Techniques of Visual Persuasion: Create powerful images that motivate

Chapter 5Persuasive Colors

It is society that “makes” color, defines it, gives it its meaning, constructs its codes and values, establishes its uses, and determines whether it is acceptable or not. The artist, the intellectual, human biology, and even nature are ultimately irrelevant to this process of ascribing meaning to color. The issues surrounding color are above all social issues because human beings live in society and not in solitude.¹

Michel PastoureauFrench Professor of Medieval History

[1] (Pastoureau, 2001, p. 10)

Chapter Goals

The goals of this chapter are to:

•    Explain why understanding color is important

•    Present a brief ...