Final Outcome

Specifics
- A5 pages that make up an A4 spread. Size has been informed by the usability of a zine format identified in research. 
- Typeface presents a level of authority, reflecting the academic references of the study. The typeface also allows for the information to be presented in an engaging manor, providing the audience with content that reflects qualities of other reports they may have read however in a more playful way.
- The outcome has been ring bound. This reflects the lab report influences of the outcome and gives the piece academic qualities. 

Outcome Development

The following images represent some of the initial experiments in terms of collating the information. 

Considerations made:

- size of document

- appropriate typeface to ensure text is easy to read and does not take a hierarchy over other content

- layout of double page must be clear to ensure that information is understood and engaging

                                         

Photographs

The photographs were taken by a fashion photographer. Taking the photographs in a studio environment meant that the quality of the image was much higher. On being presented with the edited photographs, I was not happy with the level of editing that has been completed. The images maintained a grey overtone and touchups to the dirty floor had not been made. These were adjustments that I had to make due to the photographer not having sufficient time to complete the requested changes. 

Deadpan and emotion photographs were taken. Having a deadpan image of each model ensures that it is the colour of the clothing that is being recognised and the audiences perception is not being altered by the expression on the individuals face. The emotion photographs allow for the audience to understand the persons feelings visually and would hopefully help with engagement with the content.   

An example of each photograph style. Emotion.

Deadpan.

Research

This research focused on presenting work in a printed format. 

Idea Generation

Having gathered a body of research and from completing a primary body of content, the following stage would be to present this information in a cohesive and conclusive format. From discussing the following ideas in a discussion group, it became evident that there is a strong need for the outcome to be visually engaging. This supports my own previous analysis of research when investigating this subject area. 

Feedback:

- Presenting the outcome as a lab report would reflect the quality and validity of the study

- Having a printed outcome can increase the audiences engagement as many find it easier to read from a physical rather than screen. This is a comment that  reflects my own opinions. The work that I produce should represent my preferences when appropriate

- There is room to be quite playful with the design or a poster/flyer but this would depend on how 'serious' you want to present the findings.

From the discussion the conclusion was made that a PDF document can be un-engaging. If the qualities of a poster/flyer could be filtered into this type of format, it would produce a more interesting piece. This has provided the direction for further research into publications and how they can interact with the audience.  

Rethink

Initially, a photograph of the participants was taken Monday to Friday for two weeks. In review of the photographs the quality was poor and therefore not of a sufficient quality to be used. This was discussed in a tutorial and the following study will take place.

Study:
Three participants of the same gender, demographic, and study discipline will take part in the study over a two week period. Each participant will document their clothing choice every morning, Monday to Friday as well how they feel that day. To gain high quality photographs to be used to represent the data, the participants will take place in a photoshoot at the end of the two week period, where each outfit will be photographed. 

Consent Form

Following feedback into the requirements of a psychological study, the following consent form was written. This ensured that participants were aware of the study they were taking part in, as well as reducing factors that may influence their response to the task.

Case Study, Consent Research

http://www.psychology4a.com/research-methods.html

Roberto Matta's, Psychological Research and Scientific Method

Deception
Deception involves either concealing the real intention of a study from participants or taking steps to mislead them at the outset. For the nature of this study, deception would be needed to ensure that the participants were not influenced by the study in the clothing that they wear.


Debriefing
It is really a matter of common courtesy to debrief your participants at the end of any procedure and inform them of the point of the research.  Debriefing is crucial if any form of deception has been employed.  Debriefing is essential in this study as it will allow for the participant to be fully aware of the nature of the photographs and for allows for the participant to remove themselves from the study. 

A proper debrief should:

• Inform participants of the purpose of the research
• Ensure that there are no negative or unforeseen consequences of the procedure
• Ensure that the participant leaves in ‘a frame of mind that is at least as sound as when they entered.’  (Aronson 1988).
• Give the participant the right to withdraw their data and to see the finished write-up of the report if they so wish.

