毕业

时光飞逝，转眼就要毕业了。
期待又害怕。
期待已久的毕业近在眼前。可以回家，希望以后一直不要和父母分开了，有足够的时间去照顾他们。却莫名地对这里有许多的不舍与留恋。
我讨厌自己的懦弱，却无法战胜它。它如同噩梦一样一直围绕这我，无法摆脱。。。同学们的人都很友好，对我也十分的照顾，很喜欢他们。希望班里的每一个人都可以找到一份理想的工作。然后，幸福，快乐下去。

DISSERTATION PART 2-2

DHTP Dissertation Proposal Part 2 &.

Sample template

Student Name	Jianru Wu
Course	Graphic Design
Supervisor name	Jason Nelson
Email address (Supervisor)	j.nelson@dundee.ac.uk
Date (update as you go)	10,04,2011

Using the template

Enter your personal details in the box above. The email address will be used by your tutor and others to contact you. You must check this regularly for news on tutorial dates.

Read each heading carefully and type into the text box below.

Email your proposal to your supervisor and load it up on Safe Assignment of the VLE

Total final word count for Part 3: between 2000-2500 words (excluding bibliography).

Title (max 50 words)

This should give an outline of your research topic. If appropriate use a title and a subtitle. You need to get specific and refine the title to capture your research as best as possible.

The colour of advertising

Summary (Stage 2 = max 1000 words, Stage 3 = 1500)

Here you should indicate what you already know about the topic. You should already have done some reading around it. Summarise this reading with regards to the research topic and describe the research area. This will provide the basis for a literature review.

Most importantly it is something the interests me that is the ideas behind the reasoning tie in to my specialty of graphic design quit closely. So I choose to do this topic that the graphic designers how to choose the colour to help the products be sold in business. I will take into account a wide rang of demographic factors (culture, age, gender, race, geographical region, religion, income, educational level and class) and psychographic factors and how colour affects these choose. Colour is certain to be regarding the performance of the interaction of people. It is said that red can make people excited that is the red reminiscent of flames, blood and revolution; Green was able to evoke refreshing experience because the green is reminiscent of nature; Blue gives a cool feeling because it is reminiscent of cold water in a sense and so on. It is different to understand the relationship between people and colour, which is according to time and place. Yellow Emperor in China, a brilliant symbol of momentum and it was in medieval Europe represents a shame and disgrace. At the same time, there are some different if we add a different colour in the yellow. For example, for Chinese people, we add a little golden yellow to represent the imperial power, and for Europeans add a little yellow in moderate; partial colour green becomes a prostitute and persecution on behalf of Jews of colour. Is there anyone in the business world at today who doubts the impact of colour? If you are involved in marketing, display, design, advertising, point of purchase or retailing there is always a need to be informed as possible about the usage of colour as means of instant communication. Here is a point we need to pay attention to: Has today’s society become desensitized by the use of the colour in the pursuit of advertising? What should we do better for the advertising for the designers? Are graphic designers among those to blame for this due to advertisings and can help alter this. Each designer will act as a case study. Today everyone knows Coca-cola. Coca-cola company was established in 1892 and now headquartered in Atlanta, Georgia. Coka is the world’s largest beverage company that it is with nearly 48% of the world’s top three markets share and the two of them drink. By the way, we cannot sure the exactly colour when someone said ‘red’ (the colour of name) to us, but if says ‘Coca-cola red’ that will be the colour of our thinking mostly same. Why people all know Coca-cola’s logo? Raymond Loewy creates a Coca-cola logo design in 1885. From 1887 the logo become the brand’s corporate identity until today. Coca-cola logo in red and white colour scheme is kept simple and unique to attract young minds. Red and white colour options as well as cultural and psychological factors. Coca-Cola in this way, we all recognize today's Santa Claus responsibility. Although people think his red cape is due to the fact that it is the red color of Coca-Cola, he actually is because they took the image from the Nast drawings later. They also inspired from the Clement Clark Moore poem in 1822, "St. Nicholas's visit" with his instructions to create a warm and friendly image of Santa Claus. Coca-cola script is known worldwide, but is best associated with the colour red. The other example is that using the color successful in graphic design is Henri Marie Raymond de Toulouse-Lautrec-Monfa or simply Henri de Toulouse-Lautrec who is French aristocrat, after the impressionist painter, modern design and lithograph poster art pioneer man known as the “soul of Montmartre.” Oscar-Lautrec inherited impressionists-Claude Monet, Camille Pissarro and others style, and the impact of the Japanese Ukiyo-e, open up a new painting realistic technique. Lautrec’s new colour poster of concept art of poster design led innovation except painting on the achievements. He used less of lithographs technology and away from the traditional perspective of western painting to transfer to Ukiyo-e in the deep line the eyes of the viewer’s subjective performance space with a clever caption to attracting the viewer’s attention and with Pierre Bonnard the same as the poster of the most influential designers. As he said: “I am committed to creating realistic rather than ideal, perhaps this is the drawback. Although I do not like ugly, but its still painted with the sort of interest, or the painted circle, or to the light....” Lautrec's lithographs are well known in the contemporary: He is not only a small number of outstanding lithograph was the painter, also made with the Lithograph strong personal characteristics of the posters. Lautrec also produced large color lithographs surface, and use on the posters. It was just used in commercial publicity poster, most posters only a simple majority of small businesses in black and white poster as the publicity but accept the Moulin Rouge Lautrec commission. He began to product the bright and strong color poster style with bold moves and facial expressions to attract customers. It is really a sensation, that Seoul became famous with the Pier Bonnard as creators of the two posters. Even though Toulouse-Lautrec only survived to 1901,he was also so much more than a creature of the fin-de-siede and he was the first great artist of the new century. Those are examples of how colour can influence advertising and can play a role in the way people think and perceive things.

