HUES ON FIRST – Rallying Against Chromophobia

When I was a first grader I adored crayons. Those elegant little, translucent cylinders of pure color. I’ll bet you did too.

At school I had to scrounge stumps of them in various lengths from a cardboard box. Soon, though, I got my very own set of Crayolas. I was happy to have them, but it was only an eight-pack, just the basics. So I kept going back to that ratty remnant box because that’s where I could find the subtler, more complex colors.

Then my mom—once a commercial artist, by the way—bought me the big 48-color box, the one with neatly stepped tiers of crayons, some in shades falling in between the basic, primary colors: blue-green, gold ochre, red violet…oh, and the metallics. These, I thought, were colors worthy of keeping within the lines.

I was tickled pink. Even then, as a six-year-old, I knew the power of color to tap into one’s creativity and express one’s temperament.
 
        Purple might be risky and brown was
        to be avoided at all costs.

GOING PRO
Much later, as a graphics designer—thanks, I’m sure, to the encouragement of that first-grade teacher, Miss Whittier—I applied my way with color to the design solutions I crafted for clients, from mom-and-pop furniture stores, to dentists, to universities and symphony orchestras.

Part of my stock in trade was just knowing which colors from my trusty PMS swatch book* would and wouldn’t work for each project. Knowing that you don’t use pink for a bank, olive drab for a restaurant or blood red for a hospital.

I don’t know that anyone actually taught me those rules; it just seemed intuitive. You know, that for a more staid client, purple might be risky and that, for most any client, brown was to be avoided at all costs.

RULES FOR THE BREAKING
As instinctive as that color sense was for me, there’s also lots of research to back it up. It confirms that yellows suggest brightness, cheer and hope. Reds can evoke energy, urgency, anger and danger. Blues portray calmness and trust; greens, freshness and serenity.

While they know these “rules” very well, designers in nearly every field occasionally find value in breaking them for shock value or when they want to push the boundaries of “taste.”

PHOTO: Beautiful Stitches

For example, an edgy tech client (like Yahoo) or one that wants to connote luxury (like Crown Royal whisky), might find a shade of purple quite effective. (That latter interpretation may derive from purple dye’s having been so rare and expensive in ancient cultures that it was affordable only to royalty.)

               UPS has exploited one of the
               least desirable colors: brown.

BRANDING
It’s fascinating, isn’t it, how the color landscape has been mined to identify various companies and causes, each of them appropriating a hue they hope will distinguish them in the marketplace.

IBM grabbed blue a long time ago—in 1947. Later, Verizon claimed red; Heineken, Starbucks and Holiday Inn all took green; while Home Depot and Dunkin’ Donuts have seized on orange.

In what I’ve always felt was one of those gutsy, outside-the-lines moves, UPS has successfully exploited what’s considered one of the least desirable colors for any entity’s branding: brown. All the better, I guess, to ensure no one steals it.

(The only client I remember identifying with brown was the Cornucopia Society, the elite giving club that helps fund the Wells Fargo Family Farm at the Minnesota Zoo. The cover of my brochure for them featured a wavy brown background suggesting a furrowed field.)

SOCIAL CAUSES
In 1979, a Jaycees ladies service organization in Leitchfield, Kentucky organized what became a hugely popular campaign to "Tie A Yellow Ribbon" around trees in yards and public spaces to show support for the U.S. hostages being held in Iran.

Since then scores of other organizations have adopted colors for their causes, among them: red for heart disease and AIDS; orange for leukemia; violet for Hodgkins lymphoma; teal for sexual assault; pink for breast cancer; and green for almost anything related to the environment.

STOP AND GO
And just think of all the other aspects of our culture we’ve come to associate with colors. Often they’re so ubiquitous that we no longer even notice. The iconic red, yellow and green of traffic lights; warning signs; status lights on machines; wire and piping identification; filing tabs… I could go on.

Some brilliant planner realized that even the most confusing mazes of floors and hallways of buildings or building complexes can be color coded to simplify navigation. Someone else must have decided that blue and pink should identify the gender of babies.

And now, more than ever, color has come to define our politics. God forbid any respectable MAGA republican get caught wearing a blue cap; no democrat, a red one! And for the dwindling number of “independent” voters, maybe there should be a color for that too, perhaps a nice red-blue shade of violet.

      Fear and disappointment
      have sucked the color out of our spirits.

ZEITGEIST
Have you noticed what’s happened over the past few decades to the colors of some of American culture’s key expressions of personal identity: clothing, housing and cars? It’s as if the flame of color has just gone out.

First of all, what’s this dark attachment we have with black? Apparently folks need to display various shades of “attitude”—you know, “Hey, I’m outrageous, don’t fv<& with me!”—as if that’s a good thing. Show me 100 heavy metal band tour t-shirts and I’ll show you 95 black ones. For goth shirts, I’ll show you 100—these poor folks are even afraid of the color of their own skin.

This love affair with black is complicated, though; the color does suggest sadness and depression, but in fashion it can also come across as pure elegance, the perfect backdrop for colorful accessories.

Here in Minnesota, where we starve for Nature’s show of color during our long, cold, monochrome winters, you’d think we’d want to pump up our parkas with shades of optimism and joy. Alas, most winter days we’re a sea of sad, drab fiberfilled nylon puffballs.

And our homes; they run the gamut from white to gray to—if you're really adventurous—perhaps a nice, muted tan. Thank God Sally and I can spend a month in Mexico every year, soaking up their delicious colors.

And cars. Cars are half as colorful as they were 20 years ago. According to the website iSeeCars.com, only 20 percent of today’s cars are non-grayscale colors (white, black, gray, and silver) compared to 40 percent in 2004.

CUES FROM NATURE
So, where did this chromophobia come from? For what it’s worth, I think it may have started as far back as Richard Nixon’s brazen betrayal of Americans’ trust. I think that's when we really started doubting ourselves and each other.

That was the first in a series of dispiriting events that have left many with a kind of dystopian view of our prospects—most noteworthy 9/11, the pandemic, and lately our political polarization. Fear and disappointment have sucked the color out of our spirits.

PHOTO: AP

We can do better. Let us be more aware of the colors that gladden our lives…and those sad voids they might once have inhabited. And let us take our cues from Nature, whose palette has always inspired us at our happiest.

* PMS stands for the Pantone Matching System, a proprietary numbering system for colors used by artists, designers worldwide for accurate color identification, design specification, quality control and communication.