Influences of Colour on Perception

Influences of Colour on Perception Introduction The great mystery of colour has mesmerised humanity since time immemorial. For every second of the day we are enveloped by a seemingly infinite range of hues which oscillate through morning, noon and night. This incessant interaction with colour has manifested itself in some of the finest examples of artistic expression, such as Wordsworth’s ‘Daffodils’ and Van Gough’s ‘Sunflowers.’ From the cave paintings of pre-history to the conspicuous advertising hoardings of the modern era; all of the great civilisations have been infatuated by colour. In recent years both academics and functionaries within the commercial domain have become increasingly interested in how human beings are influenced by colours. Much advancement has been made in the fields of colour psychology and colour marketing. It would certainly appear that colour has a profound effect upon the human psyche. As Diane Ackerman has noted ‘Colour doesn’t occur in the world but in the mind.’[1] Colour and Perception According to the Oxford Dictionary colour is defined as ‘the sensation produced on the eye by rays of light when resolved as by a prism, selective reflection, etc., into different wavelengths.’[2] It was Sir Isaac Newton who discovered this phenomenon by focusing a ray of white light upon a prism and creating a spectrum. His findings are illustrated in his 1704 work entitled ‘The Opticks.’ Each colour has a unique frequency and wavelength, and all comprise the segment of the electromagnetic spectrum which is visible to the human eye. Specific objects both reflect and absorb particular wavelengths of radiation. The reason that plants appear to be ‘green’ is because they absorb all colours in the electromagnetic spectrum with the exception of green.[3] The green light is reflected by the plant and can consequently be detected by the human eye. All ‘coloured’ objects surrounding us are in fact reflecting ‘their’ colour towards us. The complex process of colour identification and differentiation is initiated by the ‘cone’ cells of the retina which can detect blue, red and green light.[4] This information is then transmitted to the optic nerve and onwards to the brain. Some scientists insist that blue, red and green are the true primary colours and that all colours are merely combinations of the three. However, many dispute this and argue that yellow is a primary colour. Aristotle and Goethe classified yellow as a primary colour and noted how it is the first to materialise from white light.[5] The ‘pure’ quality of yellow is evident and it exhibits the highest reflectivity of all the colours.[6] Yellow is also a ‘warm’ colour of long wavelength and the retina must enlarge convexly in order to focus objects of this hue. A bright yellow banana will seem larger and closer to the spectator than an object reflecting a cool shade of blue or green from equal distance.[6] Yellow is truly a highly prominent component of the electromagnetic spectrum. The puissance of this colour is evident in its outstanding ability to attract the eye and it is commonly deployed for promotional purposes in the commercial sector. As E P Danger has stated it is an ‘excellent attention getter.’[7] Yellow is synonymous with the warmth, energy and vitality of the sun, and the theme of ‘hope’ is evoked as it represented the first light of dawn to peoples of pre-history.[8] It is the hue of science, expansion, alacrity and swift decision making.[9] The emotional impact of yellow was observed by Diane Ackerman whilst observing a brilliant piece of yellow sulphur. She described an overwhelming ‘rush’ of pleasure and excitement.1[0] June McLeod noticed that ‘we can sometimes lose our identity and focus with too much yellow.1[1] Students of colour psychology are familiar with the link between this colour and the emotional chakrah of the solar plexus.1[2] Particular shades of yellow can have a detrimental impact upon the viewer. Negative concepts of disease, jaundice and decay have so often been associated with it. The notorious ‘yellow-press’ and yellow of the coward conjure up less palatable images.1[3] These factors, which have been ingrained into the collective consciousness of the human race, must be carefully considered and borne in mind by those wishing to utilise the colour yellow for academic and commercial purposes. The Use of Yellow Paper for Academic Purposes The increased use of dyes in the paper production process of the late eighteenth century, and subsequent