The Right Angle Journal - Summer 2019 - 6

COLOUR
COLOUR NOTES
by GORDON S. GRICE, OAA, FRAIC

"After weeks of teasing,
Taylor Swift has returned
with a new single and a
fresh color palette ahead of
what would be her seventh
studio album."

- Joe Coscarelli,
!,' a
"Taylor Swift Releases 'Me
n Urie,"
New Song Featuring Brendo
26, 2019
The New York Times, April

Burano, Italy
PHOTOS: THE AUTHOR

he colour palette of a music video is not something I would ever have considered newsworthy, and certainly not for the venerable New York Times. Colour
palette in a music video? Might this be a breakthrough in synesthesia, with
colours and musical notes getting mixed up?
Nothing of the sort. This is the 21st century and fashion has collaborated
with technology and psychology to bring colour into every aspect of our lives. Colour
is no longer just decoration or whimsy.
Over the past few decades, a lot of research money has gone into understanding
the psychological effects of colour, and how it can be used to create moods, build
brand identities, encourage consumption and, as in the TV ads and movies, support a
storyline and generate memorable imagery. The media are saying to us: active, vibrant,
fashionable people are identifying with this product. You should, too.
Architects tend to steer clear of being fashionable. Fashion changes; buildings endure.
If our buildings are to be timeless, then fleeting fashion must not concern us. But
architecture, like all arts, is subject to movements, which are larger and longer-lasting
than fashions. This is especially true of colour. To wit: avocado green, fashionable in
the 70s, vanished quickly without a trace; meanwhile, white - and otherwise colourless - buildings, introduced with the modern movement a century ago are still the norm,
with the addition of earth tones and neutral shades to brighten things up just a little.
But architecture today is not just about shelter and function, and permanence may
have had its day. Increasingly, marketing, branding and entertainment have become
architectural concerns. In this regard, colour has started to "call the tune."
There's been a noticeable change in the use of colour in architecture over the past
few decades, starting with Postmodernism and now evident in the use of high-tech
building materials, some which have the ability to change colour to suit mood and -
dare we say it - fashion.
Colourful London
PHOTO: THE AUTHOR

GORDON S. GRICE is editor of The Right Angle Journal.

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The Right Angle Journal - Summer 2019

Table of Contents for the Digital Edition of The Right Angle Journal - Summer 2019

Colour
Index to Advertisers
Locations
The Right Angle Journal - Summer 2019 - Intro
The Right Angle Journal - Summer 2019 - cover1
The Right Angle Journal - Summer 2019 - cover2
The Right Angle Journal - Summer 2019 - 3
The Right Angle Journal - Summer 2019 - 4
The Right Angle Journal - Summer 2019 - 5
The Right Angle Journal - Summer 2019 - Colour
The Right Angle Journal - Summer 2019 - 7
The Right Angle Journal - Summer 2019 - 8
The Right Angle Journal - Summer 2019 - 9
The Right Angle Journal - Summer 2019 - 10
The Right Angle Journal - Summer 2019 - 11
The Right Angle Journal - Summer 2019 - 12
The Right Angle Journal - Summer 2019 - 13
The Right Angle Journal - Summer 2019 - 14
The Right Angle Journal - Summer 2019 - Index to Advertisers
The Right Angle Journal - Summer 2019 - 16
The Right Angle Journal - Summer 2019 - 17
The Right Angle Journal - Summer 2019 - Locations
The Right Angle Journal - Summer 2019 - cover3
The Right Angle Journal - Summer 2019 - cover4
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