As well as having the best interests of the participant in mind, debriefs can also be a useful source of additional information in an experiment.  Participants may tell you things that you would otherwise not be aware of.

• I confirm that I have read and understand the Participant Information Sheet

• I have had the opportunity to ask questions and had them answered

• I understand that all personal information will remain confidential and that all efforts will be made to ensure I cannot be identified (except as might be required by law)

• I agree that data gathered in this study may be stored anonymously and securely, and may be used for future research

• I understand that my participation is voluntary and that I am free to withdraw at any time without giving a reason.

• I agree to take part in this study

Psychological Harm
This can involve embarrassment, loss of self esteem, stress and anxiety.

Consent Form
A Consent Form should be no longer than one side of A4.

Some example statements include: Some example statements include:

• I confirm that I have read and understand the Participant Information Sheet

• I have had the opportunity to ask questions and had them answered

• I understand that all personal information will remain confidential and that all efforts will be made to ensure I cannot be identified (except as might be required by law)

• I agree that data gathered in this study may be stored anonymously and securely, and may be used for future research

• I understand that my participation is voluntary and that I am free to withdraw at any time without giving a reason.

• I agree to take part in this study

Participant’s signature                                                                           Make a space for the participants name to be printed, to sign and date.

Consent Form: 

The Brief (Direction)

From the research carried out, a case study is going to be completed to gather primary research on the subject of clothing and colour. The study will aim to investigate whether there are correlations with feelings and the colour of the clothing the participant is wearing that day. This has been informed by personal interests as well as gathering primary research to inform the investigation. The findings of this investigation will provide insight into the current colour trends as well as the effect that colour can have on individuals. This information can be applied to aspects of design. 

The content will be gathered and displayed in an informative format. This design decision has been informed by the typical way of displaying research findings. Through the research process, many studies were read as PDF files on the internet. The page to page structure reflects the nature of a zine however a more photographic approach will be taken to adhere to the visual findings recorded. This method of production allows for the information to be visually understood. A range of ideas were noted and developed to inform the final outcome. 

The Power Of Colour - FutureLearn

This is a four week course which I completed through the FutureLearn website. The content of the course covered the basics of understanding how colour works and the physics behind how the eye functions. As the content developed, a range of topics were covered and has provided the foundations to the research project looking into colour.

Notes from Course:

People:
Sue Timney 
- Interior and product designer
- Familiarizes use of two colours and then adds in more tones 

Johannes Itten
- Researcher in the field of colour, colour principles and colour combinations/contrast
- Taught at the Bauhaus in 1919 to 1922

Joa Studholme
- Farrow & Ball's in house colour specialist
- Fashion trends have a major impact on setting colour trends
- Colours have become softer, reflecting the hardness of technology that we are surrounded by in our everyday life

Tom Chivers
- Colour psychologist
- A brief glimpse at the colour green prior to a creative task has been shown to enhance performance
- Colours carry different meanings depending on their context
- Colour symbolism, deriving from our conscious associations, is a conditional response

Julia Begbie
- Munsell colour system
- In the eye, prolonged exposure to light of a particular colour will temporarily reduce your sensitivity to that colour. This is called neutral adaptation
- Harmonious scheme is colours that are close to each other on the colour wheel


General:
What is colour?
- In order for a human to see colour the necessary components are: 
1. A coloured object  2. Full spectrum light  3. The eye to reflect collected light  4. The brain to process the information from the eye

- The colour sensation received in your eye varies with the wavelength of life. Different colours = different wavelengths

- The colours that a human eye are able to see is called the visible spectrum.

- Optical or visual illusions are caused by information gathered by the eye being processed in the brain to cause a perception that does not tally with the actual physical measurement of the viewed object.

Opponent - Process Theory:
- The photoreceptors in the eye are linked together in opposite colour pairs. Blue & Yellow. Red & Green.
- Activation of one member of the pair inhibits activity in the other
- The photoreceptor cells in your eye respond to the primary colours of the additive system; red, green blue.

