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THE 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 , helping businesses move usher Tektronix color printer owners into the world of color. from -and- 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.

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2 THE COLOR CONNECTION BOOK SERIES International Color Guide

3 Overview ColorTool: Cross-Cultural Meanings of Color mean different things in different . 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 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 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 Photos courtesy of PhotoDisc, Inc. Contents Melanesia Japan Iran India Ethiopia Egypt Colombia China Britain . T ...... able of . 22 20 18 16 14 12 10 8 6 Zambia United States Ukraine T South Africa Per Nigeria New Zealand Mexico ibet u ...... 38 34 32 30 26 40 36 28 24 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 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 Photos courtesy of PhotoDisc, Inc. and gr “Royal” colors,deeplysaturatedhuessuchaspurples,,r British r in ancienttimes,ar even onbusesandmailboxes.Dullcolors,thosewor In the1950s,paintcolorsbegantocatchupwithdyecol eens, havefoundtheirwayintoallcor oyalty hasalwaysinfluencedcolorusageinBritain. and pover Gray cansuggest bareness,fraud, are superstitiousaboutwearingit. wear white,andY truth andsincerity however dies duringbir man orwoman;forawomanthat of deathandburial;anunmarried In Stuar par Blue isthecolorofConservative represents highhopes. apprentices. Abrightblue-g ious ty ness. Bluealsoisthecolorof , constancy t Britain,whitewasthecolor , whitestoodforpurity e stillassociatedwithcommoners. ty . th. InT , and,curiously orkshire fishermen . T oday udor Britain, , brides reen , lasciv , faith, - Nor black inEngland,andsuperstitious domestic helptraditionallywear ness anddarkness.Servants black; itisalsoassociatedwithsad Death andburialarerepresentedby fidelity intheweddingceremony cansuggestwantonnessor be suggestiveofadeceitfulnature. and charmingladies.Sea-g color canrepresenthappiness,youth, thumberland fishermanfearblack. ners ofBritishlife, n bypeasants reen can eds . T - he - relig of mourning,aswellthecolor In T another royalcolor color oflivery used insickrooms.Redisalsothe ing andcoolingproper officials, andissaidtohavewarm representsroyaltyandstate those whowerelonginlove. lovers, whiledarkredrepresented T Red isamalecolorinBritain.In appear inanentir ors thathadlongbeenavailable,andBritishbuildingsbeganto democratic gover Royal blueandr lows tobluesandgr udor Britain,flameredwasfor udor Britain,violetwasthecolor ious fervor As inmostcountries,thecolorsofflagfigur . . T oday . , purpleis ties, soitis ed speakbothofthemonar nment. e rangeofcolors,fr eens. - crowns, jewelryandotherregalia. royal associationsthroughitsusein jealousy andfadinglove.Goldhas andhonor P societal rankworeagolddress. In T speaksofsteadfastness. ordespair expensive. Browncanstandfor used inmorebeautifulclotheswere andblacksbecausethedyes In T er fect yellowisusedtorepresent udor England,bridesofhigh udor Britain,peasantswore , oritcanstandfor om graystor representslove. literary andeducatedfigures. In China,purpleiswornby , andareddish- chy andofBritain’ e pr eds, fr ominently: om yel 7 s - China ★ The Chinese have a classic of color and have used it abundantly throughout their cultural history.

The flag of the People’s Republic of China incorporates a large 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 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: 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, 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. Black-colored gifts are associat- present gifts of money in China. On wears a white face, while a comedi- ed with funerals. Black clothes are not the Chinese stage, a character with a Blue on yellow rep- an usually has a white nose. worn when visiting during New Year. red face was a sacred person. resents old mourn- White on yellow ing; yellow on blue has Buddhist asso- represents a divine ciations. White on element. black signifies a historic event. Yellow was the symbol of earth and In China, blue represents the heav- For the Chinese, green takes the was emblematic of the Yin principle. ens, the east, clouds, the same symbolism as blue, with which Tradition says that if clouds are yel- Dragon of the East, spring, and it is interchangeable. It represents Black on red signi- low, prosperity would follow. wood. Blue-colored gifts are associ- the blue or green dragon, spring, the fies happiness; the ated with funerals in China. Blue east, wood, and also water. Green is Gold on yellow color pair are com- has been emblematic for centuries the color of the Ming Dynasty, and of signifies special monly used on of workers’ ; Chinese peas- jade, which is considered lucky. happiness. wedding invitations. ants universally dressed in blue. Blue is also the accepted For the Chinese, brown was the color color for adult men and middle- of the Sung dynasty. aged women. tesy of PhotoDisc, Inc. In Chinese art, black on yellow signifies a religious element; yellow on black represents

Photos cour an old man’s death.

9 CCoolloombiambia★ In Columbia, colors connect the physical world and the peoples who occupy it through long-held traditions.

Each color in the Colombian flag has a powerful and even graphic significance. Gold represents the golden land of South America, which is separated from bloody Spanish rule by the beautiful blue sea. Today, the colors of the country’s Liberal and Conservative parties — red and blue — are also represented in the flag.

South American liberator Simon Bolivar carried the Colombian colors during all of his battles to eliminate Spanish rule from this area.

10 Photos courtesy of PhotoDisc, Inc. Nor indigenous peopleofthecountr Colombia asisacitizen’ r which nativesbelievedillnesscamefr good; westisblackandther ed andisacolorofgood. th, south,eastandwestar America. symbolizes thepromiseof“golden” pretty color tive oflight.Itisalsoregardedasa Y W be whiteorlight. that arecurableconsideredto east, a“good”direction.Illnesses able color plants fromwithering. and havethepower toprevent beak isthought to belongthesun par ity Orange speaksofsexualityandfer ellow isapositivecolor hite isconsideredtobeafavor . Amongsomenativepeople,a ticular birdwithorangelegsand . Itisalsothecolorof . T he yellowintheflag s well-being.AmongtheCagaba, efor , representa e bad.Nor y e asconnectedtocolorin , eastiswhiteandther - til - - om, isalsobad.South stone willprotectthemfrom beautiful color tional peoplesregarditasthemost with incurableillness.Butsometradi color anddirection.Itisassociated Black isthecolorofwest,abad and isthefuneralcolor the nor ness isregardedtohavecomefrom heal thechillsandfeverorillness. T Blue isthecolorofnor he Cagababelieveg th, thedir th, itisrelatedtosickness . Othersbelieveablack ection fr reenish-g . th. Asill death. efor ray can om - e - F as uglybysome. the colorofdeath.Itisalsoregarded Liberal par is alsothecolorofcountry’s sexuality andisapositivecolor T or somenativepeoples,g no matterwhatdir illnesses —black,blueandgr es —white,r fevers ar hand, ar he colorofthesouth,redrelatesto Accor ty . ding toColombianfolkbeliefs,illnessesalsohavecolor e blackorblueconditions. e r ed. Extr ed andyellow—ar reen is ection theycamefr . Red eme weightorstr een —ar e curable,whiledark-color and thereforepretty colors as“,” liefs presentthese Colombian folkbe- Orange representslove. literary andeducatedfigures. In China,purpleiswornby om. Light-color e incurable.Forinstance, ength loss,ontheother . and thereforeugly these colors“dark,” F olk beliefscall ed illness ed . - , Egypt ★ Egypt is an ancient land with rich and powerful color traditions.