developments in the industry, have provided the medium of coloured paper.1[4] On a rudimentary level, coloured paper may be deployed by academic institutions for classification purposes. The Scottish Examination Board issue a different colour of exam paper for each respective subject. E P Danger has stated that yellow is ‘one of the best of all colours for paper because of its high visibility.’1[5] He also notes how ‘it is said to stimulate the intellect and for that reason is often used in libraries.’1[6] Librarians often choose to index by affixing yellow tags on the spine of books. This allows prompt recognition for those searching for a specific text. Card index files and ‘post-it notes’ are also frequently provided in this colour. Strong shades of yellow can prove effective for presentational purposes in both the lecture theatre and the classroom. The subliminal effects of yellow paper can clearly have a positive effect on those engaged within the realms of academia. June McLeod recognises yellow as the colour of ‘mental energy’ and highlights how typing or writing on to yellow paper will keep you alert and focused on the job at hand.’1[7] Dee and Taylor have decreed that yellow is the colour of ‘those who must concentrate.’1[8] Yellow paper is also less stark than white paper and thus more conducive to study. Much research has been conducted using ‘colour cards.’ It has been discovered that humans ‘sense’ colour through the skin. Suzy Chiazzari has explained how ‘many blind people can differentiate colours by passing their fingers or hands over an object.’1[9] Yellow paper can be readily deployed by academics and colour therapists alike in order to harness the properties of this specific colour. Yellow Paper and Advertising The vibrant world of advertising and marketing draws considerably upon the profound qualities of the colour yellow. The prominent hue of the ‘Yellow Pages’ directory is instantly discernable, internationally recognised, and affords prompt access to a vast array of service providers. The presentation of black type upon yellow pages focuses the mind excellently and provides high visibility.2[0] The reader may deploy ‘skimming’ skills and be less likely to overlook the desired information. Many phone directories and publications have now emulated the success of the ‘Yellow Pages’ when exhibiting classfied sections. Yellow paper is commonly the medium of flyers, which are distributed freely in urban areas, and for posters in public places. It can swiftly transmit a specific message to the target audience. The importance of colour in advertising is of paramount importance and can transmit powerful messages via company logo, stationery, packaging and design.2[1] Yellow is favoured by the travel and leisure industries with its promise of sunshine. The cover of the current Tropical Locations travel brochure is a dazzling shade of rich yellow. Low budget travel operators and airlines make liberal use of yellow in their advertising campaigns as they strive to coax potential clients with notions of instant Mediterranean climes. The ‘holiday’ concept has been masterfully exploited by the Kodak photographic company for many years now and ‘Kodak yellow’ has become almost synonymous with sun, sea and sand. Food promotion shares a close relationship with yellow in most cultures2[2] as the colour has an appetising effect upon consumers.2[3] Products such as cheese and butter are usually marketed and packaged in this hue. The recent Cadbury’s Twirl product was successfully promoted with yellow lettering emblazoned upon a violet background. This is interesting as violet is the complimentary colour to yellow on the Colour Wheel.2[4] Products which are promoted using yellow frequently utilise shades of blue and violet to harmonise visual appeal. A rich yellow implies a strong taste and more golden shades represent quality. The world famous MacDonald’s logo with its large yellow ‘arches’ embodies the concept of ‘fast food.’ Yellow paper is used for the labelling and promotion of soft drinks. A paler shade signifies a lemon or milder taste.2[5] However, the use of a stronger yellow to promote Lucozade epitomises the concept of ‘energy’ excellently. Alcoholic beverages such as Tennents Lager and Boddington’s Ale utilise yellow for marketing purposes. This is extremely effective as it symbolises the very appearance of the product. Cardboard packaging and place mats may be eye-catching, but also serve to kindle images of the drink in the mind, as well as whet consumer appetite. Products targeted at younger people are generally advertised using yellow. It has been discovered that children like yellow and teenagers respond positively to the colour.2[6] Children’s wear and cosmetics are often advertised using yellow. This colour is associated with newness, youth and optimism.2[6] This may be why the ‘Job Centre’ in the United Kingdom has recently been conducting its employment campaign in the colours of yellow and green, which combined, are symbolic of spring-time and new beginnings. Conclusion Danger has emphasised that colour ‘motivates people in a way that is largely subconscious’ and that it is extremely difficult to discern ‘where physical, visual processes end and mental processes begin.’2[7] Ackerman has also commented that ‘scientists have known for many years that certain colours trigger an emotional response in people.’[28] The development of the ‘Colour Effects System’ since the 1970s highlights that there is a definite correlation between colour and human response to colour. It is generally accepted that yellow provides the most powerful psychological stimulus. It is for this reason that it has been utilised by academics and advertisers for a wide variety of purposes. When one considers the high incidence of yellow paper within academic institutions and the commercial sector it clearly has a profound influence. The overwhelming amount of logos, promotional literature and products which have harnessed the colour is truly astounding. It is even more intriguing that we are often not even consciously aware of its potent subliminal messages. The mysterious appeal of the colour yellow ensures that yellow paper shall continue to be produced and utilised for academic and promotional purposes for many years to come. Bibliography ACKERMAN, D. A Natural History of the Senses, Phoenix, 2000  Pages: 252-256 CHIAZZARI, S. The Complete Book of Colour, Element, 1998  Pages: 12-18 DANGER, E P. The Colour Handbook, How to use colour in commerce and industry, Gower Technical Press, 1987.  Pages: 54, 56, 60, 61, 329, 378, 572, 573, 575-577, 580, 582, 585, 586. DEE, J. TAYLOR, L. Colour Therapy, The symbolism, use and healing effects of colour, Silverdale, 2002.  Pages: 8, 59 GREGORY, R L. Eye and Brain, The psychology of seeing, Oxford University Press, fifth edition, 1998.  Pages 124-126 JONES, M. JONES, G. MARCHINGTON, P. Physics, Cambridge University Press, Second Edition, 1997.  Pages: 138-140 MCLEOD, J. Colours of the Soul, Piatkus, 2000  Pages: 131, 132, 136, 145-158. NATIONAL ASSOCIATION OF PAPER MERCHANTS. EDUCATION COMMITTEE, Paper, its making, merchanting and usage, Longman, third edition, 1974.  Pages 5, 7. WRIGHT, A. The Beginners Guide to Colour Psychology, Kyle Cathie Limited, 1998.  Pages: 17, 21, 27, 81, 149, 150, 154. The Concise Oxford Dictionary, Oxford University Press, 1990.  Page: 223 Footnotes [1] D Ackerman, A Natural History of the Senses, Phoenix, 2000) 254 [2] The Concise Oxford Dictionary, Oxford University Press, 1990) 223 [3] M Jones, G Jones, P Marchington, Physics, Cambridge University Press, 1997) 139 [4] M Jones, G Jones, P Marchington) 140 [5] A Wright, The Beginner’s Guide to colour Psychology, Kyle Cathie, 1998) 17 [6] J Dee, L Taylor , Colour Therapy: The Symbolism, Use and Healing Effects of colour, Silverdale) 2002 [6] EP Danger, The Colour Handbook: How to Use Colour in Commerce and Industry, Gower, 1987) 56 [7] EP Danger) 573 [8] EP Danger) 586 [9] J Dee, L Taylor) 59 [0] 10 D Ackerman) 254 [1] 1 J McLeod, Colours of the Soul, Piatkus, 2000) 136 [2] 12 A Wright) 27 [3] 13 E P Danger) 585 [4] 14 National Association of Paper Merchants, Paper, its making, merchanting and usage, Longman, 1974) 5 [5] 15 E P Danger) 585 [6] 16 E P Danger) 572 [7] 17 J McLeod) 136 [8] 18 J Dee, L Taylor) 59 [9] 19 S Chiazzari, The Complete Book of Colour, Element books Limited, 1998) 15 [0] 20 E P Danger) 582 [1] 21 J McLeod) 131 [2] 2 E P Danger) 575 [3] 23 E P Danger) 329 [4] 24 A Wright) 149 [5] 25 E P Danger) 576 [6] 26 E P Danger) 573 [6] 26 A Wright) 150 [7] 27 E P Danger) 56 [28] D Ackerman) 254

Movie Task