Hue and Saturation:
- Hue is the description of a full value of pigment
- Saturation describes the amount of pigment present within a colour
- Hue + saturation affect our visual hierarchy (the other in which we see things and their impact)

Colour Symbolism:
- The language that a person speaks can affect the way that a person perceives colour. This may be an interesting topic to explore further within this research brief. It would provide a direct focus to the brief.
- All languages recognise black and white
- If a third colour is recognised it is red, fourth yellow or green
- Climate can also affect our colour preferences
- Sunny climate = warm, bright colours
- Poorer light climate  = cool, low saturation colours

The Impressionist (1870-1880's)
- Experimented with the idea that the shadow of an object can be made up with dashes of its complimentary colour


Where do my colour inspirations come from?
- Nature
- Travel
- Society
- Culture
- Fashion

Concept and Colour
- When working on a brief/project, extract colours from a photograph that conveys the mood in which you would like to take forward in the design outcome. This is a method of practice that would be interesting to experiment with in future projects. 

How to write a lab report

Guide To Writing Research Reports, University of Essex
https://www1.essex.ac.uk/psychology/documents/current/lab-reports.pdf


1. Title
- A single line description of the study, mentioning the independent and dependent variables

2. Abstract
- A short summary of the report
- Description of the rationale and of the method, results and discussions section
- 100 to 120 words

3. Introduction
- Why you did it
- This should be appropriate for someone who is not an expert
- Define the area that you wish to study

4. Method
- How you did it
- Participants, Apparatus, Materials, Design, Procudure

Results
- What you found
- Descriptive statistics 
- Inferential statistics 


Discussion
- What you think it means
- Relate results to hypothesis
- How confident can we be in the results?
- Suggest constructive ways to improve your study (if appropriate)
- Implications of findings

References
- Bibligraphy

Presenting the findings in a report format would relate back to the original research intentions. However, from the research carried out and analysing this, the research proposal format lacks engagement with the audience and understanding the information can be a lengthy process. This format would be presented in an alternative way to make it more engaging for the reader. 

Colour psychology and clothing

Further research has been carried out on the subject of colour psychology and clothing. This will inform correlations to look out for in the primary research as well as indicate any other varying aspects.

Effects of color on emotions.

By Valdez, Patricia,Mehrabian, Albert

Journal of Experimental Psychology: General, Vol 123(4), Dec 1994, 394-409

Abstract

Emotional reactions to color hue, saturation, and brightness (Munsell color system and color chips) were investigated using the Pleasure-Arousal-Dominance emotion model. Saturation (S) and brightness (B) evidenced strong and consistent effects on emotions. Blue, blue-green, green, red-purple, purple, and purple-blue were the most pleasant hues, whereas yellow and green-yellow were the least pleasant. Green-yellow, blue-green, and green were the most arousing, whereas purple-blue and yellow-red were the least arousing. Green-yellow induced greater dominance than red-purple. (PsycINFO Database Record (c) 2016 APA, all rights reserved)

Dan Thomas, Image Doctor.Although the level of authenticity to this information is unclear, interesting suggestions are made which could be applied to the primary research.

• Dark colours are perceived as more formal, dominant and authoritative

• Light colours make the wearer appear more friendly and approachable

• Some bright colours convey confidence and energy

• Muted colours are conservative and less threatening

• Contrasting colours can also send a certain message. The higher the degree of contrast such as wearing a black suit  and white shirt or a navy suit and white shirt can create a very powerful image.

An exploratory study: Relationships between trying on clothing, mood, emotion, personality and clothing preference. Wendy Mood (The University of Manchester, UK)

Abstract

This study sets out to explore the application of psychological research methods (as yet not applied) in the fashion arena. The aim of this project is to quantify, formalise and explore the causal relationships between clothing style, preference, personality factors, emotions and mood with a view to a better understanding of the psychological profile of the fashion consumer. This study is a developed version of the primary research to be carried out. 

Design/Methodology

- Uniformly composed samples of females, similar age, occupation and dress size (participant variables). Such variables must be consistent to ensure the true source of the change to the dependant variables. 

