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Tag Archives: black
If you saw the funeral of Baroness Thatcher yesterday you would have noticed almost everyone wearing black. This is because black is the colour symbolically worn in Western society to represent being in mourning.
When Brent Berlin and Paul Kay introduced basic colour terms in their 1969 book ‘Basic color terms: Their Universality and Evolution’, it was the start of a new way of thinking about colour terms and colour naming.
(Day 3 into my 30 blogs in 30 days challenge!)
Think of black interiors and sleek, ultra-modern, minimalist, dark and mysterious comes to mind. It can work perfectly depending on the mood and atmosphere you want to create. After all it’s all about creating a space that attracts your ideal customers.
When used by a brand whose personality communicates the qualities of black, they can be seen as sophisticated, aspirational and industry leaders. For those brands who fail to up hold this and the negative qualities will be felt. Even more so if a brand isn’t aware of the effects teaming black with another colour has. This can completely change the meaning of a colour and how the brand is seen by its ideal clients.
How do you feel when you see black? Do you see black as mysterious and eerie, sophisticated and glamorous? Perhaps serious and a mark of excellence, or maybe even draining and tiring?
Black means all these things and depending on your own personality, aspirations and how you are feeling any of these associations to black can be expressed.
When you choose a colour or colours for your brand, do you know what they are saying? Businesses that choose yellow as their primary brand colour, are they all expressing a personality of happiness, optimism and friendliness? And when yellow is incorporated with another colour or colours, you can completely change the meaning of your brand identity without even realising.
A friend of mine, Justyna Sowa, is having her first solo art exhibition titled “Religious Milk”. I noticed that her work, not only having a religious theme but each piece was in black and white. This got me thinking about the symbolic significance of the colours in relation to her theme.
This is part of the colour & design surgery series, answering questions from clients and readers.
Question: “Why are Halloween colours orange and black?”
- reader, Tamsin Fox-Davies.
In Western society, designers, media and retailers often state black is slimming, yet they don’t explain what they base this on… This got me thinking about the properties of black in relation to this commonly held belief.
Given the global village we are now living in and how easy it is to get your products and services in front of a global market, have you stopped to consider the message your choice of colour may be saying to those from different cultures?