(Continued over)

Aims: Why are you doing this? (max 100 words)

These are a general statement on the intent or direction for the research – why are you doing this? Refer to theoretical aims and practical ones where relevant. For example: How might this improve your design practice? How does it contribute to the discourses within your discipline? Who else might benefit from your research? Is it aimed at an academic or a wider audience? What do you hope your research will achieve? State your aims concisely, perhaps using bullet points.

I am very interested in colour and to consider what is ‘good colour practice’. Colour can be used in many different ways in design. The right colour can make the success. The colour effect is everywhere and colour is one of the most important parts of life. Even white and black are also affect us. I am quiet interesting that for a designer how to choose colour and apply colour into my product.

Objectives: What will you produce? (max 100 words)

Objectives are the things you will produce in doing the dissertation, e.g. a review of the relevant literature, a collection and discussion of people’s experiences/opinions, an assessment of a debate or collection of work etc.

Like your aims, these will help your tutor (and you) assess your success. They may change over time but aims and objectives are useful to keep you focussed. Again be concise here – you may want to use bullet points.

I hope to make the simpler colour to make a good design and meaningful to understand and so that people will use these samples and apply them to their practice as well. I intend to review relevant literature on my choose topic. This would include information found in books, articles, journals and online sources.

Keywords (min 5 and max 10)

This should be a list of key terms that help us see if you are aware of where your research ‘sits’. For example, if you are writing on depictions of women in advertising your list might include ‘gender, feminism, representation, advertising, semiotics’. Keywords will help you when doing electronic searched for research materials.

colour effect, graphic design, colour power, advertising, branding, influence

Expanded Bibliography (min of 24 books, articles, websites)

Place here alphabetically a list of materials which you intent to use for you dissertation. Format these according to the Harvard Method.

Please make sure you have critically assessed these as being appropriate for your topic and write a short paragraph for each one summarising the content and its relevance to your research area.

