Archive for the 'Articles' Category

Jun 17 2008

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Karen Kow

Why Colour Matters

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Although colour is a “soft science,” substantial research shows why colour matters and how it plays a pivotal role in all our visual experiences.

Colour and Marketing

1. Research conducted by the secretariat of the Seoul International Colour Expo 2004 documented the following relationships between colour and marketing:

92.6 percent said that they put most importance on visual factors when purchasing products. Only 5.6 percent said that the physical feel via the sense of touch was most important. Hearing and smell each drew 0.9 percent.

When asked to approximate the importance of colour when buying products, 84.7 percent of the total respondents think that colour accounts for more than half among the various factors important for choosing products.

2. Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on colour alone.

3. Research suggests 73% of purchasing decisions are now made in-store. Consequently, catching the shopper’s eye and conveying information effectively are critical to successful sales.

Color and Brand Identity

1. Colour increases brand recognition by up to 80 percent

2. Heinz
Colour influences brand identity in a variety of ways. Consider the phenomenal success Heinz EZ Squirt Blastin’ Green ketchup has had in the marketplace. More than 10 million bottles were sold in the first seven months following its introduction, with Heinz factories working 24 hours a day, seven days a week to keep up with demand. The result: $23 million in sales attributable to Heinz green ketchup [the highest sales increase in the brand’s history]. All because of a simple colour change.

3. Apple Computer
Apple brought colour into a marketplace where colour had not been seen before. By introducing the colourful iMacs, Apple was the first to say, “It doesn’t have to be beige”. The iMacs reinvigorated a brand that had suffered $1.8 billion of losses in two years. (And now we have the colourful iPods.)

Colour Increases Memory

If a picture is worth a thousand words, a picture with natural colours may be worth a million, memory-wise. Psychologists have documented that “living colour” does more than appeal to the senses. It also boosts memory for scenes in the natural world.

By hanging an extra “tag” of data on visual scenes, colour helps us to process and store images more efficiently than colourless (black and white) scenes, and as a result to remember them better, too.

Source: The findings were reported in the May 2002 issue of the Journal of Experimental Psychology: Learning, Memory and Cognition, published by the American Psychological Association (APA). “The Contributions of Color to Recognition Memory for Natural Scenes,” Felix A. Wichmann, Max-Planck Institut für Biologische Kybernetik and Oxford University; Lindsay T. Sharpe, Universität Tübingen and University of Newcastle; and Karl R. Gegenfurtner, Max-Plank Institut für Biologische Kybernetik and Justus-Liebig-Universität Giessen; Journal of Experimental Psychology – Learning, Memory and Cognition, Vol 28. No.3., 5-May-2002

Colour Engages and Increases Participation

Ads in colour are read up to 42% more often than the same ads in black and white (as shown in study on phone directory ads).
Source: White, Jan V., Colour for Impact, Strathmoor Press, April, 1997

Colour Informs

Colour can improve readership by 40 percent (1), learning from 55 to 78 percent (2), and comprehension by 73 percent (3).

(1)”Business Papers in Colour. Just a Shade Better”, Modern Office Technology, July 1989, Vol. 34, No. 7, pp. 98-102
(2) Embry, David, “The Persuasive Properties of Colour”, Marketing Communications, October 1984.
(3) Johnson, Virginia, “The Power of Colour”, Successful Meetings, June 1992, Vol 41, No. 7, pp. 87, 90.

Colour Attracts Attention

Tests indicate that a black and white image may sustain interest for less than two-thirds a second, whereas a colored image may hold the attention for two seconds or more. (A product has one-twentieth of a second to halt the customer’s attention on a shelf or display.)

People cannot process every object within view at one time. Therefore, colour can be used as a tool to emphasize or de-emphasize areas.

A Midwestern insurance company used colour to highlight key information on their invoices. As a result, they began receiving customer payments an average of 14 days earlier.

Other Research

92% Believe colour presents an image of impressive quality
90% Feel colour can assist in attracting new customers
90% Believe customers remember presentations and documents better when colour is used
83% Believe colour makes them appear more successful
81% Think colour gives them a competitive edge
76% Believe that the use of colour makes their business appear larger to clients
Source: Conducted by Xerox Corporation and International Communications Research from February 19, 2003 to March 7, 2003, margin of error of +/- 3.1%.

