Farbe als Gestaltungsmittel. Die Farbwahrnehmung im kulturellen, sozialen, politischen und sozial-psychologischen Kontext



The present paper describes the preliminary steps of an elaborate study about color associations in people’s minds. This particular part analyzes if gender and age are factors that infuence the way individuals associate colors with certain objects, brands, ideas or feelings. The effect of a color on the individual is determined by the environment in which a color is placed, which means that each color perception creates a cultural, social, political, or social-psychological context. The color is associated with personal experiences and the importance of a color is established through correlations. The context will decide whether a colour is perceived in a real and conventional manner (cultural, social, political) or rather in a symbolic and creative one (symbolic-psychological).

Keywords: color, cultural, social, political, psychological