Major Project Research Summary | Davide Ragazzo | MA Graphic Branding & Identity | 2011
Major Project Research Summary Davide Ragazzo MA Graphic Branding & Identity // 2011
University of the Arts London
Thesis submitted in partial fulfilment of London College of Communication MA Graphic Design. Title font is Optima; text is set in Garamond and Akzidenz Grotesque. UALLCCMAGB&I2011 I would like to thank all my tutors at LCC and every single person who took 5 minutes of their time to participate in the survey. A very special thanks to London, the muse of my whole year, I probably couldn’t have done it in any other city.
CONTENTS I would like to thank all my tutors at LCC and every single person who took 5 minutes (or more) of their time to partecipate in the survey. A very special thanks to London, the muse of my whole year, I probably couldn’t have done it in any other city.
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Introduction
The following Research Summary contains all the material I collected and used in the last six months of my Master Degree. Since during this journey I changed my direction many times, my study and experimentation focused on very different areas. Some of them are not even visible in my final outcome, but I strongly believe that everything deserves to be quoted, being an integral part of my mental process thanks to how successful the final part of my Major Project has become.
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Project Premises
I started my visual research from the point that nowadays, in big cities like London, acoustic and visual pollution play an important role and they can be really dangerous. The problem is still not faced with the right prominence and the information about it is usually entrusted to scientific languages, often hard to understand for common people and visually not attractive. Therefore the starting point for my Major Project was to investigate silence and sound’s area in order to find an effective way to communicate the noise emergency and the need of quiet.
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Edinburgh Noise Map | May 2009 Hearing by seeing: a visual representation of the noise created by noise traffic in central Edinburgh.
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Digital Acoustic Cartography Awards Winner | 2001 Interesting experiments in mapping sonic events into a concrete visual language
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Definitions
silence /ˈsaɪ.lənt s/ 1. The total lack of audible sound or noise. 2. The refusal to talk about something or to provide information.
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sound /saʊnd/ A mechanical wave that is an oscillation of pressure transmitted through a solid, liquid, or gas, composed of frequencies within the range of hearing and of a level sufficiently strong to be heard, or the sensation stimulated in organs of hearing by such vibrations.
noise /nɔɪz/ A sound that is loud, unpleasant, unexpected, or undesired.
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Visual Silence | Olivier Ruellet, 2009 A video installation that is responsive to the ambient noise surrounding it; the spectators’ sounds and movements are picked up and digitised, modifying the basic array of horizontal lines.
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Sonic Visual Languages
How to visualise silence and sound? After the theoretical research, I addressed my attention to understand which visual languages have been used to represent sound, noise and silence in the past and present. I found a massive amount of material, especially regarding sound, but not to make the summary too boring, I have only included images of projects which I have found interesting and inspiring for my purpose. My main idea was the creation of an interactive environment where people could experience a moment of silence in the middle of the city. That is why the following images are mainly about installations disclosing the multiple qualities of silence or sound by creating an environment in which the experience of them is possible and tangible.
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Reverse | Ida Lorentzen, 2008 Ida Lorentzen is doubtless the painter of silence. I found myself extremely fascinated by the way she is able to paint silent scenes in such an evocative way.
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Terrace | Ida Lorentzen, 2009 Every situation the painter represents never extends so far as an empty room with white walls. Her silences are much deeper and made by objects able to tell stories. Every paint has got a different light, room and objects, but they are all imbued with the same sad and uncomfortable silence.
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Ostrich | Kawaniura Ganjavian, 2011 This new product really fascinated me in view of my project. It represent a portable micro-environment to enjoy silence and sleep without needing to leave your work desk. A really interesting initiative for a stressed and noisy culture as the one we live in.
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Flowmarket e-commerce website | 2011 A Danish supermarket selling intangible resources and needs. It is designed to inspire consumers to think, live and consume more holistic. I found it really interesting and inspiring, although the products are just empty cans. They don’t objectify any real feature regarding silence.
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Holocaust Memorial | Peter Eisenmann, 2005 A square fulfilled with parallelepipeds made in grey cement. I visited Berlin in July and I though it was great how the repetition of a simple shape can create a so strong silence effect. The visitor feels immersed in a surreal silence, although many other people can be around him.
