Colors have a primarily important role in humans’ lives, whether or not they realize it. Colors have the capacity to influence their moods and emotions in a way that few other things can.
One’s own feelings about colors can be very personal. Colors’ values may have something to do with their past, their experiences or their culture. For example, while the color white is often used to represent purity and innocence in many Western countries, in many Eastern European countries, it is seen as a symbol of mourning.
So, how important are the values of colors and why do they play such a significant role in humans’ lives? What effect do they have on humans’ body and mind?
In this article we will learn about the importance of colors’ values by Russian views such as what they do to our emotions, how color value through advertising can be utilized to change the customer’s view of the products, et cetera.
In this case, cultural differences also play an important role because the influence of color has to be considered in the context of the local audience in particular.
The logic behind this is similar to the way a watchword may not interpret correctly to international audiences. Different culture may interpret the colors’ values in different ways worldwide.
Russian Colors’ Values
Symbolic value of colors was shaped many years or centuries or perhaps even millennia ago. At that time, Russian people dyed their clothes in primitive conditions and used natural coloring stuff such as minerals and plants only. It is believed that the oldest, most ancient pigments were red and black. That is why the primary words of color dictionary are: white which is the natural color of wool and linen, red, and black.
Listed below are the colors’ values viewed by Russian people. Happy reading!
White or Creamy White
White or creamy white is the natural color of wool and linen whether it is bleached or unbleached. If we look back to the distant past, bleaching of linen took a lot of work, time, and obviously money. That is why bleached linen was considered an expensive cloth or a sign of a high social status of one who possesses it.
Russian people used to wear white or creamy white clothes during any period of change of their social role. Russian people believed that during any life transformation, be it childhood or teen age, single or married status, the line between spiritual and material world becomes thinner and more transparent.
According to their belief, those who must wear white included:
- Children before reaching the age of 7 – 8
- Elderly people after reaching the age of 60
- Military Recruits
In Russia, the color red is often associated with war and the revolution of Bolshevik back in Soviet era. Because of these associations, the color red is a symbol of patriotism, valor, courage, and bravery of Russian people who had stood for many years of the proletariat ideologies in the USSR (Union of Soviet Socialist Republics).
Aside from that, red also symbolizes success, happiness, and prosperity. Therefore, in Russia, the color red is most commonly chosen to encourage an indecisive relative or friend. Even many advertisers use it to draw customer into make a purchase. It is because the color red demands attention, beckoning potential customers not to pass something interesting there. However, be mindful that too much red can incite negative reactions.
Yellow and Orange
Yellow and orange (or gold) are considered the most attractive colors according to Russian people. The bright colors make a peaceful dialog or communication and also balance the emotions, making a person feel more comfortable and relaxed.
In Russia, these colors are most often used for children’s goods. It is also said that the color yellow is sometimes used for deciphering marks of intellect. Bulldozers, tractors, and other machinery are also colored in yellow in Russia which is why advertisers promoting services or products associated with drivers or building often use the color yellow for their pamphlet.
Another thing worth noting is that the color yellow is known as the color for dangerous and risky situations in Russia. That is why you will often see yellow on ambulances or vehicles for gas services in addition to a lot of warning signs there.
Russian people associate the color green with a lot of trees and a vast area of forest spanning across Russia. Interestingly enough, it reminds Russian people of peacefulness as well as protection due to the logic that a forest provides foods and protects its inhabitants.
Not only that, the color green is also associated with health and herbs, so it is no wonder that it is often used to color the medications and health related products. There are a lot of cleaning products that also use the color green to let the customers know they care about their health.
In more modern times, the color green is often associated with Western currency, for example, U.S. Dollar. Therefore, it is used for advertisements for financial institutions and other products or services relating to sales.
The color black is actually one of Russian people’s least favorite colors. Similar to many Western cultures, black is most likely associated with mourning and grievance.
The color black or other darker colors tend to deliver negative emotions but also some innermost thoughts on inner harmony and solitude. That is why the color black should be used sparingly yet selectively.
So, that is a brief explanation about colors’ values by Russian views. Each color mentioned above holds equally important value to consider and use in order to speak to the Russian audience.
Make sure you know what kind of emotion and association you want to trigger before using any color when you are in Russia, only then you can adapt for your target audience.