The flag’s use of red, white and black reference Egypt’s revolu- tion, its promising future and the dark days the country has left behind, respectively. But green is still considered to be the country’s national color.

Since it obtained independence in 1923, Egypt has had four different flags that included green, white, red, and black in various combinations.

12 Ancient color traditions in Egypt have made the transition to ancient Egypt, and it remains the color of death today. the modern world in this country. Camels in the desert wore But new color traditions have emerged as well. Green, a — and still wear — red tassels as charms; today, red is still sacred color for Muslims, is now the national color of the coun- considered lucky. Ancient pharaohs wore a white crown to try. But don’t create packaging or mail packages in green: It’s not represent their rule over Upper Egypt, and a red gown to sig- well-regarded. In China, purple is worn by nify rule over Lower Egypt. Blue was a mourning color in literary and educated figures. Orange represents love.

White is a color of status; ancient Black is a color of the preparation of In ancient Egypt, red was the color of pharaohs wore a white crown which rebirth, not of death. On the flag, it the god who separated earth and represented their rule over the land. signifies the end of oppression. sky. Red is considered a lucky charm.

Yellow conveys happiness and good Dark blue is a mourning color. Blue The national color, green should not fortune. Yellow and red are wedding beads have been worn by some be used on packages. It is a sacred colors. Yellow was used by the Egyptians, and animals have been color among Muslims. Green can ancient Egyptians to cosmetically adorned with blue beads or cloth, all mean fertility, vegetation, rain and lighten their skin. as charms against evil. strength.

Purple denotes virtue and faith in Egypt. tesy of PhotoDisc, Inc. Photos cour

13 EthEthiiooppiiaa ★ Ethiopian colors are so provocative, they have come to represent African identity as a whole.

The only African country that was never under Western rule, Ethiopia has a flag with colors that have become symbolic of independence on the continent. The colors have been adopted by many other freedom seekers in Africa.

The red in its flag stands for faith and power; yellow stands for peace, church, love and natural wealth; and green, land and hope.

14 Photos courtesy of PhotoDisc, Inc. andamber;thickcarpetsintricatebasketswoven beautiful colorpaletteinthecountr and craftsthatarisefr Ethiopian flag.It’ Among otherthings,yellowsymbolizesnaturalwealthinthe The paletteisrich:deliciouscof color alsosuggestsspiritualpurity the Amharawearwhiterobes,as gests illnessorbeingunder in Ethiopia,whiteskincoloringsug F Y Ethiopian metalcrafts. as silver)areemblematicofmany Christ. Richgoldandamber(aswell stant mourningforthepassingof ing, wornbymonkswhoareincon or theAmhara,anativepopulation ellow isthecolorofspecialmourn s thewealthofenvir om theser fed. But esour . - - fees; ar - y . depressed. any Black suggestsspiritualimpurityor ces thatpr Blue andg Ethiopian flagmeanshope. ed bytheAmhara.Greenin thing thatisunpleasantor onment andthear t craftedfr reen arenotdifferentiat esent sucha om gold, ts - products. baskets, woodcarvings,andother prevalent inmanyEthiopiancrafts, see aspreferabletoblack.Brownis own skincolorasbrown,whichthey Most Amharawoulddescribetheir faith andpower Ethiopia. Redintheflagstandsfor European skincolorisseenasredin color pr and theirtraditionslanguages,acomplexrainbowof their .Addtothatthemor mountains andtr Ethiopia’ fr om naturalfibers;anddetailedcar esents itself. s variedscener . opical for y alsoaddstothemix:Ever ests tosavannasanddeser e than80ethnicpopulations triad ofAfrica. continental color become theinter- Ethiopian flag,has bination, fromthe T his colorcom- vings innativewoods. ything fr ts of om fer India ★ Vibrant colors in art, crafts, cloth- ing, and more are a hallmark of everyday Indian life.

India became independent in 1947 and created a flag built on the flag colors of the Indian National Congress — orange, white and green horizontal stripes, with a blue wheel at its center. The white stripe at center represents peace between the country’s two main religious groups: the Hindi, represented by orange, and the Muslims, represented by green.

The blue spinning wheel graphic at the center of the flag is the blue Chakra, a Buddhist symbol representative of change.

