What Does The Colour Black Mean?

What does the colour Black mean? And how can it be used within marketing?

Black is an excellent colour! Its usage covers the whole spread of human society and is also found in wondrous ways throughout nature.

In Western cultures, a very common use of black is in mourning, which is still the dominant colour for funerals. ‘Black magic’ is an evocative term for describing the occult, meaning something hidden (hence ‘occult’ also being an astronomical term). So blackness easily lends itself to the idea of mystery.??

In fashion, black exudes confidence, sophistication and elegance. Formal wear of a black suit can give a feeling of power and professionalism. The classic ‘Little Black Dress’ is a timeless symbol of style. ??

Black is also a colour that contrasts dramatically with other colours, used within and beyond the world of fashion. ‘It goes with everything’, and a black pair of jeans, or jumper, can easily sit next to the brightest red or richest purple.

Out and about, we see black combined with other colours: from zebra crossings to yellow and black ‘do not cross’ tape. Information boards in train stations and airports always seem to have a black background to allow the colour of the text to contrast well against it.

In nature, we see black ravens, crows, black bears, panthers, and domesticated cats. Some notable species are black and white, such as zebras, penguins and pandas. And then there’s the classic black spider! ????????

Oil, coal and obsidian, the glass-like mineral – are all shades of black. But the ultimate natural object, which inspires awe and mystery, is the Black Hole, so called because not even light may escape its enormous gravitational pull.

The closest black hole to Earth that has been discovered is Gaia BH1, which is considered, in cosmic terms, to be just around the corner from us. However, it is 1,560 light-years away, so that we will be safe from it for a while!

Of course, in modern times, black has become a symbol of counterculture. In the 1960s, the ‘Black is Beautiful’ movement tried to counter pervading negative stereotypes of black people in the USA and beyond. Recently, the ‘Black Lives Matter’ movement has flourished in response to how people of colour are often still treated and considered as people of less importance.?

The world of art has always tried to produce the best blues, reds, and yellows; in the case of black, the desire is to make the ‘blackest black’. The current contender isn’t a form of black that can be painted with a brush but is a coating that must be applied to an object in a laboratory.??Vantablack is an incredible black coating that defies description. As can be seen in the attached image, the gold mask is shown with and without the Vantablack covering, and the coating results in something extraordinary. This surface absorbs 99.96% of all light that falls on it, meaning it is impossible to see the topography of the mask’s surface. In the other picture, the lab scientist is holding a bowl coated with black – it looks like someone has cut a hole out of the Universe! ???????

The colour is not without controversy – since it was first developed in 2014 by Surrey NanoSystems, there has been an agreement that the artist Anish Kapoor has exclusive rights to use it in art. This has led to complaints in art and even encouraged other research companies to develop their versions.

Back to the world of promotional merchandise, while I cannot offer the blackest black, items which are black remain extremely popular. From notebooks to pens and tote bags to clothing, black is the choice for many. This is often because it lends itself to a contrast print using the company’s house colour and can stand on its own. A black notebook with a debossed logo (ie no colour applied at all) can look smart and on-trend. Many technological products, such as power banks, USBs, charging cables, and phone stands are often black and can look very special with chrome or gilt contrast. They fit in very well with the mobile phones, tablets and computers they are associated with.??????????

Luxury brand pens are also usually gold, silver or black, emphasising black’s link with prestige.

So, if you are looking for something predominantly black, there will be a very extensive range to choose from. You may still need a professional like me to sift the choices down to a manageable number based on questions we will have explored relevant to your target market, company personality and budget.

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