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Файл:Color Theory. Tutorial
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The best colors for etiquette communication are dark blue, tan,
beige, gray, light blue. These colors are equally acceptable not only for
business situations, but also for clothes that arouse the interest of men
outside of work. The most unsuitable for a business dress are green, orange,
bright yellow, purple, pink, red and pale blue.
The most pleasant colors for men are pale yellow, beige, pale pink,
black, white, rust, reddish brown, and red. Colors that repel men are dirty
gray, green, bright yellow, orange, and lavender.
Jewelry can be used when wearing any dress, in any situation, but in
moderation. It is important to remember that wearing jewelry is not an
indicator of a woman's material capabilities, but of her culture and taste.
Jewelry is not recommended when participating in mourning ceremonies.
Gloves, handbags, shoes should match each other in color and be in harmony
with the color and style of clothing.
Of course, a wide variety of situations and circumstances constantly
arise at work. But you can send almost any signal using a color scheme. If
you master the color language, you can solve any problem in any situation.
Colors in interior
Color is the most dynamic and most visible design element.
Different combinations of colors can make the same room welcoming or
formal, warm or cool, harmonious or discordant. Color can, like a magic
wand, visually enlarge a small room, reduce furniture, visually raise or lower
the ceiling.
Color affects not only the appearance of the room, but also the mood
of its inhabitants. And although people react differently to colors, there are
categories of colors that affect everyone in more or less the same way. Bright
colors inspire, neutral colors soothe. Warm colors are known to stimulate
activity and are preferred for kitchens, living rooms and nurseries. Cool
colors evoke relaxation and a feeling of peace. They are often used in
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bedrooms. More muted shades of cool colors bring sophistication to both
traditional and modern interiors.
It is important to understand how colors are combined. Three basic
color schemes can be used. They are monochrome scheme, monotone
scheme, and complementary scheme.
A monochrome scheme uses shades of one color. To revive
the interior, variations of one shade of different saturation and tone are used.
Monochrome schemes convey unity, harmony, space and continuity.
The effect of this color scheme is always soothing. However, you should be
careful that the room does not become boring and monotonous. In this case
you may add some bright spot, for example, a vase of flowers. It is also useful
for this scheme to use a rich texture.
A monotone scheme combines colors with a similar hue that are
close to each other. For example, if the base tone is blue, your scheme might
include blue-green, blue-violet, and red-blue hues. You can make
a monotone scheme more interesting by introducing shades of different
saturation and brightness. Monotone schemes, while still harmonious, will
radiate more energy and stimulate activity.
A complementary scheme is strong and bold. It combines
contrasting or opposite colors such as yellow and blue or red and green.
Since contrasting colors appear brighter against each other, use the scheme
carefully to include colors for rooms where there is a lot of activity, such as
the kitchen or the gym.
LECTURE QUESTIONS
1. What three color personality types do you know? Describe briefly
each of them.
2. What are the basic rules for color selection?
3. What color palette do most modern brands use?
4. What is assortment dominance?
5. What is the trading color margin?
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6. How does color affect the price of the product and the choice of the
assortment dominance
ассортиментное доминирование
burgundy
винный цвет
chartreuse
фисташковый цвет
color coding
цветовое кодирование
color enhancement
цветовое усиление
complementary scheme
дополняющая схема
differentiation strategy
стратегия дифференциации
feedback
обратная связь
monochrome scheme
монохромная схема
monotone scheme
однотональная схема
product differentiation
дифференциация товара
related product manufacturer
производитель сопутствующих
товаров
trade margin
торговая наценка
buyer?
7. What colors should be used in your wardrobe to give the impression
of an energetic person?
8. What colors do you prefer to wear in a business setting?
9. What three main color schemes for the interior do you know?
LECTURE VOCABULARY LIST
9. COLOR SYMBOLISM
Since ancient times, color has been used to convey some kind of
information. Each color had its own symbolic meaning. For example, ancient
people associated the crimson color with strength and power. At present,
yellow has the same meaning in the Far East. In England, the USA, Australia,
blue color is associated with the concept of wisdom, truth. Red color
represents masculinity.
The church prescribed the artists to use certain colors. Christ in the
desert at the moment of his temptation was dressed in black, and after
the resurrection - in white and red. The Mother of God was dressed in blue.
The blue color represented the “divinity” of the ethereal messenger. Black
color meant darkness, white color meant wisdom, red color meant love, and
yellow color meant deceit. Pink color was a symbol of happiness, calm, and
pleasant life.
Nowadays, some colors have a different meaning. Thus, red is
a symbol of revolution. Black symbolizes mourning and officiality, white
represents purity. Pink and blue are the colors of babies. The wedding dress
is made predominantly in white. Little girls wear pink clothes, while boys
wear blue clothes.
It is known that colors evoke certain physical and emotional
reactions of a person. Typically, color associations are determined by
the context in which we perceive a particular color. We are used to read the
color language according to the society rules in terms of cultural and social
situations.
