COLOUR SYMBOLISM THEORIES A GUIDE TO GRAPHIC DESIGN BY MS TINA

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1 COLOUR SYMBOLISM THEORIES

2 Color symbolism is the use of color as a representation or meaning of something that is usually specific to a particular culture or society. Context, culture and time are certainly important factors to consider when thinking about color symbolism.

3 Successful design requires an awareness of how and why colors communicate meaning. The source of these meanings can be quite conspicuous, such as those found in nature red is the color of blazing fire and blood, blue the color of cooling waters and the sky. Other meanings may be more complex and not universal.

4 Color conveys meanings in two primary ways: Natural Associations Psychological Symbolism

5 Don t misunderstanding! No, it s not mind control. The truth of the matter is that people are comfortable when colors remind them of similar things. For example, a soft shade of blue triggers associations with the sky and a psychological sense of calm.

6 Natural Associations Occurrences of colors in nature are universal and timeless. For example, the fact that green is the color of vegetation and that blue is the color of the sky and water has been a reality since the dawn of humanity. These color associations are common to all people.

7 Psychological or Cultural Associations Cultural associations Political and historical associations Religious and mythical associations Linguistic associations, etc. For example, green s associations with nature communicate growth, fruitfulness, freshness and ecology. On the other hand, green may also be symbolic of good luck, seasickness, money and greed all of which have nothing to do with green plants. These associations arise from a complex assortment of sources.

8 Symbolism Of Color between Asia and Europe

9 YELLOW in Asia: Supreme Power, Nobility, Preciousness Five elements of Yin Yang Theory: Earth Concept of Five Dimensions: * symbolizes the center of the universe Exclusive color for the imperial family Most common color in the Buddha School

10 YELLOW in Europe: Color of sunshine Dual Symbolism: Energy Creativity Optimism Jealousy Cowardice Illness

11 RED in Asia: Positive Symbol of Fire and the South Good Luck, Happiness E.g. Weddings Red envelopes (Ang Pau) Colors theme of the Chinese New Year

12 RED in Europe: Connected with blood; represents strong emotions Love, passion Anger Danger: warnings, signs The Devil: Satan is often depicted with red skin Political movement: communism/socialism

13 PURPLE in Asia: Elegance, Affluence In traditional Chinese myth, the God of Heaven is believed to live in the Purple Myrtle Palace Tang Dynasty: The prime minister was granted a gold seal with a purple silk ribbon. Symbol of the highest power next to that of the emperor.

14 PURPLE in Europe: Associated with Royalty since ancient Roman times Power, Leadership, Success Wisdom, Wealth, Respect Rarity of purple dye and was used to decorate statues of the gods Purple clothing was limited to Emperors only.

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20 The basic Principles of COLOUR theory Assignment 3: Color Symbolism What different Color mean to us?

21 The basic Principles of COLOUR theory