MEANINGS AND EFFECTS OF COLOR

José Luis CAIVANO caivano@fadu.uba.ar

University of Buenos Airesand National Council for Research

Argentine Color Group

Triadic conception of the sign (Peirce) _

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)

SIG

N

Relations of signs to the objects which they may denote

Relations of signs to one another

Relations of signs to their interpreters or users

Dimensions of semiosis (Morris)

Syntactics

Semantics

Pragmatics

signal (sign that appears before its object)clue (sign that remains after the object

that caused it)symptom (sign that is simultaneous with its

object )

Classes of signs in the semantic dimension(according to the relation of signs to the objects thay they may denote)

(relation of similarity)

(relation of physical contiguity)

(relation of conventionality)

ICONS

INDICES

SYMBOLS

Syntactics of color

selection color order systems

harmonies and contrasts of colorcombination

possibilities of spatial combination

Semantics of color

Semantics of color(influence on the syntactic operations)

light above, dark below

abovelight

middlemedium

belowdark

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 syntacticsand semantics of color

Jannello’s division of the color wheel according to psychological associations.

Semantics of colorcolor 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

safeconditions

obligation

red

yellow

green

blue

signal color meaning

precautionpossible danger

prohibition,stop, danger

contrast

white

black

white

white

Colors and security signals

Semantics of color(symbolic association – conventional signals)

Semantics of colorWARNING 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 CouleurInternational Color AssociationInternationale Vereinigung für die Farbe

www.aic-color.org