Chroma is the degree of departure of a color (or in this case, our project) from the neutral color of the same value (the other lofts in the area). It is about separating oneself from the others. Research has revealed that all human beings make a subconscious judgment about a person, environment, or an object within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone.
Tenants and more importantly prospective tenants will all have their own individual and personal responses to the scheme. One may live, or even desire to be in the ‘orange’ area and not the ‘blue’. The color becomes information, allowing users to associate and identify with a specific hue. It will provide ownership and individual identity in a rental environment and will make intimate a portion of a larger whole.
(Completed by Chip von Weise while Design Principal at 4240 Architecture)