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psyche, and causes anxiety and severe forebodings. S. Holbeche classifies
brown as a color that has withdrawn into itself.
Beige and brown are a combination of several colors. They can be
warmed up by adding more red (terracotta). They can be cooled by adding
green color (khaki).
Brown is perceived as the most natural color. Brown and beige
colors are very common in nature. We can see them in wood, bamboo, sand,
autumn leaves, etc. Brown includes such colors as mahogany, chocolate,
coffee, etc.
We perceive brown as the color of the earth and forests, the color
of home and heart. Homemade bread and cookies always have a golden
brown tint.
White can make a space larger. It can act tiring, cause a feeling of
fatigue. White is the king of all colors in clothes. It is perceived both as
solemn and as gently touching. It complements perfectly all other colors.
The white color is associated with sterile purity, novelty, peace and
innocence, as well as with high quality. It is cold and noble.
If the surface is painted with blue-white paint, and the adjacent one
is painted with yellowish-white, you will immediately see the difference
between these two surfaces. The first shade is reminiscent of high-altitude
glaciers, while the second is reminiscent of sea pearls. Nevertheless, no
matter how difficult it is to choose the right shade of white, it is always
associated with simplicity. White is a classic color for all time.
However, sometimes the white color can evoke negative
associations: a white lie, a white elephant and a white flag of defeat. A large
amount of white creates a feeling of sterility and a hospital atmosphere.
If you use a color without any accents or embellishments, your dress may
seem cheap and primitive, like white disposable plates and cups. If you have
painted your bathroom a cold blue-white color, you will never get warm
under a hot shower. However, white color visually enlarges the space that is
widely used in interior design. A white dress can convince anyone to go on
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the strictest diet. We are to take into account negative associations
connected with the white color.
Black color causes sadness, acts depressingly and symbolizes
isolation, silence, independence, and stubbornness.
Black color reminds of a failure, a bottomless abyss. But at the same
time, it is associated with elegance, sophistication and sexuality. It is the
main color in the clothes of modern women living in cities. Typically,
women wear black suits for business meetings. A black tuxedo and a little
black dress are the best choice for any formal occasion. Black dress looks
very sexy, because black is also associated with danger.
Black is the color of night and death, the color of witchcraft and black
magic, the color of illegal activities (black market), the color of rejection
(black list) and exile (black sheep). In proverbs and sayings, black is often
associated with fear, anger, and depression. Black color encourages
confrontation and violation of taboos.
Black color has gained popularity among the artists, fashion and
interior designers, because it always symbolizes the violation of bans. The
negative qualities of black color have made it the best one among fashion
designers and artists.
Black combines well with other colors. In addition, it is slimming.
Black color always speaks of strength, power and exquisite taste. This is
a completely safe choice. According to S. Holbeche, black means
indifference and unconsciousness.
Gray is perceived as passive, weak and insecure color.
Gray is a classic neutral color. It reflects all colors and is not
dominated by any of them. It is widely used for creating background. It is
moderately conservative, traditional and intelligent. S. Holbeche
characterizes gray as the color of separation, alienation.
To smooth out the neutrality of gray, you can “warm” it a little by
adding red or yellow, or “cool” it by adding green or blue.
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In nature, gray is present in granite and cold gray in shale. Modern
blood pressure
кровяное давление
breathing rhythm
дыхательный ритм
color exposure time
время воздействия цвета
color fatigue
цветовая усталость
technologies allow you to get gray with pink or lavender hues, as well as
hundreds of other interesting colors.
Silver, metallic color is associated with wealth. Dark gray is an
indispensable attribute of a serious businessman.
Sometime gray color can seem old, boring and uninteresting.
However, gray looks strong, energetic, sophisticated and beautiful in
combination with other neutral (black, white, beige, brown) or bright
colors. Some people say that dull gray causes apathy and boredom.
S. Holbish characterizes many other colors. Golden symbolizes
enlightenment. It is the color of God. Indigo symbolizes imagination and
intuition. Silver is the color of coldness and mysticism. It refers to the Moon.
Lavender color is associated with spirituality. A combination of black and
pink symbolizes the destruction. Amber color is considered as vitality. It is
the color of the Sun.
LECTURE QUESTIONS
1. What factors influence the quantity of color?
2. What colors have an exciting effect on a person?
3. What colors have a calming effect on a person?
4. How does the time of color perception affect a person?
5. What colors have the greatest impact on a person?
6. What is the psychological meaning of each color of the rainbow
according to Luscher's theory?
