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THE COLOR CONNECTION BOOK SERIES International Color Guide Tektronix Color Connection(SM) About Tektronix If You Can Dream It Up, We’Ve Got a Way to Get You There

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THE COLOR CONNECTION BOOK SERIES International Color Guide Tektronix Color Connection(SM) About Tektronix If you can dream it up, we’ve got a way to get you there. For more than 15 Tektronix Color Connection(sm) is a comprehensive program designed to years, Tektronix has built the future of color printing, helping businesses move usher Tektronix color printer owners into the world of color. from black-and-white to cutting-edge color. Our successes were earned early, amidst the exacting needs of the graphic design and engineering communities. The Color Connection(sm) program provides valuable tools to make your doc- Our next-generation printers have expanded on those achievements, making uments more powerful. Whether you’re a color expert or just beginning, you’ll color printing easier and more affordable than ever before. And making find useful information customized for your own individual needs, including: Tektronix the standard for network color printing around the world. Exciting interactive tutorials — based on the Color Connection Book Series — Whether it’s solid ink or color laser, Tektronix color printers boast record-set- that teach you how to use Microsoft® Office™ software you’re already familiar ting speeds, reliable customer support, and award-winning color quality — with to design powerful, polished business reports, creative projects, and year after year. Simply put, color communicates. And Tektronix color makes everyday documents. sure people communicate more effectively, the world over. E-mail subscription — featuring helpful document design tips, templates, and To learn more about Tektronix color printer products, visit our website at support information to maximize your color printer's full potential. These e- www.tektronix.com/Color_Printers/. Or, in the U.S. and Canada, call us toll- mails will be tailored to your specific needs. free: 1-800-835-6100, Monday – Friday, 6:00 a.m. to 5:00 p.m. (PST). On-line — a searchable database of information on using color in popular soft- Tektronix Up Close ware applications. Important links to customer support pages and other Founded in 1946 important web sites. Headquartered in Oregon 8,630 employees worldwide How Do I Participate? Sales and support in more than 75 countries Visit www.colorconnection.tektronix.com and establish your personal link to $2.1 billion in sales the world of Tektronix color today! 2 THE COLOR CONNECTION BOOK SERIES International Color Guide 3 Overview ColorTool: Cross-Cultural Meanings of Color Colors mean different things in different cultures. In Western countries, black signifies death and is worn during times of mourning; but, in Egypt, it repre- ColorTool offers designers easy access to rich color sents rebirth. The color combination red and white has religious significance information, and gives them the ability to address in India, is associated with festivals in Japan, and implies national pride in cross-cultural color issues in an informed manner. Poland. ColorTool supports several different kinds of searches; specify a culture and a meaning to find Obviously, no businessperson could possibly understand the meaning of every out what color corresponds to that meaning. color in every culture. But poor color choices can make products, packaging, Design tips, case studies, and text search capabili- and advertising confusing or offensive. As companies continue to become ties allow a designer to quickly get the required more global, and products and messages cross national borders, it is important information. ColorTool is used by designers to familiarize yourself with the symbolism of color. around the world. For more information, visit www.colortool.com. At Tektronix, we want to help you use color accurately and effectively. That’s why we produced this International Color Guide, a must-have for any business with international interests. The International Color Guide delves into 18 cultures and provides an overview of the symbolism of color within them. It is based on the ambitious research of Surya Vanka, associate professor of art and design at the University of Illinois. Vanka is an expert on the international attributes of color and is the author of “ColorTool: Cross-Cultural Meanings of Color,” interactive multime- dia software that designers can use to inquire, specify, and evaluate color choices for products to be marketed internationally. For more information: Color Connection www.colortool.com. Tektronix, Inc. was honored to work with Professor Vanka, and we hope you find this guide useful as you explore the world of color. 