The Color Semiotics of Power

Paper Summary:

This paper contends that the primary discussion of communication in any management theory involves power. One of the most theoretical tools to determine this is semiotics. The study of signs, signifiers, and the signified, semiotics intertwines with color theory to produce two colors that symbolize power more than any others, red and yellow. The paper explains that, by establishing that colors can be viewed as signs, signifieds, and signifiers, humanity has been opened up to the interpretation of colors. By examining the tendencies, histories, and general uses and interpretations of all of the colors of the spectrum, this paper determines that red and yellow are by far the most powerful colors of the spectrum.

From the Paper:

"In semiotics, textual analysis reaches its peak. Authorial intent in all communication is distinguished from the communication itself, and the communication is asked to stand alone. For instance, as Chandler writes, a text can exist in any medium, whether verbal or non-verbal, and once it has been recorded, it is devoid of any intent infused in it by the "author." For our purposes, the colorer applies color to her painting, presentation, graphics module or sculpture, and she may have intended that color to symbolize either power or lack thereof, or specifically a certain type of power, but her designs over her designs simply matter not. Instead, our own interpretations of her work, our own decisions and inferences regarding her choices of colors are the true indicators of power or a particular type of power in the work."

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