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 |