4 ContentsTable of Britain . .6 Mexico . .24 China . .8 New Zealand . .26 Colombia . .10 Nigeria . .28 Egypt . .12 Peru . .30 Ethiopia . .14 South Africa . .32 India . .16 Tibet . .34 Iran . .18 Ukraine . .36 Japan . .20 United States . .38 Melanesia . .22 Zambia . .40 tesy of PhotoDisc, Inc. Photos cour 5 BriBrittainain ★ British color tradition is rooted in the country’s rich history and culture. The centerpiece of the British flag — called the Union Jack — is the red cross of St. George, who is the country’s patron saint. The royal blue and white cross symbolizes St. Andrew, the patron saint of Scotland. The Union Jack flag was created in 1600, when England and Scotland were united. 6 British royalty has always influenced color usage in Britain. ors that had long been available, and British buildings began to “Royal” colors, deeply saturated hues such as purples, blues, reds appear in an entire range of colors, from grays to reds, from yel- and greens, have found their way into all corners of British life, lows to blues and greens. even on buses and mailboxes. Dull colors, those worn by peasants As in most countries, the colors of the flag figure prominently: in ancient times, are still associated with commoners. Royal blue and red speak both of the monarchy and of Britain’s In China, purple is worn by In the 1950s, paint colors began to catch up with the dye col- democratic government. literary and educated figures. Orange represents love. In Stuart Britain, white was the color Death and burial are represented by Red is a male color in Britain. In In Tudor England, brides of high of death and burial; of an unmarried black; it is also associated with sad- Tudor Britain, flame red was for societal rank wore a gold dress. man or woman; or for a woman that ness and darkness. Servants and lovers, while dark red represented Perfect yellow is used to represent dies during birth. In Tudor Britain, domestic help traditionally wear those who were long in love. joy and honor, or it can stand for however, white stood for purity, faith, black in England, and superstitious Scarlet represents royalty and state jealousy and fading love. Gold has truth and sincerity. Today, brides Northumberland fisherman fear black. officials, and is said to have warm- royal associations through its use in wear white, and Yorkshire fishermen ing and cooling properties, so it is crowns, jewelry and other regalia. are superstitious about wearing it. used in sickrooms. Red is also the color of livery. Blue is the color of the Conservative Green can suggest wantonness or In Tudor Britain, violet was the color In Tudor Britain, peasants wore party, constancy, and, curiously, lasciv- fidelity in the wedding ceremony. The of mourning, as well as the color of browns and blacks because the dyes iousness. Blue also is the color of color can represent happiness, youth, religious fervor. Today, purple is used in more beautiful clothes were apprentices. A bright blue-green and charming ladies. Sea-green can another royal color. expensive. Brown can stand for represents high hopes. be suggestive of a deceitful nature. autumn or despair, and a reddish- brown speaks of steadfastness. tesy of PhotoDisc, Inc. Gray can suggest bareness, fraud, and poverty. Photos cour 7 China ★ The Chinese have a classic love of color and have used it abundantly throughout their cultural history. The flag of the People’s Republic of China incorporates a large gold star and four smaller stars placed in the canton. The large star represents the party, and the four smaller stars represent the four economic classes of the new state: workers, peasants, petty bourgeoisie, and “patriotic” capitalists. Red, the primary color of the flag, is also one of the most important col- ors in China, not only representing the country symbolically, but also standing for good fortune and happiness. 8 China has its own alchemical tradition linked to color: yellow and yellow for the Ching. Color coding continued in the first for earth, white for metal, blue-green for wood, red for fire, flag of the Chinese Republic where it represented various eth- and black for water. Each color also corresponds to an animal, nic groups. a part of the body, a season, a planet, and a compass point. Red has been an especially significant color in China. It has Historically, each of China’s Dynasties was associated with a been used in wedding ceremonies, during revolutions, and in In China, purple is worn by specific color: brown for the Sung dynasty, green for the Ming, everyday life to promote good luck andliterary joy and. educated figures. Orange represents love. For the Chinese, white represents the Black signifies the North, yin, winter, For the Chinese, red represents the Blue on black signi- Red on yellow is west, autumn, metal, and mourning. water, and the Tortoise — one of four sun, the phoenix, fire, summer, the fies an evil spirit. considered royal. White gifts are associated with funer- spiritually endowed animals in the south, joy, good fortune and happi- Black on blue als, and a woman never wears white country. Black jade is traditionally ness. It is the luckiest of all colors. means lower class. unless she is in deep mourning. On used in burial to pay respects to the Bright red envelopes are used to the Chinese stage a dignified person north.
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