The Truth about Good and Evil: A Mixed-Methods Approach to Color Theory
Authors: Raniya Alsharif
The color theory of good and evil is the association of colors to the omnipresent concept of good and evil, where human behavior and perception can be highly influenced by seeing black and white, making these connotations almost dangerously distinctive where they can be very hard to distinguish. This theory is a human construct that dates back to ancient Egypt and has been used since then in almost all forms of communication and expression, such as art, fashion, literature, and religious manuscripts, helping the implantation of preconceived ideas that influence behavior and society. This is a mixed-methods research that uses both surveys to collect quantitative data related to the theory and a vignette to collect qualitative data by using a scenario where participants aged between 18-25 will style two characters of good and bad characteristics with color contrasting clothes, both yielding results about the nature of the preconceived perceptions associated with ‘black and white’ and ‘good and evil’, illustrating the important role of media and communications in human behavior and subconscious, and also uncover how far this theory goes in the age of social media enlightenment.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.3669297Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 734
 Adams, F & Osgood, C. (1973). A Cross-Cultural Study of the Affective Meanings of Color. Journal of Cross-cultural Psychology - J CROSS-CULT PSYCHOL. 4. 135-156. 10.1177/002202217300400201.
 Ajeel, I. H. (2019). Color Implication in English and Arabic Religious Texts: A Contrastive Study. Al-Ameed Journal, 8(2), 18–78. Retrieved from http://search.ebscohost.com.sdl.idm.oclc.org/login.aspx?direct=true&db=awr&AN=137563487&site=eds-live
 Clarke, Thomas & Costall, Alan. (2008). The emotional connotations of color: A qualitative investigation. Color Research & Application. 33. 406 - 410. 10.1002/col.20435.
 Craik, Jennifer. (2009). Fashion: the key concepts. Oxford (England); New York: Berg
 Finch, J. (1987). The Vignette Technique in Survey Research. Sociology, 21(1), 105–114. https://doi.org/10.1177/0038038587021001008
 Frank, M & Gilovich, T. (1988). The Dark Side of Self- and Social Perception: Black Uniforms and Aggression in Professional Sports. Journal of personality and social psychology. 54. 74-85. 10.1037/0022-35184.108.40.206.
 Haring, K. (1987). Keith Haring Journals. New York: Penguin Books.
 Jackie Trucco, J. (2014). Wedding White Doesn’t Mean What You Think It Means. Retrieved 29 October 2019, from https://web.archive.org/web/20160511141350/http://ivybridalstudio.com:80/wedding-white-doesnt-mean-what-you-think-it-means/
 Leech N, Onwuegbuzie A, (2008) A typology of mixed methods research designs, Quality and Quantity, 43(2), March, pp. 265-275.
 Löffler, D, Giron, L & Hurtienne, J. (2017). Night Mode, Dark Thoughts: Background Color Influences the Perceived Sentiment of Chat Messages. 184-201. 10.1007/978-3-319-67684-5_12.
 Mark, J. (2017). Color in Ancient Egypt. (online) Ancient History Encyclopedia. Available at: https://www.ancient.eu/article/999/color-in-ancient-egypt/ (Accessed 27 Oct. 2019).
 Meier, B. P., Robinson, M. D., & Clore, G. L. (2004). Why Good Guys Wear White: Automatic Inferences about Stimulus Valence Based on Brightness. Psychological Science, 15(2), 82–87. https://doi.org/10.1111/j.0963-7214.2004.01502002.x
 O’Connell, M., & Airey, R. (2006). Illustrated Encyclopedia of Signs and Symbols: Identification, Analysis and Interpretation of the Visual Codes and the Subconscious Language that Shapes and Describes our Thoughts and Emotions. Lorenz Books
 Pastoureau, M. (2008). Black. Princeton, N.J.: Princeton University Press.
 Provo, L. (2013). The Little Black Dress: The Essence of Femininity.
 Scully, K. and Cobb, D. (2012). Color forecasting for fashion. London: Lawrence King Publishing Ltd, p.18.
 Stabler, J & Johnson, E. (1972). The meaning of black and white to children. International Journal of Symbology. 3. 11-21.