orangemen and green hats: sending the right colour signals
DESCRIPTION
This is a presentation on the meaning of colour and the principles of semiotics, with the original title, "Orangemen and green hats". You can find a written version of the talk at http://www.inspectorinsight.com/semiotics/orangemen-and-green-hats-how-to-send-the-right-colour-signals/TRANSCRIPT
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ORANGEMEN & HATS: HOW TO SEND THE RIGHT
COLOR SIGNALS
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Sending the right color signals
• Signs and meanings
• Color is #1
• Color and business
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Three questions
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Have carrots always been this color?
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Is darker chocolate more bitter?
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What color hat should you never offer a Chinese man?
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The world is full of signs
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Signs with meaning
• Colour • Shape • Smell • Icon • Image • Words / names • Language • Facial expressions
• Graphic devices • Fonts • Materials • Formats • Size • Sounds • Weight & substance • Body language
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Signs with social meaning
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4 Key Principles of Semiotics
1. Signs have meaning
2. Meaning depends on context
3. Meaning is about what is NOT
4. Meanings change over time
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The meaning of ORANGE
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Orange
• Energy
• Vitality
• Excitement
• Warmth
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ORANGE has MEANING
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Thailand
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UK
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The meaning of ORANGE
depends on CONTEXT
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Wednesday or Thursday?
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Catholic or Protestant?
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Lime, Lemon or Orange?
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Meaning comes from what
ORANGE is NOT
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Dutch royalty
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Where did the orange go?
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William of Orange
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Without William of Orange, what colour would carrots be?
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Meaning of ORANGE
changes through TIME
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Naranja
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Colour words always enter the language in a predictable order
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Liquid
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Brown liquid
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Canned brown liquid
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Iced brown liquid
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Red or blue?
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Was Santa always red?
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7UP is not ….
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Rules of thumb
• Biggest brand
• I bought last time
• Red/Blue can
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Multiple senses
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Are all sense created equal?
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The eyes have it
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Evolutionary advantage?
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Can you see the food?
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Where are the eyes sensitive?
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Skin in the game
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Can you taste without colour?
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Even the experts are fooled by colour
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agreeable woody complex well balanced rounded
weak short light flat with a sting
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More signs?
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More cocoa or more bitter?
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Darker and stronger?
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Remind you of anyone?
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Hidden meaning?
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The household royalty
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Sexy and feminine
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Sexy and powerful
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The meaning of green
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Green
• Nature
• Growth
• Fresh
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戴绿帽子
Never give a China man a green hat!
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Sending the right color signals
• Color is one of many signs
• Color has powerful meanings
• Use the right color signals!
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