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VATupdate Newsletter Week 43 2023

Colours

The world is getting less colourful. If you believe the study performed by the Science Museum Group, that is. This organisation analysed over 7,000 photographs of objects from 21 categories. And they found that over the past 200 years, less colours have been used.

Are there less colours or is it your eyes? See video HERE.

Amongst the 7,083 objects that were analysed, the most common colour was a dark charcoal grey. While this grey appears in over 80% of the photographs that were studied, in most cases it only makes up a tiny fraction of the pixels in any one photograph. The most notable trend is the rise in grey over time, and a decline in brown and yellow.

Most of this can be explained by changes in materials, such as the move away from wood and towards plastic. A smaller trend is the use of very saturated colours which begins in the 1960s. The most colourful period, however, was the 80s-90s era, when toys, computer and board games became more popular, and were advertised with bright-coloured packaging.

It may be packaging and advertisement, it may be that people remind things more colourful than they were, or perhaps the world is indeed getting greyer and more boring.

Talking about boredom: you may have heard of this famous experiment, where people were asked to sit quietly for 15 minutes in a room with nothing but their own thoughts. If they were getting bored or weren’t able to be alone with their own thoughts, they could hit a button and give themselves an electric shock.

Getting such a shock is unpleasant. All participants got to try it before they went into the room, and almost all said that they would pay money to avoid the electric shock. Surprisingly, however, nearly half of the participants choose to press the button, preferring the shock over the emotional discomfort of boredom. One guy even opted to shock himself 190(!) times.

Read more about this experiment HERE.

We are a big fan of science and experiments. So, if you come across something interesting, please let us know. Meanwhile, we will try and not get you bored and fill your life with the wonderful colours of VAT. Which are bright, primary and always visible. Even with your eyes closed. Although we recommend you keeping your eyes wide open when reading the latest news on www.VATupdate.com.

If you have any comments, questions, or ideas that you want to share with us, please send us an email at [email protected] or leave a comment under the posts of this newsletter on LinkedIn.


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