- Quantitative research

- 2 Questionnaires, aim: examine emotion, mood and personality before trying on a set of eight garments categorized according to style. Afterwards, to examine emotion and mood while wearing each outfit. Questionnaires are an unbiased way for the researcher to gather information. However, there are issues with the respondents feeling as though they should answer the questions with what they believe the researcher to want. 

- Photograph of participants were taken wearing each of the outfits

- Participants ranked the outfits in order of preference

- SPSS analysis identified relationships and preference indicators

Findings

- The results indicated strong relationships between mood and significant relationships between three out of five personality factors and clothing style preference; mood was a significant predictor of preference, whilst personality was moderate

- When trying on unfamiliar clothing (e.g. whilst shopping), clothing is used as an appearance and mood management tool by reflecting or managing positive or negative mood. 

- The results showed the varying levels of emotion an outfit can generate and the power of clothing on individual emotions

Limitations

- Methodology required lengthy time commitments and therefore limited sample size, making generalization difficult

Clothes Can Change/Affect Mood:

- University of Queensland interviewed people and observed their clothing choices to find out whether clothing reflected the individual's mood or whether they were wearing the clothing to change their mood. The results found that we typically dress how we'd like to feel or how we'd like others to think we feel. 

- Social Psychological and Personalist Science found that certain people wearing formal business attire feel more powerful and in control of things than those in under-dressed clothing. The same study also found that those in formal clothing were found to think faster on their feet and had more creative ideas.

- Athletes in red clothing won more events in the 2004 Olympic games than their competitors in blue. Following this a study, published in the Journal of Sport and Exercise Psychology, found that people who exercised in red could lift heavier weights and had higher average heart rates, indicating they were working harder than those wearing blue, even though both groups reported similar rates of exertion.

Although the above information is in relation to different types of clothing, they could be variables that influence the mood of the participant in a study - it could be the type of clothing that influences the mood and not the colour.  

Psychology of colour in design

The Psychology of Colour in Marketing and Branding
Gregory Ciotti, Marketing Strategist
April 13, 2016

'The psychology of color as it relates to persuasion is one of the most interesting--and most controversial - aspects of marketing.' 

In this article, the question as to why colour psychology is backed with so little factual data is answered in terms of their being so many varying factors that can influence the effect colour can have on an individual. Elements such as personal preference, experiences, upbringing, cultural differences, context, etc. When investigating colour, it is perhaps key in controlling as many extraneous variables as possible to ensure that the conclusion drawn is not lowered in validity. 

The article also states that 'color is too dependent on personal experience to be universally translated to specific feelings.' Is this subjective to the investigation? 

'In an appropriately titled study called Impact of Color in Marketing, researchers found that up to 90% of snap judgments made about products can be based on color alone (depending on the product).' This would suggest that colour does have an affect on a persons response and therefore is a key area to explore in design. This is further supported by research that concludes that the brain responds better to name brands (Radiological Society of North America, 2006). It is therefore important for new brands to use colours that differentiate from their competitors in order to stand out. However, does this go against the use of colour if consumers are more likely to go with what they recognise?

Colour and Clothing

Castillo, S. 2015. How 'Thin Slicing' Clothes and Colour Psychology Can Effectively Determine Certain Personality Traits. [ONLINE] Available at http://www.medicaldaily.com/how-thin-slicing-clothes-and-color-psychology-can-effectively-determine-certain-344680

- The clothes we wear, the style, cut and colour, are capable of communicating certain traits of our personality
- First impressions are typically main within a matter of minutes of meeting a person
- Studies have suggested that if people glance at your shoes, they can correctly judge your age, political affiliation and emotional personality traits
- We're exposed to colour psychology as soon as we're born
- Colour has the power to evoke femininity, masculinity, emotion and appetite

Biology Letters, study.
- 'in neutral settings, men wearing red were perceived as more aggressive and angry than men wearing blue or gray. In a 2009  study, Dr. Juliet Zhu found the color blue suggests “knowledge, power, integrity, and seriousness. It evokes a sense of calmness while stimulating creativity.”
- Women wearing red, on the other hand, are perceived differently. In fact, men report feeling more sexually attracted to women in red clothes and lipstick; they’re even willing to spend more money on their date.

