In culture, fashion, marketing communications

Ancient World

Black In History

The Middle Ages

•Black was commonly associated with darkness and evil.

•Black was worn by Benedictine monks as a sign of humility and penitence

•In old novels about knights the colour black is used to symbolize something mysterious and

secret

The Middle Ages

•Black was commonly associated with darkness and evil.

•Black was worn by Benedictine monks as a sign of humility and penitence

•In old novels about knights the colour black is used to symbolize something mysterious and

secret

• One of the first colours used in art

• For Ancient Egyptians black had very positive associations

• For the ancient Greeks, black was also the colour of the underworld

• Ancient Rome: black- colour of death

The 18th and 19th centuries

•Black dominated in literature and fashion•Important part of the romantic movement in literature. Black was

the colour of melancholy, the dominant theme of romanticism. •Black was a colour of the industrial revolution

The 18th and 19th centuries

•Black dominated in literature and fashion•Important part of the romantic movement in literature. Black was

the colour of melancholy, the dominant theme of romanticism. •Black was a colour of the industrial revolution

Black in History

20th and 21st centuries

•Black was the colour of Italian and German fascism.

•In the 1950s, black is the colour of those who didn't accept established norms and values.

•Black become a colour of the punk subculture & Goth subculture

•Black leather jacket were worn by subcultures and motorcycle gangs

20th and 21st centuries

•Black was the colour of Italian and German fascism.

•In the 1950s, black is the colour of those who didn't accept established norms and values.

•Black become a colour of the punk subculture & Goth subculture

•Black leather jacket were worn by subcultures and motorcycle gangs

Black in History

Chinese Culture Represents the primary elements of

the 4 seasons and directions, such as water, north direction and the winter.

Boys also traditionally wore black.

Chinese Culture Represents the primary elements of

the 4 seasons and directions, such as water, north direction and the winter.

Boys also traditionally wore black.

Black and culture

Aztec EraRepresents war because black glass was used to make their swords. Also religion

as all priests wore black.

Aztec EraRepresents war because black glass was used to make their swords. Also religion

as all priests wore black.

In the rural areas of Mexico, Portugal, Italy, Spain and Greece widows wear

black for the rest of their lives to mourn.

In the rural areas of Mexico, Portugal, Italy, Spain and Greece widows wear

black for the rest of their lives to mourn.

Black and culture

England: Black taxi cabs.England: Black taxi cabs.

In the West black is the colour for mourning.

In the West black is the colour for mourning.

• Black is protection from external emotional stress and acts as a barrier hiding vulnerabilities. So when feeling

depressed and insecure, people generally chose to wear black.

• Has a psychological effect of intimidation and being unapproachable. it radiates authority but creates fear at the same

time.

• Black is protection from external emotional stress and acts as a barrier hiding vulnerabilities. So when feeling

depressed and insecure, people generally chose to wear black.

• Has a psychological effect of intimidation and being unapproachable. it radiates authority but creates fear at the same

time.

Black and psychological effects

Wearing black is seen as sophistication, like

“the little black dress” and “black tie”

events.

• Idea of death, black represents the end like the concept of the grim reaper dressed in a black

robe.

• Teens often have psychological needs to wear black during the stage of transition to

adulthood, signifying the end of childhood.

• Black is also associated with black magic and superstition, for example when a black cat

crosses your path.

• Also linked with depression, mood swings.

• Overall causes psychological effects of sophistication, negativity, and power and

control.

• Idea of death, black represents the end like the concept of the grim reaper dressed in a black

robe.

• Teens often have psychological needs to wear black during the stage of transition to

adulthood, signifying the end of childhood.

• Black is also associated with black magic and superstition, for example when a black cat

crosses your path.

• Also linked with depression, mood swings.

• Overall causes psychological effects of sophistication, negativity, and power and

control.

Black and psychological effects

Middle Ages

•In the 14th century, the status of black began to change. First, high-quality black dyes began to arrive on the market, allowing

garments of a deep, rich black. Magistrates and government officials began to wear black robes, is a sign of the importance

and seriousness of their positions.•The third reason: law in some parts of Europe which prohibited the wearing of costly clothes and certain colors by anyone except members of the nobility. The wealthy bankers and merchants of northern Italy responded by changing to black robes and gowns,

made with the most expensive fabrics.

Black in fashion

The 18th and 19th centuries•The invention of new, inexpensive synthetic black dyes and the industrialization of the textile industry meant that good-quality black clothes were available for the first time to the

general population.

•In the 19th century gradually black became the most popular color of business dress of the upper and middle

classes in England, the Continent, and America.

The 18th and 19th centuries•The invention of new, inexpensive synthetic black dyes and the industrialization of the textile industry meant that good-quality black clothes were available for the first time to the

general population.

•In the 19th century gradually black became the most popular color of business dress of the upper and middle

classes in England, the Continent, and America.

Black in fashion

Black in fashion

Coco Chanel•1926 - she developed the “little black dress”

Coco Chanel•1926 - she developed the “little black dress”

“A woman needs just three things; a black dress, a black sweater, and, on her arm, a man she loves.”

One of the most famous black dresses of the century was designed byHubert de Givenchy and was worn by Audrey Hepburn in the 1961 film “Breakfast at Tiffany’s”.

One of the most famous black dresses of the century was designed byHubert de Givenchy and was worn by Audrey Hepburn in the 1961 film “Breakfast at Tiffany’s”.

"Black is the quintessence of simplicity and elegance.”-Gianni Versace

Luxury•The color of products for which we expect to pay a bit more

•Black packaging shows power, sexuality, sophistication, especially if mixed with such colors as silver, gold or red.

•Traditionally when black is used for a logo as the only color it is combined with a particular font that solidifies the brand power.

Luxury•The color of products for which we expect to pay a bit more

•Black packaging shows power, sexuality, sophistication, especially if mixed with such colors as silver, gold or red.

•Traditionally when black is used for a logo as the only color it is combined with a particular font that solidifies the brand power.

Black in fashion