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Silent City | Kjellgen Kaninsky, 2011 A project for the Tangshan 1976 earthquake memorial park in China. In a similar way to the Berlin’s one, it aims to create an individual space for silence and reflection. I really like the choice of shapes and materials in this project, and I think it strongly communicates the idea of silence as a reflection moment.
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Vancouver Riot Kiss | Rich Lam, 2011
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Blind Light | Antony Gormley, 2007 A monumental installation consisting in a huge transparent box fulfilled by fog. A simple idea with a strong visual impact. I found it inspiring because of the way it seems to perfectly visualise the concept of silence. A heavy silence that isolates people in their own thoughts, like a typical foggy winter morning.
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Sounds of silence | Susan Kessler & Petra Eichler, 2006 A series of installation disclosing the multiple qualities of silence and creating an environment in which the experience of silence is possible through a series of audiovisual installations. The visitor leaves behind the layers of everyday noise and is led into an unusual situation brimming with poetry.
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Campaign for Real Noise | 2011 This new movement born in London is a drive to create new spaces where people can go and celebrate Noise. Despite being completely unattractive in terms of graphic design, I found the way they plan every detail about the spaces they create really inspiring, as well as the use of every kind of material in a quite innovative way.
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Save Our Sounds website | 2010 An interesting attempt to create a virtual environment where people can experience different sounds and noises both in a visual and acoustic way.
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Storie Enigmatiche, song visual translation | Personal experiment The most successful of a series of personal experiments to represent one of my band’s songs in a visual way. The choice of shapes has been dictated mostly by rhythm, while colours were determined by the kind of sound and instrument played.
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The effects of silence
In the following point of my research plan I studied the effects of silence, discovering in depth how it can have both a positive and negative influence on people’s behaviour and health.
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Studies showing the correlation between the frequency of meditation for people and their health score.
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Evening Standard | 20/06/2011 Newspaper article about the effects of isolation.
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Audiovisual | Jakob Kirkegaard, 2010
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Absolute silence?
Is absolute silence possible in nature? At this stage of my journey I wondered if absolute silence is really a possible condition in nature. In fact, according to definition, it is defined as the complete absence of sound. A quite extreme condition which I discovered being possible just in three conditions: - In empty space (interstellar space or an artificial environments created in laboratory) - In case of deafness, when there are no organs to listen to sound and noise - In anechoic chambers, particular laboratories for sound testing. In all this cases silence can’t be considered in a positive way.
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Redefine silence
What am I trying to visualise? I started brain-storming about silence, in order to find the different meanings which it can take in different situations and to define in detail which kind of silence I wanted to represent. The reason was because after my previous discoveries I clearly had to redefine the subject of my study. I wasn’t trying to represent the total lack of sound, but rather a particular form of it.
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Sit under the tree | Lokispace (on deviantart.com), 2008
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White Noise spectrum White noise is a combination of all frequencies of sound being played at the same time at a low volume. This background sound, similar to the sound of wind rustling through trees, is an incredibly effective sound-source for encouraging deeply relaxed states of consciousness and it has a number of therapeutic benefits, confirming the fact that our own search for peace and quiet never extends as far as wanting no noise at all.
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“Silence is the presence of everything, undisturbed.” - Gordon Hempton -
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The Survey
What people want from silence? In order to avoid reaching wrong or too personal conclusions, I took a survey on a sample of about 500 people, asking them easy questions about the topic of silence and about what they usually relate to it.
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The situations of silence
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The effects of silence
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The features of silence
CALM
CLEAN
FREE
STILL
BRIGHT / WHITE
SIMPLE
ABSENT
COMPLEX
EMPTY
ENDLESS
STRONG
INFINITE
FRAGILE
ETERNAL
VULNERABLE
SUBTLE
SOFT
THIN
TRANSPARENT
STABLE
SMOOTH
BALANCED
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HOLLOW
MYSTERIOUS
DEEP
POWERFUL
INSPIRING
INTANGIBLE
CREATIVE
VAST
EXPRESSIVE
RARE
CONTAGIOUS
LOVE
FLEETING
DANGEROUS
ENVELOPING
VOLATILE
WEIGHTLESS FLOAT OPEN
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Visualising the findings
After the survey was done I have finally been able to start doing some experiments, which were supposed to transpose the results of my survey into a visual project. I mainly focused my attention on the features of silence. I tried to get out a concept from the ideas that came out from the survey. In the first place, I did focus on the meaning of each words, then I started testing other ways. The last step was to find a “visual-metaphor� capable of reflecting as more features as possible in a single image.
