What Does Culture

Have To Do With Color?

Presented by Sherwin-Williams
 Color Surrounds Us…

• In environments both natural and manmade

• New colors/color palettes
• Lines between fashion, interiors, technology, art,
sustainability & industry are merging
• No longer a single set of personal characteristics or
shared values to help us understand color
• Now a melting pot of global life experiences and
symbolism

Question: How can designers define appropriate

color schemes to satisfy the multi-cultural
aspect of the clients their designs will
serve?
 How Does Color Affect Us?
• Excites
• Depresses
• Soothes
• Angers
• Inflames

Question: Does color have the same affect on all of us

regardless of our backgrounds and
experiences?
 “Culture”: What is it?

“The accumulated habits, attitudes, and beliefs

of a group of people that define for them their
general behavior and way of life; the total set
of learned activities of a people”.
Information Department U.S. Department of State

“Generally referring to patterns of human

activity and the symbolic structures that give
such activity significance.”
www.wickipedia.org
 Culture: What is it?
• Ethnic societies
• Like-minded groups
– Groups with like-life experiences & values;
i.e., Baby Boomers or Millenials
– Groups with climatic conditioning
– Educated vs. Non-educated
– Gender
 Questions
• What significance does “accumulated habits,
experiences, attitudes and beliefs” place on
color?
• Are we more influenced by color because of our
ethnic backgrounds or our life experiences or
the accident of birth?
• Is it possible that we could be influenced by
color because of our own personal experiences
with certain colors in certain circumstances?
 Responses to Color
Affected by:
– Culture
• For most people yellow has generally cheerful overtones
• To an Asian, yellow may represent an imperial color
• To Western culture, yellow may be associated with
cowardice, babies cry more often in a yellow room, and older
people shun yellow as their eyes yellow with age

– Our experience of color in daily lives

Question: What does culture have to do with color?

And, most importantly, why does it matter to
designers?
 Class Contents

• Define the different cultures

• History of cultural effects on color
• Ethnic effects on color
• Effect of globalization on color
• How culture impacts color for the designer

“Designers must define the ‘face of the user’.”

Dr. Denise A. Guerin
 Faces of the Users
• Culture of age
• Culture of gender
• Culture of class
• Culture of education
• Culture of climate
• Culture of experience
• Culture of ethnicity
 Culture & Color

Remember: Culture can be determined to include

any group with like-life experiences & values

– Age influences color selections as well as gender:

men/women view color differently
– Financial means influences color perception: affluent
are attracted to different colors than those less
affluent
– Color schemes in colder climates differ from those in
warmer climates
– Educated individuals see colors from a different
perspective than those less educated
– People are also influenced by colors depending upon
their own personal experiences
 Culture & Color

Question: How is the designer responsible

for the color selections of assembly
areas, institutional facilities,
hospitality and healthcare facilities or any
other space that is used by multiple
people supposed to decide what is
appropriate or more importantly what is
appealing to these groups of people, most
of them falling into several different
cultural entities?

There is a definite understanding of and acknowledgement

of similar color choices as they apply to these different
cultures.
Culture of Age
 Culture of Age: Children
Tend to prefer:
• Brighter, splashier, more solid colors

– Cartoons
– Toys
– Brighter the better
 Culture of Age: Youth/Teens
• More open to experimenting with color
• Young men more likely than their fathers to
buy hot pink ski gear
• Crayola crayons in 120 hues, along with
advanced computer graphics, make youth’s
preference unusually sophisticated

Note: in color theory, "sophisticated" describes

a color created by a complex mixture of pigments,
e.g., deep maroon.
 Culture of Age: Youth/Teens
• Preferences are also influenced by the cultural
context in which they come of age
• Each generation has its own history
– Values, ideals, cultural trends and ethnic influences
• Today they are surrounded by many more
cultures – more open to cultural influences
which bears out in color preferences
– Offbeat combinations, glitter,
translucence, pearlescence and metallics
 Culture of Age: Adults
• Less open to
experimenting with
colors than youth
• Tend to prefer more
subdued colors
• 65-89 yr. olds
– Primary, secondary
& tertiary colors vs.
pastels - yellow is
least favored
 Culture of Gender: His/Hers
• Western cultures: blues for baby boys
– May influence men’s preferences for cool
blues and greens (dark & light)

• Western cultures: pinks for baby girls

– May influence women’s preference for warm
red and orange (think lipstick)
 Culture of Gender: His/Hers
Research test (171 young British men & women) required
to quickly select of preferred color from series of colored
rectangles – result: universal favorite color = blue

– A special preference by women for blue with red mixed in

catalogued pink and violet as favorite colors for the girls
– Differences were pronounced – investigators were able to
predict the sex of some participants based on their profile of
chromatic preferences