Classical conditioning was first explored and developed by Ivan Pavlov, wherein the repeated pairings of a neutral stimulus and an unconditioned stimulus would result to a conditioned response to the neutral stimulus which now becomes the conditioned stimulus. In simpler terms, Pavlov was able to demonstrate that continuously pairing a product or brand with positive emotions or behaviors, resulted to people becoming conditioned to the brand or product as producing positive emotions or behaviors. Classical conditioning was the first learning program to be applied to a number of fields whose objective does to make people learn something new without actually needing to pay attention or analyze what they were learning. Classical conditioning was the preferred method of marketing strategies for low-risk and low-involvement products and has been quite effective in building the association between safety and Mr. Muscle, or that of a Happy Meal at McDonald’s. Concept in the movie: In the movie, classical conditioning was depicted in the distinction made from the quality of life up at San Angeles and down at the rebels lair. The movie had shown a stark contrast between the kind of life people have up at the megalopolis San Angeles and down the sewers. The affluent and safe life was depicted with the shiny buildings, the morality statute and zero violence, whereas the dark and difficult life was depicted underground in the sewers with unhealthy food, with rags for clothes and unsanitary living conditions. Evaluation of the concept in the movie: Classical conditioning refers to the process in which something is learned because it has become strongly associated with a certain emotional or physiological response. The movie made use of the classical conditioning concept by making the viewers believe that life up at San Angeles was better than life under it because of the contrasting emotional response that it evoked from the actors in the movie. The life at San Angeles was safe and boring, while under it, it was dangerous and exciting. In the concept of marketing, we could see that Dr. Cocteau was promoting the quality of life in San Angeles by making people believe that life there was safer, better and more productive than life under it to discourage people from going underground because he feels threatened by the dissenters. The emotional response of the characters in the movie who were up in San Angeles towards the underground rebels indicate the makings of classical conditioning, wherein the mere thought or presence of a rebel could evoke fear or hostility towards the rebels who did not want the kind of life offered by Cocteau. When the rebels go up at San Angeles to look for food, the citizens feel that they are being terrorized while Spartan looks at it as a means of survival because he had not been conditioned to have negative emotions for the rebels like the normal citizens do. Concept 2 Title: Brand Loyalty vs Brand Equity Concept Definition: Brand loyalty refers to the degree of attachment that a consumer has for a particular brand, while brand equity refers to the intangible value that a consumer attaches to a particular brand and how it evokes familiarity and positive emotions and perceptions. Brand equity is the general term while brand loyalty is a component of brand equity together with brand awareness, perceived quality and brand associations. The level of brand loyalty can predict the likelihood that a consumer will continue buying the brand, which can also be affected by brand awareness. Brand awareness indicates how well informed and aware the consumer is about the brand and its related products, like how many kinds of detergents does Tide have. Perceived quality refers to how consumers assess the quality of the brand, or how congruent the quality of the product is to how it has been marketed, if it says it can make stains disappear, do consumers believe it or not. Brand associations refer to the emotional and mental associations a consumer has about the product, if Tide is associated as the cleanest smelling detergent, then the mere exposure to the product would have us remember that clean smelling shirt at the wash. The stronger the brand loyalty is and awareness and association of the product and high perception of quality, the stronger the brand equity will be. Concept in the movie: Brand loyalty and brand equity was depicted in the movie with the reference of Taco Bell as the only surviving fast food after the different establishments battled it out in the franchise wars. Since San Angeles promoted safe and clean living without meat, fat, high cholesterol and the like, Taco Bell was the only fast food that survived because they offered the food that was prescribed by the leader of San Angeles and since Taco Bell was providing the same kind of food before the â€Å"big one† of 2010, then brand loyalty and equity had been strong as many people were aware of Taco Bell, and knew about its