This photograph by Barbara Kruger uses color to augment the message. The background gray tones make the red hue stand out, accentuating the text "I shop therefore I am." The bold, red color also corresponds well with the bold statement about consumerism taking over our identity, and how our identity is definied as much by what we buy as who we are. The bold red outline around the photo frames the piece and draws attention to the content inside the frame.
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