Smaller group of Chinese tested – result: same

– suggesting a universal female preference for pink

Culture, as well as biology, definitely has impact on color

choices.
 Culture of Gender: His/Hers

• Gender differences fading

• American Demographics/
BuzzBack survey:
– Men/Women agree on exterior
house paint colors
– Convergence apparent in car colors
• Roles have loosened, business
attire has changed
• Sports uniforms in teal and
purples are being worn by men
 Culture of Gender: His/Hers
• Girls are girls & boys are boys is
being replaced with much more
crossover
• Context is important
– No pink for GI Joe
– Diesel – pink men’s clothing – Yes!
• Gender is less important for spaces
geared to the younger population
- Richard Brandt
Exec. Creative Director
Landor Associates
 Culture of Gender: His/Hers
Interesting theories from “The Meaning of
Color for Gender” by Natalia Khouw
– Blue stands out for men much more than for
women.
– Men prefer blue to red, women red to blue.
– Men prefer orange to yellow, women yellow to
orange.
– Women's color tastes are thought to be more
diverse than men's.
Culture of Socio-Economic Class
Subject taboo in America
Consider U.S. society class-free or based
solely on hard-won personal wealth and
achievement
Marketers know otherwise
•Social class reflected in an array of
signals
• Speech patterns
• Clothing
• Hair styles
• Product preferences, etc.
• Use the signals to impress an audience
• NASCAR enthusiasts vs. opera enthusiasts
 Culture of Socio-Economic Class
MARKET RESEARCH:
RESEARCH
• Working class – prefer colors you can
name (blue, red, green, etc. – basic rainbow
colors)
• Wealthier class – prefer more obscure colors
(taupe, azure, mauve, etc.)

This is why Target does their store logo in bright red.

 Culture of Socio-Economic Class

• Holiday Inns (to upscale image) eliminated all

orange from their image except the dot of the “i”
– increased dark green (considered a classier
color)
• Less expensive hotels – reverted to rainbow
blue with yellow and orange highlights

Very different from Hyatt’s dark blue and taupe.

Culture of Socio-Economic Class
• Kraft Cheese vs. Briton’s Stilton logos
– Which costs more?
– Reason: appeal to targeted audiences
• Greyhound Bus vs. Braniff Airlines
– Products and price targeted to certain socio-economic
groups
– Not to say that lower and higher do not avail themselves
of both types of products

• Consider differences in palettes for sports arenas,

performing arts centers, upscale boutiques and
outlet malls, airports and bus stations.
– Brighter, warmer, more primary colors – lower socio-
economic appeal
– Darker, more complex or sophisticated colors – higher
socio-economic appeal
 Culture of Education
• Studies show blue collar workers prefer
simple colors
• Not just the level of wealth, but the greater
the level of education creates a distinction

Education does not compute to more wealth, but there is

a distinction between groups with higher levels of
education.
 Culture of Education
Today’s youth with their appreciation of
complex, sophisticated color exemplify the
culture of education
• Knowledgeable
• Aware
• More access to the world and its
information than counterparts of 10
yrs. ago
 Culture of Education
Studies show, the more educated, the more
sophisticated the taste, including color
• Subtle color mixes
• Deeper tones, more elegant tints
• More interesting color palettes; i.e.,
– Harvard University website
– Library of Congress Concert website
vs. Skip Barber’s Racing School
 Culture of Education

Those less educated tend toward simpler,

more straight forward colors
Note: Transition from less
sophisticated colors to more
sophisticated, complex colors

Young people today are much better

educated at an earlier age due to the
availability of information.

Depending on target audience for a

1962, ©Marvel Comics 1995, ©Marvel Comics facility, the color scheme will have a
Wikipedia.org Wikipedia.org
major effect on audience appeal.
 Culture of Climate
People respond differently to color depending
upon the climatic conditions where they live

– Scandinavians preference for light yellows, bright

whites and sky blues (relief for their long winter
nights)
– San Franciscans generally aren’t fond of gray (relief
from foggy overcast)
– Miamians gray is a popular color

Many articles on color psychology limit differences to east

and west, but the differences are more geo-local than that.
 Culture of Climate
Generally:
• People who live in warm climates prefer
bright, strong colors
• People who live in colder climates prefer
cooler, more washed out colors
• Context changes things:
– Vacationers from cold areas may be attracted
by warmer colors
 Culture of Climate

Marriott, Buenos Aires Marriott, Copenhagen

These 3 Marriott Hotels

are indicative of the
types of color schemes
popular in their
respective locations. Marriott, Zurich
 Culture of Climate
Some tastes are based on environmental factors:
• Hispanics’ preferences for bright colors is a
reflection of the intense lighting conditions in Latin
America
– Strong colors keep their character in strong sunlight
– In northern climates these colors can appear harsh

• Colors that look great in warm, tropical locations

won’t necessarily produce the same results in cold,
gray northern climates
– A navy blue suit would appear awkward in Miami,
but be more suited for New York or Boston

Designers should take climate into consideration

when selecting colors for geographic areas.
International hotel chains would do well to change
colors depending on where they are located rather
than carry out a corporate color theme.
 Culture of Experience
• Color trends are a mirror of human emotions
and experiences
• Experiences are shared ones – people who
grow up in different time frames naturally
respond to color trends of their time
• May be attracted to or repelled by those colors,
but a generational impact is seen globally
 Culture of Experience
Factors that have influenced color throughout
history and generations:

