Color Conformity: Symbols, Consumption, and the Politics of Everyday Appearance
Introduction: When colour stops being “just colour”
Colour plays a role in how people interpret their surroundings, and sometimes even simple arrangements of objects can take on meanings that were never intended. I have become more aware of this mostly by noticing small details in my own environment and seeing how easily colour combinations can be read in different ways, depending on context.
These are not grand discoveries, just observations of how colours, shapes and placements can quietly influence how spaces, people and objects are understood.
M. Almalech, “Semiotics of Colour,” in New Semiotics: Between Tradition and Innovation, IASS / New Bulgarian University, 2017
J. Biggam, The Semantics of Colour: A Historical Approach, Cambridge University Press .
Unplanned arrangements and unintended symbolism
When setting up a historical exhibition with the help of volunteers, various items ended up grouped together by chance: an old red sign, a green sign, a lamp that appeared white, and a bin with a blue liner. None of this was planned to send a message; it was simply the result of people placing objects where they seemed to fit.
Looking at the setup later, it occurred to me that someone could interpret the combination of red, green, white and blue as echoing different national or political colour palettes, especially in the context of an exhibition connected to Jewish history and memory. Even though the arrangement was accidental, it had the potential to be read in ways that did not match the intention of the exhibition.
After noticing this, I moved a few things around and changed the bin liner. The aim was not to make a big statement, but simply to reduce the risk of the space being understood in a way that felt inappropriate for its subject. It was a small example of how easily colour can carry additional meaning.
M. Almalech, “Semiotics of Colour,” IASS / NBU, 2017
A. Wagner & S. Marusek (eds.), Flags, Color, and the Legal Narrative: Public Memory, Identity, and Critique, Springer, 2021 .
How awareness shifts everyday decisions
After that experience, I started to notice similar situations in everyday life. Once a person becomes aware that colours can be interpreted in particular ways, it is easy to start seeing the same pattern in clothing, objects, posters and interiors. A pair of shoes, a jacket, or a hat can suddenly feel more deliberate than they actually are, simply because of their colour.
This does not mean that everything needs to be controlled or redesigned. It just shows how awareness can change the way we look at ordinary things, and how a small shift in context can turn a neutral object into something others might read differently.
J.I. Miller, “Fashion and Democratic Relationships,” Polity, 2005 (Google Scholar search)
C. Genova, “Participation with Style. Clothing among Young Activists in Contemporary Italy,” Societies, 2020 .
Misinterpretation as a human shortcut
People often rely on quick visual judgements. Certain colours and styles become associated with specific ideologies or groups, even when no such connection was intended by the person wearing them or arranging them. A shaved head can suggest one thing in one context and something completely different in another. The same is true for combinations like red and black, or yellow and blue, or other familiar palettes.
Most of the time, people are not trying to send complex signals with their appearance or the objects around them. They may simply be using what they already own. However, observers bring their own associations, shaped by news, history and personal experience, and these associations can be strong.
Misinterpretation is not always malicious; it is often just a mental shortcut. But these shortcuts show how easily colour can stand in for more complicated stories about identity and politics.
I. Hošić, “Clothing as a Symbol of Identity,” exhibition text and essay, City Gallery Bihać
K.M. Kedrowski et al. (eds.), The Palgrave Handbook of Fashion and Politics, Palgrave Macmillan, 2024 .
Colour, consumption and changing political climates
Colour is also tied to consumption. When political climates shift, the meanings attached to certain colours can shift with them. Clothing, home textiles or even swimwear can suddenly feel more loaded than before, simply because their colours now echo a contested symbol or flag.
In some cases, people stop wearing or buying items in particular colours because they do not want to be associated with a position they have not chosen. This does not necessarily come from strong political conviction; it can be as simple as wanting to avoid awkward questions or mistaken assumptions.
From the market side, companies sometimes respond to these shifts by adjusting packaging, product lines or promotional images. Colour becomes part of risk management, not just design.
K. Steiner & A. Florack, “The Influence of Packaging Color on Consumer Perceptions of Healthfulness: A Systematic Review and Theoretical Framework,” Foods, 2023
L.B. Nagy & Á. Temesi, “Color Matters: A Study Exploring the Influence of Packaging Colors on University Students’ Perceptions and Willingness to Pay for Organic Pasta,” Foods, 2024
M.S.K. Fung, “Impact of Snack Packaging Colour on Perceptions of Healthiness and Taste,” Australasian Journal of Business and Retail, 2025 (Google Scholar search) .
Clothing as quiet signalling
Clothing naturally communicates something, even if the wearer is not trying to send a deliberate message. A colour that feels neutral in one setting can look symbolic in another. Someone might choose an outfit simply because it is comfortable or practical, while others read it as a statement about identity or alignment.
This does not mean that people are always performing politics with their clothes. It simply shows that clothing sits at an intersection of personal choice and social interpretation. The same jacket can be seen differently at a protest, in a workplace, or at a family event.
Recognising this does not require becoming overly careful or self-conscious. It just clarifies why the same outfit can draw different responses in different environments.
K.M. Kedrowski et al. (eds.), The Palgrave Handbook of Fashion and Politics, 2024
“Fashion as a Form of Political Expression,” overview of recent work (Google Scholar search)
“Visible Expression of Social Identity: The Clothing and Fashion,” theoretical overview .
Flags, shapes and environmental colour
Beyond clothing and interiors, colour is embedded in the environment through flags, graffiti, signs, maps, posters and branding. National flags are a clear example: they condense history, conflict and identity into a few blocks of colour and perhaps a star or other symbol.
The same geometric shape can have very different meanings depending on context. A five-pointed star in one colour may allude to a particular ideology, while the same star in another colour combination refers to a different national or cultural story. Another star, such as the Star of David, brings a separate layer of religious and historical associations.
Artists and designers sometimes play with these overlaps, using familiar colours and shapes in new combinations. This can highlight how dependent symbolism is on context, and how easily a small change in colour can shift the way a symbol is read.
A. Wagner & S. Marusek (eds.), Flags, Color, and the Legal Narrative: Public Memory, Identity, and Critique, Springer, 2021
“FLAGS, IDENTITY, MEMORY: Critiquing the Public Narrative through Color,” Université de Lille conference and research project .
Chaos, volunteers and natural placement
When volunteers or guests help arrange a space, objects often end up where they are most practical or visually comfortable in that moment. This natural, unplanned placement can give a space a sense of life and informality that would be hard to design deliberately.
Becoming more aware of colour and symbolism does not mean that this kind of chaos is bad. It simply means that, in certain situations, a few small adjustments might be worth making when the context is especially sensitive. The basic character of the space can remain shaped by the people who use it.
There is a balance between leaving things as they fall and stepping in to make changes. That balance will differ from place to place, depending on what the space is for and who is likely to see it.
M. Almalech, “Semiotics of Colour,” 2017 (on colour as a communication system)
A. Wagner & S. Marusek (eds.), Flags, Color, and the Legal Narrative .
Conclusion: observing without over-controlling
The examples above are not presented as expert analysis, just as observations of how colour can unexpectedly carry extra meaning in everyday situations. Bin liners, clothing, signs, flags and product packaging can all trigger associations that go beyond their practical purpose.
Becoming aware of this does not mean that everything needs to be tightly controlled or constantly redesigned. It simply adds another layer of understanding to how people see each other and the spaces they move through.
Colour is unlikely to stop being symbolic. But recognising this symbolism can be done in a straightforward, practical way, without turning every choice into a burden.
No comments:
Post a Comment