quality and that it is associated with healthy food and clean living. Evaluation of the concept in the movie: In the movie, Huxley explained that the only fast-food in the city was Taco Bell; this indicated that Taco Bell has strong brand equity. This would mean that Taco Bell has a monopoly of the fast food industry and that every franchise in the city is named Taco Bell. Surviving the franchise war gives us an idea of how the brand equity of Taco Bell gained an almost cult like status; the franchise war referred to how the fast-food industry tried to offer products that would be in keeping with the new quality of life with San Angeles, devoid of hamburgers and French fries and other sinfully unhealthy foods. Since most fast-foods rely on the usual fare of grease and salty fries, the move to prefer healthier foods left the other fast-foods cold. It was probably Taco Bell who alone kept up with the changing food habits of the people of San Angeles which s why it has come to be associated with healthy and approved foods. Likewise, Taco Bell has been able to retain the fast-food brand as a memory of the kind of fast foods in the city 20 years ago. The awareness of the brand of fast food as Taco Bell show that people still were loyal to the brand and they already have formed a strong opinion of the kind of food offered in the stores. Concept 3 Title: Cognitive dissonance theory vs Attribution theory Concept Definition: Leon Festinger said that cognitive dissonance arose from the inconsistency of an individual’s attitude to his/her behavior or actions. When a person thinks that he/she is kind but refuses to give alms to beggars, then that person experiences cognitive dissonance, the normal reaction to cognitive dissonance is to reduce the dissonance by changing one’s attitudes. On the other hand, attribution theory refers to the process in which we infer and understand our own behavior or that of other people. Heider said that attributions are made based on personal factors or situational factors in order to explain the behavior of other people. The fundamental attribution error says that observers generally overestimate the influence of personal factors when explaining the behavior of others while we tend to overestimate situational factors when we analyze our own behavior. Concept in the movie: Cognitive dissonance and attribution theory was shown in the movie through the series of exchanges between Spartan and Huxley in their pursuit of Phoenix and also in the justification made by Dr. Cocteau in his attempt at eliminating the rebel leader. In a poignant scene, Spartan complains that chasing and hitting bad people are okay but if these people are only looking for food then it is not okay. Attribution theory was depicted when Dr. Cocteau was dismayed with how his plan turned sour when Phoenix failed to follow his orders and instead went on a killing rampage in San Angeles. Evaluation of concept in the movie: Spartan was a cop of the past and he had trouble adjusting to the quality of life in the new San Angeles, he was brought to life again in order to catch an old criminal which was no match for the new San Angeles police force. This situation already hinted of cognitive dissonance, the presence of a police department who were ill equipped to catch criminals, and the curtailing of freedom of expression in order to keep peace and order in the city. The most memorable example of cognitive dissonance was when Spartan was chasing after a group of rebels who were looking for food, he thought that these people were really rebels but when he found out that they were only looking for food and was rebelling against the quality of life up in San Angeles than an arms rebellion. The dissonance arose from Spartan’s belief that he is a good cop chasing after bad guys, when he realized that he was chasing people looking for food, he felt discomfort and tension which resulted to attitude change, and here we see that Spartan tried to understand the rebels and their principles thereby reducing the dissonance. Attribution theory was depicted in Dr. Cocteau’s explanation of why Phoenix did not go through the plan to kill the rebel leader immediately. He said that Phoenix was made that way that a criminal would always be a criminal; he failed to say that the lack of police force and the flimsy security measures all contributed to Phoenix’s ease at creating mayhem in the city. Reference Schiffman, L. G. & Kanuk, L. L. (2007). Consumer Behavior, 9th ed.   Englewood Cliffs, NJ: Prentice Hall, Inc.