Colour and the Senses

General facts about sensory input and human beings:

Although the olfactory sense was a human being’s most important source of input in the pre-historic era, sight became our most important means of survival. Furthermore, as hunters and gatherers in the early days of our evolution, we experienced a variety of colours and forms in the landscape. This has become part of our genetic code.

In our current state of evolution, vision is the primary source for all our experiences. (Current marketing research has reported that approximately 80% of what we assimilate through the senses, is visual.)

Our nervous system requires input and stimulation. (Consider the effects of solitary confinement in jails.) With respect to visual input, we become bored in the absence of a variety of colours and shapes. Consequently, colour addresses one of our basic neurological needs for stimulation.

Color and Visual Experiences

“It is probably the expressive qualities (primarily of colour but also of shape) that spontaneously affect the passively receiving mind, whereas the tectonic structure of pattern (characteristic of shape, but found also in colour) engages the actively organizing mind.”
Source: Arnheim, Rudolf, Art and Visual Perception, University of California Press, Berkely, 1974, p. 336

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Jun 06 2008

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Karen Kow

Colour In The Eye

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The ability of the human eye to distinguish colours is based upon the varying sensitivity of different cells in the retina to light of different wavelengths. The retina contains three types of colour receptor cells, or cones. One type, relatively distinct from the other two, is most responsive to light that we perceive as violet, with wavelengths around 420 nm. (Cones of this type are sometimes called short-wavelength cones, S cones, or, misleadingly, blue cones.) The other two types are closely related genetically and chemically. One of them (sometimes called long-wavelength cones, L cones, or, misleadingly, red cones) is most sensitive to light we perceive as yellowish-green, with wavelengths around 564 nm; the other type (sometimes called middle-wavelength cones, M cones, or, misleadingly, green cones) is most sensitive to light perceived as green, with wavelengths around 534 nm.

Light, no matter how complex its composition of wavelengths, is reduced to three colour components by the eye. For each location in the visual field, the three types of cones yield three signals based on the extent to which each is stimulated. These values are sometimes called tristimulus values.

The response curve is a function of wavelength for each type of cone. Because the curves overlap, some tristimulus values do not occur for any incoming light combination. For example, it is not possible to stimulate only the mid-wavelength/”green” cones; the other cones will inevitably be stimulated to some degree at the same time. The set of all possible tristimulus values determines the human colour space. It has been estimated that humans can distinguish roughly 10 million different colours.

The other type of light-sensitive cell in the eye, the rod, has a different response curve. In normal situations, when light is bright enough to strongly stimulate the cones, rods play virtually no role in vision at all. On the other hand, in dim light, the cones are understimulated leaving only the signal from the rods, resulting in a colourless response. (Furthermore, the rods are barely sensitive to light in the “red” range.) In certain conditions of intermediate illumination, the rod response and a weak cone response can together result in colour discriminations not accounted for by cone responses alone.

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May 06 2008

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Karen Kow

Why Do You Need A Colour Specialist?

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Millions of homeowners love color but are afraid to use it.

Now they can hire a qualified Colour Specialist to do it for them.

Color is an important element in the interior design, renovation and building construction. The recommendation of colors (to clients) is normally the tasks of interior designers, contractors, architects or the clients themselves. However, colours mean more than just colour scheme in an interior design setting.

The color as a subject is studied extensively in the West, where it is viewed as an important element in life. Where color is studied as a subject in the West, it is learned as a chapter in the East, and in the context of this proposal, Malaysia.

More often than not, we turn our needs to contractors. With due respect, they are skillful renovators who provide painting service to you. In almost all cases, they provide you with colour catalogues of the major brands and YOU are the colour consultant. The only question, are you comfortable with making your own colour choices?

When it comes to color, it represents a different lifestyle, different personality, different moods, different concepts, different environments, different color matching techniques, different combinations and so on. These are no easy understandings. It is this moment you need someone gives you ideas, guidance, professional opinions on colour matching.

More importantly, you need a professional who serves as your colour consultant to give you the best options to meet your wants and needs, personality and lifestyle without compromising the functionality and intentions of the environment.

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Apr 16 2008

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Karen Kow

Knowing Colours

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Primary Colours

Secondary Colours

Achromatic Colours

Intermediate Colours

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Mar 20 2008

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Karen Kow

Physics of Colour

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Electromagnetic radiation is characterized by its wavelength (or frequency) and its intensity. When the wavelength is within the visible spectrum (the range of wavelengths humans can perceive, approximately from 380 nm to 740 nm), it is known as “visible light”.