16 Photos courtesy of PhotoDisc, Inc. r ar al colorsforweddings.Mosthaver mon colorcombinationforclothing;yellowandr India isalandofvivid,saturatedcolor eligions, whileorangeorsaf e strictlyr The Hindur espected. Gr spirits away low toattractamateandkeepevil spring festivals.Singleg worn andyellowfoodiseatenat ty andsensuality the colorofspacebetweenchasti It representsthegodV Y is orangeorsaffron. T also thecolorofmourning. resent theirspiritualrebir themselves withwhiteashestorep white. Hindurelig social caste—isassociatedwith the Hindi,Brahmin—highest W ellow isaverypopularcolorinIndia. he mostsacredcolor fortheHindu hite meanschastityandpurity eligion saysther . . Y ious leaderscover een issacr ellow clothesare ishnu andis irls wearyel fr th. W e ar on ismeaningfulfortheHindi. hite is e thr . F or ed fortheMuslimandParsi - - - ee basicconstituentsinthe . Redandgr threads. women wearsblue-blackclothesor in someHinducastes.Apregnant tive, somuchthatitisforbidden night. Blackisconsideredunattrac T of theIndianflag. tative ofchange,isthecenterpiece Chakra, aBuddhistsymbolrepresen as itrepresentsKrishna.T In Hinduism,blueisasacredcolor his colorrelatestodeath,eviland eligious meaningsthat ed ar een isacom e tradition he blue - , - - - g reason, awidowdoesnotwear sents lifeandhappiness.F festive color P Green issacredinbothMuslimand cally redandyellow purity Red indicatesbothsensualityand and onlythemostholygettowearorange. Black sarisar world calledgunas.Sattvaisawhitegunar ener brightness andluminosity reen. arsi relig Black isastrictlysanctionedcolor;orangethemostsacr . W gy edding garmentsaretypi ions. F . Theblackguna,T . InMaharashtra,itrepre or theHindu,itisa . e poorlyr or that - egar - amas, r . Rajasisr ded athappyoccasionslikeweddings, epr Hindu. meaning forthe tion hasasacred T his colorcombin ed andstandsforpassion esents angerandsloth. Orange representslove. literary andeducatedfigures. In China,purpleiswornby epr esenting calmness, - clothing. for traditional color combination g Saturated redand reen isapopular ed. Iran ★ In Iran, color and its associations are taken very seriously, as they are firmly tied to religious traditions.

Green, red and white are three special colors in , and they have come to be found on the country’s flag. White is believed to be the main color worn by the Prophet Mohammed; red represents the red of ; and green, the most sacred, is the color of the Prophet’s turban.

The central device of the Iranian flag is a sword and four crescents. The crescents stand for the word “Allah,” as they resemble the Arab writing of the word. The five parts of the mark symbolize the five prin- ciples of Islam.

18 Photos courtesy of PhotoDisc, Inc. ple, inParsir behind eachisunmistakable. and r al andpoliticalfeelingsamongthecountr Color mustbeusedwithcar Color alsohasastr eligion ar of bloodshedwithintheyear purple duringaneclipseisomen is tocome.Asunormoonthatlooks T symbolic ofpeace. Prophet Mohammed.W be themaincolorwornby W ing ofillness. yellow-tinged rainbowisaforebod signal disg Y raditionally ellow isaninauspiciouscolor;itcan eligious cer hite isasacredcolor e tiedtogetherbycolorandhistor race. Somebelievea , purpleisacolorofwhat ong traditionalpr emonies, atrayofsevenmulti-color , believedto e inIran,asitstirsstr hite isalso . - esence inIran:Forexam mourning isstrictlydictated. wearing ofblackclothingduring Black isamourningcolorinIran.T is afavorablecolor protection fromthe“evileye,”blue As itisbelievedbysometooffer y’ s citizens.Iran’ y; theemotion ong . s flag ed he - - the ProphetMohammed. g T Red isalsosymbolicofcourage. able colors,signallinggoodfor Red andreddish-yellowarefavor he mostsacredcolorofIslam, herbs ar br worlds isunmistakable. and milky-whitefrankincensebur gr reen signalsjoy een angelica,whitesaltandgr eak spellsandwar The connectionbetweencolorandthenaturalspiritual e usedtoguar . Itwasthecolorof tune. - d of d peopleagainstevil.Blackpoppyseeds f witchcraft;br een leavesr ple ofIran. identity ofthepeo g represents thereli these twocolors T ns evilspirits. he combinationof ious andcultural Orange representslove. literary andeducatedfigures. In China,purpleiswornby own wildrice,grayish- emove theevileye; - - feelings inIran. stirs nationalistic T his mixofcolors Japan ★ The use of both soft and intense colors are visceral signals in the Japanese color tradition.

Japan’s flag is a graphical repre- sentation of its title as “The Land of the Rising Sun.” The sun disk at the flag’s center is so recog- nizable and simple that it has become a symbol for Japan the world round.

The use of red in the flag represents life and vitality. Symbolically, the color is also regarded to have the power to ward off evil. Photos courtesy of PhotoDisc, Inc. thr two waysofr rather thanfortheirsimplevisceralef Colors inJapanar with contrasting,bright,theatricalcolors. soft mauvesandgr ough theuseofgrayed-downtones, color ofmourning. dings andfunerals.W death andrebir sacred andcanrepresentpurity W positive colorinJapan. isconsideredtobeahappy ghosts andvillains. theater In Japan,blueisrepresentativeofthe hite isthecolorofgods.It egar , supernaturalcreatures, ding color:Shibuiavoidscontrastingcolors eens. Kabuki,ontheotherhand,isidentified e oftenusedfortheiremotionalmeanings th. Itisusedatwed hite isalsothe , , - fects. TheJapanesehave sometimes unluckycolor even non-existence.Itisasolemn, speaking ofnight,theunknown, In Japan,blackisamysteriouscolor pornog ly andcanbeassociatedwith at weddingsbecauseitfadesquick the colorofnobility Purple iswidelyconsideredtobe g life, eternalandenerg Green isapositivecolor reen symbolizesdignity f-, ,and raphy . . Itisnotworn , signifying . . y . Olive , - color oflove. In Japan,orangeisregardedasthe red canwardoffevil. excess. SomeJapanesebelievethat of swing also recognizedasunstable,capable indicate unexpectedbeauty Red representslifeandvitality mar Red ispr color ofthegodswithlife. bolically linksthesacr able astheemblemofJapan.Thetwocolorsusedtogethersym color symbol;setinafieldofwhite,itisimmediatelyidentifi u,” ther ing toareasofvulgarityor obably themostmeaningfulcolorinJapan.The“hi-no- ed sundiskatthecenterofflag,isstr , butis . Itcan ed andear the lifeforce. rebir linking powerand tion andhappiness, speaks ofcelebra red andwhite T he combinationof thly planes,combiningthe th, signifying Orange representslove. literary andeducatedfigures. In China,purpleiswornby - sents sexuality combination repre with red.T when itispaired unlucky Black isoften , butnot ongest his color . - - - MeMellaannesesiiaa ★ in warm, tropical Melanesia is a reflection of the area’s environment.

The design of the Papua New Guinea flag (one of the regions of Melanesia) reflects the two populations it represents — the formerly German settlement of New Guinea and the Australian mandated Solomon Islands. The of paradise, a popular local emblem, is combined with native colors and the Australian stars.

