Throughout history, people have learned to perceive colors. What started with only black and white became the color palette that we now know. A study has shown that the development of the perception of the different colors is linked directly to processing language. This shows that color (pigment) is more meaningful for the human brain.

Over the years color has been increasingly linked to segmenting and therefore placing people, emotions and other aspects of life into in imaginary boxes. Think of the stereotypical descriptions such as: green is healthy, black is depressed, red is love. Or consider the value that is linked to skin color.

Since identity seems to be feasible nowadays, segmenting is decreasing and freedom in color usage is increasing. Color is no longer a label but an asset that people can use to express themselves.

In the appearance sector, color is of great value and makes communications items out of garments. Again, an evolution is noticeable in the usage of color. Where previously standard colors where predominate, there nowadays is a growing attention to the versatility in color. This is among other clearly visible in the new underwear line of Björn Borg. The brand developed underwear in various shades of skin color. Nude shades formerly ranged from pale pink to beige, so other skin colors were not subject to the nude shades. However, nude colors should be wearable for everyone. With this new collection, Björn Borg responds in an innovative way.

Another signal in this sector is the project of Angelica Dass, where she photographed several people with a focus on the different skin colors. In her project called Humanae she selected a pixel of the photographed face and looked for the closest matching Pantone color to use as background color. This project clearly highlights how unique a skin color is. With this project Angelica creates awareness of how different yet equal every human being is.

In the food and living sector color is used in a new way. Several bars and restaurants are trying to sell a color as a product. It is not the food itself but the main color of this product that is the centerpiece. Even the packaging is adjusted accordingly. A color appeals to people directly on their expectation of a product. The Pantone cafe in Monaco found a nice way to deal with color on the menu there.

Also chef Soenil Bahadoer experimented with color in his dishes. He based his dish with scallops, pumpkin and Madame Jeanette, on Holi Phaghwa, the Hindu spring festival. As with any color run, Bahadoer creates his dish. According to him, food is an emotion. “This is want I want my guests to feel.”

Finally, David Wolfe shows in his book ‘The Color Code’ which value color is for nutrition and health. He explains how the color of food is directly linked to the benefits that certain foods have on our health. “Eat the rainbow”, is the number one lesson in his book. Wolfe: “Please keep this in mind, as it’s a simple way to remember to get all your nutrients.”

The various sectors show that color is not only something that can be seen by the eye, but can also contribute to the quality of life. It is a way of shaping your identity. This is also seen in the video of Kinki Kappers, where the major role of color for your hair, but also for your identity and authenticity, is emphasized. For the sake of your physical, social and emotional well-being: COLORS!

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