1 THUONGMAI UNIVERSITY FACULTY OF ENGLISH PRESENTATION Principles of communication in Business English TOPIC THE CULTURE OF COLOR Supervisor NGUYEN THUY CHUNG Class 2306ENTH3121 Group 08 Hà Nội 2023 h[.]
THUONGMAI UNIVERSITY FACULTY OF ENGLISH PRESENTATION Principles of communication in Business English TOPIC: THE CULTURE OF COLOR Supervisor: NGUYEN THUY CHUNG Class: 2306ENTH3121 Group: 08 Hà Nội 2023 h ASSIGNMENT TABLE Number Name Student’s code Đặng Thị Ánh Huyền 20D170198 Vũ Hoàng Huyền Trang 20D170111 II.2 & II.3 Trần Thị Trang 20D170290 III Nguyễn Thu Uyên 20D170052 IV.1 Nguyễn Thị Phương Vy 19D170263 IV.2 & V Phan Thị Cẩm Tú 20D170220 Present Đỗ Minh Vũ 20D170232 Present Lưu Long Vũ 20D170292 Powerpoint h Task I & II.1 Tổng hợp word TABLE OF CONTENTS I INTRODUCTION II THE IMPORTANCE OF COLOR IN DIFFERENT CULTURES Examples of how color has been used in different cultures Significance of color in art, fashion, and architecture .5 Use of color in traditional ceremonies and celebrations III THE PSYCHOLOGY OF COLOR Explanation of how color can affect mood and behavior .8 Examples of how businesses and advertisers use color to influence consumer behavior 10 IV THE ROLE OF COLOR IN MODERN SOCIETY 14 Dissussion of how color is often overlooked or undervalued in modern society.14 Suggestions for increasing appreciation and awareness of color in modern society .15 V CONCLUSION 17 TÀI LIỆU THAM KHẢO 18 h I INTRODUCTION Color is an inevitable part of life, it is also a means to convey messages and meanings Colors play an important role in our lives, influencing our moods and even the way we experience things It is no coincidence that you always feel good when you see the color blue or feel fresh and energetic when you see the color green However, depending on different cultures, each color has different meanings Do you know all about "the meaning of colors in life"? One thing that may surprise you is that in each culture, colors also represent different points of view Join our group to research the color culture of the countries in the following presentation. II THE IMPORTANCE OF COLOR IN DIFFERENT CULTURES Examples of how color has been used in different cultures In different cultures, each color has a distinct meaning It is this that has created color culture around the world Here are some typical colors of some countries: Red If you are looking to learn about color culture, it is impossible to ignore the color red This is a color that is loved by many people because of its positive connotations Referring to the color red, people usually think of passionate love, enthusiasm and desire The meaning of red is also the source of life and energy In the opinion of the Eastern people, this color also symbolizes a happy and full life For the Chinese, red is an important color, playing an indispensable role in daily life and especially on important occasions China has always privileged the color red In China, red symbolizes luck and happiness (one reason it is used in Chinese restaurants in the U.S.) Cinnabar and red ochre were used in ancient burials, probably to represent lifeblood and to help the deceased make the transition from death to immortality Over time, red became associated with all things auspicious and happy The Chinese valued its symbolic connection to fire, the sun, the heart, and the southern direction - all positive forces of energy For centuries, red has been China’s color of power, celebration, fertility, prosperity, and repelling evil It has been chosen for the robes of high officials, h traditional wedding dresses, babies’ clothing, envelopes for gifts of money, and the walls surrounding the Forbidden City to keep its occupants safe On Lunar New Year, now as in the past, streets and homes are bedecked with red lanterns, and finery for the day is red or accented by it Even China’s national flag is red - chosen both as an emblem of the People’s Revolution and as the traditional color of the Chinese peoplesumming up the color’s importance to national identity Blue When talking about the meaning of colors in life, blue is the color that brings the best meanings The color of the sky is associated with freedom, power, wisdom, and peace Many cultures believe that blue is the color of safety, trust, and cleanliness In countries like Greece and Turkey, people believe that the color blue can fight crime, so souvenirs in these two countries often have the familiar blue color attached Pink In traditional Vietnamese culture, the pink color of the peach bib represents the femininity and charm of a woman The peach bib has long been included in lullabies and fairy tales told by her mother when she brought the cradle, becoming the symbol of Vietnamese girls Significance of color in art, fashion, and architecture Colors in art Color is the element of art that refers to reflected light Different colors can create a different mood for artwork Mood means the feeling we get when we look at a work of art We can create the mood by selecting warm or cool colors that remind us of the emotions that we want in our artwork Color can tell you a lot about a work of art Bright colors can make you feel happy while darker colors can make you feel glum There are also specific colors that remind us of different emotions For example, what does the color blue remind you of? What about red? Warm colors like yellow, orange, red, and pink, can make a picture look brighter Yellow is a more joyful color while red is a color that reminds us of the emotion anger h Cool colors include blues, greens, and purples When you think of cool colors, sometimes it helps to imagine a wintry world Colors in fashion Each person has a different taste in style and colors, but some parts of it are up to fashion to tell you what suits you best And some other parts are up to color