Black, red, yellow and white are the colors of the Papua New Guinea flag. Red and yellow are the primary colors of celebration for this area; are ritual colors.

22 Photos courtesy of PhotoDisc, Inc. ditions forthear landscape of Island, AdmiraltyandtheSolomonIslands.Thislush islands ofthesouthwestPacific,includingFiji,T Melanesia includesther The peopleofPapuaNewGuineabor fers apr represent deathandspirits. adorn theirfaceswithg Y mourning color In P wealth andprosperity In NewGuinea,whitesignifies and cleanliness. new babies.W in theirfirstpregnancyandtoall W Island, whitenessmeansexcellence. yellow isatraditionallypopularcolor color ellow hite isalsoassociatedwithwomen apua NewGuinea,g . Combinedwithblackandred, , insometribes,isafestive ea’ s inhabitants. ofusion ofcolorsandsour hite signifiesnewness . Cer egions ofPapuaNewGuineaandthe tain tribesmen . OnT ray clayto ray isa robriand . with theBritishUnionJack. Melanesia becauseofitsassociation Blue hascolonialassociationsin are cleansedinaceremony son thereispaintedblackuntilthey signifies impurity speed. F black isrelatedtobeautyand color In NewGuinea,blackisasacred r ow fr . InMelanesiaasawhole, or T om theenvir ces forcolortra robriand Islanders,black . Awidowedper r obriand . on - - - sexual desire. see itasfemale.Redalsorepresents red isamalecolor descent. Someg represents virility In NewGuinea,redissacred.It for bodydecoration. paint, andgrasses,flowers,leaves,shellsfeathersar ment fordancesandothercelebrations.Claysar status andpower;blackspeaksofbeauty brations, asdoesblack.Aperson’ Bright shadesofr roups believethat , warandfavorable , whereasothers ed andyellowfigur s facepaintedr decorations. used forritual Red andwhiteare for celebrations. the foremostcolors Red andyelloware Orange representslove. literary andeducatedfigures. In China,purpleiswornby e pr . ominently incele e usedforface ed isasignof festive association. nish-brown havea W hite andatan e used - - MeMexxicoico ★ Mexico’s color palette is a mix of historical associations and the en- vironment’s deeply toned offerings.

The colors of the Mexican flag are long-lived. First used in 1821, the colors are all symbolic: Green represents independence or hope; white stands for purity and unity; and red stands for the blood of patriots and other heroes. The colors also mirror those found in different areas of the Mexican landscape.

The flag’s centerpiece, the national emblem of Mexico, is drawn from the symbol of the Aztec capital, which translates to “cactus rock.”

24 Where the sun is full, colors tend to be rich, deep and vivid. Today, colors are more centered on cultural conventions. Bright Mexico’s color traditions certainly reflect its environment: the and signal a fiesta, while red and white have more deep blue sky, the yellow sun, the warm colors of the sand and somber, religious connotations, symbolic of the of dirt, the of vegetation. Christ and purity. White alone is somewhat magical, imbued The Aztecs had very definite meanings for color: Green stood with the power to fight black magic and prevent illness. Green In China, purple is worn by for royalty, blue was for sacrifice, and yellow was for food. has come to stand for national independence.literary and educated figures. Orange represents love.

Among the Aztecs, white meant Black was a sacred color for the Incas; Red is thought by some to have pro- In Mexico, red and death. Today, white is considered to it was the color used for sacrifices. tective capabilities. If a person white have religious be pure and have the ability to cure The Zapotec Indians did not differenti- passed a house where someone significance, some- sickness and fight black magic. White ate between black and purple. was very ill or had died, he or she times representing also has religious connotations. would cover his nose and mouth the Sacred Heart of with a red handkerchief. Red also the Catholic church. stands for unity.

In some areas, yellow is the color of Dark blue is a common color for The Mayans associate green with mourning. Yellow marigolds are mourning clothes. For the Aztec, blue luck. The Aztecs regarded green as grown only in cemeteries. The Aztecs represented sacrifice. royal. Today, green as a national used yellow to represent food. color, stands for independence.

Purple is the color of death and funerals in Mexico. tesy of PhotoDisc, Inc. Photos cour

25 New

ZealaZealanndd ★ Ancient Maori culture and art drives the color traditions of present-day New Zealand.

New Zealand’s flag is a graphic representation of its history. The Union Jack in the upper left- hand corner hearkens back to the country’s days as a British colony, as do the flag’s colors.

The four stars stand for the Southern Cross, a small but beautiful con- stellation shaped like a cross which is most visible in the southern hemisphere.

26 With no written language, the early Maori (the original inhabi- favored as well. Black, red ochre and white or silver are consid- tants of New Zealand), recorded their history in art. Stone and ered to be the country’s national colors. Blue has long been a bone carving, weaving with flax, on stones and even the color for personal adornment: The Maori use a blue earth called art form of tattooing were passed from generation to generation, pukepoto to decorate their faces. Another modern-day conven- and with them, the favored color traditions. tion with roots in the environment: The Maori word for orange In China, purple is worn by Red is a sacred color in New Zealand even today, and green is — parakarka — alludes to the ripe berliteraryries ofand the educated karaka figures. tree. Orange represents love.

The Maori use white as the color of Black is New Zealand’s national The Maori believe red to be a pow- The Maori consider Black and white or surrender. The color also has patriot- color. Sports teams and events erful, sacred color. The Oceanic peo- red and green to silver are among ic associations. weave the word “black” into their ples feel that red stands for nobility be colors of cele- New Zealand’s names to imply patriotism. and divinity. In general, red denotes bration. national colors. hard work and achievement.

A holdover from The Maori do not distinguish yellow Blue is frequently used by the Maori Red ochre is a national color of New British rule, red and as a particular color and usually call to decorate their faces. Zealand. gold are associated it red. with knighthood. tesy of PhotoDisc, Inc. Photos cour

27 NigeriaNigeria ★ Colors have meaning in nearly every aspect of everyday life in Nigeria today.

Nigeria’s flag, adopted in 1960 when the country became inde- pendent from British rule, was chosen from entries submitted to a competition. The winning entry, submitted by a student, represents in green and white the Nigerian land being crossed by the Niger River.

