Channels, Fall 2017

Channels • 2017 • Volume 2 • Number 1 Page 5 Global color meanings Color possesses a global appeal to people, especially to their emotions. Researchers, whether coming from a universalist or relativist viewpoint, have found similarities and dissimilarities in how people react emotionally to colors (Adam and Osgood 1973; Hupka et al. 1997; Madden et al. 2000; Richards and David 2005; Grieves 1991). Hupka et al. (1997) say, “Speakers of unrelated languages tend to relate colors and emotions in similar ways” (p. 157). For example, the color red has consistently been linked to “warmth”, “violence”, “passion”, and “anger” (Richards and David 2005; Adams and Osgood 1973; Hupka et al. 1997). Other colors demonstrate similarly universal effects. Cooler colors like blue and purple suggest positive and negative connotations like “tranquility” or “envy” (Richards and David 2005; Hupka et al. 1997). Hupka et al. (1997) add, “There is empirical evidence that terms with negative connotations (e.g., sadness, fright, not good) are associated across cultures with colors in the purplish and yellow-red end of the light spectrum” (p. 167). The color green advances emotions of “restfulness”, “goodness”, and “life” (Richards and David 2005; Adams and Osgood 1973; Grieve 1991). Black is universally viewed with negative traits like “death”, “bad”, “strong”, and “fear” (Richard and David 2005; Adams and Osgood 1973; Hupka et al. 1997). However, there are colors that have very different meanings within certain cultures (Hupka et al. 1997; Madden et al. 2000). Green, while having many positive connotations, is linked to envy and jealousy in the United States while some European countries see yellow as representing these emotions (Hupka et al. 1997). Madden et al. (2000) report in a cross- cultural study about colors in marketing that “black and red also received high liking ratings, yet in many cases, their meanings are considerably different” (p. 101). Color Theory in the Workplace Color has been utilized in various areas of the business world. However, technical communicators seem somewhat reluctant to fully embrace using colors in their jobs (Mackiewicz 2009; White 1991). However, color can be a powerful and effective tool for technical communicators in many areas like organizing information, providing signal cues, and distinguishing hierarchal levels in texts (White 1991). Mackiewicz (2007) recognizes the need for better understanding and usage of color in the workplace: As technical communicators, we realize that we should know something about color theory so that we can choose colors and color combinations that increase documents’ usability. We know that color can do more than just dress a document or create visual interest. We also realize that we should know something about the practice of using color effectively and methods of obtaining the colors we intend. (p. 3) Rhetorically Organizing Information Color has a unique ability to affect print and digital messages in decorative and rhetorical ways (Richards and David 2005; Puhalla 2008; Vanka and Klein 1995; White 1991) Color