LECTURE VOCABULARY LIST
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color saturation
насыщенность цвета
color spot area
площадь цветового пятна
color symbolism
цветовая символика
crimson color
багряный цвет
eye fatigue
усталость глаз
lighting conditions
условия освещения
muscular tension
мускульное напряжение
visual illusion
иллюзия зрения
10. COLOR PALETTES OF THE WORLD
Color preferences of the future
While color symbolism is constant, some aspects of color are in
constant evolution.
The new colors are the result of the efforts of professional colorists
and designers who try to understand what people will be buying next season.
Marketers and fashion designers work in close cooperation to create new
color schemes. Companies understand that color is the most powerful tool
to make people buy their products. Naturally, we buy items based on their
quality and price. However, if the manufacturer chooses the wrong color,
the buyer may choose a competitor's product.
However, determining the color preferences of the future is not
the privilege of a small number of amateur experts who dictate their tastes
to the public. In fact, the public dictates their tastes to producers. It is the
buyers who determine whether a new color will live on or quietly disappear
from the scene. Success in the market depends only on the taste of buyers.
Of course, manufacturers do their best to make a right choice, since
the price of a wrong step is very high. It is much better to choose the right
color right away than to lower the price of stale goods later. That is why
many companies resort to the services of professional experts.
Predicting color trends is both a science and an art. Experts and
fashion designers analyze modern tendencies of society. Experts should be
open to the world. Their goal is to identify colors that are attractive to
people, regardless of their own preferences. Such people should be able to
leave personal tastes behind and listen to the opinion of society.
New color schemes are shown at various trade shows. In addition,
there are many color prediction firms in both Europe and the US. Some of
them specialize in certain industries, others give broader forecasts. These are
professional organizations advising large and small companies. Many
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manufacturers send their employees to seminars, meetings and other events
held by such organizations.
Color infinity
The combination of colors is endless. People do not want to live in
a house decorated with only one or two colors. Color allows us to feel the
beauty of the world around us. We see new colors and they make us happy.
We change our lives in accordance with colors. They charge us with their
energy, and we gladly accept it.
The use of a new color is always a celebration, a break in the daily
routine, a meeting with something special. Color is closely connected with
health and well-being. Some people claim that they are able to see the aura,
the colored field that surrounds the human body. Such extrasensory
perception experts can determine the state of health and mind of people by
their aura. Some people believe them; some people think that this approach
does not work.
Colors and color combinations can bring joy and happiness, lead to
well-being. You should use color to recharge your batteries and energy as
well as to relax and calm down.
The role of light and color in human life
Color has a great impact on our lives - on mood, emotions, well-
being, and choice of things. Color sends signals. People spontaneously
respond to these signals. Color can be attractive and disgusting, soothing and
exciting, seductive and exciting.
Color has the strongest influence on the decision-making process of
people. We live in a world that offers different color compositions. In 1856,
William Henry Perkin, an English chemist, synthesized the first aniline dye,
which was called mauve. Adolf von Baeyer, a German chemist, Nobel Prize
winner in 1905, created a whole range of colors, opening the era of artificial,
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man-made colors. Now products and goods have the most unimaginable
colors. There are different new technologies widely used for producing
metallic and pearling paints as well as paints imitating various textures.
Nowadays, whatever you think of is available to you in a wide variety of
colors.
If you know the secret of color, you can determine the color
preferences of anyone with whom you have to come into contact. You can
understand the universal meaning of color and be able to choose the most
effective color solution for any situation and object. You can find out how
businessmen and manufacturers use color in order to influence buyers, and,
therefore, to sell their products.
Color helps people communicate with each other. Color is the main
subject that designers and artists, publishers and printers, car mechanics and
textile workers, cameramen and television directors study. Color plays a
defining and decisive role for a great number of professions.
Color is a gift of nature. Our life would be monotonous without
colors. The world will always change and intrigue you thanks to color.
LECTURE QUESTIONS
1. What color is the symbol of a dynasty in Japan?
2. What is the color of mourning in China?
3. What color do Parisians prefer in business clothes?
4. What colors do Scandinavians use to compensate for the lack of
natural color?
5. What is the reason for the diversity of the palette and style in clothes
and household items in America?
6. When was the aniline dye synthesized?
7. Who initiated the era of creating artificial colors?
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LECTURE VOCABULARY LIST
aniline dye
анилиновый краситель
color palette
цветовая палитра
color preference
цветовое предпочтение
decision-making process
процесс принятия решений
extrasensory perception expert
экстрасенс
mauve
розовато-лиловый цвет
metallic paint
металлизированная краска
pearling
перламутровый
stale goods
залежалые товары
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