WHITE
White represents purity, innocence,
virtue, and fidelity. No wonder it’s the most
popular color for wedding dresses.
In clothing, white is often equated
with substantial wealth. That notion goes
back to the days before the invention of
the washing machine, when people who
wore white could afford a staff to keep
their clothes clean. There’s also an impli-
cation that its wearer has a high social
status, since no one would wear white
to perform a menial task.
While many consider white the
absence of color, more shades of white
are available commercially than of any
other color. A visit to your local paint
store bears this out.
In fact, Herman Melville spent an
entire chapter in
Moby Dick elaborating
on “The Whiteness of the Whale.”
White also stands for truth and good-
ness. A “white knight” rides to the rescue,
and a “little white lie” isn’t so bad after all.
In old movie westerns, the good guys
always wear the white hats, while the bad
guys wear black.
The ancient Greeks supposedly wore
white to bed to encourage pleasant dreams.
And because of white’s association with
heaven and angels, it symbolizes death in
India, China, and Japan.
Safety and medical products are often
white to suggest antiseptic cleanliness.
Think of gauze bandages, cotton balls,
and doctors’ lab coats.
COLOR PSYCH 101
• White symbolizes purity, innocence,
goodness, and truth.
• Even though white is neutral, it is
considered a cool color because of
its association with snow and ice.
• White is often used to suggest sim-
plicity, sterility, and safety.
• Waving a white flag is the international
symbol of a call for a truce.
• White is popular on the packaging
of dairy products, low-fat items,
and refined ingredients such as sugar
and flour.
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BLACK
Black is unquestionably the most
authoritative and overpowering color. We
associate it with death and darkness, result-
ing in a wary feeling of the unknown. Black
can also be mysterious. You can disappear
into a black hole, and good luck to you if
a black cat crosses your path.
Black’s perceived foreboding gives it
an air of danger as well, and it is used to
great effect for the clothing of bodyguards,
bouncers, and FBI personnel to intimidate
potential troublemakers. Black is also the
most popular color for limousines, Lincoln
Town Cars, and the official vehicles that
transport dignitaries, because the color
implies that the person inside is important
and worthy of respect.
Research studies of American football
statistics found that teams wearing black
uniforms had more disputed plays called
against them, apparently because referees
subconsciously considered them the aggres-
sors. And why do you think referees’ uni-
forms are dominated by authoritative black?
In the sixteenth century, Anne of
Brittany originated the custom of wearing
black during a period of mourning. In
many countries, widows wear black for
the rest of their lives.
In the fashion world, black is truly
ubiquitous. The all-purpose “little black
dress,” first designed by Coco Chanel, comes
up again and again as the height of sophis-
tication. (It’s also slimming and does not
show dirt, two major fashion pluses.)
The words black tie on an invitation
underscore the importance of an event,
suggesting that formality and elegance
will be the order of the day.
COLOR PSYCH 101
• Black, the most authoritative, intimi-
dating color, can appear aggressive
when overused.
• Black is considered conservative, seri-
ous, and dignified and is used to show
respect at solemn and formal occasions.
• In numerous cultures and in heraldry,
black is a symbol of grief.
• Black gives the feeling of weight and
depth. People think black boxes weigh
more than white ones.
• Text is difficult to read against a black
background.
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