Black has had varied symbolic meanings throughout history. In ancient times, it represented death for Egyptians but humility for monks. In the Middle Ages, it symbolized darkness and evil. In the 18th-19th centuries, black dominated literature and fashion as a color of the industrial revolution and later fascism. Black conveys sophistication in fashion but also psychological associations with depression, authority, and the end of life. It remains a popular color in luxury branding for its powerful imagery.

1. In culture, fashion, marketing
communications

2. Black In History
Ancient World The Middle Ages
The Middle Ages
• One of the first colours used in art ••Blackwas commonly associated with darkness
Black was commonly associated with darkness
• For Ancient Egyptians black had very and evil.
and evil.
positive associations •Black was worn by Benedictine monks as aa
•Black was worn by Benedictine monks as
• For the ancient Greeks, black was also the sign of humility and penitence
sign of humility and penitence
•In old novels about knights the colour black is
•In old novels about knights the colour black is
colour of the underworld
used to symbolize something mysterious and
used to symbolize something mysterious and
• Ancient Rome: black- colour of death secret
secret

3. Black in History
The 18th and 19th centuries
•Black dominated in literature and fashion
•Black dominated in literature and fashion
•Important part of the romantic movement in literature. Black was
•Important part of the romantic movement in literature. Black was
the colour of melancholy, the dominant theme of romanticism.
the colour of melancholy, the dominant theme of romanticism.
•Black was a colour of the industrial revolution
•Black was a colour of the industrial revolution

4. Black in History
20th and 21st centuries
•Black was the colour of Italian and German fascism.
•Black was the colour of Italian and German fascism.
•In the 1950s, black is the colour of those who didn't
•In the 1950s, black is the colour of those who didn't
accept established norms and values.
accept established norms and values.
•Black become a colour of the punk subculture & Goth
•Black become a colour of the punk subculture & Goth
subculture
subculture
•Black leather jacket were worn by subcultures and
•Black leather jacket were worn by subcultures and
motorcycle gangs
motorcycle gangs

5. Black and culture
Chinese Culture Aztec Era
Aztec Era
Represents the primary elements of the 4 seasons
Represents the primary elements of the 4 seasons Represents war because black glass was
Represents war because black glass was
and directions, such as water, north direction and
and directions, such as water, north direction and used to make their swords. Also religion
used to make their swords. Also religion
the winter. Boys also traditionally wore black.
the winter. Boys also traditionally wore black. as all priests wore black.
as all priests wore black.

6. Black and culture
In the rural areas of Mexico, Portugal,
In the rural areas of Mexico, Portugal, England: Black taxi cabs. .
England: Black taxi cabs
Italy, Spain and Greece widows wear
Italy, Spain and Greece widows wear
black for the rest of their lives to mourn.
black for the rest of their lives to mourn.
In the West black is
In the West black is
the colour for mourning.
the colour for mourning.

7. Black and psychological
effects
•
• Black is protection from external emotional stress and
Black is protection from external emotional stress and Wearing black is seen as
acts as a barrier hiding vulnerabilities. So when feeling
acts as a barrier hiding vulnerabilities. So when feeling sophistication, like “the little
depressed and insecure, people generally chose to black dress” and “black tie”
wear black.
wear black. events.
•
• Has a psychological effect of intimidation and being
unapproachable. it radiates authority but creates fear
unapproachable. it radiates authority but creates fear
at the same time.
at the same time.

8. Black and psychological
effects
•
• Idea of death, black represents the end like the concept of
Idea of death, black represents the end like the concept of
the grim reaper dressed in a black robe.
the grim reaper dressed in a black robe.
• Teens often have psychological needs to wear black
• Teens often have psychological needs to wear black
during the stage of transition to adulthood, signifying the
during the stage of transition to adulthood, signifying the
end of childhood.
• Black is also associated with black magic and superstition,
• Black is also associated with black magic and superstition,
for example when a black cat crosses your path.
• Also linked with depression, mood swings.
• Also linked with depression, mood swings.
• Overall causes psychological effects of sophistication,
• Overall causes psychological effects of sophistication,
negativity, and power and control.
negativity, and power and control.

9. Black in fashion
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.

10. Black in fashion
The 18th and 19th centuries
•The invention of new, inexpensive synthetic black dyes and
•The invention of new, inexpensive synthetic black dyes and
the industrialization of the textile industry meant that good-
the industrialization of the textile industry meant that good-
quality black clothes were available for the first time to the
quality black clothes were available for the first time to the
general population.
•In the 19th century gradually black became the most
•In the 19th century gradually black became the most
popular color of business dress of the upper and middle
popular color of business dress of the upper and middle
classes in England, the Continent, and America.
classes in England, the Continent, and America.

11. Black in fashion
“A woman needs just three things; a black dress, a
black sweater, and, on her arm, a man she loves.”
Coco Chanel
•1926 - she developed the “little black dress”
•1926 - she developed the “little black dress”
"Black is the quintessence of simplicity and
elegance.”-Gianni Versace
One of the most famous black dresses of the century
One of the most famous black dresses of the century
was designed by
was designed by
Hubert de Givenchy and was worn by Audrey
Hubert de Givenchy and was worn by Audrey
Hepburn in the 1961 film “Breakfast at Tiffany’s”.
Hepburn in the 1961 film “Breakfast at Tiffany’s”.

12. Black in fashion
Luxury
•The color of products for which we expect to pay a bit more
•The color of products for which we expect to pay a bit more
•Black packaging shows power, sexuality, sophistication,
•Black packaging shows power, sexuality, sophistication,
especially if mixed with such colors as silver, gold or red.
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
•Traditionally when black is used for a logo as the only color it is
combined with a particular font that solidifies the brand power.