1. Thames & Hudson (2005). Colour: basic design 05. AVA Publishing SA. Summarizing: designer how to depended on color to design can attract more consumers. This book is from the basics, color systems, using color, techniques, color symbolism and color in practice areas that the designer can make informed color decisions. 2. Bradley, FRPS, AIIP (1972). Color: origin, system, uses. Van Nostrand Reinhold Company Ltd. Summarizing: This book is from the general section, physiological section, physical and technical section, systematic section, the rhombohedra system and conclusions areas to explain color. 3. Albers Josef (1975) Interaction of color: unabridged text and selected plates revised edition. Yale university Summarizing: This book is a record of an experimental way of studying color and of teaching color. 4. Whelan Bride M (1994) Color harmony 2: a guide to creative color combinations. London England Summarizing: The color wheel and how to use the color have all explain in this book. 5. Press Gower (1968) How to using color to sell Great Britain, London. Summarizing: Using color in business- color in merchandising and selling- individual feelings need to be set aside for more tangible knowledge. 6. Feisner Edith Anderson (2006) Colour. Laurence King Publishing Ltd. Summarizing: Through color foundations, dimensions of color, color in compositions and the influence of color this 4 parts to give students in all the visual arts a thorough grounding in the history, psychology, and physics of color. 7. Sidles Constance, Sutherland Rick, Karg Barb (2005). Graphic designer’s print + color handbook. Rockport Publishers, Inc Gloucester Massachusetts. Summarizing: The purpose of this book is to offer meaningful insights into the world of color graphic and print reproduction in real-world settings. 8. Cerritsen Frans (1975) Theroy and practice of color: a color theory based on laws of perception. Cantecleer, de Bilt Summarizing: As the title says this book has a full explain of color. 9. Gilbert John (1962) Theory and use of color UK by Blandford Press Summarizing: The purpose of this book is not to create artists but simply to provide those who wish to be artists with the indispensable tools of their trade. 10. Gage John (1999) Colour and meaning: art, science and symbolism. British Library Cataloguing Summarizing: A wider public of color shares in this book. 11. Pendergrast Mark (2000) For god, country and coca-cola: the definitive history of the world’s most popular soft drink. Orion Publishing Group Ltd Summarizing: This book is also a story about Coca-cola, readers will find high drama, corporate intrigue, and innovative ads that pluck the heartstrings. Always changing. Always the same. Always Coca-cola. 12. Temkin Ann (2008) Color chart: reinventing color, 1950 to today. The Museum of Modern Art, New York Summarizing: This is showing us the exhibition of color. 13. Jorgensen Janice (1994) Encyclopaedia of consumer brands: volume1, consumable, products. High House London Summarizing: The book’s three volumes highlight approximately 600 of the most popular brands in USA. 14. Ries Al and Ries Laura (2004) The origin of brands: how product evolution creates endless possibilities for new brands. Library of Cataloging-in-Publication Data. Summarizing: ‘ The battle for your mind’ for the brands’ effect and design. 15. Bouwman Margot and Franzen Giep (2001) The mental world of brands: mind, money and brand success. World Advertising Research Center 2001 Summarizing: This book is explored what you do not know and well-thumbed addition to your brand library. 16. Wertime Kent (2002) Building brands & believers: how to connect with consumers using archetypes Summarizing: Brands have an influence that extends well beyond the purely functional role they play in people’s lives: they genuinely affect the way people feel. 17. Baker Michael J (1991) Research for marketing. Machilan education Ltd Summarizing: This book is written for those who want an overview of what marketing research is and what it can and cannot do. 18. Joe Cappo (2003) The future of advertising: new media, new clients, new consumers in the post-television age. Crain Communications, Inc. Summarizing: Advertising needs more people like. 19. Berger Arthur Asa (2004) Ads, Fads, and Consumer culture: advertising’s impact on American character and society. Rowman & Littlefield Publishers, Inc. Summarizing: analysis consumers and advertising to teach you something about how advertising works, to suggest how advertising has effected American society and culture, and to help you learn to analyze and interpret advertisements and commercials in more interesting and profound way. 20. Mayo Ed & Nairn Agnes (2009) Consumer kids: how big business is grooming our children for profit. Constable & Robinson Ltd Summarizing: After the research almost 3,000 children and over 300 parents and analysis the special but big consumers to tell us what need our businesses and designers do. 21. Quart Alissa (2003) Branded: the buying and selling of teenagers. United States by Perseus Books Summarizing: Listening teenagers, shared their’ story then make them dream true. 22. Meng Feixin (2008) Art and visual perception: a psychology the creative eye (the new version) Hu Nan art Publishing Inc. Summarizing: This book has a full explain of the art and visual. 23. Elseman Leatrice (2006) Color: messages and meanings Hand Books Press Gloucester USA Summarizing: This book is gives more information and guidelines about the color. 24. Levkowitz Haim (1997) Color theory and modeling for computer graphics, visualization, and multimedia applications. Kluwer Academic Publishers Summarizing: The goal of this book is to convinced you that it is important to pay attention to color, to give you the basic fundamentals of color vision in general, and as related to visual computing in particular; to make you aware of the repercussions of your color choices; and to stimulate you to further explore this topics. 25. Wikipedia: http://en.wikipedia.org/wiki/Coca-Cola 26. Wikipedia: http://en.wikipedia.org/wiki/Henri_Marie_Raymond_de_Toulouse-Lautrec-Monfa

