1.1 Compare a range of critical perspectives that influence the analysis of creative media production activities.

Colour Theory

Colour theory is the idea that each colour can be associated with certain feelings, such as red being used to represent anger. This is commonly used in digital media for many different reasons:

  • Games have colours that indicate directions (so the player knows where to go) and to make the player feel the emotion intended by the scenery of the game.
  • Websites need easy to see colours in order to be friendly to the eye and indicate the ideal way to navigate the page.
  • In film and television, colour are used to try and effect how the viewer feels for that scene.
  • Colours that stand out are commonly used in advertising as to draw in an audience through means such as posters or logos.
  • Ergonomics

Colour theory also recognises which colours  can be use together to achieve different perception using colour schemes:

Complementary colours are colours that contrast in hue to make both colours easy to see and is often used to make things stand out against a background.

Analogous colours are colours that blend well often used in back grounds as to imply where the audience should be looking.

Triadic colours are 3 evenly contrasting colours to allow for more variety of colour while still having them complement one and other.

Split complementary colours are two pairing colours (such as red and orange) being used to contract one colour (in this case light blue) giving a sense of power to the pairing colours as they are more similar therefore more prominent.

Monochrome colours use different shades of the same colour as to give a sense of fading or to emphasise one the base colour.

As a task, I was asked to analyse the colour scheme of an image from a film to figure out why certain colours may have been chosen to be used. I chose this image from Jurassic Park from an article on digitalsynopsis.com that has samples of colour taken from the scene:

Jurassic Park Colour Theory.png

I believe that the brown colours show the age of the T-Rex with it also pairing with the red used indicating it’s rage. The gold/yellow is used around the red text in order to make the text more legible. The white/grey building contrast the darker colours of the T-Rex potentially to show the difference between prehistoric and modern while having it all at same level of shade to imply it is all happening in one place.

Colour Theory is very useful tool to have available as it can help any product seem more friendly and better visually. Using it I will be able to know which colours to use and not to use together in my produce for things such infographics and blogs as well as my digital work.


Semiotics is “the study of signs and symbols” and is a theory that people know what an object is by also knowing what it is not, like road signs that don’t specifically say what they mean but portray the meaning trough an image, such as a sign with a bridge on implies that there is an upcoming bridge. This is used in the digital media industry to convey a meaning to interactive elements to imply what their functions may be, for example if a game includes ledges that can and cannot be grabbed there should be some form of indication to separate the two. Semiology also theorises that there is a difference between what something actually is and what it is referred to as:

  • The signified is the object itself of which can have multiple signifiers but it will be the same thing regardless. This means that people can recognise the object and what it does and doesn’t imply by it being present.
  • The signifier is the word(s) given to the signified to associate or explain the object. This is decided by working out what the object is such as recognising a dog as well as it’s breed which is done by also knowing which breeds of dog it is not.

This can be useful in my work as it can help me with any interactive elements of navigation, such as assigning visual elements to button to imply what clicking them will achieve, such as a house icon to imply that it will take the user to the home page. It can also help workflow as most (if not all) software uses icons to associate to the certain tools used such as the “burn tool” in Adobe Photoshop looking like it’s real life counterpart.

1.2 Apply knowledge of critical perspectives to the analysis of a range of creative media production activities.



1.3 Apply knowledge and understanding of critical perspectives to support own practice.



2.1 Critically compare a range of contexts within which creative media technology and production are situated.

Structure of The Digital Media Industry Infographic


2.2 Apply an understanding of a range of contextual parameters to support own creative development.