Mr.xy by Apo Li

RESEARCH QUESTION:

How can colour vision deficiency be demonstrate by the power of cults ?

Conspiracy of the Equals

â&#x2026;

C M Y K

UNIVERSITY OF THE ARTS LONDON COLLEGE OF COMMUNICATION Elephant and Castle London SE1 6SB [ COURSE ]

MA GRAPHIC BRANDING AND IDENTITY [ T U TO R S ]

GRANT ROSE /

JOHN BATESON

EUGENIE DODD / ROB MOWBRAY

[ TITLE OF BOOK ]

Major Project Report [ T E X T S TO C K ]

120 lb Conqueror High [ F O I L S TA M P I N G ]

Matt Gold [ FONT ]

Mecury / Gotham / Din [ S O F T WA R E ]

Adobe Creative Suite 6 [ B O O K B I N D E RY ]

Mj Group Creative Imaging Priory House, St John’s Square, London EC1M 4HD

� � � � � � � � � � � �

INTRODUCTION

What is a cult ?

Aims and objective

FILED OF STUDY

METHODOLOGY

BRAND MODEL

Belief system Power of cults Colour coding Type of cults Color vision deficiency Branding cults

Target audience Brand attributes

Naming Visual language

Manifesto

Identity

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CRITICAL REFLECTION

BIOBIGRAPHY

Color palette

SOLUTION PART 1

Visial Output

Video Images

Output Photography

Website

SOLUTION PART 2

Intro

how everything started

I LIKE BEING INFAMOUS. I THINK IT IS SAFE BEING A CULT. — Adam Ant

his report documents the thinking and process

and use mind control to recruit and keep members (Hunt, 1994).

behind my final major project, the result of which is

This discovery forms the basis of my research question. I would

a brand which uses the power of cults to promote the

like to investigate the phenomenon of cults more deeply. By using

uniqueness of colour blindness. In today’s society, colour-coding

the concept of mind control posited in psychological research

controls our minds, thinking and behaviour. Most of us remember

relating to how humans believe in and read colour-coding, I have

and describe things by colour. But have we ever asked “Is the colour

discovered that colour-blind people do not receive colours in the

you see the same as the colour I see?” Why do we associate red

same way as most of us do. They do not experience perceptions of

with danger, love or even luck in Chinese culture? In reality, visible

colours themselves, yet you do not know until you talk to them.

light only represents a portion of the light spectrum (Bigelow,

Having discovered this interesting fact, I have decided to create

2015). It is unreachable, and without smell or taste. This project

a new cult for those with colour vision deficiency (CVD).

explores colour-coding and the phenomenon of cults in the fields

of both science and psychology.

of cults. I also explain the methodology of this research, including

I originally intended to research subcultures, however,

the measurement strategies I have used to arrive at my conclusions.

it became apparent in my visual research that every subculture

Following that, I build a brand model based on the insights revealed

uses a specific colour-code that informs the language and outfit

in my research. I also employ visual language to demonstrate how

it uses. This realisation led me to focus on cults in this study. I

this CVD cult comes to believe in their uniqueness. To conclude,

was particularly interested to understand the ability of cults to

I explain the cult’s secret box, which includes elements that

fascinate and tempt members into joining. I have discovered that

represent their unique lifestyle. This box, which is endowed with

more than 500 cults are currently operating in the United Kingdom,

special powers, is given away to new members.

In this report, I explore CVD and relate it to the power

before N

after N

aims

and

objectives

This report explains and visualises the

research, testing and brand strategy that brought me to my final conceptualisation of the CVD cult. The primary purpose of this project is to use visual language to introduce new beliefs in society. We live in a society that seriously discriminates against those with colour blindness. For example, in some countries, such as Singapore, Romania and Turkey, colour blind individuals are refused driving licenses (Joseph Goes, 2013, p. 41)

This brand aims to inspire people with

CVD to be proud of their unique ability. It is based on the premise that there is nothing wrong with them, and that CVD is a special gift given by the gods. This project aims to build a secret community for people with CVD (especially those with red-green colour blindness). It encourages members of the group to celebrate and believe in their natural abilities.

“ You can look at anything as a cult. Churches are cults in their own way. ”

— Philip Seymour Hoffman

F o

Field of Study a better understanding

what is a cult ?

