Before exploring how black and white speak, let’s first deal with the “elephant in the room.” Some of you may have seen the title of this post and said, “But wait, [black or white] isn’t a color, it’s the absence of all colors!” If that’s you, we urge that you keep reading.
Understanding Black and White Color Theory in 2024
In terms of light frequencies (additive color theory), white is the existence of all hues and is, thus, a color. Black is not; without light everything is black. However, when thinking about color in terms of physical pigments (subtractive color theory), like paint, the tables shift; white is not regarded a color whereas black is the existence of all hues. You may learn more about this on the Color Matters website.
With color theory and your opinion of what is and isn’t a color aside, we would all agree and acknowledge that black and white are truly colors. After all, we describe them as such. And let’s face it; if somebody attempts to tell you that black and white are not colors, what would they say if you ask them what colors a zebra is. But, how does the employment of black and white effect your business and marketing?
How Black Speaks
Black is visually weighty. Its message is consequently quite strong. Black’s most popular association is power, authority, and strength. It is for this reason that too much black can become overbearing. In stories of good vs evil black and gloom are always emblematic of the enemy (Darth Vader being a classic example). Other associations with black include intelligence (black horn-rimmed glasses), professionalism (suit and briefcase), sadness, and mystery. As a deep and serious color, black can direct communication in a powerful way.
How White Speaks
White is considered safe and open. While black is symbolic of evil, white is closely linked to that which is just, good, and peaceful (sticking with the Star Wars theme, Luke Skywalker is an effective example). Furthermore, white projects clarity, cleanliness (doctors in white coats), purity (wedding clothes), and salvation. White is said to inspire creative ideas (a blank whiteboard) and is also connected with fresh beginnings. As a positive, transparent, and open color, white can direct communication in a forceful way.
Cultural Associations
History and culture give light on how black-and-white connotations have become so easily accepted as being in opposition. The most renowned illustration of polarity is reflected in the Taoist Yin-Yang symbol, an expression of opposite energies (good and evil) that are interrelated and interdependent in the natural world. In martial arts, the black belt denotes the highest rank (strength), whereas the white belt represents someone who would run screaming from the person with the black belt. In Aztec culture, black symbolizes war since the black obsidian glass was employed as the cutting edge of fighting blades. In battle, a white flag is commonly recognized as a symbol of surrender. Black is evil; white is nice. Black traps space, while white opens space. Black implies sophistication; white indicates innocence. It’s clear: black and white are opposites.
Designing With Black
This basic ad for Ralph Lauren’s Polo Black uses black in an overwhelming, yet meaningful way. The ad is dark and forceful, targeting men. Furthermore, it is serious and professional, imparting traits of mystery and depth.
Designing With White
Apple has continuously utilized white as the backdrop of their marketing efforts and for good reason. The company stresses through their mostly white style that they care about cleanness, openness, and creative thought. This Apple iPad commercial is a fantastic example.
Read Also: Black And White Attire For Guys
Designing With Black and White to Compete
It’s critical to note that although intrinsically opposing in a cultural and visual sense, black and white shouldn’t compete, but rather complete when employed in professional marketing. It’s been claimed that “opposites attract.” To put it another way: contrast produces completion. The convergence of black and white (more so than any other color combination) is an example of how two dissimilar hues communicate more effectively together than they do on their own. Check out the balance, calm, and clarity of this site.
Designing With Black and White to Accent
Using the visual balance of black and white with an accent color leads to powerful messaging and is a good method when attempting to draw attention to a specific object or producing a visual “pop.” These black-and-white webpages do just that. By accenting particular portions of the page with a contrasting hue, they direct the viewer exactly where they want them to go.
Even though black and white are used significantly more than any other hue, it’s easy to ignore how they are used and even why they are used. For instance, when black text is placed on a white backdrop we don’t wonder why this is the case. But, this approach is so widespread because the contrast of black on white is the most readable and practical color scheme. The influence that black and white have is subconscious. Therefore it is necessary to carefully evaluate the enormous impact they will inevitably have on your communication.
