A World of Color

Issue 19_Features

Katherine Gong
Staff Writer

They are in what people see, what they feel and in everything that they do. Without colors, this world would be a tunnel of uniform black and white vision. When Isaac Newton passed a beam of sunlight through a prism to discover the color spectrum, he unleashed a cornucopia of possibilities that went on to shape the world.
Whether they are turned into an entire industry, twisted into the latest trends or hold the psychological reasons for much of our actions, colors undoubtedly play an enormous part in life. They have been present in every past, exist in each person’s present and will shine a rainbow onto the future. These shades of light reflect an entire spectrum into a world of color!
Colors in Marketing
Lynn Zhang
Staff Writer

One of the most important and controversial aspects of marketing is the use of color and the perception of color. There have been attempts by researchers to decode what emotion a certain color evokes, such as whether yellow evokes optimism, clarity and warmth. However, the effect that color has is different for each individual, due to different experiences, personal preferences and cultural upbringing. That is not to say that color does not affect consumer responses at all, but the patterns found in color perception are broader than just what a certain color makes the consumer feel.

Color has an effect on how consumers perceive a brand. A study conducted by Lauren I. Labrecque and George R. Milne, respectively, graduates from Northern Illinois University and University of Massachusetts Amherst revealed that a consumer’s purchasing intent is greatly affected by color because it reveals the personality of the product. In this sense, color is not just important in marketing because it can evoke emotions, but also because it gives consumers a first impression of the product.

Furthermore, studies from the Radiological Society of North America show that people’s brains prefer immediately recognizable brands, which makes color an important factor in portraying brand identity. A journal article titled “Color Research and Application” even suggests for new brands to pick out colors that are unique and different from their competitors.

Although it is hard to place a finger on what color evokes what emotion, it is safe to say that color has a strong psychological impact on consumers and is an important marketing technique.
Coping in a World Without Color
Mia Takasaki
Staff Writer

Color blindness is a condition that can be difficult to deal with. There are multiple ways to cope with it such as using EnChroma glasses, asking for help and looking for differences in colors. It is a condition that is more often inherited by men than women. According to Colour Blind Awareness, about one in 12 men are colorblind and one in 200 women are colorblind in the world. People that are colorblind can usually see colors, but have a hard time distinguishing the different shades of certain colors. This condition can affect people’s daily lives in many aspects, such as cooking or getting dressed.

People who are colorblind can have a difficult time cooking. When meat is being cooked they cannot tell if it is finished by its color. It is also hard to tell if fruits are ripe or not. Being colorblind can make it difficult to do something as simple as getting dressed because it is hard to match clothes. It can even be hard to drive if you struggle with red and green color blindness because all three of the lights can look very similar.

Recently, the company EnChroma invented a pair of glasses that allow colorblind people, or people with color vision deficiency, to see red and green colors better. The company used the most recent research on colorblindness to create a model that lets people see how a person with red and green color blindness would see. Next, they used a method known as ‘multinotch’ filtering to enhance or strengthen certain colors. The company has become popular with their customers reaction videos of before and after using the glasses.

Since there are no cures for colorblindness, the best way to cope with it is ask for help, look for cues in colors like brightness, and label items with the color they are. Do not be afraid to ask for help in picking out outfits or cooking foods. There are currently no treatments for color blindness, or color vision deficiency, but there are glasses and contacts that can be used to help enhance colors.
Color Psychology Makes Learning More Effective
Michelle Lin
Staff Writer

To engage bored and tired students, teachers often use different methods. Most teachers utilize color psychology through powerpoints and highlighting to help students learn.

According to an article on Aura Interactiva, an eLearning website, the color yellow can enhance readability in the text by 40 percent. Yellow highlight is the best when it comes to recalling information learned.

Hard colors including red, orange and yellow are more visible by making objects look larger and closer that they actually are. These colors can easily grab one’s attention, especially when presented in a long text. On the other hand, soft colors such as violet, blue and green are less visible to the human eye and may appear smaller and farther away.

Using certain colors can improve cognitive skills and allow students to better recall details and concepts given during the lesson. Instead of looking at plain text, colors allow learners to establish connections and stimulate reactions from the brain. Finding the relationship between eLearning, teaching through electronic media and color psychology enhances education for both students and teachers.
Fun Facts
Jesse Rosales
Staff Writer

– People, in general, are more likely to choose blue as their favorite color.
– Pink suppresses anger.
– White and black are not considered colors.
– The sun is actually white when viewed from space. The Earth’s atmosphere makes it appear to be yellow.
– The colors of the rainbow in order are red, orange, yellow, green, blue, indigo, violet.
– The first color we see is red.
– The colors of the rainbow are also known as the spectrum.
– Most people dream in color, but for those of you who grew up watching a monochrome television, you most likely also dream in black and white.
– Red can go the deepest in the ocean because it has the longest wavelength.
– Females are more attracted to males who wear red.
– People who wear blue are considered more trustworthy.
– Republicans and Communists use red as their color of identification.

Source: Artyfactory.com

1) Worldwide, what color are people more likely to choose as their favorite color?

-A. Red
-B. Yellow
-C. Green
-D. Blue

2) Which color has the longest wavelength?

-A. Blue
-B. Green
-C. Yellow
-D. Red

3) Colors that are see through are called what?

-A. Monochrome
-B. Polychrome
-C. Opaque
-D. Transparent

All answers are D.