A cult is a “group of people who

be one that the person would have freely

organise around a strong authority figure.

chosen under her own volition” (Hassan,

case that cults succeed at influencing people

Cults, like many other groups, could attempt

1990). Most people assume that cults are a

to join. Instead, some people are born with

to expand their influence for the purposes

problem only in North America. However, in

a special characteristic that makes them

of power or money. However, to achieve

fact, research has shown that there are over

eligible and eager to enter. For example, on

these ends, destructive cults employ a

500 cults in operation in the U.K., which

the Pacific atoll of Pingelap, which is also

potent mixture of influential techniques

means that the problem is as widespread

known as the “island of the colour-blind”,

and deception to attain psychological

as the U.S. on a per capita basis (Haworth,

most residents can only see black and white.

control over members and new recruits.

1997) and continues to grow. The main

As colours are of secondary importance, the

This fundamental level of control is known

reason that cults are growing so fast today is

people there have a different lifestyle, using

alternatively as ‘brainwashing’, ‘thought

that “cults are providing something vital to

touch, smell and sound to understand their

reform’, or ‘mind control’. A successful

human beings, something which all people

world. This is in contrast to others, who

induction by a destructive cult displaces

yearn for. And it is something which much

primarily use colour to make judgements. I

a person’s former identity and replaces it

of “Christendom” at large is indeed failing

call this colorblind phenomenon a lifestyle

with a new one. That new identity may not

to provide” (Oliver, 2015).

cult.

In my opinion, it is not always the

MORE THAN

C U LTS is using mind control to recruit and keep members are operating.

registered as:

RELIGIOUS ORDER

THERAPY GROUP

MANAGEMENT TRAINING

â&#x2026;Ą visual research of cults

belief system

Belief is a truth system that relies on trust, and may or

has the right ritual clothing and equipment to make their act of

may not be based on evidence. On the other hand, a cult can be

devotion at a festival.” Some cult members exhibit obviously different

defined in general as any group of people holding a common belief

behaviour and wear strange clothes, not only to represent that

system. In practice, the term cult is often used pejoratively, to

they are part of the inner group, but also to embody the lifestyle

refer specifically to ‘a quasi-religious organisation using devious

it forwards, and outwardly demonstrate their belief.

psychological techniques to gain and control adherents’ (Collins

English Dictionary). The belief system used by a cult has the

the purpose of this project is to advocate a new belief system and

potential to change someone’s core inner being, so it is common

lifestyle which is not related to religion. In this non-religious group,

that people who join cults go on to influence people around him/

people could share stories, culture and life experiences with each

her to become members as well. No matter the type of cult, “a

other. As this is envisioned as a secret group for a niche audience,

common way of [a cult] supporting [its] members is in providing

current members would have to recommend new members to join

funds or logistical help for a pilgrimage or ensuring a worshipper

the group.

While many assume that cults are related to religion,

mind controls

Mind control is also known as manipulation, thought reform, brainwashing, mental control, coercive persuasion, malignant use of group dynamics, and many other terms

colours with objects. What interested me

into the water, the first colour to be filtered

was the psychology of colours as it relates

out by the water is the slowest:RED. Which

to persuasion. For example, “British railway

means under 30 feet or so, there is no red

men…often used red, green, blue, black

light in the water, so red light can’t bounce

(McDermott, 2013).

and white flags, semaphores and lamps

off blood into our eyes. Instead, green is

The power of cults is in their

for signaling” (Soniak, 2012). In 1841,

reflected by green pigments in the blood

“persuasion”. A “good” cult attempts to

because of over a number of accidents

that are usually hidden by the reflected red

influence you for your own benefit. This is

on the traffic, the major road signal was

light. If you went even deeper, the blood

in the same way that tutors and parents tell

changed to red, green and white. In 1868,

would change from green to black.”( Elliott,

us what, how and why we should complete

the first traffic light, installed outside the

2013)

daily tasks, because they want to see us

Houses of Parliament in London, used red

The mind control element of this project refers

benefit in the future. They are trying to

and green gas lamps at night. The colours

to how human behaviour and thinking are

teach us to be better people. “Negative”

adopted were those used by Booth lines:

influenced by colours. After conducting this

cults, on the other hand, exist mainly for

red to indicate danger, white to indicate

research, I have come to better understand

their own benefit. For example, Jim Jones,

safety and green to indicate “proceed with

the meaning of cults. Firstly, Although cults

leader and founder of the Peoples Temple,

caution” (Soniak, 2012).Even though there

have historically been given a negative

is best known for organising a mass suicide

is no explanation as to why red is chosen

meaning, there is always a contrasting

in 1978. People who join such cults do not

as a colour to indicate danger, I suspect it

characterisation. I have come to believe

matter in their own right. Instead, the

is probably because red has the highest

that a cult is simply a group of people who

concern of the cult is to recruit members

wavelength (640-720nm) of all colours,

believe the same thing. Most members join

and gain personal benefit. In my research,

making it visible from a further distance. It

the group because they are experiencing

I have found that when religious cults

is also the colour of blood and fire, thereby

stress or transition. Alternatively, the normal

demonstrate such “evil”, they can have great

evoking danger. Although traffic light

way of operating in the world is no longer

influence on the behaviour and thinking of

technology continues to develop, the red and

working for them. Secondly, No one is forced

members.

green colours have still not been changed. It

to be a member of a cult. Instead, cults are

For my visual research on mind

would seem people have been conditioned

made up of people who want to find a sense

control, I first began to look at the colour

to associate red with danger. According to

of belonging in a group. However, I have

sequences in public places, such as traffic

the sciencescore.com “Different colours

also come to realise that it is not necessary

signals, restaurants and supermarkets. It is

of light also travel at different speeds, and

to have a strong connection within the

important for me to see how people associate

water slows light down. So as you dive down

group, shared belief is enough.

experiment

DEUTERANOPIA

TRITANOPIA

PROTANOPIA

At the beginning of my research, I did not know which type of cult I wanted to focus on. Then I was trying to think the

connection between cults and colour coding from my visual research. I realised that there is a specific type of person (colour blind, otherwise known as colour vision deficiency) who does not receive colours in the same way as most people do. I then reasoned that their mind is not so easily controlled by colours. There are three different types of colour blindness: deuteranopia (green blindness), tritanopia (blue blindness) and protanopia (red blindness). After that, I started to visualize how these types of people receive colours. It is interesting to note that those who struggle to distinguish between colours tend to read shapes instead of colours.

visual experiment of seeing two ways

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visual experiment of CVD vision

â&#x20AC;&#x153;Where there is true fellowship with the true God, and the love, belonging and community among men that produces, there will be an aromaâ&#x20AC;? (Oliver,T. 2015)

colour

vision

deficiency

Colour vision deficiency refers to those people who can

Research also shows that the most common colour blindness is

see colours but cannot make out the difference between some

red-green colour vision deficiency (deuteranopia), which affects

pairs of complementary colours, such as brown and red or blue and

more than 99% of all colour blind people. A small proportion of

purple (Sarcone, 2014). Between 8%-12% of the male population

people experience blue-yellow CVD, but it is rare for people to

and 4.5% of the population of the U.K. as a whole are colour blind,

be fully colour blind (Sarcone, 2014). There are also many people

and there are estimated to be over 250 million colour blind people

who are not aware that they have colour vision deficiency, due to

worldwide. The vast majority of people with colour vision deficiency

differing scales of severity. The Ichihara test (colour perception

have inherited their condition from their mother, who may be a

test for red-green color deficiencies ) helps us to understand what

‘carrier’ but is not colour blind herself. Compared to males, only

constitutes “normal” vision.

0.5% of the female population suffers from CVD (Tunstall, 2014).

N DEUTERANOPIA

N TRITANOPIA

colour vision deficiency

normal colour vision

Do people always wonder what colour they are really seeing ? People with colour blindness can tell the difference between several

always wondered if it is the case that people with red colour

colours, but there are some colours which they can experience the

blindness do not visualize the heart as red, or see the flush of a

same way as those with normal colour vision. For instance, this

cheek, as a result of never having seen the colour red before. I have

is the case for red-green CVD people. Mark Zuckerberg, CEO of

always thought that the world must seem flatter, less vibrant, less

Facebook, is red-green colour blind. Zuckerburg says, “Blue is

passionate and less bold. But when I started to experiment using

the richest colour for me - I can see all of blue” (Widrich, 2015).