– Economy
– Social
– World Events
– Technology
 Culture of Experience
Research compiled by Sherwin Williams
deals with the cultural effects of color on the
four current generations:
1. Mature
2. Baby Boomers
3. Generation X’ers
4. Millennials
 Culture of Experience: Mature
• Over 65
• May be retired, less active,
spend more time indoors
– Seek color combos that are
functional, enjoyable and
comfortable
– Fresh, cheerful ones such as
buttery yellow, clear blues,
fresh pinks and warm whites
are preferred
– Cleaner hues of jade green,
preferable to avocado
 Culture of Experience: Boomers
• 76 million, born 1945-1964
• Seek self-expression and spirituality in
color
• Home is a sanctuary, place for artistic
expression, relaxation and inspiration
• Soothing colors that cool and refresh
the spirit
– Sky blue azures, cleansing blues enhanced
with purple tones, and intense iridescent
blues with the slightest tinge of green
– Favorite neutrals are chameleon shades
that take on the undertones around them:
grays married with plum or green
– Perhaps yellow-green undertones that
bridge the gap from gray to beige
Culture of Experience: Generation X’ers
• Born 1964-1980
• Remember the fall of Berlin wall, but
have lived primarily in a global economy
• Experiment with styles from around the
world – strong acceptance of global color
palette
– Popular colors include violet and
indigo hues
– Exotic greens from the Australian
landscape
– Asian reds add drama to neutral
spaces awash in contrasting textures
Culture of Experience: Millennials
• Born 1981-
• Cool sophistication is design goal
• Faux finishes useful for drama
• Children delight in rich, tropical
hues and neon-like colors; i.e.,
green, yellow and purple
• Sports team colors and flower
garden shades are always popular
for children’s spaces, along with
murals and other whimsical colors
 Culture of Experience
• Reactions to color are psychologically and culturally
induced to some degree

• Age makes a difference in how people respond to

color

• Color preferences change over time as people move

through the life cycle

• When the economy is down, pessimism reigns

– Colors gravitate to dirty, muddy undertones

• When the economy is up, optimism reigns

– Colors gravitate to cleaner, clearer colors
 History of Cultural Effects on Color
(last 100+ years)
• Symbolic effects occur as the result of
communicated, not necessarily personal
experiences

• Sensory experiences, such as color, gain

abstract meaning and develop sign value

• Within the framework of intercultural

communications, the passing of such information
from one generation to the next would make this
a cultural experience
History of Cultural Effects on Color (1800’s)
• Queen Victoria made it fashionable
to be a widow
– dark, somber, and opulent Victorian
colors permeated Western culture
• Red, blue and gold were
representative of the Empire Period
influenced by military campaigns of
Napoleon
– Empire Green associated with Empress
Josephine
• Last several decades, cultural
experience had an impact on color
palettes of the time and thus on
respective generations of those
times
History of Cultural Effects on Color (1900’s)

• Century began with complete change

from the heavy Victorian colors
– Whites, mauves, sweet pea, gray, fawn and rose
1900s toned pastels were the quiet colors of the time

1910s • 2nd decade influenced by modern art

of the Fauves and the Impressionists
and Neo-Impressionists
– Palette of primary colors and Russian colors of
mustards, yellows, violets and blues introduced
by the Ballet Russes
– gave way to khakis, navy blues, browns and
grays as World War I cut off the supply of dyes
Early 1920s from Germany
 History of Cultural Effects on Color
(1920’s & 1930’s)
• 20’s saw a subdued color palette as a
rebellion against the bright colors of the
previous decade
– Beige and white used predominately by fashion
designers like Chanel ushered in a decade that
also saw the use of black lacquer finishes and
1920s shiny metallics
• Subdued color carried over into the
depression years of the early 30’s
– All shades and tints of white from bright white to
creams to beiges
• 1934 color began to creep into use again
– Palettes of cocoa brown with hyacinth blue,
mustard yellow with gray and prune with turquoise
– These colors are undergoing a recent revival
1930s
History of Cultural Effects on Color (1940’s)

• 1940 - World War II – dyes no longer

ransomed by Germany
• Strong colors were morale boosters in
the early war years
– Bright colors of cherry red, tulip pink, orchid
mauve, shrill peacock blue, yellow and grey
• Dyes were rationed
– Reds and blacks gave way to khaki or olive and
bright reds became muted plums and neutrals
like warm beiges and grays
• Post World War II
– soft and gentle colors of Dior and the strong
colors, scarlets, yellows and magentas of
Spanish designer, Balenciaga
History of Cultural Effects on Color (1950’s)
• Post World War II – 1950’s – time of
optimism
– Hot pink and very hot pink and primary
colors were also the mark of the new
modernism
– Turquoise, a color which had to date
been made from inferior dyes that did not
last, became a major color sensation
when “kingfisher blue” dye was perfected
by the Bayer Company in Germany
• End of the decade made the 50’s a
gaudy decade
– Dyes and pigments such as orange,
pistachio, reds, golds and the new
turquoise were found to color the new
plastics
History of Cultural Effects on Color (1960’s)
• Youth culture erupted: sex, drugs and rock ‘n’ roll
• Psychedelic drugs turned people on to color
• Technological development of dramatic range of dye-
stuffs – allowed mass production of heretofore expensive
colors
– Indigo blue of jeans became a classic color
– Ethnic colors of Peruvian peasants and North American Indians
– Oriental colors from Russia, Japan and Turkistan appeared at
the end of the decade
– Black became beautiful
History of Cultural Effects on Color (1970’s)
• Recession brought a retreat into safe, sober earth colors,
and the dreaded "A" word of both fashion and interior
designers – avocado
• African-Americans became more aware of their heritage
adopting African patterns and colors – earth tones
– Peach, beige and chocolate brown gained popularity and beige and
cream were so popular that it invaded everything
• Disco and the arrival of high tech at the end of the decade
changed the earth tones
– Red, royal blue, saffron yellow, turquoise and brilliant acid green
– Silver, gold and metallic colors gave a glittery look to this trend
History of Cultural Effects on Color (1980’s)

