If the average person has up to 48 thoughts per minute, I reckon I’m pushing 90 and my Googletab-to-thought ratio is easily 33:1
I’m in a Mimosa Yellow kind of mood.
TRICHROMAT vs TETRACHROMAT
I was sat on a train heading eastbound and down a couple of days ago gazing out the window at charcoal skies and lush green fields when I started to interrogate the idea of colour.
We’re all Trichromats which basically means that the cone receptors in our eyes let us take in three colours – red, green and blue, with one million variations. This is already quite WOW, but what’s even more incredible, is that about 2% of the population are Tetrachromats…
Tetrachromats have the magical ability to see up to one.hundred.million.colours.
I actually first read about this when I bought a MAC Liptensity lipstick as the entire range is about hyper-pigmented colours, inspired by tetrachromacy.
This got me thinking how important colours are to us, then how they’re used in marketing, and reminded me of a quote from Devil Wears Prada…
But what you don’t know is that that sweater is not just blue, it’s not turquoise. It’s not lapis. It’s actually cerulean. And you’re also blithely unaware of the fact that in 2002, Oscar de la Renta did a collection of cerulean gowns. And then I think it was Yves Saint Laurent… wasn’t it who showed cerulean military jackets? And then cerulean quickly showed up in the collections of eight different designers. And then it, uh, filtered down through the department stores and then trickled on down into some tragic Casual Corner where you, no doubt, fished it out of some clearance bin.
How bizarre is that big colour companies like Pantone and Dulux, along with a few influential style agencies get together to essentially dictate what colours will fill our world season by season.
Colour palettes are conjured up and trickle down through almost every market you can think of – from cars, to interior to design, to shop windows, films, music videos and of course, fashion.
Ultra Violet 18-3838
Colour of the year 2018
Around 70% of consumer buying decisions are impacted by colour. And not just about the products they’re browsing…even the colour of the shop’s facade can be make or break when it comes to topping up the till.
The same goes for websites. If your brand colours don’t resonate with your target market, they’ll be clicking elsewhere. But why?
Colour & Emotion
Some prisons in Switzerland are painted pale pink inside as it’s supposed to have calming effect on inmates and limit violence. Hospitals are often pale greens or blues which are supposed to relax us and reduce fear and panic.
Then there’s film.
Two of the most important things in film are the soundtrack, and colour (and probably third that they involve Tom Hardy). It can be a still scene without actors but dark raging skies and a heavy crescendo of classical can make you physically feel the impending doom in your stomach before it’s even on the screen.
So yeah, totally pointless post but you did get to see Margot Robbie with her legs spread and most of us probably haven’t given colour a lot of thought since we were learning about the primary colours in little school.
It’s quite nice to wake up in the morning and look at the world with a child’s eyes. Everything is magic.