Most light sources emit light at many different wavelengths; a source’s spectrum is a distribution giving its intensity at each wavelength. Although the spectrum of light arriving at the eye from a given direction determines the colour sensation in that direction, there are many more possible spectral combinations than colour sensations. In fact, one may formally define a colour as a class of spectra that give rise to the same colour sensation, although such classes would vary widely among different species, and to a lesser extent among individuals within the same species. In each such class the members are called metamers of the colour in question.

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Feb 27 2008

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Karen Kow

Furnishing & Colour

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Colour can drastically affect your mood, so it is important to always bear this in mind when embarking on interior design projects. I am sure you will already have a favourite colour or group of colours, so build these into your overall scheme. Using colours that you know lift your spirits will make your colour choice work for you.

Where to begin

Begin by considering the colour of all the elements in the room, not just the flat surfaces. It may well be that you already have many items of furniture, accessories or soft furnishings that you will have to incorporate into the scheme, so these will have to form the bones of your plan. If you are starting totally from scratch, then so much the better, you have a clean palette to start with!

When using a large expanse of colour, remember that it will always appear darker and stronger than you imagine from having seen just a small fabric swatch or colour sample. This is particularly true of paint colours or wallpapers.

TIP: Buy a small sample pot and paint a large section on a piece of scrap plasterboard or something similar. Move it around the room and look at it at different times of the day. You will be amazed at how different the colour will appear in natural and artificial light. The depth of colour will also vary depending on the surface to which is applied and the amount of light it receives. If in doubt, always go for a shade lighter.

If you want more than one paint colour on the walls, then its is best not to go for a contrast, stick with the same colour but in a different shade, making it lighter or darker. A slightly ‘muddy’ look in paint colours is particularly popular at the moment.

TIP: A trick that many decorators use is to chose one colour and paint the ceiling in the lightest shade, the walls in the next shade darker, the dado darker still and the woodwork in the darkest shade using a flat oil based paint for the greatest effect.

Curtains, floor and wall coverings

If you choose a dark colour for your curtains and are thinking of placing them against a pale wall, you will need to be aware that they will make a very strong statement. I feel that it is far better to tone down the colour of the curtains or deepen the colour on the walls slightly to avoid too strong a contrast.

When looking for floor coverings, there are lots of different options to choose from. The colour continuity and harmony you get from using the same coloured carpet throughout the whole house is well worth considering but you would be well advised to choose a neutral tone that is easy to live with! It also allows for greater flexibility in choosing the individual colour schemes for each room.

TIP: If you decide on carpeting, request a large sample piece from your supplier rather than the 10 cms square usually provided by the manufacturer. The same rule applies with carpets as with fabric and paint, too strong a shade will be overpowering when seen ‘en mass’, so go a shade lighter.

TIP: If you are re-furbishing an entire room and have the luxury of starting from scratch, then leave the paint colour or wallpaper design until last. This tends to make the fundamental choices of fabric, floor covering and accessories a lot easier.

Pattern and colour in the textiles you use, or perhaps in one very special article like a piece of ceramic or a painting, could form the bones of the colour scheme with wall colour used to tone down the overall palette.

Strong colours

It is best to steer clear of strong colours on the walls in rooms that you use very frequently. Go for paler tones, creams, grey-greens, blue-greys and ivories. Hall and staircases however are often neglected in terms of interesting colour schemes, but they are important as they make a first impression on entering the house and they serve the purpose of linking individual rooms creating an overall feel to the house. As we spend little time in them, merely passing through, then they can take a stronger shade. Hallways and staircases always get a lot of traffic and can quickly become shabby if you have not thought long-term of how your floor and wall coverings are going to stand up to a lot of wear and tear.

TIP: If you would like to experiment with using dark colours on walls, you would be well advised to restrict their use to rooms that are only used after dark.

Dining rooms in particular, can benefit from a darker colour scheme. To have a formal dining room that is rarely used is a luxury today. How about turning your little used dining room into a dining room come library. If you have the room, you could fit in a small sofa or comfy armchair. Your darker colour scheme could well include dark green, navy blue and deep red, colours that we typically associate with libraries. Blue is usually accepted as a cold colour, but the rich, dark blue shown in the example at the top of the page has been teamed with cream and the resulting affect, used in a master bedroom, is anything but cold. The two-tone tasselled trimming and cord bring the two colours together.