The Nigerian flag colors are also interpreted to symbolize agriculture (green), and peace and unity (white).

28 Colors have definite and significant meaning in Nigerian soci- Yoruba religion. The color is associated with deities and peace, ety. A color like red can have an entire palette of meanings: as well as with the afterlife. Yoruba believers wear white clothes prosperity, vitality, aggression. Black, on the other hand, has and regard albinos to be people specially chosen by God. more limited connotations: It is almost universally considered a Black is a powerful color, and red is considered by some to be frightening color. dangerous. A cool, bright blue, on the other hand, has positive White is a meaningful shade, especially for followers of the attributes.

White in Nigeria can mean good luck, Black and darkness in general are In Nigeria, red can stand for wealth, peace, purity or even a unity with the considered frightening and ominous. plenty, virility, vitality and aggres- spiritual world. White is also a nation- Some tribes associate black with sion. Red balanced with white rep- al color and a color used in some spirits. resents aggression tempered with funeral and memorial services. compassion.

Blue is the color of the north. The Green combined with white, the col- Pink is a color frequently used by Yoruba believe that deep blue ors of the Nigerian flag, have patriot- some tribes in female puberty rites. is a positive color. ic overtones.

Purple and orange are often grouped together as one color, neither with any particular meaning. tesy of PhotoDisc, Inc. Photos cour

29 Peru ★ The color traditions of Peru’s indigenous people drive the coun- try’s modern conventions as well.

Peru has had several different flags, but most have been red and white, colors chosen by a national hero during the coun- try’s war for independence.

In the center of the flag is a shield with images of a cinchona tree (the source for quinine), a llama, and a yellow cornucopia filled with coins, all framed by a green wreath.

30 Photos courtesy of PhotoDisc, Inc. user identify wher of theirspirituallives.Thecolorandpatter T The indigenouspeoplesofPer upac Katariamongthem,weaveclothsthatar The T ’ s genderandsocialstatus. upac Katarihonoracomplexly-patter F or married. wears ablueshawliseitherengaged blue standsforspace.Awomanwho society andculture. Katari Indiansassociateorangewith memorial arrangements.T Orange shouldnotbeusedinany connotations. W with angels,goodhealth,andtime. dren. W funerals ofsinglepersonsorchil W e itwaswoven,thecloth’ or theT hite usedwithredhavepatriotic hite wreathsareusedatthe hite isacolorassociated upac KatariIndiansofP he T u, theQuechua,A upac eru, - s function,aswellthe the favoredcolorofclothingformen. with g Black isafuneralcolor for theT Green canbesymbolicofeconomy the funeralcolor F or somenativepopulations,g n oftheweavingcan rief andmourning.Blackisalso upac Katari. ned flag,whichis e highlysymbolic . ymara, and , associated ray is patriotic connotations. ear native peoples,itissymbolicofthe ize ahealthysoul,andforsome unmarried people.Redcansymbol Red isthecolorforchildrenand gr squar black, purpleandgr white wr black andlightgr th. Redcombinedwithwhitehas een, purple,blue,lightpink,darkr Color symbolismisevidentinPer e andconsistsof49squar eath isseenataser een. Eachcolorhasitsownspecialmeaning. een isusedinwr - vice forasinglepersonorchild.A es ofr uvian funerals.Apinkand eaths formar Orange representslove. literary andeducatedfigures. In China,purpleiswornby ed, orange,yellow ed, cof fee, lead,ochr ried people. , white, 31 e, South Africa ★ South Africans refer to their country as the “ nation” because of its many ethnic groups.

South Africa’s present flag incor- porates elements from other flags, including those of Britain, the Orange Free State and the Transvaal (the last two were original independent settle- ments in South Africa). The use of orange and blue hearkens back to a previous flag, and strips of black, green and yellow refer to the flag of the African National Congress. South Africans refer to their land as the “rainbow nation,” because of its mix of ethnicities and cultures. Many call their flag the “rainbow flag.”

32 Photos courtesy of PhotoDisc, Inc. both goodandevil.Whitealoneisr cines. Blackandr and whiteinpar The originalpeopleofSouthAfrica,theZulus,useblack,r Whenever blackorr pover Pink beads,fortheZulus,represent symbol ofwealth. F beads symbolizelove. for goodnessandpower F or theZulus,yellowbeadsarea or theZulus,colorwhitestands ty ticular intheirpersonaldecorationandmedi . ed ar ed isused,itmustbefollowedwithwhite. e almostsynonymous;theyr . W hite Black beadsstandfordarkness. dark g Zulus donotlikeblackandconsider blue aswhite. classify darkblueasblack,andclear Blue symbolizesahappydove.Zulus epr reens andbluestobeblack. esentative ofgood. epr esent ed - Green canalsorepresentillness. that somethingisraworunripe. water andthesky Green representsthesea,nature, lover sent theredeyesofadistraught tune orblessing.Redbeadsrepre Red canbeeitherasignofmisfor spiritual illnesses:Thecur White medicineshelpthebodytor badness fr ual withhisorherenvir Zulus alsousecolor . om thebodyandstr . Italsocansignify - - ed medicinestotr onment. Blackandr es ar engthen itagainstfutur e usedtor the black. away theeffectsof medicine totake follow withawhite misfor the familyorother son afteradeathin streng medicines to Zulus g egain itshealth. Orange representslove. literary andeducatedfigures. In China,purpleiswornby then aper tune; they ive black ebalance theindivid eat whattheyseeas ed medicinesdrive - with white. it mustbefollowed black orredisused, good. W white represents ness andbadness; equally forgood Black andredstand used inthisorder tant andarestrictly symbolically impor T hese colorsare e illness. herever - . - - Tibet ★ Tibet’s rich spiritual life relies on colors to express symbolism on the human plane.

Two lions at the bottom of the Tibetan flag support a “wishing gem,” a symbol of sacred Buddhist law. Above this symbol are flames, representing Buddha, Dharma and Sangha, three revered figures in Tibet. Above this is a golden sun, symbolizing freedom and prosperity. The color of the stripes stand for two pro- tective deities: blue for the female deity, red for the male.

The white triangle is symbolic of a snow-covered mountain, suggesting Tibet’s geographic location. The green and white lines stand for co-exist- ing rule between earthly and spiritual law, respectively.