limited colours myself, I discovered that colour blindness does not

Research finds that blue is the most contrasted, rich and bold colour

affect an individual’s ability to perform actions well. I even started

for those who experience red-green colour blindness.

to think that life might be better without so many choices! Perhaps

Based on this research, I used a red-green colour blind eye to

“colour was just an illusion” (Gianni 2006), perhaps seeing fewer

visualise how those really experiencing CVD see symbolic objects

colours does not mean people should be discriminated against in

without the colour red, such as the Tokyo Tower and the Red

society. These realisations have led me to understand the attitude

Cross. I believe that, depending on the level of colour blindness,

that I want to incorporate into my brand: people should be proud

the way in which people receive colours is really unique. I have

of their uniqueness.

“ THAT PART OF

THE IMAGE WHICH

OTHERS CALL RED APPEARS TO ME LITTLE MORE THAN A SHADE OR DEFECT OF LIGHT. AFTER THAT THE ORANGE, YELLOW AND GREEN SEEM ONE COLOUR WHICH DESCENDS PRETTY UNIFORMLY FROM AN INTENSE TO A RARE YELLOW, MAKING WHAT I SHOULD CALL DIFFERENT SHADES OF YELLOW ”

— J O H N DA LTO N

branding cults

Because of the unique way in which CVD people see the

our eye cone can perceive is red. It could be said that our third

world, they create a brand story based on their life experience.

eye is opened six months after we are born.

However, this cult group can be characterised as secret, given that

their outward appearance is not visibly different. There is also a

CVD people that seeing less colour is better. If you are colour blind,

mystery feeling associated with the brand as a result of them seeing

you should be proud of yourself, because you have the unique

differently, as most will never know what red or green looks like

ability to see what others do not. The idea is to encourage people

inside their minds. Normally, people with colour blindness have

to join the group, share their beliefs, and become better people.

better night vision. According to Anderson, who is a professional

In this project, I challenged myself to pretend I was a person who

instructor writes that â&#x20AC;&#x153;During World War II, American men with

has red-green CVD. I used different filters, glasses and elements

red-green colour blindness were sent on special missions because

to imitate the vision in a colour blind eye. After that, I created an

they can detect camouflage better due to their decreased ability

output for my brand, which is a personal kit for members who join

to see greenâ&#x20AC;? (Andrewson, 2014). It is also interesting to note that

the cults. It is a secret wooden box with a group symbol on the

all of us were born colour blind. After six months, the first colour

surface.

The aim of this brand is to create a social cult that persuades

Methodology

M d

Metho do logy: analysis and evaluation

The methodology of this project is to looking for the true story in a different way. For example,

It is true that colour blindness exists, and it is interesting to imagine how it would be if we all saw a limited colour range. Very few are able to imagine, as most of us are just interested in seeing more colours. I began my brainstorming by clearly identifying how I want my brand to be communicated to the target audience. I then started to develop and test some visual language that could represent my brand. After experimenting with creating different elements in my project, I finally settled on an outcome that I think is most appropriate for my brand, and successfully created a lifestyle brand based on my cultâ&#x20AC;&#x2122;s beliefs and objectives.

The outcome of my various decisions are four elements with a hidden message, which is based

on my visual research and experimentation. It also links back to my field of study, and relates to an audience which fits into a niche group market. The main objective of this brand is to create a group that can recruit, inspire and give confidence to people with CVD. If they do not feel comfortable with their CVD identity, this is a place where they can come. Here, they can understand and believe that CVD is a unique ability given by the gods.