• Economic upturn brought a return to vibrant

color
– Nancy Reagan's signature red became popular
– Giving way to “Barbara Bush blue”
• End of the decade
– Giorgio Armani's sophisticated neutrals provided
Yuppies with a quieter alternative to all-out glitz
– In homes, consumers who had OD'd on avocado and
spice tones, became mad for mauve, the peach and
teal color schemes of the 80's
History of Cultural Effects on Color (1990’s)
• Economic downturn at end of 80’s became an opening for the dirtied
colors of Seattle's "grunge" movement
• Mid-90’s digital revolution gave way to the eye-popping colors of the
iMac®.
• Urban street styles, body piercing and tattooing became mainstream
among young culture
– Green hit its vibrant zenith in the '90s with lime green and chartreuse
• End of 90’s saw Minimalism become strong; i.e., Jil Sander's fashions,
Calvin Klein's Zen-influenced home collections
• Dotcoms began to crumble - Millennium Bug threatened
• People felt the need to stop, escape – spas booms and designer water
flowed
– Cerulean Blue, the color of sea and sky, became the color
History of Cultural Effects on Color (2000’s)
• Minimalist influence continued into the new century
– Neutral or deeper colors for big ticket items, but accessories bring
touches of color
– All grays, beiges and taupes are not created equal, and even white
has hundreds of subtle variations
NOTE: Gen-Xers who were born between 1961 and 1980 are now headed
toward 60’s retro in colors and patterns
• Generations who feel threatened tend to gravitate to the safe
times and the colors of that time
• Designing for a Gen X audience? Look into the popular colors of
their formative years
 Culture of Ethnicity
• Different ethnic groups or different
countries of the world
• Ethnic culture has always and
continues to influence color
selections
– Political (flag colors, political parties)
– Religious (sacraments, vestments)
– Historic (taboos, associations)
– Environmental (desert, mountainous,
coastal)
– Traditional (beliefs and symbolism)
 Culture of Ethnicity
• Ethnic cultures: typically think East/West
• East/West have perhaps the greatest differences
• Cultural traditions regarding black and white
– Western sees black as a color of mourning and
depression - respects it as dignified and authoritative
– Eastern (China, most of Asia) sees white as the color
of mourning
 Culture of Ethnicity
• Cultural difference of Black vs. White could have
ramifications when designing specifically to or to
include an Asian or Eastern culture
• EuroDisney made a disastrous mistake by using the
color purple for its European signage which was
intended to outdo Coca Cola’s red

– In Catholic Europe, purple symbolizes death and the

crucifixion of Christ
– Result: Visitors thought the signs were morbid
– How did it happen? CEO liked purple.
 Ethnic Effects on Color

The global market today is

multi-national….
 Ethnic Effects on Color
• Age, gender, climate, even education and
experience have effects on color selection
• While considered to be somewhat across ethnic
cultures, the global market today is also multi-
national
• Can add some confusion for designers choosing
color palettes for spaces that must serve all
these cultural diversities
 Ethnic Color Overview
Western Europe
& China Japan India Middle East
COLOR United States

Red
Danger, Anger Joy, Festive Anger, Danger,
Stop Occasions, Luck Danger Purity Evil

Yellow
Caution, Honor, Grace, Nobility, Happiness,
Cowardice, Royalty Childish, Gaiety Prosperity
Joy, Happiness

Blue
Masculinity, Strength, Power,
Calm, Authority Immortality Villainy Protective

Black
Death, Mystery,
Evil Evil Evil Evil

Green
Sexual Arousal, Youth, Future, Youth, Fertility,
Safe, Sour, Go Growth Energy Strength

