Bogan 1

Amelia Bogan
Professor Agosta
UWRT 1102-002
3 December 2014

Annotated Bibliography

What part(s) of identity is affected by color?

Gee, James. Identity as an Analytic Lens for Research in Education. American
Educational Research Association. (2011) : 6-8. PDF file. 2 Nov. 2014.
Gee breaks down identity into four different views, all in which defines what
a person is. These four different views include nature, institution, affinity and
discourse identities. Each view represents different sources that influence
who one is and why they are that way. Nature and institution identity are
both developed through forces out of their control whether it is something
one is born with or has to follow and affinity identities are developed by
what one associates oneself with. However, discourse identity is not
something one is born with or institutionally created. Gee describes
discourse identity as individual traits that are achieved by oneself and
recognized by other individuals. He conveys this message by giving an
example where he finds his friend as charismatic, showing that his friend
does not control this identity, instead others and how they perceive her
control it.

Bogan 2
Throughout this course we have explored the meaning of identity and its
composition, focusing on the external forms such as cultural characteristics
like one's religion, race, ethnicity, roots etc. However, my annotated
bibliography concentrates more on the internal forms of identity, also known
as discourse identity. 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.
Out of the four different views, what view plays the largest role on ones
identity?

To what extent does being color blind change ones identity and how they
perceive things?
Jorgensen, Dane. Re: Colorblind and Identity. Message to Amelia Bogan. 14 Oct.
2014. E-mail.
Jorgenson discusses how his vision deficiency of being colorblind not only
affects the way he perceives things on a daily basis, but as well as his identity
as a whole. Jorgensen also refers to himself as somewhat hypertensive and
more detailed oriented when comparing himself to those with no visual
impairment. On a daily basis, peoples hair color and clothing arent as
noticeable to him suggesting that it has made him more aware of textures,
different cuts, and the ways in which things are presented. Jorgensen also

Bogan 3
claims that being colorblind affects the way he dresses, finding himself
dressing more reserved and persistently wearing solid colored clothing along
with basic patterns. He also addressed the conflicts he encountered when
trying to pursue several degrees such as Geology and Culinary. For example,
Jorgensens visual impairment hindered his ability to distinguish a geological
specimen as well as the degree to which food needed to be cooked.
My interview with Jorgensen created reliable support for my topic, defending
the idea that color can affect identity. Since Jorgensen has been colorblind
since birth, over time he has endured several experiences that have
influenced what his identity is today. Jorgensens perspective exemplifies
how ones identity can become altered due to his vision abilities as a whole.
When you look further his visual impairment has changed his way of thinking
as well. With the lack of color recognition, he compensates with this inability
by focusing on the details. Not only has he became more accustomed to
paying attention to detail, but in turn he does the opposite by wearing
clothes that are more basic. Consider this as well, ones occupation or career
of choice can not only dictate the way others perceive them, but can also
reflect who they are as a person. Jorgensens visual impairment didnt allow
him to pursue his careers of choice that would truly reflect what he enjoys to
do.
http://348137605691207074.weebly.com/blog
Are Jorgensens relationships with others affected by his visual impairment?

Bogan 4
What type of affect do colors have on psychological functioning such as
moods?
Bender, Rachel. How Color Affects Our Mood. The Huffington Post.
TheHuffingtonPost.com, 27 Nov. 2011. Web. 02 Nov. 2014.
<http://www.huffingtonpost.com/2011/11/27/how-color-affects-ourmoo_n_1114790.html>.
Bender discusses how colors affect moods and emotions throughout various
ways. Every color is stimulating and subconsciously influences ones
emotions on a daily basis. For example, Bender associates red with evoking
hypertension and emotions such as fear and anger. This reaction and the
color red is often linked with fire trucks and ambulances. However, blue
influences the opposite reaction, producing a calming or relaxing sensation
such as the feeling one would get from nature, the sky or ocean for example.
Bender also introduces a cause and affect reaction with the way one dresses
and their choice of color. Bender claims that people with mood disorders are
encouraged to use a variety of textures and clothing to boost ones mood and
frame of mind. Take into consideration, when one wants to look thinner or
more sleek they are more likely to choose a piece of clothing that is black,
resulting in a more confident attitude.
Your roots, physical looks or social class are not the only elements that makeup ones identity, but so do moods. Bender reinforces the idea of discourse
identity by showing that emotions are not in ones control when colors affect
moods. She uses examples such as fire alarms and sirens that illuminate the

Bogan 5
color red and create emotions of high heart rates or fear to support her
claims. This article not only provides strong support for my research, but
also gives examples of how colors can influence ones emotions and
psychological state.
Are there different meanings for colors in other cultures around the world?

How is decision-making and mood changes altered when dealing with color
from various brands?
Dyer, Pam. The Role of Color in Marketing. Social Media Today. 22 April 2013. Web.
2 Nov. 2014 < http://www.socialmediatoday.com/content/role-color
marketing-infographic>.
Dyer discusses the importance for brands to project their value, taking a
holistic approach to stimulate the emotions of future buyers. Dyer
encourages brands to be spread out across all marketing channels as well as
social media sites. Choosing the right colors for a brand not only influences
the emotional response from customers but also how the brand is viewed.
Colors are often recognized even without the company names. This shows
how colors affect customers thoughts on items. Dyer links the color blue
with sites that tend to be reliable and trustworthy, such as Facebook and
Twitter. She also associates a sense of peace and health with the color green
on the Whole Foods and Animal Planet logo. The visual cues of color in
branding are the strongest and most persuasive. With data, Dyer represents
the affect of color in the marketing world with the direct connection between

Bogan 6
brand recognition and what consumers buy. Eighty five percent of shoppers
buy a certain item due to its color.
Dyer presents the role of color in marketing throughout brand recognition.
Not only does she provide examples of logos, brands, and social media that
can create certain moods and emotions, but she also gives statistical
information that supports her claims. This information allows support for the
alteration in discourse identity and how ones decision-making can be altered
do to colors within media and how it is presented.
Do you often find yourself connecting colors with brands and what you
purchase?

How does societies choice of color in marketing affect ones decisions and
identity?
Leichtling, Channa. How Color Affects Marketing. The TABS Journal. PDF file. 2 Nov.
2014.
Focusing on the shopper-marketing perspective, Leichtling urges that the use
of color has become an important tool, using specific colors to attract a
customer to a product in hopes of one buying it. She also argues that not only
is the color of the product important, but so is the color of the atmosphere
around it. The color choice and preference is most affective in children.
According to Leichtling, children respond more to the color of their food than
the taste. For instance, when a child is walking through the store and sees a
box of cereal with bright and exciting colors beside a box with dull, boring

Bogan 7
shades of brown the child is more than likely going to choose the bright
colored box, whether that cereal tastes good or not. This example
demonstrates how ones decision making can be influenced due to color.
Identity can be defined throughout that process of decision-making and ones
choices, due to external sources. This journal not only proves that color
affects the way we feel, but also provides specific examples that supports
how ones decision-making is also influenced. Leichtlings information on
marketing impacts my research by contributing real-world examples that
occur within society on a daily basis with all ages, including children.
Do people realize or consider the motives of marketing while shopping?