Staff at a primary school in Dundee want to change the colour of the uniform because they think the red colour could affect children’s behaviour. According to the Headmistress Gillian Knox:
‘Red is often used to energise body and mind, and some research indicates that it can increase heart and breathing rates. [This is] not the calm, relaxed learning state we hope to achieve. A recent study linked red to impaired performance on achievement tasks.’
Pupils currently wear a bright red jumper or cardigan with grey trousers or skirt. But teachers want there to be only ‘small amounts’ of red – such as in the school tie.
However, although statements such as this – that red raises heart rates – are all over the red and often cited as facts (as in ‘everybody knows’) in fact there is very little evidence that looking at red can affect heart rates. We ran a study at University of Leeds last year and found no statistically significant effect of the colour of light on subjects’ heart rates or on their blood pressure. A review of the literature reveals little evidence: there is a PhD thesis from California from about 1950 that nobody can get hold off and a study with mentally handicapped children in the 80s. That’s it. Light certainly affects us physiologically but it is far from fact that red raises blood pressure.
We’re starting a new programme at Leeds University next September. It’s MRes Colour Communication. This is a one-year Masters programme by research but with a twist. There is a taught component in the first semester to get everyone up to speed to make sure they understand the basics of colour communication. They then explore one aspect of this in their research project and submit a dissertation at the end of the year. Please contact me at my University email of firstname.lastname@example.org for further information or visit http://www.design.leeds.ac.uk/pg/research-degrees/.
I am passionate about sharing my knowledge about colour to anyone who is prepared to listen. I work as a professor of colour science at the University of Leeds, in the School of Design, but I have held academic posts in departments of Chemistry, Physics, Neuroscience, and Engineering. Sounds like a mixed bag, but my interest was colour chemistry, colour physics, colour neuroscience, colour engineering and colour design. You see I have come to believe that colour is the perfect meta-discipline and that to understand colour you need to be able to understand (but not necessarily be an expert in) different fields of knowledge.
One way to use this blog is to just browse through it and dip in here or there. However, another way is to click on one of the categories (that interest you) such as culture, design, fun, and technology and see posts in that area. You can find the categories on the right-hand side of the page if you scroll down.
You can also comment on the blogs. I really like this, even if you disagree with me. Someone once said to me if you put ten colour physicists in a room and ask them a question (presumably about colour physics) you’ll get 10 different answers. Well, I guess not all of you reading this are colour physicists. Given our different interests and backgrounds, and given the complexity of colour, it’s not surprising that we will disagree from time to time. And that is rather the fun part.
If you have a technical question you’d love me to answer you can click on Ask Me and post it there. You can also email me at email@example.com
Colour Forecasting is big business. What is it? Well, if you search on the internet you may find something like this:
Design firms and retail markets utilize forecasting services to predict trends in color. Color forecasting helps designers (who work a season ahead) what fabrics and styles will be popular in future months or years. Color forecasting resources help predict trends in the fashion industry, and also home home design.
This suggests that colour forecasting predicts which colours will be fashionable in the future; for example, next year. However, I think there is another way to look at it. I am not at all sure that it is a prediction process at all; I prefer to refer to it as a marketing process. This is what happens. A group of people work very hard and have a great deal of expertise and through their activity and global network they produce a ‘prediction’ of what colour will be popular next year. Normally the prediction is not a single colour but a colour palette; but for simplicity let’s assume that it is a single colour and it’s red. The last thing retailers want is stock they cannot sell so they are very keen to find out what the colour forecasters are saying. When they hear that red is going to be popular they make sure that they purchase and stock large amounts of red stuff. Fashion magazines such as Cosmopolitan and Vogue want readers to buy their magazines and want to be seen to be on trend and so they publish story after story about how the next big thing is going to be red. Now think about the consumer. The fashion magazines are full of red and the stores are full of red. What do you think the consumer is going to buy? Can you see why I think the process is more about consumer manipulation than it is about prediction (in the scientific sense)?
Actually, that colour forecasting is not a really a prediction process isn’t even my main gripe. Rather, it is that colour forecasting (and the fashion industry more generally) encourages people to buy more clothes than they need. Do we really need to keep up with the latest fashions? Our consumption of textiles is already unsustainable and we cannot go on behaving as we have done in the past.
One of the final-year students in the School of Design at the University of Leeds is undertaking a research dissertation in this area which I am supervising. She’s running a short questionnaire and needs as many people as possible to complete it. It’s very short; please take a look here.
I am very lucky to be working with Sea-hwa Won from South Korea who is here in Leeds for three years undertaking a PhD in colour design. Her PhD is about …. well, I can’t tell you that yet because it might influence the answers you give to her on-line survey. She has just launched an on-line survey about colour and product design and it would be great if you would help her research by clicking on the link below and completing the survey. Later, when the survey is complete I will say something about what the research is about.
Click here to take the colour survey. It only takes a minute of your time and for that you will receive the warm glow of satisfaction that you have contributed to the advancement of colour science.