The Communitay Attic

For our design study, we need to create a new company or service for a post consumer audience in teamwork. So every Thursday we have a group meet at school from 12,30pm-17, 00pm. We have a few weeks to research and develop our idea then do a presentation. At the first we do a mind map for the research. We find most of them are over 30s shopping at the recycle centre and the necessities of life products are most papule of them that are they want find the planet, environment, fair-trade products and modest consumption.

We also go to visit a Recycle Centre at Dundee. It is a really big shop like a factory and the consumers can find every thing the daily need. The workers tell us before they sale the products they will check them to ensure them can use where we visited their workshop and it is amazing. So they can build a good trust contract with the consumers because most of the consumers are repeat customers. They try to educate others belief that ‘money does not equal status’ that is the used things not only can save money it is also can reduce waste.

We do a list of the ideas below:

-A City Allotment - allowing people to grow their own vegetables

-Community ‘Buy in Bulk’ service - to save money and waste

-Collecting peoples unwanted food - delivering to homeless shelters

-An app - allowing the consumer to scan items to se their sustainability ratings

-Restaurant - selling meals prepared with fair-trade and local products

-A Community Sharing Service - we would store everyone’s items from their garage/loft and rent them out when needed.

Finally we decide do a new community sharing service and the idea behind this business was to have a sense of community. We call the name is ‘THE COMMUNITAY ATTIC’ and on the logo we says, what ours is yours. Then we went to visited some people what they think about the second hand shops. The team number found the money information details.

At the finally we put the ideas get together a presentation and presentation it in front of out design lecture. I really enjoy the teamwork and everyone was work hard for it that we believe the company will be going well.

Dissertation proposal part 2

Sample template

Student Name	Jianru Wu
Course	Graphic Design
Supervisor name	Jason Nelson
Email address (Supervisor)	j.nelson@dundee.ac.uk
Date (update as you go)	13,03,2011

Total final word count for Part 3

Graphic designer: the choice and organization of colors as a means to affect consumers’ emotions, and the use of color as a selling tool in business

Summary

The dogs and cats cannot see color, if that is true and what do they miss in life. Perceived lack of color makes the visual distinction between the dimensions of one of the most effective was that lost. We can easily to catch it up and it is easily for us humans to perceive a ball as it rolls on the grass. For this reason apart from the ball’s movement, form, texture and light etc, the most important element is the ball’s color. We can easily detect the bright red ball on the grass, as it is clearly defined. In addition, for the animals have the color vision and to deeper memory of the world with this strong and be brimming with energy ability. The same capacity in humans allows them to see themselves in a world full of rich colors and not a dull, grey world.

Color vision is the first thinking element in the brain to create product for Oldilon Redon. Oldilon said. We must respect the black that is because nothing can replace black. Although the black could not make the vision happy or awaken people’s other feeling, although it is the main element for mankind’s theory and more important than the prism palette and more than that released by the beautiful colors.

Color is certain to be regarding the performance of color people of color associations. It is said that red can make people excited that is the red reminiscent of flames, blood and revolution; Green was able to evoke refreshing experience because the green is reminiscent of nature; Blue gives a cool feeling because it is reminiscent of cold water in a sense and so on. Understanding of people of color is also different according to time and place. Yellow Emperor in China, a brilliant symbol of momentum and it was in medieval Europe represents a shame and disgrace. In this time we add a different color in the yellow whether has a different meaning? For example, for Chinese people, we add a little golden yellow to represent the imperial power, and for Europeans add a little yellow in moderate; partial color green becomes a prostitute and persecution on behalf of Jews of color.

Color is varied and unstable. Color is a sensation produced in the brain in response to the incidence of light on the retina of the eye. So no one can say he can see the same color as his neighbor. The other factor is that in people’s consciousness, the names of different colors represent the same color, but sometimes the same name given to a color actually represents a different color to different people.

