Tag Archives: colour names

The most important thing about colour

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I have worked in colour pretty much all my life. In 1980 I started learning at the University of Leeds where I was enrolled on BSc Colour Chemistry. That was 44 years ago!

Since 1980 I have been learning, working, researching and teaching colour for almost all of those years. I have learned a lot and I am sure I still have a lot to learn. For example, only a few weeks ago learned that the colour name magenta is named after an actual town in North Italy. I discovered this when doing some research about colour names for the following video.

And I recently I have been learning so many new things from a book called The History of Colour by Neil Parkinson. I can’t tell you how much I am enjoying reading it. But more about that later.

I often say to people that the most important thing about colour that I ever learned is called the principle of univariance. I read about it in Brian Wandell’s book Foundations of Vision in the 1990s. It was discovered by someone called William Rushton in the 1960s. It is about how the human cones operate and it is so fundamental to explaining how colour vision works. It explains how we can discriminate between different wavelengths of light despite only have three types of light-sensitive cells that each have broad-band spectral sensitivity.

It explains why we have metamerism – which is where, for example, two spectrally dissimilar objects can look the same colour when viewed under one light source but then be a mismatch when viewed under a different light source.

It explains why additive mixing occurs. Why we can additively mix red and green light to get yellow. And it even explains subtractive colour mixing if you think deeply about it.

So the video How does colour vision work?, is really about how cones work and the principles of univariance.

Do women use more colour names than men?

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I just came across this funny cartoon about the difference between men and women in terms of colour names.

doghouse_color_wheel_altered

But on the same page I found the results from an actual colour survey where over five million colours were named across 222,500 user sessions. One aspect of the results is shown below:

doghouse_analysis

It does seem that there is some evidence that women use more colour names than men – though generally there was agreement between how the names were used. For further details see the original article.

Effect of colour names on consumer decisions

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For several decades there has been a great interest in understanding how we use colour names. Do we use the same colour categories (even though they may be called different things in different languages) irrespective of language and culture; in other words, is our perception of colour the same across all cultures and this shapes our use of colour names? Or, is our perception of colour shaped by our language. A well-known study by Berlin and Kay in the late 1960s suggested that language is shaped by perception. But the alterantive hypothesis – known as the Sapir-Whorf hypothesis – that perception is shaped by language also has support. We may soon know more about this issue because of an interesting on-line colour experiment being carried out by a scientist at Hewlatt-Packard. California-based Nathan Moroney’s multi-lingual colour-naming experiment uses a clever design that allows each participant to perform a small part of the experiment; but when lots of people take part – from all parts of the world and using different languages – some interesting and valuable data is collected. I won’t say any more about the work here because it is not complete yet; but I urge you to go and take part in the experiment. It only takes a minute or less to do it. And there is a debriefing document that you can read about the results obtained so far. Please visit http://www.hpl.hp.com/personal/Nathan_Moroney/mlcn.html.

Meanwhile a study by Skirinko (at the University of Virginia) and colleagues at Rice University reveals that the colour names that companies such for their products can have a big effect on sales. Consumer reactions are more positive to fancy names such as mocha as opposed to simple and generic names such as brown. The explanation for this is based on categorical perception; people use categories and a name such a mocha maps to a more positive cataegory than the simpler brown. So it is perhaps not jsut the colour of a product that affects sales; sales may also be affected by the langauage used to describe the colours of products.

The work by Skirinko et al. was published in Psychology and Marketing in 2006.