Applied edition #02 Colors of the city

Colors are used in various ways in life.

People don't pay much attention to the color of the city, but it has been gradually changing. As our economic situation changed and our priorities for what was important changed, we changed with it.

Stages of development of landscape colors/changes in landscape consciousness
	50 years~	65 years onwards	80 years onwards	From 1995	From 2010
development stage	nascent period	growth period	stable period	maturity period	Ripening period
Priority items	Functional priority Material color	stand out High saturation	arrange Less saturation	arrange Material development	Refinement and quality coordination
color	confusion	High saturation multichromaticity	tone	Color sense	regional color
Emphasis	Convenience/rationality	Differentiation	harmony consciousness	theme	uniqueness

Japan Color Design Institute Co., Ltd.

On the other hand, the color of the city is multifaceted. It is being considered and understood from various positions and perspectives. So, let's take a look at some of the most representative ones.

1. Color of regional image/perspective from third party

We conducted a survey to select the most appropriate color scheme for each prefecture from among 40 different color schemes made up of five colors. First up is Tokyo. The top color schemes are black, navy blue, and gray to create a clear contrast and create a neat and cool feeling. Is it a business-like and stiff impression? Next is Osaka. A color scheme with bright multicolors was chosen. It reminds me of the lively pedestrian traffic and conversations around Shinsaibashi. It can be said that they were chosen based on the activity of the people, the atmosphere of the town, and the atmosphere rather than the color of the building itself. For example, what about Fukui Prefecture, which is attracting attention as it prepares for the opening of the Shinkansen? A delicate gray combination. Fukui is rich in famous products such as Echizen crab and soba, specialty products such as glasses, and everything from daffodils at Cape Echizen to dinosaurs, but people from other regions say that it is a land open to the Sea of Japan with beautiful winter scenery. It is likely that Hokuriku, the place that comes to mind, was given priority. Rather than saying that other people don't understand, you should think of it as something that is expected from outsiders, and use this as a great reference when promoting your town.

2. The color of the image that the local community is aiming for

In 1992, Suginami Ward established a communication mark to demonstrate its commitment to creating an attractive town suitable for a new era. The use of green colors also reflects the history of valuing green, which is related to the cedar trees from which the ward takes its name. Using color as a flag in this way has the advantage of making it easier for everyone in the community to understand what is important to them and what their goals are.

3． Color of buildings and streets

The colors of the buildings and roads that are actually used can definitely change the atmosphere of the town. The high-rise residential complexes are decorated in bright neutral colors and have a modern and dashing feel. As a test, if you change the exterior wall color to a natural beige color, as shown in the photo on the right, you'll notice that it creates a warmer, softer impression. The same is true, of course, in residential areas with rows of detached houses. The atmosphere and atmosphere will change between the Japanese-style silver tiles and white walls and the earth-toned streets. The look of a town can change completely depending on what colors you use. There are different types of garden trees and flowers that suit you. When planning the colors, you want to proceed while considering the image of the finished space.

It's not just the color of the buildings, but also the color of the sidewalks. Although we don't usually pay much attention to it, the color of roads and sidewalks actually occupies a large area. Which would you rather walk on, the gray color of asphalt or the earthy color of compacted soil? What colors are used in the town where we live? It's something you don't really notice, but it surprisingly has an impact on your motivation to go for a walk. I think it will be easier to spend each day if you have a path near you that you can walk comfortably and with a positive feeling.

Four. colors around the road

It's a road that runs straight from Yamagata Station, with the mountains visible hazy in the distance. The color of the large lighting poles for cars here was chosen so as not to obstruct the view of the distant mountains, and because the sky tends to become a background from the perspective of pedestrians, the color was chosen to be bright enough to blend in with the sky. It seems that the government, experts, and local people came up with this idea together. This can be said to be the result of consideration for the surroundings and multifaceted consideration of appearance, which is essential when considering specific colors.
There are various facilities around the road, such as lighting, guardrails, benches, flower pots, electricity, and information boards. These are managed by different organizations and companies, so it's no surprise that they have different colors. However, there is now a growing movement to consider the sense of unity and balance in these colors. There is also the idea of choosing colors that are appropriate for each region. Colors have been carefully considered from various aspects, but because they are so subtle, they tend to be overlooked. Please take a look at your surroundings.

Five. Shop color/ signboards color

The color of ornaments and signboards is also important. Let me introduce some examples of workshops that brought together the colors of Ameya Yokocho near Ueno Station, a distinctive town in Tokyo, and the jewelry town of Okachimachi next door.
I found that the yellow color of the street called Ameya Yokocho, where there are many food stores, exudes brightness and liveliness. In comparison, the corner where there are many restaurants was characterized by the predominance of red and orange colors. When I hear the word "Ameyoko", I somehow get excited. It's no surprise that it's famous for its huge crowds at the end of the year, but I think it's fair to say that the color of signboards and tents like this also play a role.

In comparison, there is a corner of neighboring Okachimachi called Jewelry Town. Each of the streets has a name such as Diamond Street or Sapphire Street, and it is a town lined with jewelry-related specialty stores. Of course, there are eye-catching red and yellow signboards here as well, but you'll also see shops with slightly different trends. The store has a color palette that gives off a sense of elegance, luxury, style, and fashion, such as chic black and gray, calm brown, silver and gold letters, and turquoise that evokes the color of gems and precious stones.

You can tell what kind of shops there are and what kind of people gather by looking at the colors of the shops and signboards. On the contrary, people flock to you based on the color of signboards. The color of signboards cannot be overlooked.

One effective activity for increasing the vitality of a town is for everyone to reconsider the appeal of their town from the perspective of color and think about what kind of town they would like to create. I think it would be a good idea to think of it as not just the color of ``the walls of my house'' or `` signboards has always been this color,'' but that it is responsible for the image of the town.

February 29, 2016

Text by Japan Color Design Institute

Photo by Akiko Sugiyama