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Based on branding information, I have determined my target audience to be: MALES WITH DEUTERANOMALY “Colour blindness is predominantly experienced by men and passed on by women. The genes responsible for the most common inherited colour blindness are in the X chromosome. Males only have one X chromosome, while females have two X chromosomes. In females, a functional gene on only one of the X chromosomes is enough to compensate for the loss on the other” (NEI, 2015). AGE 22-32, AND OLDER (“according to one study, 48% of cult members had been between the ages of 19 to 25 years old when they joined. 35% had been between the ages of 26 to 35. The study looked at those targets who are fresh out of high school or in college. 26% were Protestant Liberals and 28% were Catholic. Many had three years of college. This dispels the myth that cult members are uneducated and do not know any better. Many are educated but naïve to the religious world and its deceptions” (Who Join Cults, 2009)). SINGLE (generally a CVD male who is living on his own will have more problems with society judging him (for example, whether he is wearing the “right” colour shirts and trousers). EUROPEAN (Europe, especially northern Europe, has the highest percentage of people with CVD in the world).

brand attributes

STRONG BELIEF The brand is based on a strong belief in the groupâ&#x20AC;&#x2122;s unique ability. In this way, it changes perceptions surrounding colour blindness. SENSE OF CONNECTION Although this is a secret group, the brand is trying to convey the feelings of safety, warmth, and approachability. It is on a mission to open hearts and minds. In this group everyone is considered to be equal with all others who experience CVD. There are no political parties, and it aims to ensure that society will not use the ability to see colour as a means of identifying social class. The brand symbol is associated with the group members. PRIDE The brand encourages CVD people to be proud of their uniqueness. It is an identity, no less legitimate than others. Indeed, the brand suggests that most discrimination is based on ignorance. MYSTERY A branding relating to its mysteriousness encourages group insiders and outsiders to use their imagination when they think about the identity of the group.

Brand mo del: belief of the brand

VISION: A cult that celebrates the unique power of colour vision deficiency. Every CVD person believes in the power of the cult. Aims to introduce new beliefs to society. The members of this group come together not only because they share the CVD trait, but also because they share life experience/culture/beliefs. MISSION: Celebrate the uniqueness of the vision of CVD people. VALUE: The brand emphasises the belief that CVD is unique. CVD people come to trust in their own power, such as by coming to believe that it is better to be different, and good to be born this way, and that they should be proud to have CVD. The brand might include phrases such as “Green is the new Red”, “My life experience is better than yours”, and “Being colour blind is not the end of the world. Everybody is colour blind when they are born and everyone is essentially colour blind in darkness” (Andrewson, 2012).

ESSENCE: Red does not exist / There is no such thing as Red / Red is evil / The less colour you see the better

PERSONALITY: -Mark Twain- Smart/Humorous/Brave/Male/Being good/ Self-trust (always brings success) “Always do right. This will gratify some people and astonish the rest.” -Mark Twain I am using Mark Twain’s personality to represent this brand. This is not only because he was redgreen colour blind himself, but also because of his positive energy; no matter how hard his life was, he would always bring a sense of humour to his dealings.

POSITION: A unique group of people seeing limited colours (an identity and an ability which is a gift from the gods).

BIG BRAND IDEA: Based around the concept that everyone receives colours in different ways in their own mind, not just CVD people. Those who are curious and positive about the way in which people with CVD see colours would also be welcome to join this niche group.

naming

In creating a brand name, I looked for something that symbolises science and masculinity, and also represents the uniqueness

of cult members. At first, a few words came to mind, such as unique/different / male / DNA / identity. Then I discovered that “if a women marries a colour blind male, the chance that her son will be colour blind is one quarter (Taylor, 2013, p. 166). I then decided to use this concept as a brand name. I am also aware that each human cell normally contains 23 pairs of chromosomes, the 23rd pair of which constitutes the sex chromosomes. This is the only pair that differs between males and females. XY refers to the chromosomes which symbolise maleness. After a few refinements and discussions with others, I finally settled on the name “Qr. xy” (“quarter” is also listed as“Qr.” in the dictionary). Not using the full spelling of quarter gives this brand a mysterious and secretive identity. Furthermore, there is a visual sense of maleness, given its closeness to “Mr. xy”.

visual experiment of brand identity

visual language

The main typeface I have chosen is Mercury mix with

Gotham. From the start, I knew that my brand needed an old style serif typeface to create a visual story. I chose this font because Mercury has a sharp edge and an historical feeling. Furthermore, Mercury was designed for daily headlines in a magazine in 1996. I believe this evokes ambition. To match it, I needed a font with a trustworthy, brave and bold feeling. Therefore, I chose Gotham, which is a font often used on campaign trails. Inspired by Obama’s “Yes we can!” poster, I think it is a typeface that people can believe in. In this way, Mercury and Gotham are the most appropriate typefaces for the brand.