The impact of color on a person is an extremely complex
psychological process, depending on a large number of interrelated factors:
1) Spectral characteristic of color (color tone). Numerous
experiments have established that each of the groups of colors (long-wave,
medium-wave and short-wave) affects a person in different ways. This can
be explained by the fact that colors with different wavelengths excite
different parts of the autonomic nervous system. The colors of the long-
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wavelength part of the spectrum (red, orange, yellow) have a stimulating,
exciting effect on a person. They increase the blood pressure breathing
rhythm and activate all life processes including person mood. But the colors
of the short-wave part of the spectrum (blue, indigo, violet) have a calming
effect. They inhibit all physiological processes. The colors of the midwavelength part of the spectrum (yellow-green, green, green-blue) are
called “optimal”. Optimal colors, which also include white, have a beneficial
effect on the human body. They reduce fatigue, increase visual acuity and
normalize blood pressure. However, the name “optimal colors” does not
mean that the entire object environment should be painted only in these
colors. They are “optimal” only from a physiological point of view.
The degree of color influence on a person also depends on other factors.
2) Color exposure time. Prolonged exposure to any color (including
the optimal ones) tires the visual-nervous system. It may lead to color fatigue
occurs. To relieve color fatigue, it is necessary to periodically switch vision
to other colors such as complementary ones.
3) Color saturation. Saturated colors have a stronger effect on
a person than low-saturated colors.
4) Color spot area. Large and small areas of the same color have
a different effect on a human. In addition, the shape of the color spot plays
a significant role.
5) Color and brightness contrast. Under normal conditions, no color
is isolated from others. A color contrast arises when we see different colors
at the same time. It affects a person greatly. In some cases, color contrast
can cause visual illusions. Color contrast is closely related to luminance
contrast. Therefore, in real conditions, both of these factors should be
analyzed together. Moreover they are to be analyzed in connection with
other factors affecting color perception.
The result of the integral impact of all factors is expressed by an
indicator called the quantity of color. It is one of the most important
indicators among color standard characteristics. It is denoted by the letter Q
and can be calculated using a special formula.
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For different production conditions, the amount of color is regulated
as well as the nature of the color scheme. Low-saturated cold colors are most
favorable for monotonous, tiring mental or physical work that requires great
concentration. Warm colors are recommended for periodically changing
intense physical and mental stress. All objects in the field of worker’s view
should be painted in colors of medium saturation with little contrast between
them.
Sometimes color can correct some manufacturing errors or
environmental imperfections. For example, a warm range of colors is used
in cold climate areas and unheated rooms with a northern orientation of light
openings. In the southern regions or in hot shops, with the southern
orientation of the windows, it is better to use a cold range.
Lighting conditions have a great influence on the color of objects.
Insufficient or excessive illumination can change greatly color perception. It
is light that allows us to see an object.
There are psychological (mind and body) and physiological (culture,
history and education) characteristics which influence the color perception
of a person. In addition, genomic imprinting makes us subconsciously react
to the color signals of nature.
Psychological and optical characteristics
M. Luscher is the creator of color test, which is widely used in
modern psychodiagnostics. According to his theory each color has its own
psychological meaning.
Red refers to exciting, active and strong colors. It characterizes an
active, sociable, self-confident, decisive and charming person. It is the color
of war and aggressiveness.
Red is the color of fire and blood, a color that evokes warmth. This
is the color of vitality and action. It has a great influence on the mood of
people in this regard.
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Compared to all colors in the spectrum, red evokes the strongest
physiological response. It increases heart rate.
Red has been used for festive tablecloths for many years, as it evoked
warm feelings and warmed those seated at the table.
In nature, red is the color of abundance, the color of ripe berries and
tomatoes, the color of rubies and pomegranates, the color of poppies.
Red color evokes strong emotions. The nature of these emotions
directly depends on the situation. But no matter what you feel when see this
color, these emotions will be strong.
People usually associate red with love and rage. In terms of
sensuality, red is so popular that men often choose red lingerie for their
lovers. Red is often associated with holidays and fun. The ancient Egyptians
laid the foundation for a tradition that is alive to this day: holidays and
weekends in the calendar are marked in red. We highlight everything in red
that you should pay attention to.
Red color signals danger and readiness to meet this danger face to
face. It has long been used in military uniforms, and the red planet was
named after the god of war - Mars.
This is a very strong color that directly affects people. According to
S. Holbeche, red means physical energy, action, development.
Pink color is related to red. In fact, this is its shade - a mixture of
red and white. The change in the perception of a color signal from red to
pink is characterized by the transition from bright to pastel color. Therefore,
pink is naturally perceived as a delicate, soft, charming and feminine color.
According to S. Holbeche, pink is a symbol of love.
Orange is a cheerful and warm color. It is not associated with
aggressiveness. It causes joy and enhances activity. It symbolizes openness,
sociability and talkativeness.
Orange is ardent and brilliant. It can both soothe and irritate. It
refers to warm colors and causes an increase in heart rate. Orange is a very
bright color that always attracts attention (road workers in bright orange
vests).
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Mainly, orange is associated with is spiciness and piquancy. It is
the word that defines our attitude to the color orange. Spices are used in
very moderate amounts. That is why we are careful about the orange color.