34 Photos courtesy of PhotoDisc, Inc. ated withwater meaning onasinglecolor week. Oftentheseconnectionsmer day life—aspectsofnatur In T For example,MondayandW ibet, colorshavestr concept ofairorspace. related togoodness,purity W spiritual worlds. representative oftherelig related towhite.W the lionandwheelarealso freedom, happinessandprosperity golden sunintheflagrepresents with thehorseandjewel.T mild god.Itislinkedsymbolically the ear represents relig Y ellow isthecolorofNor hite isthecolorofEastand . T th; andthecomplexionofa uesday andSundayar ong connectionstomanyaspectsofever ious personsorlife; . e, humanemotions,eventhedaysof hite canalsobe S ymbolically ious or , andthe ednesday ar th. It he ge, addinglayeruponof . , evil, power Black isconnectedwiththedevil, guardian oftheflag. bolizes afemaledeity color blueintheT blue suggestscelestialbeings.T elephant andthethunderbolt.Light (and sometimestheSouth),air In T e r ibet, blueisthecolorofEast e blue,acolorassoci ed andar , andfierceness. ibetan flagsym e r , aspecial elated to , the he - y - - the ear Green alsocanberepresentativeof rebir Green isassociatedwithwater Green isthecolorofNor deity the T are linkedwithred.T ically complexion offiercegods.S related tolight,fire,anger Red isthecolorofW W ar ar ments. Friday fir e yellow—Satur e angr ednesday andyellowSatur The nextlayerofmeaninginvolveshumanemotions:Reddays e. Thursdayiswhiteandr th, andacrossedthunderbolt. , aspecialguardianoftheflag. , thepeacockandredlotus ibetan flagsymbolizesamale th. y . Blueandwhitedayspointtowar , again,isneithergoodnorbad. he colorredin est. Redis , andthe ymbol- th. day isr , elated totheear day ar elated toair T entation. flag notinthisori andwhite T g he signofareli ibet isacrimson, ious buildingin e gooddaystor Orange representslove. literary andeducatedfigures. In China,purpleiswornby th andFridayisneutral. . Satur d goodfor - - day andFriday eceive pay tune. Blue 35 - UkUkrraiainnee ★ Vibrant color and patterns mark Ukrainian color traditions, to the delight of the country’s citizens.

The colors in the Ukrainian flag represent golden fields of grain under a clear blue sky, appropri- ate for a country known as the “bread basket” of its area.

The Ukrainian flag was light blue over yellow prior to the establishment of the Soviet Republic.

36 Photos courtesy of PhotoDisc, Inc. known ar traditions. Nativear Ukrainian PysankyEastereggs,thecolor str rich storiesoftheland. Y ength; black,fearanddeath;br ellow onPysankyeggsstandsforlightandpurity;orange, ound theworld,containmuchofcountr the dead. black andwhitecanshowrespectfor death, fearorignorance.Combining mean constancy are associatedwithwhite.Blackcan Purity bounty Brown symbolizestheear good health. skies orair Used sparingly , virg . inity . Itcanbeusedtodenote tisans pr , innocenceandbir , bluesignifies , eternity , thewomb, oduce wonder th andits th own, theear and trust. Purple denotesfasting,faith,patience Epiphany color ofChristmas,Easterandthe and hopefulness.Greenisalsothe bondage, fer Green signifiesrenewal,freedomfrom the loveandpassionofChrist. Christian traditions,redrepresents ing, thesun,love,andjoyinlife.In action, fire,charity Red isapositivecolorthatcanmean Red isafolkloriccolorintheUkraine. ful, patter ful designsthattell . tility th; blue,good , freshness,health , spiritualawaken ned shapes y’ s color - the yellowofwisdom. the redofpassiontemperedwith ambition, andfire.Orangestandsfor Orange signifiesendurance,streng tality youth andhappiness,harvest,hospi Y ellow representslightandpurity health; white,innocence;purple,faithandtr or hope;andr r the r ized ar epr Ancient pysankycar , loveandbenevolence. esents actionorawakening. ecipient. T t, withmor ed, acolorthatfigur oday e personalizedsymbolisms. , themagicaleggscontainmor , th, - ried amessageofgoodwillorfor es pr Orange representslove. literary andeducatedfigures. In China,purpleiswornby ominently infolklor ust; gr e individual een, fer tune to tility 37 e, - United States ★ Like the multi-cultured, multi-hued citizens of the United States, colors of this country have many different personalities.

The red and white, equal-width stripes are representative of the country’s original 13 colonies. The blue field stands for the gov- ernment, uniting the 50 states.

The 50 white stars on the American flag represent the 50 states in the union.

38 Photos courtesy of PhotoDisc, Inc. haps duetoitsmulti-culturalhistor Per dollar extensive listofcolorassociations.Fr fr businesspersons toinnocentpinkbowswor om thegr haps duetoextensivecommer , colorspr een fr cleanliness, emptinessorevenfright. ed withweddings,truth,peace, innocence andsilence.Itisassociat W phere. Itisthemostpopularcloth corporate orconservativeatmos Blue isamalecolor;itsuggests and coolness. calmness, water in afirst-placeribbon),freshness, also suggestsadness,superiority(as ing colorforyoungpeople.Bluecan richness. mystery Purple isrelated toluxury hite isthecolorofpurity esent anintricatelanguage. eshness ofspringtothecold,crispgr , relig ion, maturity , cleanliness,winter , power , and , holiness, cialism andmarketing,orper - , - - , y om r , theUnitedStateshasan admiration, innocence, andromance. with rosyhealth, g Pink isafeminine color youth, inexperienceandnewness. the environment,illness,spring, concepts ofmoney Green canalsocommunicatethe Green isthecolorofluckinU.S. in clothingwornbyanarchists. another on-the-edgeapplicationis Black hashigh-techconnotations; and cancommunicatesophistication. formal wear Black isacolorformourningand ed powertieswor n bybabygirls,and . Blackisaseriouscolor race, g , g row , associated eenback ratitude, th, jealousy n by - , warmth, andcheer color relatedtovibrancy that time.Orangeisanenergetic season, aswelltoholidaysduring T days, andpatriotism. romance, Christmas,nationalholi ness, embarrassment,sexuality ger Red canstandforwarningordan Red isaprovocativecolorintheU.S. he colororangeisrelatedtothefall tism.” Marketingpr white andblue.Usedinanycombination—theysay“patrio es forfoodpackaging.T extensively conventions: Forexample,blackorgr , love,courage,anger Most pr ominent ar . Butinr fulness. , energ , heat,spici y , ecent years,theyignor , e thoseinthecountr ofessionals exploitthiscolorassociation - - - oday tion, andthesun. cowardliness, freshness,illness,cau Y ellow isassociatedwithspring,joy , theyar e usedextensively Orange representslove. literary andeducatedfigures. In China,purpleiswornby een usedtobepoorchoic y’ e pr s flag,OldGlor eviously honor - , . y: r ed, ed - - ZZaammbbiiaa ★ Simple color schemes illustrate Zambia’s art, traditions, rituals and beliefs.

