Presentation principles of communication in business english topic the culture of color

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 ASS[.]

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

ASSIGNMENT TABLE

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TABLE OF CONTENTS

I INTRODUCTION 4

II THE IMPORTANCE OF COLOR IN DIFFERENT CULTURES 4

1 Examples of how color has been used in different cultures 4

2 Significance of color in art, fashion, and architecture 5

3 Use of color in traditional ceremonies and celebrations 7

III THE PSYCHOLOGY OF COLOR 8

1 Explanation of how color can affect mood and behavior 8

2 Examples of how businesses and advertisers use color to influence consumer behavior 10

IV THE ROLE OF COLOR IN MODERN SOCIETY 14

1 Dissussion of how color is often overlooked or undervalued in modern society.14 2 Suggestions for increasing appreciation and awareness of color in modern society 15

V CONCLUSION 17

TÀI LIỆU THAM KHẢO 18

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

1 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,

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 people-summing 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

2 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

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

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

3 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

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

1 Explanation of how color can affect mood and behavior

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

 5 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

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

2 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,