top of page
Search

The colour stories. Things you probably didn’t know about colour. Shifting Narratives.

Writer's picture: Callie van der MerweCallie van der Merwe
3 min read

Exploring the Shifting Narratives of Gender and Colour: How Marketing and Society Redefined Pink and Blue.

The Subtle Influence of Scent: How Cleaning Aromas Make Us Tidier The environments we inhabit influence us in surprising and often subconscious ways, shaping how we think, feel, and act. One particularly intriguing example is the impact of scent on behaviour. Research reveals that a subtle aroma of cleaning liquid in the air can inspire tidier and more conscientious actions, even when people are unaware of the scent’s influence. This phenomenon highlights the nonconscious power of olfactory cues to affect our cognition and habits, offering fascinating insights into how sensory elements in our surroundings can encourage positive behaviours and enhance the spaces we share. The Aroma of Cleaning Liquid Makes People Behave Tidier A subtle yet powerful effect occurs when the aroma of cleaning liquid lingers in the air: people unconsciously behave in a cleaner and tidier manner. This fascinating behavioural shift is supported by research from Rob W. Holland, Merel Hendriks, and Henk Aarts, who explored the unconscious influence of scent on human cognition and behaviour. In their groundbreaking studies, the researchers examined how exposure to citrus-scented cleaning products affected participants' thoughts and actions without their conscious awareness. The first two studies revealed that participants who were unobtrusively exposed to the scent of all-purpose cleaner demonstrated heightened mental accessibility to the concept of cleaning. This was evidenced by their quicker recognition of cleaning-related words and a higher likelihood of listing cleaning-related activities when asked to describe their expected behaviours for the day. The third study took the research a step further, showing that exposure to the scent caused participants to physically act in a tidier manner. During an eating task, those in a room with the faint aroma of cleaning liquid kept their immediate environment significantly cleaner than those in a neutral-scented room. Awareness checks confirmed that participants were unaware of the scent's influence on their behaviour, highlighting the powerful and nonconscious impact of olfactory cues. As Dr. Rob W. Holland, a lead researcher on the subject, explains, "Our studies show that subtle olfactory cues, like the scent of a cleaning product, can nonconsciously influence behaviours and thought processes, encouraging actions aligned with the aroma’s associations, such as cleanliness and order." This finding underscores the remarkable ability of scent to shape our thoughts and actions in subtle, unconscious ways. Implications for Space Design These studies highlight the potential for integrating olfactory cues into space design to promote desired behaviours. Whether in homes, workplaces, or public environments, the strategic use of scent could subtly encourage cleaner and more organised actions. By using pleasant, subtle aromas like citrus-based cleaning products, spaces can be designed not only to appear clean but also to inspire occupants to maintain that cleanliness unconsciously. As the researchers concluded, "The present studies reveal the nonconscious influence that olfactory cues can have on thinking and doing." This insight opens up exciting possibilities for enhancing environments through thoughtful sensory design. By leveraging the subtle power of scent, we can create spaces that not only function well but also encourage positive behavioural patterns in those who inhabit them.
 

The association of pink with girls and blue with boys may seem timeless, but this colour coding is a relatively recent societal construct. Rooted in clever marketing strategies from the early 20th century, these colour norms have evolved through cultural shifts, wartime trends, and consumer behaviour.


This intriguing history highlights how external influences shape our perceptions and decisions, even down to the colours we associate with gender today.


In 1927, four leading U.S. retailers, Filene’s (in Boston), Best & Co. (in New York City), Halle’s (in Cleveland), and Marshall Field (in Chicago), got together to devise a clever marketing plan to lift sales. At a time when boys and girls simply wore gender-neutral white dresses up to the age of 6 or 7, they saw a massive opportunity in children’s clothing. To this end, they set out to convince parents that colour needed to be introduced in line with children’s sex. The reasoning was simple: if parents followed such a colour scheme, they would have to buy a whole new wardrobe and set of baby accessories in the “appropriate” colours instead of reusing the same set for both, as was previously done.


Advertising to promote this idea soon followed, including a 1927 Time magazine article highlighting gender-appropriate colours and advising parents to dress boys in pink and girls in blue. At the time, red was seen as more masculine, which informed the choice of pink for boys, whereas blue, often associated with depictions of the Virgin Mary, became the colour for girls.


The virgin mary in a blue dress looking at the sky - Lexica .Woman in flowing blue dress with radiating light above her head, stands in a cloudy sky. Calm and serene atmosphere.
The virgin Mary in a blue dress looking at the sky - Lexica

“Colour is a power which directly influences the soul.”

Wassily Kandinsky, artist and theorist, highlighting the profound impact of colour on human perception and emotion. This connection to emotion was a key factor in successfully embedding these gendered associations into society. By linking specific colours to identity and values, marketers tapped into the psychological resonance of colour to redefine children’s wardrobes.


Somewhere during the Second World War, the script inexplicably flipped by the public with no apparent logical reason except that people simply decided for it to be so. This time, fashion houses followed, and pink started being marketed and sold by fashion brands and retailers as the perfect colour for women, while blue followed for boys. Prenatal testing is seen as the biggest driver fueling the flames of this colour adoption. Expectant parents learning the sex of their unborn baby could now go shopping for “girl” or “boy” merchandise, including sleepers, crib sheets, strollers, car seats, and riding toys.


While recent years have seen a much greater understanding of gender awareness and age-old concepts of gender identities and “norms” finally being challenged, gender-reveal parties have sadly turned into increasingly all-out spectacles thanks to social media. Whether it’s Maya Vander’s gender-reveal cake in Netflix’s Selling Sunset, the blue confetti at Bow and Dre’s gender reveal in the third series of Black-ish, or Saudi-Arabian influencer couple Anasala Family posting a video titled “Biggest Gender Reveal Ever” on YouTube, this colour identity trend may unfortunately be around for a little while longer.


The story of pink and blue demonstrates how societal norms and marketing can shape cultural perceptions. While recent efforts challenge traditional gender associations, the persistence of these colour norms shows how deeply rooted they are in consumer culture. As society continues to evolve, so too will our understanding and use of colour in expressing identity.


 

Information Reference Index:

When Did Girls Start Wearing Pink?

The Surprising History of Gendered Colors

The Science of Gendered Colours

Gender and Colours in Marketing

Cultural Shifts in Colour Preferences

Here’s Why It All Changed: Pink Used to Be a Boy’s Color & Blue for Girls

Gender-Reveal Parties Need to End With 2020—Here’s Why

The Surprising History of Gendered Colors

Gender and Colours in Marketing



0 comments

Recent Posts

See All

Comments

bottom of page