White
Purity, Mourning, Death, Purity,
Virtue Humility Mourning Mourning

This chart shows an overview of how each of these colors is perceived in these cultures.
 Red
• Color of blood – relates to life itself
• Associated with fire, energy, passion,
love
• Also associated with rage and war
• Red is a universal color
• Studies involving 8 countries show
red as the only color seen as unique
– All countries associated red with active,
hot, emotional and vibrant
• Highest arc of the rainbow
• First color lost sight of at twilight
• Longest wavelength of light is red
 Red
• Red has strong connotations in
several countries
– Aztecs’ red dye was considered
more valuable than gold
• Red always attracts attention
– First color named after black and
white
• Red represents danger –
triggers a fight or flight response
– We may not flee from red, but we
definitely pay attention to it
 Red
General: warm, passion, anger, aggression,
blood
• China: good luck, happiness, celebration
• Japan: sacred, wealth
• Hebrews: sacrifice, sin
• Hindu: joy, life, energy, creativity
• Cherokees: success, triumph
• India: purity, fertility, prosperity
• South Africa: color of mourning
• Russia: Bolsheviks and communism, beauty
• United States: Republican party
• Eastern: worn by brides
• Western: excitement, danger, love, passion,
stop, Christmas (with green)
 Pink
• Color of love, friendship, compassion and
relaxation
• Symbolic of gentle emotions
• Soft color overcomes evil, represents honor,
love, morality, friendship, and general success.
• Fidelity, honor, harmony, compassion and
faithfulness are all traits of pink.
• Feng Shui color to soothe the energy
• It is the international symbol for breast cancer
awareness
 Pink
General: sweet, morality, love
• Korea: trust
• Japan: good health and life,
masculine
• Belgium: little boys (opposite of
traditions in other western cultures)
• Hindu: heart chakra
• Eastern: marriage
• Western: love, babies (especially
female babies), Valentine's day
 Yellow
• Positive: Color of quick intellect, the
quick-witted, and those who seek wisdom
• Negative: dishonesty, cowardice,
betrayal, jealousy, covetousness, deceit,
illness, hazard, treachery, and aging
• Chinese have placed a predominance
upon the color yellow not seen elsewhere
in the world
• Western cultures it is mainly seen as joy
or happiness
– “Smiley” face dating back to the 60’s is still a
popular icon of happiness
 Yellow
General: sun, light, optimism
• China: nourishing, royalty
• Polynesia: royalty and divinity
• Egypt: color of mourning
• Japan: courage, life
• India: merchants, yellow and saffron
yellow (a yellow-orange) are sacred and
auspicious colors
• Israel: used to label Jews in the middle ages
(Hitler revived this tradition in the 20th
century)
• Cherokee: trouble and strife
• Islam: perfect faith
• Greece: sadness
• France: jealousy
• Russia: traditional wedding color
• Western: hope, hazards, coward
 Blue
• Favorite color of over half the world’s
population
• It is potentially weak as a symbol because it is
considered non-threatening
• Least disliked color by all cultures and is
considered to be the safest global color
• Greeks paint their front door blue for
protection from evil spirits
• In Israel, light blue and white are the national
colors but commercial exploitation of these
colors is disapproved of
• In China and the U.S., “Blue Film” is for
pornography
• Originated in pre-revolutionary China when brothels
were painted blue to advertise prostitutes within
 Blue
General: calmness, peace, sky, sadness
• Cherokee: defeat, trouble
• China: immortality, "blue film" for
pornography
• Japan: everyday life
• Korea: mourning
• Iran: heaven and spirituality
• Egypt: virtue, ward off evil
• Mexico: trust, tranquility, mourning
• Belgium: blue is for a baby girl; pink for a
baby boy (a reversal of traditions in other
western cultures)
• United States: dependability, trust, authority
• Western: depression, sadness,
conservative, corporate, reliability,
“something blue" bridal tradition
 Green

• Second only to blue as a favorite color

• Tranquil, refreshing, quiet and natural
• Institutional side conjures negative
emotions
• Illness, government issued green cards
• In Spain, the color of off-color or “racy”
jokes and green glass bottles is
considered tacky
 Green
General: nature, tranquil, hope, fertility, spring, rebirth,
money, grass
• China: green hats (indicate man's wife is cheating on
him), exorcism, jade stones represent virtue and beauty
• Japan: fresh and youthful new life, symbol of life eternal
• India: Islam
• Ireland: symbol of the entire country, Irish Catholics of
south
• Islamic (Muslim) cultures/Middle East: life, Islam
• Israel: bad news
• Saudi Arabia: wealth and prestige
• United Kingdom: “British racing car green" (is a dark
green symbolic of high-speed and high-performance
cars)
• Western: spring, new birth, go, Saint Patrick's Day,
Christmas (with red), jealousy
 Orange
• Orange is the color of sunset, orange
juice, pumpkins, and generally warm
and friendly things
• Sparks more controversy than any
other color
– “Love it” or “hate it” for most cultures
– Rust, terracotta and peach,
generally well-liked
• In America, somewhat the color of
“cheap”
– Native Americans associate the
color with kinship
 Orange
General: warm, sunset, energy,
creativity
• China and Japan: happiness and
love
• India: humility and sacrifice
• Hindus: a supreme being
• Ireland, England: religious
(Protestants)
• Netherlands: emblematic color of
royal family, festive color
• United States: most hated color
• Latinos and France: strong appeal
• Western: Halloween (with black),
creativity, Autumn
 Gold
• Gold in nature represents precious
metal that bears the name
• Internationally, gold symbolizes:
– Wealth
– Excellence
– Prestige
– Prosperity
– Nobility
– Divinity
– Extravagance
– Pretentiousness
 Gold
General: sun, treasure, wealth
• Eastern: wealth, strength, darker gold
• Japan: lavish displays garish
• China, Thailand: wealth and prestige
• Iran: very popular color
• United Kingdom: royalty, sometimes
low-class
• Western: wealth, lighter gold
 Purple
• Embodies the balance of red’s
stimulation and blue’s calm
• Can cause unrest or uneasiness
unless the undertone is clearly defined
• Often well liked by very creative or
eccentric types
• Favorite color of adolescent girls
• Purple is a color people love or hate
• Pakistani as well as Mexican men
dislike purple
• Symbolizes: dignity, sophistication,
elegance, passion, spirituality,
mysticism and magic, royalty, conceit,
cruelty and mourning
 Purple
General: spirituality, dignity, mourning
• China, Peru: not popular, avoid in Peru
• Japan: wealth and position, privilege
• Thailand, Brazil, Mexico, Tudor Britain: color of
mourning (widows)
• Tibet: sacred
• Iran: color of “what is to come”, mysticism
• India: soothing, sorrow
• Ukraine: fasting, patience, trust
• Egypt: virtue, faith
• Brazil: symbolizes death
• Italy: death, martyrs, suffering
• United Kingdom: prestige, royal funerals
• Latin America: may be regarded as despicable
• United States: bravery, courage (military)
• Eastern: wealth
• Western: royalty
 White
• Doctors don white coats, some brides
traditionally wear white gowns, and a
white picket fence surrounds a safe and
happy home
• Color of the dove of peace
• Can also connote sterility and blandness
• Off-white is a neutral
• Pure white considered a brilliant color
– Capable of producing optical fatigue
– Highly visible to the human eye
• Most religions use it to indicate
spirituality, hope and innocence
• Universally, the color of the flag of
surrender
 White
• General: purity, snow, surrender, positive
• Asia: color of mourning in most Asian
cultures
• China: death, mourning (use with caution)
• India: extreme happiness
• Japan: white carnation symbolizes death;
also sacred, purity, brides
• Africa: victory and purity
• Italy: worn at funerals of children
• Eastern: funerals, helpful people, children,
marriage, mourning, peace, travel
• Cherokee: peace and happiness
• West Indies: mourning
• Western: brides, angels, good guys, hospitals,
doctors, peace (white dove)
 Black
Black

