The influence of culture, evolving symbolisms and globalization on defining colour forecasting in India

Abstract

Colours and cultures have the spirit of time. Yet, with shifts in societies, the meaning of colour has evolved. Our colour experiences today are widely dominated by technology and digital means. What once symbolized Shringar rasa, our agrarian heritage and depicted royalty, today, has tremendous renewed meanings from sustainability, vegetarianism, to being the colour of WhatsApp and Spotify, while also signifying trending global idioms like ‘don’t be green with envy’. With the fast-paced globalization influencing us, we are led towards adopting western symbolisms. Then there are some symbolisms that have simply evolved with time as superstition fades and new beliefs emerge. This article dives into the nine rasas and traces the evolution of colour symbolism through our scriptures, arts and the cultural practices to understand the deeper roots of colour symbolisms and their associations in our cultures, beliefs and traditions. The article will then explore the perceptions of colour in modern culture and trace its roots from our history, technological developments and present perspectives. This collection of data will help to understand the psychological and behaviour factors that contribute to the acceptance and association of colour today, opening a window to project new colour directions for the future.