Cleverdis - Informatyion Intelligence


		• The Fine Art (of Science) of Getting Colour Right • People want Quality, But they're Confused • A Word from One of the World's Top Display Analysts – Fear and Confusion on the Shop Floor • European Field Research – How Consumers Perceive TV Quality • The Science of Colour Psychology – How Colour Affects People • The Eye of the Creator… "I'm furious when the colour isn't right on the screen" • When Colour Means Everything to the Client – Sporting Colours • Sony's Colour Philosophy… a Culture Like No Other • Evaluation & Optimisation of TV Screens • A Word from European Specialist Analyst – Looking for Mr Goodset • Point of View

The Science of Colour Psychology
How Colour Affects People
by Angela Wright F.R.S.A.
Founder and President
COLOUR AFFECTS

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Look around you. Look up, down, left and right… don’t concentrate on exactly what’s there. What do you see? Colours… Our environment is made of light... and subsequently colours, and the near-perfect reproduction of these colours on your TV screen is vital when it comes to “feeling good” when you’re watching the screen. With the launch of their new BRAVIA branded TV’s, Sony have gone one step further to providing “Colour Like No Other” in the field of new technology TV’s. Sony’s new TV advertisement, with hundreds of thousands of coloured balls bouncing through the streets of San Francisco, is aimed at drawing public attention to the importance of colour on TV.

But providing “good colour” is not enough. Sony is aiming to differentiate its current and future ranges of LCD TV’s through the adage of “Colour like.no.other”… But the company plans to backup this slogan with facts, and has engaged renowned scientists, technicians and psychologists around the world to work in harmony with top-flight in-house engineers in an effort to create a picture which is as life-like as possible.

This philosophy differentiates Sony from other brands that are investing heavily in the promotion of virtually everything except what’s on the screen itself and brings Sony back to its core competency – encapsulated in one word – “Quality”.

By the same token, Sony’s sponsored research has uncovered the glaring fact that the buying public around Europe is largely at a loss when it comes to choosing a “new-tech” flat screen TV, despite the fact that people know they want quality… They don’t know what to look for!

This Special Report has been commissioned by Sony in order to outline on the one hand the dilemma of reproducing true colours on new technology TVs – especially LCD – and on the other hand, the way in which Sony is investing energy and resources into “ACHIEVING COLOUR LIKE NO OTHER”…

We hope the following articles and interviews will enable you to better understand the background to Sony’s ongoing dedication to image perfection in the new-tech TV market.