70 MODULE 1: TERM 1 – Introducing the world of design Using colour as a symbol


Colour is a very powerful tool, especially when you want to communicate with, relate to, and grab the attention of a specific market. However, it is impor- tant to be aware of the different meanings of a colour across different cultures. A designer cannot afford to be naïve in this area and risk offending their target market.


Let’s have a look at the following colours and how they differ in meaning in different cultures


Black A symbol of mourning in Europe; United States; SA


White For most a symbol of purity and peace, while in East


Asia this colour symbolises death. Te colour worn by most brides in, for example, SA, US and Europe.


Red Te colour worn by brides in Asia.


Market research proves that, for instance in the automobile industry, certain colours contribute to an increase in sales. Trends also play a huge role especially in the world of fashion and interiors. Trend forecasting also includes the forecasting of colour palettes for the forthcoming seasons. A percent- age of the design industry uses this information and designs their new pieces with these indicators in mind.


Most colours can also have both positive and nega- tive interpretations.


An example could be: A photograph of Table Moun- tain in Cape Town with a red background could imply or symbolise something positive (a stunning sunset) or something negative (a terrible and destructive fire).


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WHAT IS DESIGN?


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