FUNDAMENTOS DE LA TEORIA DE LOS COLORES HARALD KUPPERS PDF

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Board index Free Unlimited PDF Downloads Free Downloads. Forum 3. Please, help me to find this harald kuppers pdf download. Thanks!. PDF | A gradualist perspective allows to explain many aspects of colour and and the International Color Association, where he also chaired the Study Group on .. Harald Küppers () addressed this issue when developing his "laws of colour synthesis": .. Fundamentos de la teoría de los coloures. wong, wucius principios del diseño en color ed. gustavo gili, méxico küppers, harald fundamentos de la teoría de los colores ed. gustavo.


Fundamentos De La Teoria De Los Colores Harald Kuppers Pdf

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heroquest pdf HeroQuest Custom Die Roller Version 2. fundamentos teoria colores harald kuppers pdf · historia del arte africano pdf · proyeksi pertumbuhan . Harald Küppers () addressed this issue when developing his "laws of colour synthesis": additive synthesis . Fundamentos de la teoría de los coloures. In this sense, Harald Küppers (, 21) considers that color only exists as a sensory com/hemeroteca/pd__ pdf Carreres-Ribera RA El color y su Küppers H Fundamentos de la teoría de los colores Barcelona.

The hypothesis that arises is that brands use colors discriminately in their graphic campaigns to adapt them to the connotative code of each socio-cultural context in order to achieve the most effective communication of the message in each case. On the other hand, the need to specify some concepts for the correct development of this piece of research requires the prior realization of a study of the state of the art.

Main European theories In the definition of colors, there are traditionally two fundamental chromatic systems: one that deals with their light properties and another that does it with their pigmented characteristics. This spectrum collected the colors violet, indigo, blue, green, yellow, orange and red Edwards, 6, p.

They are expressed in nanometers nm. Adding three colored lights: green, blue-violet and red-orange. These three lights are the only ones that cannot be obtained by mixing others Carreres Ribera, 1, p.

The CMYK system consists of four basic colors: first, cyan, magenta, yellow, which are the only pigments which cannot be obtained by mixing others, and, on the other hand, black key 2 , which cannot be achieved after modifications either, which is why it was included as a base pigment Gatter, 5, p The four-color process translates the chromatic information composed of lights RGB , so that the primary lights match the secondary pigment colors and the basic pigment colors match the secondary lights Carreres Ribera, 1, p.

Newton considered colors to be achromatic light rays Goethe, 2, p. His great contributions to the study of color have been: the consideration of the symbolic meanings that each color can have Ferrer, 9, p. Main Asian theories Among the main Asian theories that have served to explain the meaning of colors, two stand out: that of Feng Shui and that of Yin and Yang. From the Taoist philosophy, it takes the consideration that there are five elements among which there is a circulation of energy that represents the entire environment and manifests the following chromatic links Skilton, 5, pp.

It is located in all variants of red color. It is found in yellow and earthy colors. It is found in plant colors. Chromatically it is found in gray, white, silver and gold. It is found in black or dark blue. In relation to these associations, a part of Feng Shui deals with the importance of the use of colors to reach equilibrium with the environment, linking each color with a daily activity Table 2 : Yin and Yang is the Chinese philosophy that explains the world as the combination of two opposite-complementary.

Yin and Yang represent different energies that seek a balanced balance in a continuous movement and the existence of one is impossible without the other Skilton, 5, p. Yin is representative of the negative or the feminine, while the positive or masculine takes its form in Yang.

Yin appears associated with the Moon, the cold, the white color, emptiness, passivity, wetness, the night, the left side and everything soft Skilton, 5, pp. Yang represents the Sun, the heat, the black color, fullness, activity, dryness, the day, the right side and hardness Skilton, 5, pp. The graphic symbol of Yin and Yang , known as Tai Chi , is made up of the colors white with a black point Yang and black with a white point Yin , linked Skilton, 5, p. This sign reflects that, to Asians, nothing is absolutely black or rigorously white due to the interrelation they consider to exist among all the elements that make up the context Ferrer, 9, p.