meanings and psychology to give you a clearer vision to select Black symbolizes power and authority and makes people look skinnier People who have a deep fascination for timeless and classy clothes, mostly choose black over any other shade Though the color depicts a primordial void, it always makes anyone happy! White is a symbol of purity and peace It’s the best summer color that reflects light and is The good news is that you can pair it up with any color you want Red is an intense color that seems to generate interest, love, and attraction So, it’s a shade that emotionally engulfs people Blue is for someone who is trustworthy, dependable, and committed Blue symbolizes that the person is not impulsive or spontaneous and is perceived as a constant in people’s Green is the epitome of tranquility and freshness and is also the easiest color that improves vision Being a natural balance of calmness and warmth, green uses an accent that harmonizes with the shades of blue like a breeze Colors in architecture When it comes to building architecture, we often consider colors to be a mere element of decoration But, colors in architecture play a very influential role Keeping this in mind, let’s bring out the powerful role of colors in a building architecture A building environment can become under-stimulated or over-stimulated, depending on the colors used An under-stimulated building environment features weak or monotonous color contrasts and weak intensities of colors On the other hand, an over-stimulated environment features colors that are highly saturated, strong contrasts or contain too many intricate visual patterns h Colors also impact the atmosphere of the building, one needs to correctly consider the kind of ambiance before selecting the colors For example, an office environment needs to be exciting and energizing on the other hand; a hotel/resort environment needs to be calming and relaxing Here are few examples relating to colors and what they express: White expresses openness, enormity, and neutrality The message it conveys to the human mind is purity, emptiness, sterile and indecisiveness Yellow gives a sunny impression, showcases soft and friendliness Using such colors in buildings makes the space look bright and appear more stimulating and cozy Green expresses a natural, calm and balancing environment The message it conveys is natural, simple and secure Red is a stimulating color It is arousing, provocative, passionate, fiery and aggressive This color should be used in smaller doses as it gives a sense of aggressiveness and dominance Purple is a rich, dramatic and sophisticated color It creates more of a formal ambiance Use of color in traditional ceremonies and celebrations Lunar New Year Every person throughout huge parades adorns multiple colors and new designable costumes, with each unique in its style, theme, and color Though the parade gets slow due to the massive number of people, it seems to be a never-ending one! Traditional costumes and the color red is the most predominant in these parades There are also rainbow-colored dragon dances through the streets, and homes get illuminated with strings of red paper lanterns in this colorful festival Albuquerque International Balloon Fiesta, USA The Albuquerque International Balloon Fiesta, organized in October, is the USA’s biggest hot-air balloon festival and is celebrated in New Mexico h The colored balloons lit by their bright flames offer a completely different show and a unique festival of color A heap of colored, inflated balloons creates even more colors when the sun shines over them, making it a picturesque sight Mardi Gras, New Orleans, USA The Mardi Gras festival of New Orleans is a rich multicultural celebration occurring before and after Shrove Tuesday It is one of the USA’s most distinctive festivals One can find all kinds of extravaganza in this carnival, from crazy costumes, colorful floats, drinking, dancing, and revelry The colors traditionally most associated with Mardi Gras in New Orleans are green, gold, and purple Holi, India Traditionally the colors used in Holi came from flowers and herbs - which in the hot climate of India tend to produce bright natural dyes - but today they’re usually synthetic It was mostly yellow, a medieval painting of hell with figures vaguely visible through sulfurous fog But the gloom was lifted by exuberant puffs of pink, blue, and green To be inside the tinted mist was to enter a delightful, unpredictable world, filled with contagious laughter III THE PSYCHOLOGY OF COLOR * What is color psychology? Color psychology is the study of how popular colors impact human behavior Different colors have distinct meanings, connotations, and psychological effects that vary across different cultures Along with cultural differences, personal preferences can impact color psychology Color psychology involves the use of color theory - the practical application of mixing and matching various hues - to explore concepts like color perception and the effect of color combinations Explanation of how color can affect mood and behavior h Color plays more of an influential role in our lives than we realize It can affect our minds, bodies, and overall mood How color is perceived is subjective for some, but we have colors that are widely recognized for certain things worldwide Colors close to the red spectrum are warmer colors, including red, orange, and yellow These warm colors evoke emotions ranging from feelings of warmth and comfort to feelings of anger and hostility Whereas blue colors like purple and green are known for evoking feelings of calm, sadness, or indifference. Color affects your mood through different associations The human brain associates warm colors - such as red, orange, and yellow - with a range of feelings, including