This article is an extended part of the research project: The aesthetics in
university learning presented in the master’s degree in Educational Communication
of the UTP and the Jaime Isaza Cadavid Polytechnic. Its objectives are
first, to reflect on the rhetorical power of color in everyday life and, secondly,
to sketch an educational television program about the subject. Color has the
capacity to make absent emotions present. This evocative capacity allows art,
audiovisuals and advertising, to arrange colors in such a way that they even
modify thoughts and behaviors. The origin of this power goes back in time, in
the origins of culture, in nature, settling in contemporary everyday life.

This article is an extended part of the research project: The aesthetics in
university learning presented in the master’s degree in Educational Communication
of the UTP and the Jaime Isaza Cadavid Polytechnic. Its objectives are
first, to reflect on the rhetorical power of color in everyday life and, secondly,
to sketch an educational television program about the subject. Color has the
capacity to make absent emotions present. This evocative capacity allows art,
audiovisuals and advertising, to arrange colors in such a way that they even
modify thoughts and behaviors. The origin of this power goes back in time, in
the origins of culture, in nature, settling in contemporary everyday life.