• Black is authoritative and powerful

• Can evoke strong emotions
• Represents the absence of light,
therefore darkness
• Spotting a black cat, is considered
good luck in England
• Symbolic of power, sophistication,
evil, death and depression – can be
mysterious and secretive
 Black
General: death, evil, dignity, mourning
• China: color for young boys
• Japan: unknown, bad luck, elegance, class
• India: untouchables (should be avoided)
• Thailand: suffering, decomposition
• Great Britain: mourning, dignified clothing, taxis
• Spain: wealth
• Yugoslavia: clothing of the old
• Egypt: rebirth (contrary to Western culture)
• Aztec: war, religion
• United States: power, death, evil, power color in
business attire
• Western: funerals, death, mourning, Halloween
(with orange), bad guys, rebellion
 Gray
• Gray is the color of intellect, knowledge, and
wisdom
• Perceived as long-lasting, classic, and often as
sleek or refined
• Is dignified, conservative, and carries authority
• Is controlled and inconspicuous
• Considered a color of compromise, perhaps
because it sits between the extremes of black and
white
• A perfect neutral
• Can signify bareness, fraud and poverty
• Most cultures: associated with contemporary
architecture and technology
• Most popular color in the world for a car
 Gray
General: subtlety, balance, intellect, cold
• Asia, Pacific Rim: may signify
cheapness
• Japan: maturity, conservatism, old age
• Eastern: helpers, travel
• Germany: sophisticated national
product
• United States: may signify
expensive, restrained elegance
• Western: boring, dull, plain, sad
 Brown

• Brown says stability, reliability and

approachability
• Color of earth and associated with
all things natural or organic
• Can stand for Autumn or despair
• Symbolizes durability,
dependability, security and
comfort, friendliness, warmth,
hominess, and wholesomeness
• Can also be perceived as lack of
humor, lack of sophistication,
heaviness and dullness
 Brown

General: stability, comfort, humility, dull

• Japan: admired as a natural color
• India: mourning
• Australian Aboriginals: color of the
land
• Cherokee: good
• Colombia: said to discourage sales
• Buddhism, Christianity: humility
• American Indians: power of self-
discipline
• Western: wholesome, earthy,
dependable, steadfast, health
 Hue, Chroma, Value in Culture
• Great deal of variations in the subtleties of
various colors
• Cultures’ meanings and symbols discussed are
based on purely saturated color
• Colors also vary in several different ways:
– hue (red vs. orange vs. blue)
– chroma (saturation or intensity)
– value (brightness or dullness)
– and finish (gloss or flat)
 Hue, Chroma, Value in Culture
• Hue = the name of the color
– First complexity seen in trying to determine cultural
significance
• Some color words derived from the name of an object
of that color - “orange” or “salmon”
• Others are abstract, like red
• Overlooking language barriers, not all cultures
recognize the same distinct colors
• Color table should not be interpreted as a definitive
list
• Pure spectral colors form a continuous spectrum and
how it is divided is a matter of culture, taste and
language
 Hue, Chroma, Value in Culture
Common spectral list identifies six main bands
– Red
– Orange
– Yellow
– Green
– Blue
– Violet

NOTE: different cultures have different terms for colors and may
assign some color names to slightly different parts of the
spectrum. One Chinese character has a meaning that covers
both blue and green, thus blue and green are traditionally
considered shades of this single character.

When trying to interpret cultural significance to any hue, be sure to

research to see if the same nomenclature is recognized in that
culture as you understand it.
 Hue, Chroma, Value in Culture

Hue refers to the name of the color and

varies from culture to culture…

Azure Blue Azure Azure Azure Azzurro Azure

U.S. Heraldry France Gr. Italy Russia
Britain
 Hue, Chroma, Value in Culture

Chroma: The
intensity of a specific
color, identified by its
tonal value
 Hue, Chroma, Value in Culture
• Across ethnic cultures:

– Females prefer pastel colors, pale and subdued

mid-tones, and warm rather than cool and deep
shades

– Males preferred brilliant hue tints, light full colors, and

cool rather than warm and grayed shades

– Children and, in most cases, primitive societies prefer

more saturated tones than do older cultures

• All cultures generally associate more saturated

tones with activity and inexpensive and fast
 Hue, Chroma, Value in Culture
• Research shows that African Americans and
Hispanics prefer more saturated tones

• Japanese generally prefer more muted tones

• Globalization has begun to show more intense

colors in Asian cultures

• A color scheme can be grayed or brightened

slightly to overcome negative connotations, in
some cultures
– Check this possibility when choosing color schemes
where some colors have strong affects
 Hue, Chroma, Value in Culture