In the Zambian flag, green rep- resents agriculture and the ben- efits it provides; orange repre- sents its mineral riches; black stands for the Zambian people; and red is used to recall the country’s struggles for freedom.

The flying eagle represents the Zambian peoples’ ability to rise above all problems.

40 Photos courtesy of PhotoDisc, Inc. in thecountr passage. Blackandr Zambian ar again inZambiancultur Black, whiteandr These basiccolorsmustbeinterpr t, thecolorsar y’ color mating. Itisbothamaleandfemale W ness, cleanlinessandgoodluck. In Zambia,whiterepresentsgood same asred. Y ellow isconsideredsymbolicallythe hite alsorepresentsmaternityand s flag. . ed makeupacolortriothatappearsagainand ed ar e alsopatrioticcolors,astheyar e usedininitiationritualsandritesof e. Fr equently foundintraditional - eted inthecontextwhich suggests hiddenthings. ritual orsymbolicdeath.Blackalso associated withillness,suffering,and or lackofluckpurity people ofZambia,blackmeansevil F as aseparatecolor T or theNdembu,indigenous he Ndembudon’tdistinguishblue . . Blackis e found er withred. as aseparatecolorandputittogeth T witchcraft. Itisthecolorofpower from animalsinthehunttothatof Red standsforbloodofallkinds, Red alsorepresentsfer it canbepowerforgoodorevil. he Ndembudonotconsiderorange God andr colors ar the onlycolorsNdembuhavedescriptivelanguagefor purity; andr they appear One explanationoftheoriginthispaletteisthatthesear e seenaspower ushing thr . Blackusuallyr ed denotespowerandsexualmaturation. tility andwar ough theworld. , but . - ful, evensacr epr esents evilandillness; meanings. their extreme pair becauseof rarely depictedasa T sites: archetypical oppo together represent Black andwhite he colorsare evil andgood. ed colors,flowingfr - times reversed. meanings aresome femininity ty andwhitefor represent masculini sometimes usedto Ndembu rites,redis F requently usedin white isfor . Butthe . The om 41 e - - Credits ★

A Regional Handbook of Northwest Birnbaum, Phil and Andrew J. Gibson, Clare. Signs and Symbols; Skin: Adornment, Display and Buddhism of Tibet, or Lamaism, with China, Washington State University. Strathern. Faces of Papua New 1996, pg 116. Society Among the Wahgi. London: its Mystic Cults, Symbolism and 1956; pg 272. Guinea. Darlinghurst: Emperor British Museum Publications Ltd.; Mythology, and in its Relation to Publishing, 1990. Haviland, John Beard. Gossip, 1989. Indian Buddhism; 1995, pg. 350. A Tibetan on Tibet; Being the Travels Reputation, and Knowledge in and Observations of Mr. Paul Sherap Birren, Faber. Color: A Survey in Zinacantan, The University of Porter, Tom. Architectural Color: A Williams, Sylvia H. African Art in of Tachienlv; pg. 55. Words and Pictures; 1963, pg. 15, 45. Chicago Press; 1977, pg. 229. Design Guide to Using Color on Color; 1983, pg 5. Buildings. The Architectural Press Achen, Sven Tito. Symbols Around Cooper, J.C. An Illustrated Encyclo- Hope, Augustine and Walch, Margaret. Ltd., London; 1982. Zelanski, Paul. Color; 1989. pg 31. Us, Van Nostrand Reinhold Company, pedia of Traditional Symbols; London: The Color Compendium, Van New York,1978. Thames and Hudson Ltd.; 1978. Nostrand Reinhold, New York; 1990. Ribbash. In Himalayan Tibet; 1940, The following citations were found at pg. 168. this web site: Flags of the World: Axtell, Roger E. Do’s and Taboos of Copeland, Lennie. Going International; Kishchuk and Alice Nicholaichuk. http://www.ace.unsw.edu.au/fotw/flags/ Using English Around the World; pg. 1985, pg. 63. Ukrainian Museum, 910 Spadina Shên, Tsung-lien. A Tibet and the 145. 1995. Cresent East, Saskatoon, Canada Tibetans; 1953, pg. 170. Adams, Paul. Great Colombia Cottrell, J. The Great Cities/Mexico S7K 3G9; 1977. Federate Republic; 1995. Barraclough, E.M.C. and W.G. City; 1979, pg. 15. Smith. Flags; 1975, pg 14, 259. Crampton. Flags of the World. 2nd Legesse, Asmarom. “Prophetism, Berry, Bruce. Origin and Colors of the edition. London: Frederick Warne Drechsel, Willem. South Africa in Democharisma, and Social Change.” Tanaka, Ikko and Koike Kazuko. New Flag: South Africa; 1996. Ltd.; 1981. Focus; 1992, pg. 49. In Religion in Africa, T.D. Blakely, Japan Color. Chronicle Books, San W.E.A. van Beek, and D.L. Thompson, Francisco; 1982. Bottasini, Giuseppe. Origin and Barth, Fredrik. Cosmologies in the Dreyfuss, Henry. Symbol Sourcebook: eds.; Portsmouth: Heinmann; 1994, Colors of the New Flag: Making: A Generative Approach to An Authoritative Guide to Internation- pg. 314–341. Varley, Helen. Color; 1980, pg. 59. South Africa; 1995. Cultural Variation in Inner New al Graphic Symbols; New York: Guinea; 1987, pg. 5, 41, 42. McGraw; 1972. Mary Tkachuk, Marie. Pysanka: Icon Victor, Turner. The Forest of Symbols; Dignan, James. Maori Flag; 1996. of the Universe; pg. 31-32. pg. 74. Ben-Amos. Religion in Africa, 1994; Drogpa, Namgyal. The Life of a Heimer, Zelijko. Meaning of the Flag: pg. 120. Tibetan; pg. 14. O’Hanlon, Michael. Reading the Waddell, Laurence Austine. The Ethiopia; 1995.