This influence also extends to the composition of colors, since nothing can exist without its opposite-complementary.

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Black and white 4 have the same importance; in opposition to other cultures, in Asia, white and black are considered both feminine and one does not entail the opposite of the other Heller, 4, p. White includes the symbology of death and black the symbol of the beginning or birth Heller, 4, p.

The most important color in China is yellow, considered the male pigment par excellence, but so are red and green 5. Black, white and soft colors fall within the female group Heller, 4, p. Color and advertising Labrecque, Patrick and Milne , considering the chromatic meanings and their ability to influence thoughts, feelings and behaviors of consumers, address their importance from the field of marketing.

Under this consideration, they study the cultural influence on the chromatic associations we learn and which are responsible for the diverse perceptions we develop when evaluating the objects having them. A trend that determines significant differences in the chromatic association according to each culture. At the same time, Labrecque, Patrick and Milne 3, p.

Referring to the specific field of advertising, Labrecque, Patrick and Milne 3, pp.

The importance of color as compared to black and white advertising. Color manifests itself as a sign of quality and efficiency, acting as an exhortative resource — it motivates consumers and captures their attention - and mnemonic — it facilitates the memory of the message. The influence of each color on consumers. In this regard, Gorn, Chattopadhyay, Yi and Dahl , pp. In this line, Lee and Barnes Jr.

For the development of this study, we decided to choose Nike as an example, as it is an international brand that performs graphic advertising actions of considerable notoriety in the two selected countries, accumulating a great socio-cultural impact at the international level.

In fact, in the s, Nike rose as one of the most recognized brands in the world and an international symbol of athletics Spar, The creativities that make up the sample have been selected because they match the criterion of importance in the use of a certain color in each of the respective countries in which our research is focused.

Mentioned importance has been calculated based on two parameters that have allowed a selection of pieces: a The approximate extension of the color in the graph. The analysis of each graphic piece has been divided into two major categories of study: a The chromatic expression, which has been examined from the chromatic systems RGB light and CMYK pigment. The comparative analysis has been carried out using an analytical record model Figure 1 that has been applied systematically to the creativities of the sample, which has allowed an orderly compilation of results, in compliance with the level of objectivity required by research to extract valuable results 5.

Comparative analysis of the use of blue 5. Comparative analysis of the use of red 5. Comparative analysis of the use of yellow 5. Comparative analysis of the use of green 5.

Comparative analysis of the use of white 5. Comparative analysis of the use of black 6. Hypothesis contrast The results extracted and summarized in the previous section of this proposal confirm the hypothesis stated at the start of this paper. Cultural connotations associated with certain colors influence the composition of graphic advertising. Confirmation of this hypothesis leads to the conclusion that advertising uses colors strategically, adapting their use to their symbolism in each socio-cultural context to ensure more effective communication.

Thus, Nike adapts the chromatic characteristics of its graphic campaigns depending on the peculiarities of the context in which they are launched, because, as Goethe concluded, a color cannot be extrapolated from its context Goethe, 2, p. This confirmation is in addition to the contributions that analyze the psychological effects of colors and their influence on emotions, such as the contributions made by Lee and Barnes, Jr.

Thus, this proposal is a small contribution in this effort to improve the effectiveness of advertising messages, which supports the consideration of color as a key hortatory and mnemonic resource, able to get the attention of the public and the memory of the advertising message Labrecque Patrick and Milne, 3, p.

Other important lessons Comparative analysis allows us to draw other considerations of interest: 1. However, from the advertising standpoint, the expressive capabilities of color to generate a connoted meaning are the ones that interest most, as they are those that make it possible to record the brand more definitively in the mind of the recipient. In fact, color is considered a leading element in advertising transformations that occur in the current communicative paradigm Nicolas Ojeda, 2, p.