Effects of Human Capital on Maize Production in Ghana Essay

Agriculture constitutes about one-third of GDP and provides employment for about two-thirds of the labor force in Sub-Saharan Africa. Productivity growth in agriculture is therefore an important element for economic growth and development. Yet, growth in this sector has been slow. According to the World Bank (1989), agricultural growth for the continent from 1980 to 1989 averaged only 1.8% per year. Therefore, â€Å"improving this growth rate is of increasing concern for both governments and international organizations† (Pinckney 1995). Investing in the human capital base is regarded as one of the most effective ways to improve agricultural productivity (Nelson and Phelps, 1966; Romer, 1990; Bindlish and Evenson, 1997; Birdsall et al., 1999).†¦show more content†¦Rivera (1998) argues that education, irrespective of the form, improves productivity to a very significant extent. 1.2 Problem Statement Agriculture is a very important sector in the Ghanaian economy. Although its contribution to GDP decreased from 43.5% in 1990 to 21.5% in 2013, it still remains a significant player in the economy of the country (Ghana Statistical Service 2008; ISSER 2011; CIA 2013). The agricultural sector employs about 60% of the workforce in Ghana and can therefore be regarded as the backbone of the Ghanaian economy (ISSER, 2011). Maize is the most important cereal crop produced in Ghana and it is also the most widely consumed staple food in Ghana (Morris et al., 1999). Maize accounts for 55% of grain output in the country. Maize is also an important component of poultry feed and to a lesser extent the livestock feed sector, as well as a substitute for the brewing industry. Although maize productivity has been increasing over the years, studies show that Ghanaian farmers are yet to produce enough to meet the nation’s demand. 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Analysis of Financial Position of Smrt and Sbs Transit,...

Table of Contents 1. Executive Summary 2. About the Company 2.1 Key People 2.2 Milestones 2.3 Business Structure 3. Company Analysis of SMRT Corporation Ltd. 4. Company Financial and Data Analysis 4.1. Profitability ratio 4.1.1 Return on Capital Employed (ROCE) 4.1.2. Operating Profit Margin 4.1.3. Profit Ratio 4.1.4. Return on Equity (ROE) Ratio 4.1.5. Return on Assets (ROA) Ratio 4.2. Liquidity Ratio 4. 2. 1. Current Ratio 4.2.2. Acid-Test Ratio 4.3. Stability ratio 4.4. Efficiency Ratio 4.4.1. Sales Revenue per Employee Ratio 4.4.2. Asset Turn Over Ratio 4. 5.Investors ratios 4.5.1. Earnings per Share†¦show more content†¦The 89.4 km MRT system, which consists of the North South and East West lines, stretches over 51 stations. System will expand to include the Circle Line (33.3 km), which will interchange with the North South Line, East West Line and North East Line. SMRT Investment Pte Ltd Set up on 9 March 2000. Principal activities are in the marketing and leasing of media spaces as well as the marketing, leasing and management of commercial spaces within the SMRT network. SMRT Engineering Pte Ltd Set up on August 1999. Offers one-stop consulting services from project conceptualization to operations, maintenance and related assignments. SMRT Light Rail Pte Ltd Set up in 1997 and operates Singapores first fully automated LRT system. Stretches over 7.8 km along 14 stations in Bukit Panjang. SMRT Taxis Pte Ltd Manages a fleet of over 3,000 taxis, including Prestige Mercedes, London taxis and SMRT SPACE MPV taxis. SMRT Automative Services Pte Ltd SMRT Buses Ltd Provides maintenance and repair services.Show MoreRelatedAnalysis of Financial Position of Smrt and Sbs Transit, Singapore7870 Words   |  32 PagesTable of Contents 1. Executive Summary 2. About the Company 2.1 Key People 2.2 Milestones 2.3 Business Structure 3. Company Analysis of SMRT Corporation Ltd. 4. Company Financial and Data Analysis 4.1. Profitability ratio 4.1.1 Return on Capital Employed (ROCE) 4.1.2. Operating Profit Margin 4.1.3. Profit Ratio 4.1.4. Return on Equity (ROE) Ratio 4.1.5. Return on Assets (ROA) Ratio 4.2. Liquidity Ratio 4. 2. 1. Current Ratio 4.2.2. Acid-Test Ratio 4.3. StabilityRead MoreGardenia Marketing Plan7095 Words   |  29 Pages 10 Economics 10 Socio-cultural 11 Micro Environment 11 Marketing Intermediates 11 Media 11 Competitors 12 FairPrice 12 SunShine 13 Internal SWOT Analysis 14 Gardenia 14 Strengths 15 Weaknesses 15 Opportunities 15 Threats 16 From Threats to Opportunities 16 Competitors 17 SunShine 17 FairPrice 18 Market