WE Smile Magazine June 2015

It seems the first thing that most people
do in the morning is grab their smartphones
from the head of their beds. However, as
influential as phones are in our lives today,
the first thing we see and what has highly
influenced our lives long before technology
is colour. Multiple colours are gathered in
the image that the eye sees, which is then
sent to the brain and affects our subconscious
thoughts and emotions. This connection is
a result of our responses to colours in
nature. Going back to the time when artificial
colours were not yet created by humans,
natural colours were symbolic of the
changing environment that prehistoric
people relied on. Observing colours therefore
affects happiness, suffering, safety, danger,
life and death. Colour memories are collected
and passed on through the evolution
process. As much as we are affected by
technological advances, colour has always
had an influence on our subconscious.
The way we perceive colours is an instinct.
Natural colours vary according to weather
and geography and affect culture differently
as well. Colours in culture that have been
passed down from generation to generation
continue to influence our perceptions. Apart
from instinctive responses, our reactions to
colours also depend on tastes that we have
each developed individually. Our colour
preferences or choices are therefore linked
to psychological meanings and therapy.
Colour theories have been developed through
many viewpoints, including psychology,
therapy, design, feng shui and business.
Importance of Colour
Colour is a universal language, but in order
to be able to communicate colours to one
another accurately, we need assistance from
Pantone, the company that created standard
colour values for the publishing and design
industry. Pantone, which has been around for
over 40 years, has its own research centre
where new colours are created and colour
trends are analyzed for each year and each
season. The design industry waits eagerly
every year to see what colour Pantone would
crown as Colour of the Year. Whether it is only
one colour or a group of colours, the Colour(s)
of the Year become an indicator of global
trends and attitudes. The mood and tone of
each colour also helps to create inspirations
for product design, decorations, and fashion
design. Pantone looks to nature and the
environment in its research for new colours.
Many times the company also co-researches
with brands when new colours are needed
for a specific purpose. The new colour this
summer is Minion Yellow, which is the first
colour by Pantone that is created from a
cartoon character. This colour was a result of
a collaboration with Universal Studios for the
promotion of their new animation, Minions.