This long-read article was written by lower-sixth former Alejandro Scholfield-Pérez, and shortlisted for the 2020 Fifth Form Transitional Research Project. . The following provides a short abstract to his full essay, which can be found at the bottom.
Estimated read time of abstract: 1 minute
Estimated read time of essay: 10 minutes
Colour is a fundamental asset to the metaphorical toolbox of mankind. Approximately 30 million years ago during the Oligocene epoch, the structure of the eye evolved to accommodate simple depictions of colour. Colour would become pivotal to the development of the human eye, an acute sensory organ used primarily to detect prey. Presently, whilst colour is still an important aspect of our vision regarding our survivability, it is far more commonly exploited in the realms of advertising.
In my FTRP, I dissect the underlying factors contributing to the success of colour implementation in marketing and how chroma and value; which determine a colour’s features, are used to elicit impulses and responses to posters, advertisements and even government campaigns. Throughout this dissertation, I will be assessing the current information present on the effect of colour on brand recognition and critique it in order to discern its impact on the marketing industry.
In order to achieve a sound understanding of the makeup of colour, I had to research a plethora of articles, magazines and most importantly – consulting my art teachers. Throughout the process of writing this FTRP, I gained a solid foundation in regard to the effect of colour on our everyday lives, and its effect on brand recognition and advertisements which allowed me to properly critique the information that I later researched through scholarly articles.
My process of writing this dissertation; become one of several hours of work. My goal was to try and relay all the information necessary in a concise, understandable manner to allow for the formation of informed discussion and conversation around the nature surrounding the effectiveness of advertisements. A topic that I believe to be extremely important in the 21st century – where information and influence has become the new global currency.
To view Alejandro’s full article, follow this link below.