Orange color in small quantities awakens in us thoughts of joy, fun
and bright sunshine. An excess of orange seems to us impudent and arrogant.
An excess of arrogance is vulgar and cheap.
S. Holbeche associates orange with physical digestion and release.
People like to use orange in small quantities as well as they use its
various shades. Pastel orange approaches peach color which is usually
associated with freshness and health, natural skin and cosmetics.
More brown shades, such as terracotta, are perceived as natural
color. They are associated with exotic countries and objects: Turkish
carpets, spices, and vases.
Yellow is a warm, cheerful color. It excites and causes a desire to be
active. It is considered as the color of intellectuals. Typically, it is associated
with energy, tension and some irresponsibility.
Yellow is a sunny color. Psychological experiments proved that it is
the color of good mood and fun. This is the center of the greatest luminosity
in the spectrum, stimulating vision. Various shades of yellow seem to have
the ability to calm overly nervous people.
This color is the first people notice. That is why yellow is used for
warning signs and school buses. Typically, taxis are painted yellow. Black
letters on a yellow background are the easiest to read. That is why such
a popular telephone directory is called the Yellow Pages.
In nature, yellow is very common. We see it everywhere: the Sun,
lemons, corn, saffron, fire, ripe wheat, wood, butter, etc. It is not surprising
that a person perceives yellow as the color of hospitality, generosity and
comfort.
Yellow is often associated with joy, fun and celebration. But it can
also be completely ruthless and quickly tiring if found in excess. S. Holbeche
characterizes yellow as a color of mental power, certainty, strength and joy,
sun and freedom.
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Bright yellow is used as a color accent. But if you add a little white
to it, you can safely use yellow in large quantities. Cream and beige are the
safest colors in any amount, and they are shades of yellow. According to
S. Holbeche, beige is a symbol of detachment, non-participation and
neutrality.
Green is a calm color. It creates a pleasant mood, relieves eye
fatigue. It is believed that people who love this color are demanding of
themselves and others, but at the same time they are tolerant, independent
and unperturbed.
Green color sends a lot of different signals. It is the color of nature.
It is soothing, fresh and moist. This color lets human mind rest. It was used
to treat mental illnesses such as hysteria and nervous fatigue. It awakens
patience in a person. If green is dominated by a yellow tint, it excites. If it is
dominated by a blue tint, it calms. Green color has a huge number of shades
that the human eye can distinguish. And all these shades cause a wide variety
of reactions in a person. Dark and neutral shades of green (the color of spruce
needles, woods) are used to dye products whose production and application
do not harm the environment.
In nature, the green color comes from chlorophyll. It is a green
pigment that contains some yellow color. This yellow-green color usually
evokes a feeling of well-being, optimism, and spring renewal. Typically, this
color is associated with fertility.
If you add even more yellow to green, it changes completely. This
color often causes a negative reaction, because it is associated with envy,
illness and poison, as well as mud and duckweed.
Cyan (blue) is one of the most favorite colors both for women and
men. It has a calming and relaxing effect. Calm, respectable people prefer
this color.
Cyan color is light, fresh and transparent. The experiments showed
that muscular tension falls under the influence of cyan color. It makes people
think and evokes a feeling of well-being. It is associated with constancy,
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thoughtfulness, fidelity, reliability, and honor. S. Holbeche associates blue
with wisdom, clarity, truth, and peace.
In nature, this color is very common. We can see blue flowers such
as cornflowers, irises, forget-me-nots, etc.
Cyan color has many shades. It can be elegant, secular and
sophisticated, or it can seem completely homey and casual. Dark cyan is
considered businesslike, professional and authoritative. That is why
businessmen love it so much. But this color can turn out to be completely
informal (blue jeans). Bright cobalt, a combination of cyan and red, is
considered deep, intriguing and exciting. The blue sky seems delightful to
us, the blue sea is soothing and pleasing to the eye. Turquoise and sapphire
colors are considered active.
Blue (indigo) is a calm color. It calms the nervous system, promotes
a sentimental mood. It is associated with such character traits as honesty,
justice, conscientiousness, equanimity.
However, blue and cyan colors are not as safe as it might seem at
first glance. The cyan color is rather passive. It is often perceived as boring
and melancholic color. Therefore, jazz compositions are called blues. Some
people believe that the blue (indigo) color is overwhelming and depressing.
But still, as a rule, cyan and indigo colors are quite safe and very widespread.
Violet (purple) color was created by mixing completely opposite
colors: blue and red. It can both attract and repel. In some cases it causes
sadness. It symbolizes self-centeredness, lack of independence,
inconsistency and magical attractiveness.
Purple combines the energy of red with the elegance of blue. That
is why it is always associated with royalty. S. Holbeche associates purple with
transformation, spiritual responsibility, inspiration, and spiritual healing.
Brown color is associated with dependence, compliance, calmness,
and conscientiousness. It is a warm, strong, and energetic color. It
contributes to a soft and calm mood. It expresses stability and strength.
However, if there is a large amount of gray in it, it acts depressingly on the
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