• Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

    Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

  • Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

    Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

  • Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

    Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

  • Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

    Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

  • Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

    Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

  • Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

    Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

  • Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

    Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

  • Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

    Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

  • Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

    Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

  • Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

    Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

  • Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

    Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

  • Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

    Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

  • Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

    Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

  • Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

    Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

  • Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

    Installation view of the exhibition Color Politics at Sala Amárica, Vitoria.

The project Color Politics focuses on the psychological use of color as a persuasive tool used by influential corporations, and subsequently it also reflects on the political dimension that underlies these strategic decisions.

It takes as a starting point the paradigmatic case of the company Pantone Color Institute, which since 2000 has unilaterally established itself as a world color adviser. Through an advisory committee chosen with amazing opacity, Pantone makes a prediction of what will be the “Color of the Year”. From that moment on, an immense amount of everyday objects from a variety of industries, such as fashion, home design or fabrics, are dyed of the proposed tonality. This decision may represent a commercial success for such items.

Through an image appropriation strategy, using Google´s search engine results for every year´s “Color of the Year”, and later veiling the images with frosted Plexiglas to stress the color of which they are formed, the works that make up Color Politics reflect on the psychological power of color to send concentrated and man-guided visual signals, which can eventually be used as a powerful tool to subtly control the society.

The installation is comprised of 17 large-format works, each one referring to a “Color of the Year”, beginning in 2000 until 2016. Each work has a different length, depending on the amount of results Google offered for each search.

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