42 Photos courtesy of PhotoDisc, Inc. Best, 1 Bell, CharlesAlfred,1 Beals, RalphL.1 Basden, 1 New Haven,Conn.,1 the HumanRelationsAreaFiles,Inc.; T Flag P 1 Navsaria, Dipesh. Current Flag; Müller Blackman, W Bandelier Combe, G.A.,1 Campbell, 1 Brindley 1 Blom, F Drey F East ,1 vega, 1 ranke, A.H.,1 he followingreferencesarefrom 996. 92 ark, Stuar 7; ; 1 fuss, 1 , Harald. 92 996. 8 93 ranz andLaF , Marianne,1 7 4; , AdolfF 1; 9; 966:1 t. 9 983; 7 New Z inifred S.1 2; Iran, 1 92 92 Central Deviceinthe 7 946; 1; ., 1 6.; 3; Garcilaso,dela Flag ofZ ealand’s First 996. 880; 984; arge Oliver 9 946; 7 4. 92 7; ambia ; Leith-Ross, S Krige, EileenJensen1 Henderson, 1 Hansen, 1 Lewis, Oscar Nash, June,1 Nadel, 1 Messing, SimonD.,1 Messer Melinowski,Bronislaw 1 Masse, 1 Natchtigall, Gustav Preuss,1 P Ottenberg, Simon1 Oakes, MaudvanCor Ngubane, Harriet,1 M.1 Smith, EdwinW Scoditti, GiancarioM.G.,1 Reichel-Dolmatoff Reeve, HeberA..1 Alfanso 1 Redfield,Rober W T aylor arrinder alker 92 , 1 0; , John.1 , 1 9 92 95 93 , 1 93 7 9 96 9; 7 6; 4; 8; 949; 9; 4; , 1 1; ylvia, 1 9 9 7 7 t andV 9 93 . andDaleAndrew 0; 2; 7 5; 4. , 1 92 ., 1 93 9 9 949-5 7 7 6; 95 95 tlandt 1 965; illa Rojas 7; 9; 5; 7; 92 5; 989; 2; 0; 95 1; 43 Copyrights and Trademarks Copyright© Tektronix, Inc. Unpublished rights reserved under the copyright laws Thanks to all our content partners in creating this ambitious series of books. of the United States. Contents of this publication may not be reproduced in any It has been a long and fruitful journey. form without permission of Tektronix, Inc. Created by Catharine & Sons, Morton, Illinois (309-266-9299) Tektronix®, Phaser®, PhaserShare®, ColorStix®, and Made for Each Other®, are regis- Creative director: Cathy Fishel tered trademarks of Tektronix, Inc. PhaserPrint™, PhaserLink™, and PhaserPort™ and Art director: Tracey Warner the TekColor name are trademarks of Tektronix, Inc. Word, Excel, and PowerPoint Copywriting: Renée Phillips, Cathy Fishel are trademarks of Microsoft® Corporation. Design and production: Jennifer Hammontree-Jones, Juliet Eaton Art and photos courtesy of Dynamic Graphics, Inc. and Digital Vision Colors generated by Phaser color printers are four- and/or three-color (800-255-8800) process simulations and may not match PANTONE-identified solid color stan- dards. Use current PANTONE Color Reference Manuals for accurate colors. PAN- PhotoDisc is the premier provider of images for this book and program. For TONE Color simulations are only obtainable on these products when driven by more information about the PhotoDisc series of products or to receive a product qualified PANTONE-licensed software packages. Contact PANTONE, Inc. for a cur- catalog, please contact PhotoDisc directly at: rent list of qualified licensees. © PANTONE, Inc., 1988. www.photodisc.com, [email protected], or [email protected].

All trademarks noted herein are either the property of Tektronix, Inc., Within the U.S. Phone: 1-800-528-3472 Fax: (206) 441-9379 PANTONE, Inc., or their respective companies. Outside the U.S. Phone: (206) 441-9355 Fax: (206) 441-9379 From Europe: Phone: + (0) 44 181 255 2900 Fax: + (0) 44 181 255 2929 Microsoft Office Basics The Color Connection(SM) Many of the most helpful design instructions are Book Series buried deep inside traditional manuals. This tutorial brings them to the forefront with a practical spin! At Tektronix, we want to help you use color Learn how to use color with confidence in Word, Excel effectively. But, let’s face it, you don’t have and PowerPoint. time to sit in class. So, we’ve developed four hands-on books. The Color Connection Series teaches you how to use the software you’re already familiar with to design powerful, pol- ished business reports, creative projects, and everyday documents. The Color Connection Microsoft Office Advanced Series is just one part of a comprehensive pro- Most business professionals aren’t taking advantage of gram developed by Tektronix to make sure all that Microsoft Office has to offer. Rise above the our customers get the most out of their color rest! Using this tutorial, discover new tricks—like how printers. to add scanned images or create three-dimensional charts—that add life to your business documents. The Color Connection Series includes impor- tant, useful tips from graphic design experts. You’ll want the entire series available as you create your business documents. To order the complete series, call Tektronix in the U.S. at 1-800-835-6100. Monday – Friday, 6 am to 5 Making the Most of Your pm (PST). Color Printer Don’t limit your Tektronix color printer to For more information on Color Connection™ presentations. It can do so much more! visit: www.colorconnection.tektronix.com We’ll show you how to use your printer’s advanced features and how to design innovative The projects in this book were created using projects that will save you a bundle and give Microsoft Office 98 for Mac and Microsoft your business the competitive edge. Office 97 for Windows. Although the instruc- tions provided here have been tested thor- oughly, your program may behave differently and results may vary.

International Color Guide www.tektronix.com/Color_Printers/ The International Color Guide delves into 18 cultures and provides an overview of the symbolism of color within them. Based on the ambitious research of Surya Vanka, associate professor of art and design at the University of Illinois, this color usage guide is a must-have for any business with international interests.

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