This study explores the impact of chromatic symbolic language in advertising communication for people with color blindness. Based on a systematic literature review, it is evident that color has a strong symbolic connotation and influences perceptual responses (Farina et al., 2006; Cabreta et al., 2021). Furthermore, vision is the most trustworthy human sense and is essential in advertising (Hultén and van Dijk, 2009). However, around 90% of communication uses color and around 350 million people are color blind in a global society (ColorAdd.Social, s.d.). The aim of this study is to motivate social and economic change by sharing knowledge about the applicability of color in advertising communication as the sole visual means of conveying an idea. To achieve this goal, here is proposed a kind of applied research that aims to explore (through speculative and generative design tools) symbolic processes related to advertising, including message, image and color. The study takes place in two stages: (1) advertising pieces are created for products, services, promotions and legality, exploring the relationship between image and text to describe them; (2) in-depth interviews with color-blind individuals based on the created advertising pieces. The results enable us to identify points of interference in understanding and to identify the construction of color repertoires through codes.
Student, Masters, IADE - Creative University, Aveiro, Portugal Rodrigo Morais
Coordinator, IADE, Universidade Europeia, Aveiro, Portugal Rodrigo Hernandez Ramirez
Assistant Professor, Design, IADE - Faculty of Design, Technology and Communication, Universidade Europeia, Portugal
SYMBOLIC CHROMATIC LANGUAGE, ADVERTISING COMMUNICATION, COLORBLINDESS, GENERATIVE DESIGN, SPECULATIVE DESIGN