Uplifting

TIP: A trick that many interior designers use is to insert one red article in a room, no matter how small to serve as a focal point.

However, beware of using red as the dominating colour in a room. It is a very strong, aggressive colour and therefore difficult to live with, but one small and imposing red object, be it a chair or a vase of flowers, can give the room an amazing ‘lift’.

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Jan 31 2008

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Karen Kow

Personal Colour Assessment

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Discover Yourself with Colours

What motivates you? What’s your favorite colour? Believe it or not, these two questions are inherently linked. And using the groundbreaking, fun, and remarkably accurate colour assessment, you’ll learn to fine-tune your career goals, improve your communication skills, and deepen your relationships—all based on your colour choices.

This colour assessment extensively use colour preference to bypass language. Instead of relying on lengthy, imprecise questionnaires, this colour assessment uses a simple, highly accurate system based on your colour preferences to reveal who you are, not who you believe yourself to be. We recognise the connection between personality and the four distinct colour categories: Primary Colours, Secondary Colours, Achromatic Colours, and Intermediate Colours.

Why Colours?

Since the beginning of civilization, we human beings have labored to discover the hidden motivations behind our actions. This effort has led to an abundance of systems that hold one thing in common: the endeavor to categorize and uncover our real selves.

Early attempts to create a system of self-discovery led the curious to focus on external influences such as the stars, fate, or the elements. This gave rise to numerous systems that are still popular today.

Modern times, however, found investigators looking at the individual and free will. Gradually, empirical observation replaced even the most detailed systems of folklore and witchcraft, and in turn paved the way for psychology and the analysis of human behavior.

However, one thing has stymied all of these systems and those who administer them—the imprecision of language. Why? Simple. What happens, for example, if questions aren’t asked properly? What if the people being questioned interpret them differently? What role does stress, fatigue, environment, prejudice, bias, and education play in the skewing of test results? Also, people frequently deceive themselves and fail to answer questions with complete honesty. For all these reasons, experts have longed to create a language-free system to tell us about individual identity

Colours & Relationships

Do your relationships MIX, MATCH, or CLASH?

If your boss’s favorite colour is red, will you get along with her? If your date prefers the colour green, will you two connect?

Discover the secrets of successfully communicating with your romantic partner, friends, family and even your coworkers and boss.

Just choose your colours and have the other person do the same. Then compare personalised profiles to gain insight into why you interact the way you do.

Contact karenkow@livingcoloursmy.com for your very own personalised colour assessment.

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Jan 17 2008

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Karen Kow

Why the skin sees in technicolour

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Electromagnetic Colour

Four thousand years ago, the Egyptians built healing temples of light. Bathing a patient in specific colours of light produced different effects. Today we know that a blindfolded person will experience physiological reactions under different coloured rays. In other words, the skin sees in technicolour.

This fact was confirmed by the noted neuropsychologist, Kurt Goldstein. In his modern classic, The Organism, he notes that stimulation of the skin by different colours leads to different effects. He states, “it is probably not a false statement to say that a specific colour stimulation is accompanied by a specific response pattern of the entire organism.”

In order to understand this, we must begin with the fact that colour is a form of visible light. It is electromagnetic energy. The graph below shows where color is positioned in the range of radiant energy.

The Electromagnetic Spectrum

Wavelength in meters Name Uses
10-15
(size of a nucleus)
10-11
Gamma Rays Cancer Treatment
10-10
(size of an atom)
X-Rays Materials testing
Medical x-rays
10-8 Ultraviolet Germicidal, “black light”, suntan
10-6
(diameter of a bacteria)
Visible Colour
Link to more info.
Optics
10-5 - 10-3 Infrared Human body radiation
10-2
(size of a mouse)
Microwave Microwave ovens, atomic clocks
10 0
(one meter, the size of a man)
. Radar, Television, F.M. Radio, International Short-wave
10 3
(size of a village)
Radio frequency (RF) A.M. Radio
10 6
(distance from Washington D.C. to Chicago)
Audio frequency Long-wave broadcast
10 8
(distance to the moon)
. Brain waves

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