passion, comfort, anger, and power Cool colors - such as blue, green, and purple - have the opposite effect, creating a calming atmosphere that counteracts feelings of anxiety While cool tones can calm and soothe an uneasy disposition, they can also trigger feelings of sadness and indifference examples of colors and moods associated with them The psychological effects of color play a significant role in shaping preferences and color choices Marketers, interior designers, and artists use color associations to create a distinct mood Consider the following examples of how varying color palettes evoke different meanings and emotions: - Blue: Different tints of blue evoke a wide spectrum of emotions, from serene to distant For example, dark shades of blue can make viewers feel lonely and detached Light shades of blue have a calming effect and also signal dependability Health care offices often paint their walls light blue to soothe anxious patients From a marketing standpoint, businesses use light shades of blue in website designs, logos, and infographics to establish a brand personality that exudes dependability and trust - Green: The color green has associations with the natural world, generating tranquil and rejuvenating moods Since shades of green reflect a variety of earthy tones, surrounding yourself with green accents can create a calming and uplifting h atmosphere In some literary contexts, however, green symbolizes feelings of jealousy and disgust - Purple: From a historical perspective, the color purple has associations with royalty, authority, and wealth People also connect creativity, imagination, and inspiration to purple color schemes Pastel shades of purple, such as lavender, can be calming colors - Red: The primary color red evokes some of the most intense moods and emotions With connections to love, passion, anger, and danger, red has a powerful impact on the human body It generates a stimulating effect, increasing a person’s heart rate and energy levels In color therapy, red helps patients release negative emotions and lingering anger - Yellow: As a light and bright shade, yellow is an energizing color that provokes feelings of happiness and optimism The intensity and brightness of yellow catch the eye, producing both positive and negative effects While its radiance makes the color yellow cherry, too much yellow (especially shades with a deep saturation) can cause eyestrain and feelings of frustration Examples of how businesses and advertisers use color to influence consumer behavior Color and consumer behavior Many marketers understand the importance of choosing the right color for their brand For example, a company that sells sugary candy should stay away from using yellow and green on their packaging and instead use red - a color many shoppers associate with sweetness Because many consumers make purchases on a subconscious level, it’s important to choose colors that are somewhat obvious with the traits of the product you’re selling This is also the case when it comes to influencing purchase behavior Just as the color red lends itself to sweet and green to sour, there are also colors that make people buy with different intent In an article written by the Daily Mail, 10 h researchers found that the use of the color red encouraged impulse buying while navy blue triggered a more thoughtful and budget-conscious purchase response The influence of color on buyer moods and emotions Color affects consumer behavior in many ways, from impulse purchases to budget - friendly investments And while this is great from a transactional perspective, the impact of color on marketing can have an even deeper effect on brand-customer relationships With insights from qualitative market research techniques, brands can learn to use color to appeal to shoppers on an even deeper level; affecting their mood and appealing to their emotions For example, it’s well known that the color red evokes feelings of aggression and urgency The color yellow, on the other hand, is optimistic When red and yellow are used together in a marketing capacity, the combination of urgency and optimism tells consumers a story When brands effectively reach customers on an emotional level, this deeper relationship builds the foundation of brand awareness and can even change shopper habits How brands can use color to build brand awareness According to an article published by Digital Information World, 93% of consumers reported focusing on visual appearance when buying a product This staggering number demonstrates just how dramatically color affects our behavior and how important it is to consider when building brand awareness Brands that effectively use color combinations can convey a very specific message about their products and services For example, customers associate trust with the color combination white, green, and blue Meanwhile, black, green, and blue are synonymous with security Swapping out white for black may not seem like a very dramatic change, but these nuances heavily influence a brand’s perception in the public and make it easier for prospective customers to discover your brand 11 h Understanding color and consumer behavior requires marketers and brands to learn about consumers and connect with their customers Learn more about the motivations and preferences of your customers today with qualitative and quantitative data-driven marketing research from Insights in Marketing IV THE ROLE OF COLOR IN MODERN SOCIETY Dissussion of how color is often overlooked or undervalued in modern society According to many scientific studies, color plays a role in stimulating human psychology and emotions That is, it can affect the mind, eliciting joy, sadness, optimism or any other emotion According to the concept of feng shui, color and light need to be combined to work towards the