How Color Shapes our Perception of Reality

Color isn’t just what hits your eyes—it’s how we define ourselves and the world we live in. It’s in the words we use to describe our skin, the flags we fly, and the emotions we feel. And, even though we all get color, it doesn’t mean the same thing to everyone. Our take on it comes from where we’re from, adding personal layers to what we see.

Throughout history, the powerful have used color to create hierarchies and push their agenda. This article dives into how color has been used as a tool for control, but also how it holds the potential for change.

Let’s talk about it.

The Fake Science of Skin Color

Colonial powers cooked up bogus science to justify their rule, linking lighter skin to superiority and darker skin to inferiority. This pseudo-scientific framework justified European dominance over colonized populations.

A notable example is the Spanish Casta System in colonial Latin America, which categorized individuals based on their racial mixture, placing pure Spanish blood at the top and African or Indigenous blood at the bottom. This system dictated social status and legal rights, entrenching racial inequality for generations.

Cartographic Erasure: The Power of Blank Spaces

European cartographers employed a clever technique in mapping unexplored territories: They left the areas as "blank spaces." This portrayal created the illusion of empty lands ripe for colonization, effectively erasing the existence of indigenous peoples.

Early maps of Australia are prime examples, showing the interior as an empty white space, ignoring the rich cultures of Aboriginal peoples. These maps didn’t just justify colonization—they perpetuated the myth of terra nullius, or “nobody’s land.”

Cultural Imposition Through Color

Colonial powers didn't stop at manipulating perceptions of skin color; they also imposed their own color symbolism on colonized cultures. This cultural colonization through color extended to flags, national symbols, and everyday objects.

In India, for instance, the British introduced the color red as a symbol of authority, using it in military uniforms and official buildings. This sharply contrasted traditional Indian meanings, where red was about celebration and good fortune.

In Dutch-colonized Indonesia, the colonizers wore distinctive white uniforms, symbolizing their perceived superiority and "civilizing" mission, in stark contrast to the colorful traditional dress of the local population.

The Dirty Economics of Colors

Color exploitation bled into economics too, with colonial powers turning the trade of certain dyes into a system built on forced labor.

Look at the indigo trade in colonial India—British planters strong-armed farmers into growing indigo instead of food, causing poverty and famine. This led to the Indigo Revolt in Bengal from 1859 to 1860, where peasants, led by figures like Digambar and Bishnu Biswas, refused to cultivate indigo and attacked factories.

The revolt, fueled by widespread discontent and supported by intellectuals through journalism, forced the British to form the Indigo Commission, allowing farmers to refuse indigo cultivation. This marked a significant moment in the fight against colonial oppression, showing how economic exploitation tied to color could spark powerful resistance.

Modern Implications and Cultural Sensitivity Today’s Impact and Cultural Awareness

The colonial manipulation of color still echoes in our world today. In our globalized society, knowing the cultural weight of colors is key for communication, marketing, and design.

Brands like McDonald’s get it—they tweak their colors for different markets. In India, they go with red and yellow for happiness and courage; in Sweden, they throw in green for a health-conscious vibe. 

In 2023, Barbie movie's marketing campaign saturated the world with the iconic "Barbie pink." The color has become a global phenomenon, transcending its origins as a toy brand color to become a cultural signifier of femininity, nostalgia, and, empowerment.

In Frank Herbert's Dune, the Fremen’s blue eyes aren’t just a sci-fi detail. This ties back to how blue is seen as the color of wisdom, and blue eyes illustrate spiritual elevation in Sufism and other spiritual traditions in the Middle East. It’s a visual cue loaded with meaning, connecting the Fremen’s physical traits to their spiritual journey.

These examples illustrate how color symbolism in modern media and marketing can draw from historical and cultural contexts while also creating new associations.

Color as a Catalyst for Change

Color isn’t just a tool for division—it’s also a powerful force for unity and positive change. Social movements and public health campaigns have harnessed the power of color to inspire and rally people worldwide. Take the pink ribbon for breast cancer awareness, which has become a global symbol, raising billions for research and support. Or the Red Ribbon for HIV/AIDS awareness, which has helped break down stigma and spread education. These campaigns show how a simple color can cross-cultural and language barriers and become a powerful symbol for social causes.

Recommended reading

For a deeper dive into the topic, consider the following books. They explore the history, cultural significance, and colonial aspects of color:

Color: A Natural History of the Palette by Victoria Finlay
This book explores the history and cultural meaning of different colors. Finlay

explores where pigments and dyes came from around the world, sharing stories about how they were used and traded. She also touches on colonialism's impact on spreading these colors globally.

Color and Culture: Practice and Meaning from Antiquity to Abstraction by John Gage
Focusing mostly on Western culture, this book takes a deep look at how color has been used symbolically throughout history and explores how color has been tied to cultural and colonial stories.

The Secret Lives of Color by Kassia St Clair
This book covers the stories behind 75 colors, looking at their historical and cultural significance. It includes interesting facts about how colors were seen and used in different societies, often pointing out the role of colonialism in the trade and meaning of color.

The Wrap-Up

Color isn’t just something we see; it’s a language that tells stories about who we are and where we come from. For designers, understanding the cultural and historical meaning of color is key. Every color choice carries weight and can shape how people respond to your work. By considering these aspects, designers can make more thoughtful and impactful decisions, whether they’re building a brand, telling a story, or bringing people together.

Color can divide, but it can also unite and inspire change. It’s been a powerful tool in social movements and public campaigns, breaking through cultural and language barriers. As you create, remember that color isn’t just for making things look good—it’s a way to communicate and connect on a deeper level. Use it intentionally.

I'll be sure to catch you in the next Note.

Mo. ✌️ ❤️