Impressionism: The Use Of Colors In Art

Imagine you are walking around your city, on a Friday evening, heading home after a day at work. When you have just realized you need some food for dinner, so you head to the supermarket. After a while, you have wondered through the supermarket you realize that you have bought tons of things you did not need, but how is that possible? In the supermarket, many strategies are used one of the main one is the use of colors. Colors are used on products to catch your attention and invite you to buy more, even if you do not need it. The different use of colors connotes to the viewer different emotions, influencing the way he thinks in regards of the products. This technique is used not only in the marketing and advertisements but also in art or in

The use of colors have always covered an important part of our society. Just by thinking about the ancient graffiti or the different artistic movements portrayed through, we notice how art was used as a mean to connote emotions or stories. The use of color in art had a great importance because it connoted ideas and point of views such as but not limited to the artistic movement Futurism. In the futurism, the different artist interpreted the world. Furthermore, we see what these colors portrayed in the Impressionism, the impressionists painted with complementary colors to catch the attention of the viewers. They did not used neither black nor white because they considered them “non colors” because they are not in the color spectrum. Another important movement who utilized colors in a particular way was the Expressionism. The expressionists used colors to increase perspective, but also to connote several emotions. These emotions would have raised in the viewer even if the painting was not too rich of details. Pablo

In everyday life companies or newspapers use advertisement. To obtain the maximum result they use colors and their connotations. Each color has a different effect on the consumer and to promote their product or to announce a new one they use the color proprieties. For example red connotes danger. The role of the different shades gives different connotations to those who look at them. In marketing cold colors are used to transmit calm, trust, security and affability instead, warmer colors such as red, yellow and orange, transmit a sense of “energy”, such as the logos of food supplements, or can relate to products for children and babies. This way of communication is essential, in fact people will trust more a company which transmits security, or will buy more often products with bright colors on them. Basically colors drive our choices. This happens also on tv, with the advertisements who are even dynamic. We can see the use of connotations also on the news. If the title is big, bold and usually black it will attract the attention of the reader, who will be curious about it and will eventually buy the newspaper. Usually this headline is short and concise to give immediately the news. The colors of the different newspapers can change, but all of them are chosen to promote something specific. A famous Italian newspaper, “La Gazzetta dello Sport” uses pink paper, in honor of the pink shirt of the cycling tour of Italy.