Color My World
By Molly E. Holzschlag
The way color is used in a worldwide context is a profound issue that's often misunderstood or overlooked by Web designers. How it's used on the screen is made more challenging by the fact that the perception of color depends not only upon our ability to see that color, but also on our ability to interpret it within the context of our emotional and cultural realities.
Color can entice, frighten, persuade, sell, and even inspire. I addressed the enormous impact of color on the human psyche in my November, 1999 column, "Satisfying Customers with Color, Shape, and Type." I've pointed out that our job as Web designers is to use color effectively to present our art, information, product, service, or organization. If we're attempting to convey our message to a global audience, we must do so with an awareness of color's cultural significance.
To demonstrate the impact of color and culture, let me remind you of a fashion trend that occurred in the '90s. Suddenly, it became popular for brides in the U.S. to use black garments in their wedding parties. Those brave souls undoubtedly shocked and disturbed members of their families!
A woman from Thailand and I had quite a laugh realizing that if we were to wear black wedding gowns or have black anywhere in our weddings, both of our mothers (mine is of the Jewish variety) would be mortified. The connotations for both of our cultures are far too charged with symbols of unhappiness, bad luck, and even evil.
Why were brides of a more contemporary generation choosing to use black in their bridal pageants? Well, along with all the negative connotations, black is also seen as very elegant and cosmopolitan.
