ED’S LET­TER

Food & Home - - Contents -

hope one of the as­pects of this is­sue you find most strik­ing is the kalei­do­scope of colour we’ve in­jected into it. From the breath-of-fresh-air dish on our cover all the way through to the ever-pop­u­lar Trivia col­umn (page 106), there is noth­ing “beige” about our mes­sage for the kick-off to 2019. And what bet­ter time than be­ing on the brink of a new be­gin­ning to re­mind our­selves that colours are silent in­flu­encers in our daily lives, so much so that brands all over the globe have in­vested huge amounts of money into re­search­ing the psy­cho­log­i­cal ef­fects colour has on con­sumers.

In the ar­ti­cle, “The Value of Colour Re­search in Brand Strat­egy”, pub­lished in the open-ac­cess jour­nal Sci­en­tific Re­search Pub­lish­ing, au­thor Mea­gan K. Cunningham says: “The value of colour psy­chol­ogy is so im­por­tant to mar­ket­ing strate­gies that it has caused some cor­po­ra­tions to spend mil­lions of dol­lars to fur­ther dis­tin­guish them­selves against com­pe­ti­tion with colour re­brand­ing cam­paigns, and other cor­po­ra­tions to take le­gal ac­tion against those who may threaten its brand’s trade­marked colour. While some cor­po­ra­tions choose to take ad­van­tage of colour re­search, those ones that do not can risk medi­ocrity.” The com­mer­cial arena of con­sumer be­haviourial pat­terns aside, I love the sim­ple pro­fun­dity in the words of the late pi­o­neer of ab­stract art, Wass­ily Kandin­sky, who said: “Colour is a power which di­rectly i nflu­ences the soul.”

As for the colours that af­fect the body? Well, we all know it’s with good rea­son doc­tors and di­eti­cians ad­vo­cate “eat­ing the rain­bow” reg­u­larly – but we’re not get­ting to the res­o­lu­tions part of the New Year just yet, es­pe­cially when there’s still so much fun to be had with wow-fac­tor de­lights like our trend of the month ter­rine (page 26), cock­tail-based dishes (page 78) and much more!

May I also take this op­por­tu­nity to say that, in the vi­brant pages we’ve put to­gether this month – as well as those we will cre­ate in edi­tions to come – my wish for the New Year is that F&HE colours your world with in­spi­ra­tion in the kitchen and be­yond.

Here’s to you!

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