Amelia Bogan

Professor Agosta
UWRT 1102-002
5 November 2014
Colors and Identity
I.

Introduction
A. Define how color affects Discourse Identity
1. Surroundings, Vision Ability, and Marketing
a. Discourse Identity is represented by the traits that one
achieves and is recognized by others. For example, being
charismatic or hard working would be an element of discourse
identity. Discourse Identity can be transformed through colors.
The presence of color in marketing, ones vision abilities, or
surroundings can change this identity throughout emotions,
moods, or decision-making.
b. Throughout society, color is used and presented in countless
ways each and every day. Not only do colors play an active role
in society, but they assist in the alteration of identities,
whether it is through different settings that one is surrounded
by, choice of clothing, vision abilities, or social media.

II.

How Being Colorblind Affects Discourse Identity

A. Detailed Perspective and Decision-Making
1. Changes the way one looks at material, the way one dresses, and
career choice.
a. Throughout Jorgensens interview, he claimed that being
colorblind has allowed him to be a more detail-oriented
person. He focuses more on the cuts of fabrics and their
textures with the lack of color recognition. Not only does he
focus on details, but in reverse he dresses more reserved with
solid colors and basic patterns. Jorgensons visual impairment
has also hindered his career choice. He wanted to pursue the
career of a Chef or Geologist. However, these careers required
him to know a variety of colors and shades that he was not able
to identify.

b. Jorgensens perspective exemplifies how his discourse identity

can become altered due to the lack of color recognition within
his visual impairment.
III.

How Colors Affect Psychological Functioning

A. Moods and Emotions
1. Colors subconsciously influence ones emotions on a daily basis.
a. For instance, red portrays a sense of fear or anger at times.
This can evolve from seeing an ambulance or fire truck. Where
as being at the beach near the ocean or out in nature, the blue
sky can help bring a calming sensation.
b. Another example, Bender encourages those with mood
disorders to alter their moods through their choice of clothing.
This change can result in a more confident and comfortable
self-esteem.

IV.

How colors are Present in the Marketing World

A. Marketing Uses Colors to Attract Customer Sales
1. Decision-Making
a. The marketing world focuses on what colors will sale and the
colors surrounding them. Their goals are to attract customers
in hopes of them purchasing items. For example, a childs
attention is drawn to cartoon characters or movie characters
that they love. Therefore, marketing techniques include using
colors and characters that will create a personal connection
with a child.
b. The marketing world also focuses on the importance for
brands to project their value. Customers often see ads on social
media site, TVs, radios, etc. All of these brands not only carry a
name but a certain color combination as well. Without the
markets ability to project their brands customers wouldnt be
as familiar with them. For example, the color blue is seen as
not only a calming color, but also a trustworthy color. Dyer
believes that is why Twitter and Facebook both have blue as a
main element in their logo. These sites are viewed as
trustworthy and reliable to society.

V.

Conclusion
A. Wrap Up How Colors Affect Identity as a Whole
1. Throughout society, color is used and presented in countless ways
each and every day. Not only do colors play an active role in society,
but they assist in the alteration of identities, whether it is through
different settings that one is surrounded by, choice of clothing, vision
abilities, or social media. Each source I gathered, primary and
secondary, presented real-world examples that helps convey how
colors affect Discourse Identity.