balance of yin and yang energy, bringing harmony to the living space According to the concept of feng shui, yin energy is dark, quiet, absorbing color, and yang energy is bright, moving, and spreading color However, today, many people no longer pay too much attention to the concept of color but pursue their own lifestyles, in accordance with their own style and personality Minimalist lifestyle does not promote bright, colorful tones Recently, the minimalist trend has become more and more popular, known by many people and applied to life The most typical is minimalist furniture, inspired by Marie Kondo's famous book "The life changing magic of tidying up: The Japanese art of decluttering and organizing" Minimalist lifestyle makes life easy and fun Have more time to the things you love All aimed at a peaceful life With this lifestyle, everything is wrapped in neatness, simple colors and simple details The colors used are mainly gentle, elegant and equally flexible colors such as: white, gray, gray, cream, Colors in interior decoration in dark style very little, maximum colors The most reasonable is colors in the ratio of 60 - 30 - 10 (60% for the main color, 30% for the neutral color, the remaining 10% for the accent color) Current fashion trends also not pay too much attention to color 12 h Minimalism in style is about reducing the color and decoration of clothes as much as possible Instead of having to spend a lot of time every day on how to coordinate, how to design, how to design with colors, with minimalism style, consumers can "save" a large amount of money and money time, because this style focuses on quality rather than quantity The color of the decorations is a decisive factor in the minimalism of the style The number of colors of minimalism style is very diverse and rich, but must adhere to principles: The first color used must be neutral, dark color brings strong attraction, only one color is used uniformity Therefore, for those who pursue this fashion style, they will hardly use colorful costumes such as: red, orange, pink, African people not like the fading of neutral, gentle colors Contrary to the minimalist fashion style, African people prefer costumes with bright and colorful colors Especially in the costumes of African women, the dress they wear is made from colorful fabrics, eye-catching patterns Besides, there are jewelry with all kinds of colors and patterns showing strength Suggestions for increasing appreciation and awareness of color in modern society The origins of color meanings can be traced back to psychological impacts, evolutionary processes, and historical socio-cultural changes Some color meanings are deeply established in our minds as a result of our exposure to them; for example, red, the color of fire, is connected to warmth, and green, the color of nature Perhaps humans prefer red fruit to green fruit because red fruit is typically riper and sweeter than green fruit Visual perception of color is characterized by color categories with names like red, orange, yellow, green, blue, or purple In the case of humans, electromagnetic radiation (in the visible spectrum in the field) stimulates photoreceptors, particularly the cones in their eyes, causing them to see color Cultural differences 13 h Whereas red denotes luck in China, it denotes grief in South Africa Green is the color of the dollar, therefore Americans tend to link it with money, but this association is not global Culturally, in America the color white symbolizes purity, innocence, and simplicity But in China, white is associated with death, and people wear white to funerals, etc For instance, when you give gifts or create one product, you'll need to understand about the national colors and cultures Shades and tones There are three elements to color: Hue, saturation, and luminance When you make a color palette, the shade and tone of your color matters just as much as the color you choose A dark blue navy is bold, strong, and more masculine, while a light blue or baby blue is airy, bright, and youthful When you pick a color, think of the many different shades it encapsulates and the different moods they create Color matching Matching colors is important if you want the visual message to be clear The color tones might contrast sharply, soften, merge, etc Color combinations can be monochrome, complementary, analogous, split, triad, or tetradic Depending on the message you want to convey or the impression you want to give, choosing a palettes is crucial V CONCLUSION In everyday life, each color has its own symbolic meaning and connotation It may also impact a person's feelings and disposition Moreover, color is used in many civilizations around the world as a means of communicating messages and meanings Each color has a unique meaning in various cultures or religions You will be able to employ each color tone effectively in your work if you get its significance and message 14 h TÀI LIỆU THAM KHẢO 1) https://cand.com.vn/dien-dan-van-nghe-cong-an/mau-sac-trong-van-hoa-tinnguong-i653692/ 2) https://gioitiengtrung.vn/bat-mi-y-nghia-dac-biet-cua-cac-mau-sac-trong-vanhoa-trung-hoa 3) https://myhousedesign.vn/y-nghia-cua-mau-sac-trong-cuoc-song/ 4) https://tinhhoa.in/y-nghia-cua-mau-sac-trong-cac-nen-van-hoa-khac-nhau.html 5) https://vietnamnet.vn/mau-sac-may-man-tren-khap-the-gioi-712804.html 6) https://vov.vn/the-gioi/cuoc-song-do-day/kham-pha-y-nghia-thu-vi-cua-mausac-trong-cac-nen-van-hoa-tren-the-gioi-854304.vov 15 h 7) https://www.vietnamtourism-hcmc.com.vn/blogs/tin-tuc/y-nghia-mau-sac-trongvan-hoa-cac-nuoc-tren-the-gioi 8) https://www.yoair.com/blog/vibrant-and-stunning-colorful-festivals-of-theworld/ 9) https://www.adobe.com/vn_en/creativecloud/design/discover/colormeaning.html 10)https://www.oberlo.com/blog/color-combinations-cheat-sheet 16 h