Author: Kurt Schauer
For artists, black is a „non-chromatic“ color. Physicists describe the shade a little less romantically: black is the absence of light, the natural scientists explain. And yet the (non-)color fascinates like no other. This can be used to specifically address customers. At least if you know why black fascinates and know how to apply this knowledge appropriately.
Black is anchored in humanity’s DNA as the color of mystery
Black has played an important role in the last 30,000 years of human history. For example, black is everywhere the color for the beginning of life: the black Mother Earth is widespread. In the Bible, for example, God first brings light into the darkness. In Western cultures, black is also a symbol of death – by the way, unlike in Africa, for example, where people mourn in white.
Everywhere on the planet, black also stands for the intermediate world in which spirits and demons live. In Africa, for example, priests of the natives protect themselves against evil spirits with pitch-black paint. Humanity agrees: black is mysterious and enigmatic! That is precisely why it fascinates so much.
Black has been mixed as a color for millennia.
The fascination emanating from the achromatic color can also be seen in the fact that black has been mixed as a color by humans for millennia. For example, a method from the 1st century AD is known, in which black was obtained from certain plant extracts. Nowadays, soot is commonly used as a black pigment.
However, humanity was and is not satisfied with this and strives to achieve an ever more intense black: In modern four-color printing, for example, an additional color level was designed for black printing. In 2002, British scientists developed the so-called „Super Black“ in laboratory tests – never before had there been a darker black. At least, that’s what they thought: Only a few months later, it turned out that the wings of the „Papilio ulysses“ butterfly were even significantly darker because small tubes, arranged like a dark forest, excluded light. A company developed a shade of black based on this natural model that is darker than anything else. However, it may not be sold outside Great Britain. The local government prohibited this because the new black is excellently suited as camouflage.
Black is exclusive
Black has evolved over time in Western cultures – which is likely another reason why its fascination remains unbroken. The shade now stands for exclusive elegance with a special touch of extroversion – just think of the little black dress. People are willing to spend a lot of money on the right shade of black to possess this special exclusivity: The most extreme example is undoubtedly Barnett Newman’s painting „Black Fire I,“ which sold for 84 million US dollars in 2014.
Black appeals
Therefore, those who wish to specifically address customers, for example through printed materials, can rely on black within the appropriate context. However, the context should fit: black is not a cheerful tone and is accordingly not suitable for celebrating a party (with the exception of celebrations for mystical occasions such as Halloween). It is, however, very well suited, for example, as a flyer for exclusive clothing or furniture stores. Those who rely on black should always be aware of the entire spectrum of meaning of this non-colorful color to avoid making a mistake. With this color, attention is guaranteed, and it is all the easier for feelings to be hurt, for example, because the aspect of mourning, which black represents, is not taken seriously. The use of the color must always appear justified.
A tip for printed materials: To achieve truly intense black tones, it has proven effective to mix black with another color. For example, turquoise is a suitable complement. Would you like to harness the fascination of black? However, do you wish for support with advice and possibly also action to avoid making a mistake? We at the KAOS agency will gladly help you; simply contact us.
Do you have questions?
Anett Auerswald
Agency Director/Director of Arts
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