The effect of colors on people is completely personal and cultural, a color that brings happiness and peace to some may be disturbing to another. Research shows the impact of personal preferences, experiences, upbringing, cultural differences, and individual colors on us.
in the traditional manner
Yellow: Warm happy sincere,
Orange: Friendly, warm, confident,
Red: Young, dynamic,
Purple: Wise, imaginative, spiritual,
Blue: strength and confidence,
Green: Health and growth, peace,
Gray: Calm, quiet.
For example, although green generally connotes food and health, it is used by some banks and represents ease along with luck. The color blue, which is seen as a symbol of trust, is the color of sadness and mourning in the cinema. Used extensively by fast food brands, the color red can also represent lust and sometimes fear. This situation can create different effects for each person depending entirely on where, how and when colors are used together with other colors.
Another factor that gives meaning to colors is strong brands and marketing tactics.
Colors have no gender in nature, in fact, unlike us, male animals are more vibrant and colorful. We are the ones who classify the colors and these colors are classified differently in the marketing strategies of each period.
Pink Was A Masculine Color At First
In the 1940s, the classification of girls in pastel pink and boys in pastel blue emerged with the “baby boomer” generation in America. Thus, these colors began to be engraved in people’s perception with the definition of “pink is feminine and innocent, blue is masculine and masculine”. But before that, in the 1928s, some brands found the color pink suitable for men because it comes from red and is a stronger color. This is how the marketing process of colors in fashion products progressed. Additionally, a 1927 issue of the Times noted that large-scale department stores in Boston, Chicago, and New York offered pink for men.
This trend continued until the women’s liberation movement between 1960 and 1970. Those involved in the movement felt that dressing young girls in feminine or stereotypically “girly” outfits would limit their opportunities for success, and many parents began opting for neutral colors and fashions.
Innovations in medicine and textiles in the 1980s revived this trend again. Now, the gender of babies could be understood in advance, and fashion brands using this started to design gender-determining clothes and products for babies. On the other hand, new generation detergents, washing machines and textile dyes ensured bright colors to be vivid for a long time in the 80s, the color age. Pastel tones were replaced by vibrant pinks and blues. This trend, which started in these periods, has been carried to the present day with baby sex parties and baby shower events.
Another element that creates the perception that pink is a female color is the Barbie brand. The Barbie pink PMS 219 color, registered by MATTEL company on April 8, 2008, strengthened this perception as much as Barbie itself.
Barbie, the symbol of femininity and femininity, and the pink color that comes with it, creates this perception in us since childhood. Other brands that come after this strong brand have to continue with this perception. For example, a superhero toy wearing pink could be in the news.
But it is now out of fashion to attach gender and emotion to colors. Even Mattel makes gender-neutral toys instead of ultra-feminine ones. In advertising and marketing campaigns, we do not see a dominant pink like before.
Dwt Mandalina / Mahyar Kalantari / Art Director