Value is a measure of
where a particular color lies
along the lightness–
darkness axis….which
places the color on a scale
from utter black to pure
white.
Light colors are called tints and dark colors
are called shades.
 Hue, Chroma, Value in Culture
“Change the value and tint … [and] you’ll alter its meaning
and emotional response.” James Smith, principal of Smith
Design in Carmel, CA says, offering by way of example the
commonly perceived differences between lighter blue—
which, he says, can communicate such things as
“refreshment”—while darker shades are often associated
with “seriousness, stability and trustworthiness.”
 Hue, Chroma, Value in Culture
• Traditionally, men and women have had different
tastes in color
– women drawn to tints or lighter colors
– American men, compared with Europeans, have traditionally
avoided tints in favor of darker, richer neutrals and blues
• American Demographics/BuzzBack survey
– 10% of people 55 years and older want the brightness of a
white car, compared to
– 4% of 21- to 34-year-olds, compared to
– 2% of teens
• Tints and shades of colors like the chromatic intensity
can completely change the perception of a color

.
Lexus, which skews toward older buyers, makes sure
that 60% of its cars are light in color
Culture and Color Palettes

"Color, Meaning, Culture, and Design: Meaning and Preference of

Interior Color Palettes among Four Cultures," from a study by
Youngsoon Park and Denise Guerin, PhD
 Culture and Color Palettes
• Culture does have an impact on color
• Color meaning generally studied as it
related to only one color
• The complexity is derived from the fact
that people see all the colors in a space at
once and how they relate to one another

"Color, Meaning, Culture, and Design: Meaning and Preference of

Interior Color Palettes among Four Cultures," from a study by
Youngsoon Park and Denise Guerin, PhD
 Culture and Color Palettes
An instrument (see reference below) to study the meaning of color in
interior environments based on color palettes among 4 cultures
(European-based countries: U.S. or England vs. Asian-based
countries: Korea or Japan) found:
1. Create a color palette that includes neutral or cool hues, light
values with high contrast, weak chroma when designing for
Japanese users.
2. Create a color palette that includes neutral hues, middle values,
weak chroma, and medium to high contrast when designing for
Korean clients.
3. Create a color palette that includes warm hues, middle values,
moderate chroma, and medium to low contrast for English
clients.
4. Create a color palette that includes warm hues, middle values,
moderate chroma, low value contrast, and medium chroma
contrast for U.S. clients.

"Color, Meaning, Culture, and Design: Meaning and Preference of Interior

Color Palettes among Four Cultures," from a study by Youngsoon Park and
Denise Guerin, PhD
 Culture and Color Palettes
“Remember the individual color preferences
and taboos along with variations in chroma
and value when choosing color palettes for
multi-cultural audiences. Sometimes just
adding a second color changes the negative
feeling of colors for different cultures. Be
aware of these.”

"Color, Meaning, Culture, and Design: Meaning and Preference of Interior

Color Palettes among Four Cultures," from a study by Youngsoon Park and
Denise Guerin, PhD
 Color Clusters

“Even though some countries showed a particular dislike for

one or another color, they liked it as a pair in a two-color
combination.” - T. J. Madden

For example, while red is a mostly a negative color in Western society,

indicating danger - when in combination with white or green, it indicates
Christmas, and when in combination with pink, it signifies Valentines
Day.
http://nssa.us/hournals/2007-28-2/2007-28-2-02.htm
 Color Clusters

Madden analyzed 2-color-combination preference

patterns in 8 countries:

• Even if a single color held a negative connotation, taboo

disappeared; they liked it as a pair in a 2-color combination; i.e.,
Japanese associate white with death, but when paired with red, the
combination becomes celebratory

• In all 8 cultures, blue + green + white associated with meanings as:

"peaceful", "gentle", and "calming".

Standardizations should not be accepted without a thorough analysis of color and color
combination preferences in cultures.

http://nssa.us/hournals/2007-28-2/2007-28-2-02.htm
 Color Clusters
Madden analyzed 2-color-combination
preference patterns in 8 countries: (cont.)
•Black and brown associated with the meanings of "sad" and "stale" in
all 8 cultures, but some had an additional meanings of “formal” (Brazil,
Columbia, PRC, & Taiwan), and “masculine” (Austria, Hong Kong, &
U.S.)

•Gold, orange, and yellow raised the concern because they were not
associated with any given color meanings. Red was the only color not
clustered, and was associated with the meanings of "active", "hot", and
"vibrant". In most of these countries it was also associated with
"emotional" and "sharp". Moreover, two of the Asian countries (PRC
and Taiwan) indicated it as "pleasant" too.

Standardizations should not be accepted without a thorough analysis of color and color
combination preferences in cultures.
http://nssa.us/hournals/2007-28-2/2007-28-2-02.htm
Effect of Globalization on Color

“…while there are

different races and
cultures throughout
the world, people are
far more similar than
different.”
 Effect of Globalization on Color
• Globalization is happening across
cultures and continues on a fast
train
• Today, people have access to so
much more information
• Younger people all over the world
have more in common than they
had in common with different
generations in their own countries
• Customs, traditions and ideas are
becoming increasingly universal
 Effect of Globalization on Color
• Color symbols are more widely accepted cross-culturally
• Brides in China, traditionally wore red, now they wear white
for the ceremony and later add a red jacket over the gown
• Thailand mourning colors are changing from white to black
• Black has become the dress of sophistication worldwide
• Green is the color of social, environmental and ecology
movements – as a universal symbol
• “Tie A Yellow Ribbon Around the Old Oak Tree” by Tony
Orlando, is being used worldwide to indicate the hopeful
return of anyone in harm’s way
- Marie Byrne, NYSCID, ASID
Assistant Professor, NY University of Technology

All these observations on color meanings seem to indicate that while there
are different races and cultures throughout the world, people are far more
similar than different.
How Culture Impacts Color for the Designer

The world is becoming more global daily and designers are

working with clients from many different cultures,
especially international cultures.