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mercury display

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italic 15 point size

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brand identity

colour palette

C 51 PANTONE

659

PANTONE

429

PANTONE

127

PANTONE

BLACK

M 29 Y 0 K 0

C 44 M 34 Y 27 K 0

C 5

M 0

Y 74

K 0

C 100 M 100 Y 100 K 100

Solution

Solu ti on: output

MANIFESTO (A manifesto for people with a colour vision deficiency)

I do not believe in the power of red.

2. I am not sure why society discriminates against colour blindness instead of seeks to solve it. Here is what I know for sure: discrimination is based on ignorance. 3. Do you really know what colour is? It is an illusion that fools your brains. 4. Colour vision deficiency is fascinating because we

do not see colours, colours see us.

5. I am colour blind. This does not mean I am blind. In fact, I can still see differences in shades of lighting. And I have incredible night vision, so stop asking me how I deal with traffic lights. 6. I do not see only black and white. 7. I believe the less colour that I see, the better my life is. 8.

Stop asking me “What colour is…?”

I believe in shapes more than I believe in colours.

10. No one on Earth can experience what I see, because I am seeing things in a different way.

visual output The principle of this project is to celebrate the members who join the cult. The secret box given to members of the Qr.xy group is an artefact kit. In it is contained all that is required to become a group member.

SECRET BOX : The concept behind the secret

members. A shawl and a necklace are used to

box is the idea of “cults”. By using a wooden vintage

facilitate prayer for master powers. The product

box, a feeling of mystery is conjured. Members of not only represents that they are group members, the cult are males between the ages of 22-32, so

but also reminds members of their belief. HIDDEN

most of the contents relate to lifestyle and outfits.

MESSAGE : On the right side of the box there

This product aims to show the uniqueness of the is a secret compartment in the form of a slide CVD lifestyle. On the top right corner is a quarter up tray. A white blank paper with an invisible of a square, which is a 1945 view-master alluding message is hidden inside. The only way to read to the way in which CVD’s (red-green) view colour the message is by using heat or fire to warm up differently. Although they can never see red, the red

the paper. This light illusion only appears if this

filter adds contrast to the object, which helps them

activity is performed.

see the image clearly. By changing the different filters and reels, a different vision and feeling is

In conclusion, as a result of doing this project, I now understand

created. This product is designed for CVD cults

that we are all unique in the way we perceive the world. We can

as most of the images may only appear to their

never share our vision with others because DNA makes us different.

eye vision. People often associate belief with an object. For example, an amulet can be worn with an everyday

Nevertheless, we can try to explain what we see to others. To believe in what one sees, one needs first to be confident in one’s differences. Even though critics can be important, it is necessary to ignore some of their comments. The most important thing is

outfit to demonstrate belief. This brand also acts

to believe in oneself and follow one’s heart. This brand celebrates

asdaily wear to suit the lifestyle of its group

this uniqueness of those with CVD.

The biggest challenge for me in doing this project was that I do not believe in any groups, religions or gods. Furthermore, I am proposing to create a cult for people with colour vision deficiency when I do not have colour vision deficiency myself.

How can I support this? This brand explores how the power of a cult can promote the uniqueness of colour vision deficiency. It not only addresses beliefs surrounding colour vision deficiency, but also acknowledges differences in life experience between CVD and non-CVD people. It suggests that every CVD person should be proud of his/her special ability that was given by the gods. Hopefully its target audience will be inspired, wish to join the group and share their experiences with other members. On reflection, I think this brand has the potential and opportunity to be developed. The fact is that not everyone does see the same colours, but everyone can recognise the same words, shapes and images. When it comes to colours, we can only attempt to share our experiences with others. All of us may experience colour vision deficiency in relation to certain colours. The main reason that I think this brand has potential is because no matter how secret or big this group is, this cult advocates unique lifestyles, attitudes and beliefs. In this final major project, I have learned that everything is connected with each other. This brand incorporates much knowledge that is new to me. It was a big challenge for me. I did not expect that I would go so far from my original field of study (subculture). But in the process of enjoying my research, I have come away with a totally different understanding of â&#x20AC;&#x153;cultsâ&#x20AC;?. I now appreciate that everything can be a brand, as long as a connection and a unique story is found.

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