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Colour, space and environment : an investigation of repetition through the aestheticisation of consumer culture


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Sedon @ M. Dom, MF 2007 , 'Colour, space and environment : an investigation of repetition through the aestheticisation of consumer culture', PhD thesis, University of Tasmania.

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This research project investigates the aesthetics of consumer culture through an
exploration of the use of visual images based on the principle of repetition and
mass-production. Incorporated in this are the notions of similarity and difference.
Our consumer spaces are filled with an extensive range of products that have been
mass-produced in a variety of colours that play a significant role in stimulating our
senses. These colours also play a prominent role in the consumer's decision to
purchase goods and services. Repetition and similarity, difference and variation
are the characteristics of this mass culture; they provoke a response and act as a
catalyst for communication. These aspects of advertising stimulate our visual
experience, affecting our moods and emotions and creating the illusion of values
and choices.
The works in this project act as a metaphor for the consumers' experiences of
confusion when they are confronted with the repetition of similar images in mass production
and advertising. The works are focused on viewer experience and offer
a multi-dimensional visual aesthetic. They have been created in order to mirror the
consumer's relationship to the repetitive imagery of mass-production, where
colour is purposely used to affect their sensations, desires and obsessions. The
installations incorporate existing published material from mass media and
advertising where the images are deliberately selected to evoke a sense of
familiarity. The work prompts the viewer to recall memories and experiences of
choosing and buying items from thousands of varieties of products.
The project establishes correlations between repetition, similarity and difference as
they contribute to the variety of visual messages in advertising. The repetition of
the same images, in each installation, refers to the established methodology of
mass production. Other aspects that provide a fundamental context for the project
are the study of colour psychology in relation. to the consumer and environment,
and the theories of colour contrast and harmony as formulated by Johannes Itten.
The key artists within the research context are Yayoi Kusama, who uses the
repetitive element in producing accumulative and infinite effects; Sol Lewitt, in
relation to his exploration of repetitive geometric systems that produce variable
composition and forms; Andy Warhol and Allan McCollum, with their method of
mass production and the use of popular mass produced images; Liam Gillick and
Daniel Buren, with their repetitive grid formations of transparent material and the
exploration of colour reflection in creating environmental installations.
This project's contribution to the field of installation art has been to create
experiential environments that can evoke complex multi-sensory responses to the
colours and images of advertising. Both the repetitive colours and images create
visual fragmentation and produce the sense of similarity and difference. Every
installation represents the aesthetic of repetitive image/form and shows how
colours can stimulate and act upon our senses. The overall aims and outcomes of
the work seek to reproduce the visual, aesthetic and psychological experiences of
consumers as they interact with, and enjoy, the temptations and pleasures of the
retail environment.

Item Type: Thesis - PhD
Authors/Creators:Sedon @ M. Dom, MF
Keywords: Installations (Art), Mass production, Aesthetics, Modern
Copyright Holders: The Author
Copyright Information:

Copyright 2007 the author

Additional Information:

CD-ROM contains images to accompany Thesis. Available for library use only and copying in accordance with the Copyright Act 1968, as amended. Thesis (PhD)--University of Tasmania, 2007. Includes bibliographical references

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