Page 38 - AV Presentations - Student Textbook

Eastern and Asian cultures Black can be connected to masculinity and is the color for boys in China. It
also represents wealth, heath and prosperity. In Thailand and Tibet though, black is most closely
associated with evil.

Latin America Latin cultures also associate the color (or strictly speaking, tone) with masculinity and is
the preferred color for men’s clothing. It is also linked to mourning.

Middle East Black has somewhat contrasting but symbiotic meanings – it represents both rebirth and
mourning. Evil and mystery are also associated with black.

Around the world Black is associated with magic and the unknown in almost all cultures.

As the strongest of all colors, black is often used only sparingly – such as for text – but it works quite well
as a primary color element (like for backgrounds). Much like purple, black adds an air of sophistication
and elegance, and also mystery, though with much bolder confidence.

10. White

An off-white background keeps the focus on the shoes here
Clean, virtuous, healthy

Western cultures (North America and Europe) White is the color of purity and peace. It is
often associated with weddings and is the color most often worn by brides. White is also clean and
sterile and used to represent hospitals and even holiness. In Italy however, white is used for funerals
and traditionally, white Chrysanthemums are placed at grave sites.

Eastern and Asian cultures White is also the color of death in the East. It is used at funerals and
represents sterility, mourning, unhappiness and misfortune.

Latin America White has many of the same associations as in North America and is connected to purity
and peace.

Middle East Both purity and mourning are associated with white. In Iran for example, that definition
expands to include holiness and peace and in Egypt wearing white is a symbol of a person’s high ranking
status.

Around the world The white flag is the universal symbol of truce.

Literally the opposite of black, white pairs well with just about anything, making it ideal as a secondary
color. In a supporting role, white draws out the elements of more stimulating colors, and can even guide
your user's attention if you know how to use it.

As a primary color, though, white gives off an impression that is both clean and chaste. White has that
'spotless' feeling that, for the right site, feels completely effortless. Its association with purity can make
it seem virtuous, but also sterile and cold.

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