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Tangled up in blue, a sublime color of mystery and distance

Tangled up in blue, a sublime color of mystery and distance

Before I get going, I recommend opening up this YouTube link to Derek Jarman's film "Blue" in a separate tab and letting it stream as you read this post. I was in a Charles Village liquor store when I first noticed the perfect blue shade of the newly rebranded Pepsi label. At the time, I thought it was perhaps the store's fluorescent light hyping it up, but every time I see it in stores I'm drawn to its electric synthetic hue. That is, of course, what branding and marketing are for—using visual aesthetics (colors, imagery, typefaces) to make a product more desirable, and thus more marketable. There's something about particular shades of blue which are,...

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