MEANINGS AND EFFECTS OF COLOR JosĂŠ Luis CAIVANO caivano@fadu.uba.ar
University of Buenos Aires and National Council for Research Argentine Color Group
Triadic conception of the sign (Peirce)
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SIGN
Representamen (the substituting sign) Object
(the substituted thing, what is represented by the representamen)
Interpretant
(the idea or knowledge that the representamen transmits about the object)
Dimensions of semiosis (Morris) Syntactics
Relations of signs to one another
Semantics
Relations of signs to the objects which they may denote
Pragmatics
Relations of signs to their interpreters or users
Classes of signs in the semantic dimension (according to the relation of signs to the objects thay they may denote)
ICONS (relation of similarity)
INDICES (relation of physical contiguity) signal clue
(sign that appears before its object) (sign that remains after the object that caused it) symptom (sign that is simultaneous with its object )
SYMBOLS
(relation of conventionality)
Syntactics of color selection combination
color order systems harmonies and contrasts of color possibilities of spatial combination
Semantics of color
Semantics of color (influence on the syntactic operations) light above, dark below above light middle medium below dark
Relationship between syntactics and semantics of color
Semantics of color
Relationship between syntactics and semantics of color
color wheel with opposite hue sensations and opposite conventional meanings (colors as symbols)
Relationship between syntactics and semantics of color Jannello’s division of the color wheel according to psychological associations.
Semantics of color color associated to the sound of vowels (iconic association - synaesthesia) color synaesthesias produced by English sounds
color synaesthesias produced by the sound of Spanish vowels
according to Juan Carlos Sanz
Semantics of color (symbolic association – conventional signals) Colors and security signals signal
color
meaning
contrast
prohibition, stop, danger
white
yellow
precaution possible danger
black
green
safe conditions
white
blue
obligation
white
red
Semantics of color WARNING OF DANGER
PROHIBITON
OBLIGATION
INFORMATION AND SAFETY
Semantics of color (symbolic association – codified use of color)
Safety system for the identification of pipes and their content. Argentine Standard IRAM 2507
Semantics of color (color as index – informative function)
Semantics of color (color as index – informative function)
aesthetic function of color
aesthetic function of color
color in products – preferences - fashion
measurement of meaning scales of semantic differential Osgood, Suci, Tannenbaum
color 1: 0080 G90Y
color 10: 3040 B
Association Internationale de la Couleur International Color Association Internationale Vereinigung f端r die Farbe
www.aic-color.org