Kari Pettersen
Before exploring how black and white speak, let’s first deal with the “elephant in the room.” Some of you may have seen the title of this post and said, “But wait, [black or white] isn’t a color, it’s the absence of all colors!” If that’s you, we urge that you keep reading.
Understanding Black and White Color Theory in 2024
In terms of light frequencies (additive color theory), white is the existence of all hues and is, thus, a color. Black is not; without light everything is black. However, when thinking about color in terms of physical pigments (subtractive color theory), like paint, the tables shift; white is not regarded a color whereas black is the existence of all hues. You may learn more about this on the Color Matters website.
With color theory and your opinion of what is and isn’t a color aside, we would all agree and acknowledge that black and white are truly colors. After all, we describe them as such. And let’s face it; if somebody attempts to tell you that black and white are not colors, what would they say if you ask them what colors a zebra is. But, how does the employment of black and white effect your business and marketing?
How Black Speaks
Black is visually weighty. Its message is consequently quite strong. Black’s most popular association is power, authority, and strength. It is for this reason that too much black can become overbearing. In stories of good vs evil black and gloom are always emblematic of the enemy (Darth Vader being a classic example). Other associations with black include intelligence (black horn-rimmed glasses), professionalism (suit and briefcase), sadness, and mystery. As a deep and serious color, black can direct communication in a powerful way.
How White Speaks
White is considered safe and open. While black is symbolic of evil, white is closely linked to that which is just, good, and peaceful (sticking with the Star Wars theme, Luke Skywalker is an effective example). Furthermore, white projects clarity, cleanliness (doctors in white coats), purity (wedding clothes), and salvation. White is said to inspire creative ideas (a blank whiteboard) and is also connected with fresh beginnings. As a positive, transparent, and open color, white can direct communication in a forceful way.
Cultural Associations
History and culture give light on how black-and-white connotations have become so easily accepted as being in opposition. The most renowned illustration of polarity is reflected in the Taoist Yin-Yang symbol, an expression of opposite energies (good and evil) that are interrelated and interdependent in the natural world. In martial arts, the black belt denotes the highest rank (strength), whereas the white belt represents someone who would run screaming from the person with the black belt. In Aztec culture, black symbolizes war since the black obsidian glass was employed as the cutting edge of fighting blades. In battle, a white flag is commonly recognized as a symbol of surrender. Black is evil; white is nice. Black traps space, while white opens space. Black implies sophistication; white indicates innocence. It’s clear: black and white are opposites.
Designing With Black
This basic ad for Ralph Lauren’s Polo Black uses black in an overwhelming, yet meaningful way. The ad is dark and forceful, targeting men. Furthermore, it is serious and professional, imparting traits of mystery and depth.
Designing With White
Apple has continuously utilized white as the backdrop of their marketing efforts and for good reason. The company stresses through their mostly white style that they care about cleanness, openness, and creative thought. This Apple iPad commercial is a fantastic example.
Read Also: Black And White Attire For Guys
Designing With Black and White to Compete
It’s critical to note that although intrinsically opposing in a cultural and visual sense, black and white shouldn’t compete, but rather complete when employed in professional marketing. It’s been claimed that “opposites attract.” To put it another way: contrast produces completion. The convergence of black and white (more so than any other color combination) is an example of how two dissimilar hues communicate more effectively together than they do on their own. Check out the balance, calm, and clarity of this site.
Designing With Black and White to Accent
Using the visual balance of black and white with an accent color leads to powerful messaging and is a good method when attempting to draw attention to a specific object or producing a visual “pop.” These black-and-white webpages do just that. By accenting particular portions of the page with a contrasting hue, they direct the viewer exactly where they want them to go.
Even though black and white are used significantly more than any other hue, it’s easy to ignore how they are used and even why they are used. For instance, when black text is placed on a white backdrop we don’t wonder why this is the case. But, this approach is so widespread because the contrast of black on white is the most readable and practical color scheme. The influence that black and white have is subconscious. Therefore it is necessary to carefully evaluate the enormous impact they will inevitably have on your communication.