The film grading as brand identity

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    The film grading as a mark of identity

    Each feature has an identity defined by multiple factors, one of them is the film grading, which is key to configure the aesthetics of the work.

    Think of films like The Godfather , Matrix , or Kill Bill all have an image in our mind that You can easily associate a color. The theories developed on our visible spectrum are numerous, among which we highlight the “Theory of Colours” , published in 1810 by Goethe .

    Although there are many other authors who have analyzed how color affects our psychology, the fact is that most of them agree at one point: colors give us sensations , which are forged based on our experience and culture

    They are not universal, the same color can mean different things depending. the interpretation to be granted. For example, the green can be considered by some as synonymous with hope and nature, while “Gypsy Ballads” of Federico Garcia Lorca meant death.

    This is something to be exploited for various purposes, whether propaganda (associate brand color) or aesthetic. Thus, the fields that most will take advantage of this will be, logically, those based on image, among which are the movie .

    Even when there was still no color in the cinema, some directors chose alter negative during development to obtain an emulsion with a predominant color. This technique is not only trying to bring color to the screen, but also to provoke different reactions in the audience, such as film “Nosferatu” directed by FW Murnau.

    Now the tools and means differ many of the employees at the beginning of the century, but continue to have the same purpose. Perhaps we have not stopped to appreciate, but almost every film is usually bathed in a distinctive color that defines the aesthetic of it , either in whole or in specific scenes. Maybe we can appreciate better with some examples.

    The Godfather

     The Godfather

    The work Coppola is one of the most used when it comes to give examples as regards to good cinema, and in this case it will not be less. If we were to assign a color to the film, this would certainly be the Orange .

    A peculiar lighting Gordon Willis , characterized by contrasting lights from an overhead point, it added the interpretation that the director wanted to color: assign it to death . This manifested itself in different ways, for example, an orange flat appearance indicated that subsequently a character would die

    Matrix

     Matrix

    On the other hand, it is quite clear that the most famous movie Wachowski Brothers is characterized by a picture with green tones . It may seem something aesthetic, but the film color grading applied again has an explanation.

    In this case it seems that they wanted to imitate the environment generated by the first monochrome displays , giving the feeling find ourselves in a world of computer generated. This is something ideal for subsequently raise the etymological debate about whether what we see and feel is real or, as in the film, is pure fiction.

    Kill Bill

    Kill Bill

    Tarantino It is bathed by orange and yellow colors , which are usually associated with the Eastern world and had little sense to use in a movie that takes many of the principles developed in the Japanese cinema.

    In fact, just look at the suit in which he characterizes the character played by Uma Thurman, who paid tribute to the employee for Bruce Lee in “Game of Death “.

    Apocalypse Now and Full Metal Jacket

     Napalm Apocalypse Now

    Both films deal with the Vietnam War, but the grading of both film is completely different. In the film directed by Coppola predominantly orange and yellow tones, as more emphasis on the toxicity of techniques such as napalm or mustard is made, while in the film Kubrick the colors are neutral, with blue or white images that often fill the screen. Think for example in a psychiatric hospital, madness and wear psychological are often associated with the colors used by the American director in his work.

    Mad Men

    mad men

    We could continue to put many more examples of feature films, but then this post would never end. However, I would like to point out a particular case where the cinamatográfico grading is very important, it is Mad Men

    After the recent end of the series created by Matthew Weiner comes a good opportunity to assess what has brought us. So one of the points that I think has taken special care has been in the atmosphere, which also manifested itself in the grading done.

    That is, in terms of the time the colors used also altered . The tonal difference between the first chapter of Mad Men and issued two days ago is very pronounced. Not the same acclimate a number at the beginning of the 60s to the end of it, since stylistic changes occur and, more important, social.






    Hipertextual

    The film grading as brand identity
    Source: www.hipertextual.com  
    May 20, 2015

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