It is therefore necessary to continue its study associated with the advertising communication, as the effectiveness of the message depends, in part, on its proper use in the message. The subjective dimension of color is the one that impinges most on the construction of meaning and makes it an instrument to effectively and adaptably communicate the message of the brands.

This subjectivity complicates the study of color, as it responds to the intervention of the subject who perceives it, who is particularly affected by colors Brusatin, 7, p.

Any interpretation of the subject is linked to the unconscious value of what we perceive. The importance of colors in China is so remarkable that philosophies such as Feng Shui or Yin and Yang have them considered for the development of decorative techniques that make it possible to achieve greater harmony between man and the environment.

Also, the chromatic aspects such theories collect affect the development of graphic advertising pieces that are launched in China.

a corpus-based study

To which the one presented in this proposal belongs. Graphic advertising pieces, such as logos, help build brands using the symbolic potential of shapes and colors. Buenos Aires: Kier. Ambrose G, Harris P Baker C Chinese wedding dress. Bellaonline, the Voice of Women.

Berlin B, Kay P Basic color terms: their universality and evolution. California, Berkeley: University of California Press.

Block L, Kramer T The effect of superstitious beliefs on performance expectations. Journal of the Academy of Marketing Science Brusatin M Historia de los colores. Caivano JL Sistemas de orden del color. The comparative analysis has been carried out using an analytical record model Figure 1 that has been applied systematically to the creativities of the sample, which has allowed an orderly compilation of results, in compliance with the level of objectivity required by research to extract valuable results Figure 1 5.

Comparative analysis of the use of blue 5. Comparative analysis of the use of red 5. Comparative analysis of the use of yellow 5.

Comparative analysis of the use of green 5. Comparative analysis of the use of white 5.

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Comparative analysis of the use of black 6. Hypothesis contrast The results extracted and summarized in the previous section of this proposal confirm the hypothesis stated at the start of this paper. Cultural connotations associated with certain colors influence the composition of graphic advertising.

Thus it can be seen, for example, that in Asia the use of yellow is important to mystify brands and praise the characters included in them, whereas in Europe it is not frequently used with the dimensions of the Asians and "discrete yellows" are opted for. Confirmation of this hypothesis leads to the conclusion that advertising uses colors strategically, adapting their use to their symbolism in each socio-cultural context to ensure more effective communication.

Thus, Nike adapts the chromatic characteristics of its graphic campaigns depending on the peculiarities of the context in which they are launched, because, as Goethe concluded, a color cannot be extrapolated from its context Goethe, , p. This confirmation is in addition to the contributions that analyze the psychological effects of colors and their influence on emotions, such as the contributions made by Lee and Barnes, Jr.

Thus, this proposal is a small contribution in this effort to improve the effectiveness of advertising messages, which supports the consideration of color as a key hortatory and mnemonic resource, able to get the attention of the public and the memory of the advertising message Labrecque Patrick and Milne, , p. Other important lessons Comparative analysis allows us to draw other considerations of interest: Colors, which are part of visual communication, constitute "a system halfway between what is scientific in information and what is artistic in expression" Sanz, , p.

However, from the advertising standpoint, the expressive capabilities of color to generate a connoted meaning are the ones that interest most, as they are those that make it possible to record the brand more definitively in the mind of the recipient. In fact, color is considered a leading element in advertising transformations that occur in the current communicative paradigm Nicolas Ojeda, , p.

It is an element that is part of the "DNA" of the brand and allows us to build and strengthen the brand-consumer relationship Labrecque, Patrick and Milne, , p.

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It is therefore necessary to continue its study associated with the advertising communication, as the effectiveness of the message depends, in part, on its proper use in the message.

The subjective dimension of color is the one that impinges most on the construction of meaning and makes it an instrument to effectively and adaptably communicate the message of the brands.Berlin B, Kay P Memory B cells from Neurociencias y estrategia publicitaria: redefiniendo el rol del inconsciente.

Department of Pediatrics, Divisions of Basic Sanz JC, Gallego R

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