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Sugar on white paper | Personal experiment
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Gunpowder on black surface | Personal experiment
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White paper 3D artcraft | Personal experiment
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View through transparent paper | Personal experiment
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Embossing on white paper | Personal experiment
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Engraving on grey paper | Personal experiment
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A smooth pebble | Visual silence
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A white feather | Visual silence
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A soap bubble | Visual silence
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A waterdrop | Visual silence
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A broken clock | Visual silence
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An hourglass | Visual silence
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A melting ice cube | Visual silence
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A fish bowl | Visual silence
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The grass of a park | Visual silence
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The meaning of colours
There is no doubt that the previous visual experiments have been particularly interesting and enjoyable for me. Despite of this, they did not bring me to any real conclusion, especially in view of a final outcome related to the branding field. That is the reason why, inspired from a song called The colors of silence, I focused on the colour theory. I decided to start defining the subject of my study from a primitive point of view, from its colours, and in order to do it I needed to know in details what are the meanings of colours and which feelings they are able to evoke.
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Colour Theory according to Wassily Kandinsky | 1912
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The Plutchick Emotion Circumplex | 1980
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Colours and emotion combination theory |Robert Plutchik, 1980
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Colours/Emotions Survey | Richard Lee, 2007 Participants has been asked to fill every box with the colour they though it was more appropriate for every emotion
ANGER
SURPRISE
DISGUST
SADNESS
HAPPINESS
FEAR
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The meaning of colours | Personal summary
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Chromotheraphy properties Colours don’t only symbolise emotions. They also have a strong impact on the way we feel. We cannot avoid reacting to colours. They affect our preferences, characters, behaviour and personality. That is the reason why coloured lights have been used for thousands of years as a truly holistic, not invasive and powerful therapy.
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Chromotherapy Shower | www.luux.com, 2011
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From colour to sound
It might sound like an oxymoron, but silence is a kind of sound itself, while colours are nothing more than lights emitted at a specific wavelength. Although, colours and sounds have got a big common feature, they can both generate strong emotional feelings and reactions. I found myself interested in the physical correspondences between them, in how one can be converted to another and vice versa. The topic is certainly not new, since it has been treated by many people before, but most of the time the association has been done randomly or based on philosophical speculations.
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Mozart’s synesthesia correspondences Synesthesia is a neurologically based condition in which stimulation of one sensory or cognitive pathway leads to automatic, involuntary experiences in a second sensory or cognitive pathway.
Most common letters-colors associations
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Three Centuries of Colour Scales | Rhythm-Light.com, 2006
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Aleatory Compositions Book | Hoagy Houghton, 2008 An arbitrary musical translation in a colour scale.
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Light, Sound & Alpha Brain Wave Correspondances | Anthony Fiorenza, 2007 This chart correlates the conventional musical scale to colours in a much more scientifical way. The frequency of sound must be raised 40 octaves to match the frequency of colours in light frequencies
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The colours of silence
After acquiring the necessary knowledge, it then became a matter of practice. I recorded different “silences� and tried to translate them into visual representations, based on previously defined colour scales. The following experiments represents my own attempts to find a colour code to make silence visible.
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E
D
C
B
A
Colour Music scale based on Anthony Fiorenza Study For this experiment I recorded different kinds of silence. Then, converting the .wav files in .midi, I’ve been able to translate a small portion of every sound into a coloured representation, basing the result on the scale previously created.
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G
F
F3 A3
E4
D3
C3 C7
G#I
Bb7
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The silence of Hyde Park at 2 pm
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The silence of the Victoria and Albert Library at 3 pm
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The silence of Soho St. Patrick’s Church at 10 am
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The underwater silence in the Camden Road Indoor Pool at 7 pm
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The spectrum of emotions The previous experiments generated quite interesting results. Although, the colour scale was exactly the same for completely different situations. A careful reflection enabled me to realise that what truly distinguishes a particular situation from another is the kind of feelings evoked by it. That is why I decided to create a different colour scale for every emotion related to silence.
