Self-Esteem
The
TABS Journal
How Color Affects Marketing
By: Channa Leichtling
T
ouching, tasting, smelling, hearing, and seeing, are the five senses that we use in order to perceive the world we live in. Of these five senses, sight is the one
we use the most. Ninety percent of what we know of the world is through our vision. The
National Bureau of Standards estimates that the human eye can see 10 million different colors. For centuries, people believed that our eyes were merely receivers. Sir Isaac
Newton (1642-1727) claims that our eyes were “visual equipment”, and that the brain, emotions, and experiences have no connection to our perception of color what so ever.
(Miller, p.1-2)
One hundred years after Sir Isaac Newton died, a German poet by the name of
Johann Wolfgang Von Goethe (1749- 1832) began to argue Newton’s theory. He claimed that the eye, brain, emotions, and experiences do, in fact, have a connection to our perception of color. Von Goethe’s views were not appreciated until one hundred years after his death. (Miller p.2)
Von Goethe’s theory is the basis of many research studies done on color today.
Many of these recent studies have come to prove that color is not only something we perceive but it also affects the way we feel. (Miller, p.2) An illustration of Wolfgang’s theory can be demonstrated in the example of a cloudy day. Cloudy days make colors dull, gray, and monotonous. As a result we tend to feel depressed and sluggish. Working in a dark, gloomy room often leaves us with the same depressed feeling. A bright sunny day, however, will make us feel happy and energetic. We are aware of color from the time we are infants, well before we can recognize shape or form. This awareness stays with us through out our lives. (Danger, p.5)
Almost everyone is affected by color. No two people have exactly the same reaction to a particular color, though there are certain generalities. (Wollard) How can color effect us? Here is a list
TABS Journal
How Color Affects Marketing
By: Channa Leichtling
T
ouching, tasting, smelling, hearing, and seeing, are the five senses that we use in order to perceive the world we live in. Of these five senses, sight is the one
we use the most. Ninety percent of what we know of the world is through our vision. The
National Bureau of Standards estimates that the human eye can see 10 million different colors. For centuries, people believed that our eyes were merely receivers. Sir Isaac
Newton (1642-1727) claims that our eyes were “visual equipment”, and that the brain, emotions, and experiences have no connection to our perception of color what so ever.
(Miller, p.1-2)
One hundred years after Sir Isaac Newton died, a German poet by the name of
Johann Wolfgang Von Goethe (1749- 1832) began to argue Newton’s theory. He claimed that the eye, brain, emotions, and experiences do, in fact, have a connection to our perception of color. Von Goethe’s views were not appreciated until one hundred years after his death. (Miller p.2)
Von Goethe’s theory is the basis of many research studies done on color today.
Many of these recent studies have come to prove that color is not only something we perceive but it also affects the way we feel. (Miller, p.2) An illustration of Wolfgang’s theory can be demonstrated in the example of a cloudy day. Cloudy days make colors dull, gray, and monotonous. As a result we tend to feel depressed and sluggish. Working in a dark, gloomy room often leaves us with the same depressed feeling. A bright sunny day, however, will make us feel happy and energetic. We are aware of color from the time we are infants, well before we can recognize shape or form. This awareness stays with us through out our lives. (Danger, p.5)
Almost everyone is affected by color. No two people have exactly the same reaction to a particular color, though there are certain generalities. (Wollard) How can color effect us? Here is a list
Bibliography: Davids, Meryl. “Stand Out”. Brandweek. Apr. 1999. FindArticles.Com. 18 March 2001 Frost, Dan Marketing News. Aug. 1995. New York Public Library Online. March 18 2001 Wollard, Kathy