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This is an article for a magazine I produced with a group; the topic is Colour theory and how it is relevant to the magazine; which merely focuses on Colour representation....

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Zine Article The Dimensions and Theory of Color "Colors, plastics, materials, sounds and word combinations are the formal means by which the artist conveys mental processes that would otherwise be impossible to express" 2. As demonstrated by a British physicist David Brewster, in 1831, the considered 'primary colors' are red, yellow and blue. These colors cannot be obtained by any mixing, therefore they are regarded absolute. One theory maintains that the nerve ends on the human retina are tuned to receive any of these 3 primary colors which constitute all colors; an infinite variety of hues can be derived, as stated by Albers in the Interaction of Color. “It should be learned that one and the same color evokes innumerable meanings” 1. While every color has its own dimension of meanings, they can be perceived in multiple ways, as we can never draw a distinction between what we “see” from what we “know”.3 Issac Newton had viewed colors as a physical problem, how light striking objects enters our eyes, Von Goethe however realized that the sensation of color reaching our brain are also shaped by our perception.11 If one says 'Blue' and there are 50 people listening, you can expect that there will be 50 blue's in their minds, no one can be sure that all these blues will be very different. Colors represent themselves in continuous fluctuation, constantly related to changing neighbors and conditions. As a consequence, this proves Kandinsky's demand for the reading of art; what counts is not the what, but the how. Being a Russian artist, Kandinsky believed that colors in art should be used purely for their emotional and symbolic content, just as they were in Russian icons, and not for their representational accuracy. This became a clear idea in the development of abstract art.5 For instance, blue was traditionally a symbol of noble birth in the Russian language, and the expression ‘blue-hooded’ was used to describe members of the aristocracy-the highest class of certain societies, or a form of government in which power is held by the nobility. Furthermore, in the 60’s, blue became an association for romance and the excitement of exploring and developing remote parts of the country (one of the popular songs of the time, which encouraged young people to join construction projects in Siberia, was called "Blue cities").9 The world ‘blue’ was also used to describe dreams and aspirations, it is considered as the safest color choice in the world. Examining the subjective communications of blue; the ocean never disappears and the sky never falls, and from this association blue is seen as reliable, trustworthy and committed.3 In North America and Europe, blue represents trust and authority. 10 Institutions and banks use blue backgrounds in ads as well as décor. In addition Blue inspires confidence, making it ideal for marketing purposes (products/packaging). 3 Variously, in the sense of emotional and psychological communication, blue can be perceived as tranquil, as we feel calm and soothed in the presence of a blue environment. But it can also convey depression, loneliness, and sadness (hence having “the blues”).10. “In some countries, blue symbolizes healing and evil repellence. Blue eye-shaped amulets are common sights in Turkey, Greece, Iran, Afghanistan, and Albania. In Eastern Cultures blue symbolizes immortality, while in Ukraine it denotes good health. In Hinduism, Blue is strongly associated with Krishna, a Hindu God.” 10

Blue is an excellent color choice for areas demanding mental concentration. This is because when blue enters our vision, the brain sends chemical signals that work as a tranquilizer, therefore designers have

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made blue uniforms for surgeons and nurses at hospitals, with blue interiors on walls; this is beneficial for patients with conditions of distortion; such as abnormality, disfigurement, injury or mental torture. Additionally, such patients or people of disability can apply for a benefits scheme called ‘The Blue Badge’, where they are given extra support and careful treatment for their conditions, almost giving their life a luxurious layer, like the protective blue amulet used in certain countries. When a color is given a blend of darker tones, it uplifts power; hence, a dark or navy blue is the most serious of all blues, thus it is frequently used for uniforms on policemen or pilots. Navy is also more friendly and approachable. Electric blue becomes dynamic and dramatic, it’s a very engaging and expressive tone of blue. Teal blue is seen as rich, unique and superior; it is viewed as pleasing to the eye. Blue is also now one of the least “gender specific” colors, having equal appeal to both men and women. 3. In the 1900’s, Men were dressed in Red as it was seen as a masculine color, and because pink is derived from red, it was used for boys fashion. Blue was used for girls as it is more delicate and dainty. Later in 1927, Time magazine printed a chart showing sex appropriate colors for boy and girls according to the leading US stores fashion trends, as a results it indicated that the opinions of these clothing stores were essentially split between the two. In the 1930’s, Hitler persecuted homosexual men and women.11. A selection of gay men were sent to concentration camps and marked with a pink triangle on their uniform; with this label, Hitler attempted to emasculate not only the gay men, but also the color. Henceforth, by the end of the 1900’s, marketing companies solidified the idea of gender specific colors which led to a greater proliferation; “the more specific the product, the more money can be made.” 11. Clothing and toy companies had caught on and established this concept, moving to more gender neutral palettes for children. Simultaneously, it became less about being gender neutral and more about ‘masculine’ or ‘feminine’ clothing for both genders.

Overall, there are many psychological, physical and subjective interactions of blue. We view and use this color in distinctive ways whether it’s within fashion, marketing or the media. To a global extent, it expands to parallel dimensions of meaning. The historical appeal of the color has had its own gender specific qualities, and this idea has evolved within the fashion and marketing industry over time, as both genders are suited with the color, presenting it with an intensive level of depth and power. -

Zainab Nawaz

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Bibliography: 1) ALBERS, J. (2013) Interaction of Colour. 4th edition. Connecticut: Yale University. 2) LUIGINA, DE GRANDIS. (1986) Theory and Use of Colour. Harry N. Abrams: New York 3) EISEMAN, L. (2000) Guide to communicating with Colour. Design Books International: Florida Pg. 39-41. 4) TRIEDMAN, K. (2015) Colour: The professional’s guide. Understanding, appreciating and mastering colour in art and design. ILEX Octopus: London 5) WALCH, M. + HOPE, A. (1995) Living Colours. The definitive guide to colour palettes through the ages. Chronicle Books LLC: San Francisco, California. 6) PINTEREST USER, (2016) Transparent look for the millennium, Photography [WWW] Available from: http://www.hungertv.com/feature/this-is-what-2000-looked-like/? utm_campaign=Echobox&utm_medium=Social&utm_source=Facebook#link_time=1479293773 7) DEUTSCHE & JAPANER, (2015), Creative Studio, [WWW] Available from: http://designspiration.net/image/376831336710/ 8) ATLAS MAGAZINE (2016) Get To Know Anaïs Roger, Photograph, [WWW] Available from: http://theatlasmagazine.com/anais-roger-fashion-designer/ 9) MIKHEEV, A. (2013), Red, White, Blue: Colour symbolism in Russian language, BLOG [WWW] Available from: https://www.rbth.com/blogs/2013/11/14/red_white_blue_color_symbolism_in_russian_language_31727.ht ml 10) WANG, C. (2015), Symbolism Of Colors And Color Meanings Around The World, BLOG [WWW] Available from: https://www.shutterstock.com/blog/color-symbolism-and-meanings-around-the-world 11) DOUMA, M. (2016), Goethe's Color Theory [WWW] Available from: http://www.webexhibits.org/colorart/ch.html

12) CITIZENS ADVICE. (2017), Applying for the Blue Badge, [WWW]. Available from: https://www.citizensadvice.org.uk/benefits/sick-or-disabled-people-and-carers/help-for-disabledtravellers1/blue-badge-scheme/applying-for-a-blue-badge/ 13) ANONYMOUS, (2013), Gender Specific Colors- Who Started The Pink and Blue Trend? [WWW] Available from: http://www.iamnotthebabysitter.com/gender-specific-colors/...