Connotations of the Colour White

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White

White is associated with light, goodness, innocence, purity, and virginity. It is considered to be the color of perfection.
White means safety, purity, and cleanliness. As opposed to black, white usually has a positive connotation. White can represent a successful beginning. In heraldry, white depicts faith and purity.
In advertising, white is associated with coolness and cleanliness because it's the color of snow. You can use white to suggest simplicity in high-tech products. White is an appropriate color for charitable organizations; angels are usually imagined wearing white clothes. White is associated with hospitals, doctors, and sterility, so you can use white to suggest safety when promoting medical products. White is often associated with low weight, low-fat food, and dairy products.



White usually has connotations of innocence which contrasts with the laid back and scruffy stereotypes of the indie genre. Occasionally, the indie genre is also associated with the 'bad-boy' image so contrasting this by the connotations of purity, virginity, safety and cleanliness using white; the color of perfection and the fact that angels are usually imagined wearing white clothes. In advertising, white is associated with coolness and cleanliness, also contrasting to the 'bad-boy' image. Nonetheless, we did want to keep with some stereotypes of the genre so decided to only use a splash of white in our costumes; keeping with the majority being black. White usually has a positive connotation and can represent a successful beginning so it implies to the audience that there will be a happy ending despite the negative suggestions in the song's lyrics and sound.