71 MODULE 1: TERM 1 – Introducing the world of design


Consider the following: a. Symbolic use of colour in advertising. b. Different interpretations of symbolic use of colour in Western and rural cultures.


The following interpretations of colour are generally the norm within a Western, European or American context.


Red is associated with blood, energy, love, excitement, passion and eroticism. However, red can also evoke aggression and can suggest anger or violence.


Orange is an informal colour, the colour of flesh. It creates a feeling of warmth (think of the colour of a fire). Tis colour can also suggest approachability, friendli- ness and a feeling of being informal. However, a colour that implies too much approachability and informality can also have a negative implication. It can suggest something that is cheap and lacking quality.


Yellow is the colour of sunshine. Tis colour creates a feeling of optimism and energy. But this colour can also be so overwhelming that it can have a draining effect on the body and soul. Yellow is also believed to create a false sense of happiness and lack of courage.


Green is a colour we all tend to understand because we immediately associate it with nature, which suggests calmness, stability, life, beauty. However, as soon as we put this colour into a different context or use a specific tone of this colour, it can suggest decay, fungus, mould, toxins and things that are artificial.


Blue is another colour we all can relate to simply because of our association with the blue sky and the colour of the sea. Depending on the type of blue we use, this colour can symbolise crispness, freshness and coolness; an electric royal or deep blue can sug- gest spirituality and another tone can imply reserved elegance. However, certain tones of blue can also suggest or evoke depression or a feeling of sadness or loneliness. (“I am feeling blue”/“I am having a blue Monday”)


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Violet/purple is an exuberant colour that suggests fun,


fantasies, fairytales and


impulsiveness. However, this colour can also suggest a state of madness or nightmares.


WHAT IS DESIGN?


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