Journal Article

Semiotics of Color in Hinduism: A Visual Guide to Its Application in Design Practices

Kudrya-Marais, Elena Vladimirovna, Olalere, Folasayo Enoch

2022

Overview

Color can be treated as a language representing an alternative communication system consisting of visual and natural language signs that are unique to the society or culture in which they exist. In the design field, colors play an important role by presenting information, creating identity, and suggesting a specific symbolic value. Each color, when carefully applied, not only evokes physical, physiological, and aesthetic reactions but also causes a series of intellectual reflexes and responses based on a particular viewer or a context in which it is perceived. Colors have a deep meaning in the Hindu community and, as religion, form a big part of the Hindu lifestyle; the colors used for religious practices are often used in everyday life. Hence, this study seeks to investigate color symbolism in Hinduism with the aim of developing a visual color guide that incorporates the symbolism and promotes its application in design practices. The exploratory case study employed a qualitative research method, where twenty participants (ten Hindu priests and ten senior citizens) from the Hindu community in Durban, South Africa, were selected and interviewed using purposive sampling techniques. Seven themes emerged from the thematic data analysis. The findings from the analyzed data were used in developing a visual color guide intended to create awareness and promote the application of symbolism in professional practices, especially in the design field.

• Publisher: Common Ground Research Networks
• Subject: Case studies / Color / Design / Hindi life & ethics / Hinduism / Qualitative research / Semiotics