Channels, Fall 2017

Page 4 Conley • Color Theory in Technical Communication cultures contribute to color categorization and naming in ways that supplant what others attribute to universally prevalent opponent color appearance phenomenal channels” (p. 98). Color and their categories, then, can be seen through people’s social experiences (Dedrick 1998). Grieve (1991) believes color perception is highly individualized, not universal like Berlin and Kay proposed, and dictated by ethnic preferences, culturally specific experiences, and practices. There are some explanations for the relativist stance (Ozgen 2004; Jameson 2005). The relativist stance is primarily linked to the famous linguistic relativity hypothesis which suggests that language can influence and shape thought (Ozgen 2004). In one study, researchers directed participants in a certain country’s region to discriminate between similar color hues (Ozgen 2004). They found that by using a new color category, participants could easily distinguish similar color hues through perceptual training (Ozgen 2004). Ozgen (2004) summarizes the study: “The demonstration that color perception can be modified through learning indicates that the process of learning a language may influence or even shape the way people perceive colors” (p. 97). Jameson (2005) theorizes that the relativist stance is connected to varying sociocultural influences that produce differences in cross-cultural color naming. Color’s Global Effect on People Color influences people, shaping their opinions and feelings. Its role may be subtle and subconscious, but there is plenty of evidence that color does affect people and their emotions (Richards and David 2005; Adams and Osgood 1973; Grieve 1991; Vanka and Klein 1995; Hupka, Zaleski, Otto, Redil, and Tarabrina 1997; Madden, Hewett, and Roth 2000). However, color’s effect on people’s emotions is not constrained to a local area, culture, or language. Around the world, studies have been conducted on people to gauge their emotional reactions to colors (Adam and Osgood 1973; Madden et al. 2000; Hupka et al. 1997). Color’s effect on emotions Scientists and researchers commonly agree that decorative features like color have an emotional and aesthetic appeal to viewers (Richards and David 2005; Hupka et al. 1997; Madden et al. 2000; Grieve 1991; Puhalla 2008). Madden et al. (2000) summarize, “Color influences both human behavior and human physiology” (p. 92). Grieves (1991) adds, “It is clear that colours are associated with different moods, feelings, or situations although a wide variety of associations are given” (p. 1322). Madden et al. (2000) give a real-life example: When asked how to lower stress in the workplace, Ward did not suggest another workshop; he simply said, “paint the walls—the right colors in the right place can make an exciting or calming difference. (p. 92)