Business Insider recently reviewed  reviewed several studies relating to first impressions. Among these studies were a couple that found the quality and cut of clothes are capable of communicating your status and level of intelligence.

• - e.g people wearing name-brand clothes are perceived as higher status than those wearing conventional brands.

• - people who have their clothes tailored are considered to be more successful than those who wear clothes that aren’t as fitted or flattering.

This is a direction within colour that I have not previously considered. 

Colour Psychology

Research Brief: The aim of this project is to better my understanding of colour and the psychological theories behind colour use. 

McLeod, J.  Colour Psychology Today.

Notes from, Chapter 4, Colour Associations:
- 'Colour association can be historical, national, cultural, personal and linguistic...it is also visual'
- Colour associations differ with cultures. This is important to recognise when applying colour to branding. Showing this understanding is a way of demonstrating respect to cultures
- 

- Each day has its own colour. The ancients believed and practiced this. It is something that has been passed down through the ages. The example of the Queen often wearing green on her visits on a friday was given in the text.

Monday - Violet

- Consider achievements for the week

Tuesday - Red

- Put the thoughts and plans into action that you are most passionate about

Wednesday - Yellow

- Oversee everything that is in place

Thursday - Sky Blue

- Communicate your strategy to all concerned

- Ensure everyone is supported and confident they will complete the weekly task on time

Friday - Green

- Check over final details

Saturday - Indigo

- Relax, enjoy hobbies, activities

Sunday - Orange

- Sociable, family gatherings, rest

Note: It might be interesting to photograph the same people each day of the week for a set period of time and investigate whether there are colour trends that emerge. 

Corporate Blues

- Stress in the working environment is an increasing problem in today's society. McLeod suggests that more leaders and heads of industry need to test out colourful environments to determine the full effect that can be had. Although not all stress related issues can be solved through subtle changes to the environment, these changes could prevent in the future.

Note: Consider how design and colour can help address poor mental health in the workplace.

- Wearing indigo/navy blue reduces blood pressure, keeps you calm and reduces sweating. It nourishes on a mental level. Having indigo/navy objects around you can also help focus the mind

- Violet is the colour of inspiration and creativity. View or consume violet things to help recharge your energy

- Think pink to avoid confrontation. 

- Magenta is uplifting, inspiring and fearless. This is a colour that can boost your confidence

- Orange is the colour of happiness and can help life the mood

This information has to be interpreted with an open mind. In this case, it is one person's opinion. Whether this is chosen to be believed by all, is up to the individual.

- Colour is the most powerful form of communication

- 'The colour choice and meaning change, dependent on the business, the environment, the placement, culture and the country' 

Its Nice That. Podcast, Colour. Ft. Laurie Pressman, Stuart Semple and Angela Wright

Notes:

- David Hockney

- Q:Do you think there are any brands that have particularly harnessed a colour well? A: Coco Cola red

Angela Wright, Colour Psychologist

- 'we don't respond to colour in isolation, we respond to a number of colours' 

- Red, blue, yellow, green. the four psychological primary colours

- Yellow activates emotions

- Red is physical, raising pulse rate and blood pressure

- Blue, intelectual activity

- 'Black is a security balnket'

- 'Grey is the colour of austerity' 

- When consciously choosing clothing items, individuals are making unconsciously making decisions that they are not aware of 

- 'we wouldn't have survived evolution as well as we did if we didn't have colour.  Colour is the universal nonverbal language that everybody speaks'

- 'we are born with an instinct for colour' 

- The worlds favourite colour is blue, proven by research

- Blind people can differentiate colours with their finger tips. Some can not only say that they are different colours, but also decipher which colour it is

Research Brief

An area of personal interest is in colour psychology. This interest has stemmed from a developing knowledge of colour as well as the psychological links that it has. 

The Brief: Investigate the relationship between colour and psychology. Collate findings.