Increased Imports of Colorants and Constituent Components during the 18th Century Reflects the Start of the Consumer Society in Norway

Abstract

The start of the consumer society in Norway is examined by studying the increased imports of colorants and their constituents during the 18th century. Based on historical customs records, 82 imported pigments and dyes, 27 binders and additives and nine mordants and auxiliaries are presented. Imports increased significantly in the middle and at end of the century, representing two chromatic “revolutions”. This was especially evident for lead white and indigo; being the only particularly white and blue pigments used for painting and dyeing, respectively. Red dyes at different prices and properties (brazilwood, madder and cochineal) met the demands for red textile coloring in different social groups. The study presents a comprehensive overview of colorant imports and provides new insights in the development of consumption in Norway. Colorant imports were probably initiated by a supply-driven positive feed-back loop as a result of increased export trade. This was followed by a demand-driven loop, involving increased domestic trade, product preferences, “fashionability”, consumer culture, economic conditions and enlightenment. A model is presented that can contribute to a further understanding of the start of the consumer society in the second half of the 18th century in Norway.