For example, affectionate, compassionate, soft, sweet tasting may be associated with light pink; soft, subtle, cozy, dusky, gentle may be linked with dusty pink; exciting, theatrical, playful, hot, attention-getting and wild may be connected to bright pink; exciting, energizing, sexy, passionate, hot, dynamic, powerful, impulsive, stirring and spontaneous will be linked to bright red; earthy, warm, strong, sturdy, established and country will be the images for brick red; rich, elegant, refined, tasty, expensive, mature, sumptuous, cultivated, luxurious and robust could be associated with deep red and so on. So if one says ‘red’ (the name of a color) to 50 people. It will be 50 reds in their minds and all these reds will be very different. Even the ‘red’ of the Coca-Cola logo may still be thought to represent many different reds.

Product and/or presented, as different systems possess different limitations and options how to depend upon the final design in a selection of a particular color system is the designers work. RGB (red, yellow, blue) and CMYK (cyan, magenta, yellow and black) are the two of the most widely recognised and commonly used color systems. RGB is typically, used for initial designs and digital publishing, and CMYK is used for print publishing. Printed publications are usually produced in eight- or 16-page sections.

Is there anyone in the business world today who doubts the impact of color? If you are involved in marketing, display, design, advertising, point of purchase or retailing there is always a need to be as informed as possible about the usage of color as a means of instant communication.

How to choose the color and organize the colors to design ‘is a big question for the graphic designer. The factors involved are not only which color is more beautiful and suitable for their design but also the differences in color between the computer design and the final product. A important reason is the color’s meaning, history, culture and effect on people’s emotion. Color could be the product message to tell the consumers what it is they are buying. Color can promote or reduce the product’s sales.

There is no reason why color should not be subject to the graphic designer’s considerations in the same way as the choice of material, since color is an important factor in the sale of the vast majority of products. Most consumers are not artists and the reason they buy things is because they like them and theychoose a particular color because they like it, or because it fulfils a specific purpose. The designer has to identify the colors that people like or discover the motivation that causes them to choose one rather than another. The products sale will be effect you cannot even get a job as a designer if you do not take this into consideration.

We cannot be sure about the exact color when one says ‘red’ (the name of the color) to us, but if they say ‘Coca-cola red’ that will be the color of our thinking mostly same. In other words, if you think about Coca-cola, that red color will be the first to get in your mind, then the Coca-cola logo. This is the color effect. Apple, Tesco, Nike and Toulouse-Lautrec’s poster design are all good examples in daily life for the graphic designer of how to use the color to best sell the product.

For my next dissertation I will use these elements to explain why Coca-cola, Tesco, Apple and Nike are popular and what I should do in my future design.

Aims:

Color can be used in many different ways in design. The right color can make the success. The color effect is everywhere and color is one of important organizing part of life. Even white and black are also the color and affect us. I am quit interesting that for a designer how to choose color and create color for my product and use color offer my design.

Objectives:

Analysis color elements affect the design product and why Coca-cola red, Tesco blue, Apple white can be as a color name in the people mind. How to use the color promote the product sell and the color chooses is big element for the successful business. As a graphic designer how to choose the color to design and make the viewer feel compassion, love or hate in the future.

Keywords

Color meaning, color effect, use color sell, graphic designer

Expanded Bibliography

1. Thames & Hudson (2005). Colour: basic design 05. AVA Publishing SA.

Summarizing: designer how to depended on color to design can attract more consumers. This book is from the basics, color systems, using color, techniques, color symbolism and color in practice areas that the designer can make informed color decisions.

2. Bradley, FRPS, AIIP (1972). Color: origin, system, uses. Van Nostrand Reinhold Company Ltd.

Summarizing: This book is from the general section, physiological section, physical and technical section, systematic section, the rhombohedra system and conclusions areas to explain color.

3. Albers Josef (1975) Interaction of color: unabridged text and selected plates revised edition. Yale university

Summarizing: This book is a record of an experimental way of studying color and of teaching color.

4. Whelan Bride M (1994) Color harmony 2: a guide to creative color combinations. London England

Summarizing: The color wheel and how to use the color have all explain in this book.

5. Press Gower (1968) How to using color to sell Great Britain, London.

Summarizing: Using color in business- color in merchandising and

selling- individual feelings need to be set aside for more tangible

knowledge.