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THE COLORS OF EMOTIONS
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1. 2. 3. 4. 5. 6. 7. 8. 9. 10 11. 12.
Free think Reflection / Meditation Contact with nature Ispiration / Creativity Calmness / Quietness Relax Health Mental peace Caution Concentration / Attention Highten other sense Love
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Silence or sound?
Change of perspective. In order to avoid reaching wrong or too personal conclusions, I took a survey on a sample of about 500 people, asking them easy questions about the topic of silence and about what they usually relate to it.
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Emotions
Colours
Sounds
“Colour is the keyboard and the eye is the hammer. The soul is the piano with its many strings.” - Wassily Kandinsky -
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The Outcome
What people want from silence? In order to avoid reaching wrong or too personal conclusions, I took a survey on a sample of about 500 people, asking them easy questions about the topic of silence and about what they usually relate to it.
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Logo study
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The spectrum of emotions The previous experiments generated quite interesting results. Although, the colour scale was exactly the same for completely different situations. A careful reflection enabled me to realise that what truly distinguishes a particular situation from another is the kind of feelings evoked by it. That is why I decided to create a different colour scale for every emotion related to silence.
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Colours/moods associations
HAPPINESS
LOVE
ANGER
BOREDOM
SADNESS
THOUGHTFULNESS
RELAX
FEAR
The previous experiments generated quite interesting results. Although, the colour scale was exactly the same for
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First hypothesis
Go
5.
Gloomy Sunda y
Billie Holiday
Log Ou t
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Aleatory Compositions Book | Hoagy Houghton, 2008 An arbitrary musical translation in a colour scale.
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Drain You Nirvana Nevermind 1991
1.
Moby Dick (rare live)
4.
2.
Last Goodbye (Grace)
5.
Gloomy Sunday Billy Holiday
Jeff Buckley
3.
You’ve gotta get a me... Bee Gees
Led Zeppelin
The River
6.
My Playlists
Top Charts
Infinito Raf
Bruce Springsteen
Mood Map
Log Out
Top Song:
Mood Map
1.
Moby Dick (rare live)
3.
2.
Last Goodbye (Grace) Jeff Buckley
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You’ve gotta get a ...
5.
Bee Gees
Led Zeppelin
4ì.
Gloomy Sunday Billy Holiday
The River
You’ve gotta get a message... Bee Gees
5.
Bruce Springsteen
6.
Infinito Raf
The River Bruce Springsteen
6.
Infinito Raf
Final hypothesis - System of Icons
HAPPINESS
LOVE
ANGER
BOREDOM
SADNESS
THOUGHTFULNESS
RELAX
FEAR
The previous experiments generated quite interesting results. Although, the colour scale was exactly the same for
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Final hypothesis - Android App
Moodtrack
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Final hypothesis - Other media
Moby Dick (rare live) - Led Zeppelin
ProďŹ le
Player
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Mood Map
Alarm
Settings
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The spectrum of emotions The previous experiments generated quite interesting results. Although, the colour scale was exactly the same for completely different situations. A careful reflection enabled me to realise that what truly distinguishes a particular
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Final hypothesis - Advertisement/ City Branding
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The spectrum of emotions The previous experiments generated quite interesting results. Although, the colour scale was exactly the same for completely different situations. A careful reflection enabled me to realise that what truly distinguishes a particular
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The spectrum of emotions The previous experiments generated quite interesting results. Although, the colour scale was exactly the same for completely different situations. A careful reflection enabled me to realise that what truly distinguishes a particular
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The spectrum of emotions The previous experiments generated quite interesting results. Although, the colour scale was exactly the same for completely different situations. A careful reflection enabled me to realise that what truly distinguishes a particular
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The spectrum of emotions The previous experiments generated quite interesting results. Although, the colour scale was exactly the same for completely different situations. A careful reflection enabled me to realise that what truly distinguishes a particular
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The spectrum of emotions
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The spectrum of emotions
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Final hypothesis - Further development/Merchandise
The spectrum of emotions The previous experiments generated quite interesting results. Although, the colour scale was exactly the same for completely different situations. A careful reflection enabled me to realise that what truly distinguishes a particular
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Bibliography
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