Traditional Beliefs and Colour Perception

The colour associations corresponded to those of Western studies and did not appear to indicate ethnic differences based on traditional beliefs, but the particular significance of colour cannot be separated from the context in which it is observed.

Abstract

This study examined colour preferences and colour associations held by a group of 26 urbanized, educated black South Africans (11 men, 15 women); comparisons are drawn with traditional beliefs and meanings of colours. That black and red were the colours preferred by these subjects corresponds with reports in the literature. In general, the colour associations corresponded to those of Western studies and did not appear to indicate ethnic differences based on traditional beliefs. The particular significance of colour cannot be separated from the context in which it is observed. Limitations of present data are indicated.