6. Feisner Edith Anderson (2006) Colour. Laurence King Publishing

Ltd.

Summarizing: Through color foundations, dimensions of color, color in compositions and the influence of color this 4 parts to give students in all the visual arts a thorough grounding in the history, psychology, and physics of color.

7. Sidles Constance, Sutherland Rick, Karg Barb (2005). Graphic designer’s print + color handbook. Rockport Publishers, Inc Gloucester Massachusetts.

Summarizing: The purpose of this book is to offer meaningful insights into the world of color graphic and print reproduction in real-world settings.

8. Cerritsen Frans (1975) Theroy and practice of color: a color theory based on laws of perception. Cantecleer, de Bilt

Summarizing: As the title says this book has a full explain of color.

9. Gilbert John (1962) Theory and use of color UK by Blandford Press

Summarizing: The purpose of this book is not to create artists but simply to provide those who wish to be artists with the indispensable tools of their trade.

10. Gage John (1999) Colour and meaning: art, science and symbolism. British Library Cataloguing

Summarizing: A wider public of color shares in this book.

11. Pendergrast Mark (2000) For god, country and coca-cola: the definitive history of the world’s most popular soft drink. Orion Publishing Group Ltd

Summarizing: This book is also a story about Coca-cola, readers will find high drama, corporate intrigue, and innovative ads that pluck the heartstrings. Always changing. Always the same. Always Coca-cola.

12. Temkin Ann (2008) Color chart: reinventing color, 1950 to today. The Museum of Modern Art, New York

Summarizing: This is showing us the exhibition of color.

13. Jorgensen Janice (1994) Encyclopaedia of consumer brands: volume1, consumable, products. High House London

Summarizing: The book’s three volumes highlight approximately 600 of the most popular brands in USA.

14. Ries Al and Ries Laura (2004) The origin of brands: how product evolution creates endless possibilities for new brands. Library of Cataloging-in-Publication Data.

Summarizing: ‘ The battle for your mind’ for the brands’ effect and design.

15. Bouwman Margot and Franzen Giep (2001) The mental world of brands: mind, money and brand success. World Advertising Research Center 2001

Summarizing: This book is explored what you do not know and well-thumbed addition to your brand library.

16. Wertime Kent (2002) Building brands & believers: how to connect with consumers using archetypes

Summarizing: Brands have an influence that extends well beyond the purely functional role they play in people’s lives: they genuinely affect the way people feel.

17. Baker Michael J (1991) Research for marketing. Machilan education Ltd

Summarizing: This book is written for those who want an overview of what marketing research is and what it can and cannot do.

18. Joe Cappo (2003) The future of advertising: new media, new clients, new consumers in the post-television age. Crain Communications, Inc.

Summarizing: Advertising needs more people like.

19. Berger Arthur Asa (2004) Ads, Fads, and Consumer culture: advertising’s impact on American character and society. Rowman & Littlefield Publishers, Inc.

Summarizing: analysis consumers and advertising to teach you something about how advertising works, to suggest how advertising has effected American society and culture, and to help you learn to analyze and interpret advertisements and commercials in more interesting and profound way.

20. Mayo Ed & Nairn Agnes (2009) Consumer kids: how big business is grooming our children for profit. Constable & Robinson Ltd

Summarizing: After the research almost 3,000 children and over 300 parents and analysis the special but big consumers to tell us what need our businesses and designers do.

21. Quart Alissa (2003) Branded: the buying and selling of teenagers. United States by Perseus Books

Summarizing: Listening teenagers, shared their’ story then make them dream true.

22. Meng Feixin (2008) Art and visual perception: a psychology the creative eye (the new version) Hu Nan art Publishing Inc.

Summarizing: This book has a full explain of the art and visual.

23. Elseman Leatrice (2006) Color: messages and meanings Hand Books Press Gloucester USA

Summarizing: This book is gives more information and guidelines about the color.

24. Levkowitz Haim (1997) Color theory and modeling for computer graphics, visualization, and multimedia applications. Kluwer Academic Publishers

Summarizing: The goal of this book is to convinced you that it is important to pay attention to color, to give you the basic fundamentals of color vision in general, and as related to visual computing in particular; to make you aware of the repercussions of your color choices; and to stimulate you to further explore this topics.