Paper Summary:

This paper explains that there is evidence that color, especially the viewer's favorite colors, plays an important role in graphic design, especially print media and advertising. The author points out that color has symbolic meaning, which differ culturally: in western societies, white is seen as the traditional color for weddings but, in the Chinese culture, white is used for funerals; and, in America, red is often associated with rage or anger but in China red is used for happiness. The paper relates (1) the importance of graphic designers to study the role of color, how it makes people feel and why this is so significant and (2) the need for more research to understand this phenomena.

Table of Contents
Introduction
Background
Statement of the Problem
Research Questions and Hypotheses
Research Questions
Hypotheses
Importance of the Study
Significance of the Study
Rationale for the Study
Definition of Terms
Limitations of the Study
Validity and Uniqueness of the Data
Summary
Review of Related Literature
Literature on Color in Print Media
History of the Psychology of Color
What Is Your Favorite Color?
The Perception of Color
Color in Graphic Design
Case Study: British Telecom
Case Study: British Gas
Case Study: MacDonald's
Summary of the Literature Review
Methodology
Research Design and Rationale
Data Collection
Data Analysis
Summary
Analysis of the Data
Summary, Recommendations, and Conclusion
Summary
Recommendations
Conclusion

From the Paper:

"The favorite color that an individual has is considered to say a great deal about them. It is important here to look at the most popular colors briefly and what they say about individuals. Black is considered to be a color of power and authority. It is also very popular and fashionable because many people that wear black look thinner. Black is considered to be timeless and very stylish, but it also implies submissionFor example, priests wear black to signify that they are submissive to God There are those in fashion that indicate women who were black imply that they are submissive to men but many black outfits are also utilized for aloofness or evil, such as those traditionally worn by villains in many television shows and movies."

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