Question: How does the melding of these many cultures

impact the designers’ roles in selecting color palettes for
facilities such as hospitals, hotels, schools, institutions
and corporate offices?
 The Face of the User

When choosing the colors for a project, you first need to (as always) think of
your audience or the face of the user. Is it a global audience? Is it primarily
Western? Eastern? Are they older? Younger? Male? Female? All of these
things, and more can affect the color choices.
 The Face of the User

• STIMULATION – result color produces on mind,

body and spirit
• STIMULUS AND EFFECT – universal and cross
cultures, except white and black
• Humans worldwide have the same
PHYSIOLOGICAL and PSYCHOLOGICAL effects
for the same colors
– Blues will feel cool
– Reds and oranges will feel warm
– East/West does have differences to black & white
– Funeral and marriage dress will have strong emotional
differences as well
– Individual cultures may have different perceptions of hue,
value or chroma
 The Face of the User
To accomplish the required or appropriate
color palette:
1. Recognize your audience and their needs

2. What is the purpose? What do you hope to

accomplish?

3. What color psychology factors relate to your

goal?
Considering Trends in Contemporary Culture

Color perceptions can be strongly influenced by

current events:
– Sports, politics, and pop media
– Late 1980’s, early 1990’s – time of political crisis in Brazil –
colors of the Brazilian flag were not meaningful. Racecar
driver Ayrton Senna waved the Brazilian flag when he won
the Grand Prix, and green, yellow and blue became very
popular
– “Barbara Bush Blue,” “Nancy Reagan Red,” “Corazon
Aquino Yellow” gave new meaning to these colors

Meaning of color within a specific country must take into

account a wide range of contemporary influences which
may end at the borders or stretch beyond.
Considering Trends in Contemporary Culture

Long-term/short-term trends can be used to

advantage:
– Specify short-term colors for items that will be
replaced regularly
• Accents
• Paint
– Expensive items that will only be replaced
every 5 years or more should be based on
long-term trends or accepted palettes
• Furnishings
• Floor coverings
 Cultural Color Trends
Hotel Biba,
West Palm Beach, FL
Examples abound of
how cultural color
trends can be used to
guide color selection.
To target young
people, the designer of
Hotel Biba, a boutique
hotel in West Palm
Beach, FL, created a
'60s-era atmosphere
with a daring palette of
colors that included
lilac, melon, and celery.
 Cultural Color Trends

The developer of
Porches Inn, a
boutique hotel in North
Adams, MA, took a
slightly offbeat
approach and used
bold colors to give a
contemporary look to
the 19th century mill
workers' homes that
make up the hotel.
Porches Inn
North Adams, MA
 Color in Cultural Context
• Color is so contextual
• Check the demographics of the targeted consumer
• Many cultural mores change faster than fashion
Leatrice Eiseman
Color: Messages and Meanings
www.colorexpert.com

When Eiseman visited China last year. “I was told by a group of 50- and 60-
somethings that yellow was the color reserved traditionally for the emperor and
royalty as the roof tiles in this royal residence,” she recalls. “The next day I spoke
to Donghia University students, ages 17 to 25, and many of them were wearing
yellow.”
 Every Facility Is Unique

Every facility is unique. By making appropriate design and color selections that
speak directly to the targeted clientele, facilities professionals and designers will
be able to create an environment that satisfies consumers' tastes..
 Every Facility Is Unique
• Be aware of current industry trends, but always remember
geographic location:

• Colors that look great in warm tropical locations won't

necessarily produce the same results in cold, gray northern
climates. Colors can be used effectively to create a wide range
of moods, as well as define spaces and make it easy for guests
at large facilities to find their way around.

• Use color to play up architectural details or define styles, such

as traditional or contemporary, or use colors to create themes or
reinforce cultural or ethnic concepts.

• A variety of cultural or ethnic themes can be reinforced, as well,

by the use of colors specific to other countries or regions of the
world, such as Asia, Europe, the Mediterranean, and Latin
America. These color themes can be used to create a retro,
tropical/exotic, urban, or Zen appearance.
 Conclusion

Color is becoming more universal

and internationalized
Do your homework on the
backgrounds/perceptions of any
given culture
Never make assumptions that all
people from a particular
background will have the same
reactions to any one color
Due to increased communication
and shrinking barriers, old color
concepts are changing
 Test Questions
1. The accumulated habits, attitudes, and 3. When choosing the colors for a project,
beliefs of a group of people that define you need to first (as always) think of the
for them their general behavior and way of _____________.
life is known as their
_____________. A. Color Scheme
B. Location
A. Lifestyle C. Audience
B. Language D. Trends
C. Culture
D. History

4. Today’s young people are more likely to

be more __________ in their perceptions
than those older or more traditional
2. _______ is the traditional color of mourning generations.
for Eastern nations.
A. Discerning
A. Black
B. Vibrant
B. White
C. Similar
C. Yellow
D. Unique
D. Purple
 Thank You!

What Does Culture Have To Do With Color?

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