The world of colour: the origins and human behaviour behind colour.
In the words of J.M.W. Turner, circa 1818,
"Light is therefore colour, and shadow the privation of it."
These words carry profound meaning, emphasising the essential role that colour plays in our perception of the world. From the fluorescent hues of hi-vis jackets to the iconic logos of beloved brands and even the eye colour of our loved ones, colour surrounds us. But how do we truly perceive these vibrant shades and hues?
The Mystery of Colour Perception
To comprehend the essence of colour, we must first delve into the science of sight. Objects exhibit various colours because they absorb specific wavelengths from the visible light spectrum while reflecting others. Take, for instance, a ripe tomato; it soaks up the shorter and medium wavelengths, encompassing blues, violets, greens, yellows, and oranges. What reaches our eyes, the radiant red, is then processed by our brains. Interestingly, the colour we perceive an object to be is, in reality, the colour it isn't – the segment of the spectrum that is reflected away.
As light enters our eyes, it encounters the lenses and ultimately reaches the retinas, located at the back of our eyeballs. These retinas are home to light-sensitive cells, aptly named rods and cones due to their distinct shapes. Rods are responsible for our basic vision and are incredibly sensitive, distinguishing between light and darkness. However, it's the cones that hold the key to colour perception. We possess far fewer cones – around 6 million in each retina – with the majority concentrated in a small, central region known as the macula.
The Colour-Blind Conundrum
“Remarkably, approximately 4.5% of the world’s population experiences colour blindness or deficiency due to flaws in their cone cells. While the phenomenon isn’t entirely understood, it often has genetic origins and is more prevalent among men, affecting roughly 1 in 12 compared to 1 in 200 women”
It's like nature's way of saying, "Hey guys, let's give them a whole new meaning of a 'man look' when it comes to colours!"
Isaac Newton's Chromatic Revelation In 1666, the brilliant Isaac Newton embarked on a ground breaking journey, experimenting with prisms and beams of sunlight. His endeavors forever transformed our understanding of colour. During the Middle Ages, mixing colours was considered taboo, and even during Newton's era, the notion that a blend of colours could yield white light was heretical.
As anyone who's ever dabbled with a paint set knows, mixing colours typically leads closer to black, not white. Say what?! The explanation for this intriguing fact lies in the realm of optics, differentiating between two types of colour mixing: additive and subtractive.
Additive mixing involves combining various light wavelengths to create different colours, ultimately resulting in white light. Newton's experiments with prisms demonstrated this phenomenon. Conversely, when we mix coloured paints, the wavelengths are subtracted, reflecting specific colours back to our eyes. It was only in the seventeenth century that the concept of red, yellow, and blue as primary colours, and green, orange, and purple as secondary ones, began to take shape, largely due to Newton's ground breaking discoveries.
A Broader Spectrum of Colour History
Historically, the study of colour has often been confined to recent periods and artistic realms, a rather reductive approach, as Michel Pastoureau aptly notes.
“The history of painting may be one facet, but the history of colours itself is a vast and intricate tapestry.”
The Multilingual Palette
Language, too, adds captivating layers to our perception of colour. Across the globe, languages categorise and name colours differently. For instance, Korean includes a distinct word for distinguishing yellow-green from regular green, while Russian has separate words for light and dark blue. Take Himba, spoken by a tribe in southwest Africa, which divides the colour spectrum into five distinct slices, or Rennell-Bellona, a Polynesian language that roughly segregates colours into white, dark (encompassing blue and green), and red (including yellow and orange). These linguistic variations remind us of the rich cultural dimensions embedded within colour.
The Cultural Significance of Colour
Colour carries profound cultural and emotional significance. Let's embark on a technicolour journey across the globe, exploring examples of diverse meanings attached to colours.
Brazil: A carnival of colours, imagine donning a fabulous purple jumpsuit for Brazil's legendary Carnival – sounds dazzling, right? Well, think again! In Brazil, purple isn't a symbol of royalty but rather of mourning and death. So, unless you want to be a party pooper, consider opting for a more vivacious hue!
China and Asian Cultures: The language of colours in many Asian cultures, colours are more than just adornments; they're a language of their own. Red, for instance, signifies prosperity, joy, and love, extending beyond mere stop signs. White, often associated with innocence and purity, takes on diverse meanings in these cultures.
Germany: Blue, masculinity, and feeling blue in Germany, blue is synonymous with masculinity. "Feeling blue" suddenly takes on a whole new significance. Surprisingly, yellow, typically linked to sunshine and happiness, symbolises envy. So, if you're feeling green (or should we say, yellow?) with envy, you're spot on, mein Freund!
Australia: nature's palette Australia boasts a stunning palette of earthy tones and vibrant greens, mirroring the natural beauty of the outback. The turquoise waters and golden sands of its beaches create a mesmerising blend – a visual treat akin to a margarita for your eyes, sans the hangover!
If you're enthusiastic about delving deeper into the enchanting realm of colour, we strongly suggest immersing yourself in resources like "The Secret Lives of Color, by Kassia St. Clair” which unveils the origins of colour. This exploration into the world of colour promises to be a delightful adventure for your senses, uncovering the complexities of a world adorned in an endless array of hues. It will offer you a fresh perspective, enabling a greater appreciation of colours. You may also be pleasantly surprised to discover that colour is not confined solely to the realm of art; it holds significance in the domains of science and psychology as well.
Colour is a powerful tool, 62-90% make purchasing decisions based on the brand and product colour!
We’re *obviously* super passionate about this topic so if you want to dive deeper with insights tailored to your business, book a complimentary 15-minute enquiry chat with us today. Together, we can work together and unlock a stronger brand with higher engagement and conversion rates.
Referenced: "The Secret Lives of Color, by Kassia St Clair" and zekagraphic.com/psychology-of-colorWant to get all the juicy goss about branding and illustration straight to your inbox?
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