaking to a client. Your brand is often seen on printed or social media through the logo or other materials so it has to communicate your brand or values visually.

The core values of my brand are: Simplicity, Fun, Clarity, Discretion, Reliability and Support. More information about my brand can be found here. My brand manual can be found here.

I have tried to communicate these values through shape, choice of font, and most importantly colour. My main colour palette being Orange and Blue. At first impression this choice is suggestive of fun, energy, lightheartedness and passion. However the deeper suggestion is one of creativity, trustworthiness, reliability and professionalism.

I have had my brand in action since January both in networking situations and with prospective clients. So far the response has been overwhelmingly positive both from fellow designers at Offset and professional clients. It has not yet failed to kick start a very lively conversation.

I have also applied my brand colours across my Website and App. I have used a tint of both colours to really good effect. The blue gives a very calming effect, and with deeper shades can be used to give a more serious tone to a section. The orange is used often to highlight a page section or on call to action buttons. There is research that shows colour has an impact on CTA buttons and that orange will actually result in a higher click rate than a darker or blander colour. You can read more about this research on my post about web design.

I have made colour a central part of how I communicate both personally and through my brand. It was always clear to me how important a role it plays, and my research to date has only served to reinforce that belief.

 

 

Color Psychology in Marketing

Consumer Psychollogy:

The Impact of Pleasure-Evoking Colors on the Effectiveness of Threat (Fear) Appeals:

Colour and lighting in hospital design:

Colour wheel showing meaning in different cultures:

 

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