me from, and why do people perceive it as good?

fig.5 Wheat (Arntz. G, 1928-1965)

In 1979 the green fire exit sign (fig.6) now used all across the world, was designed by Yukio Ota. However, it’s introduction to the US proved difficult (Turner.J, 2010), as the American’s already had their own established exit sign (fig.7). By association green is seen as a more welcoming colour. As animals, green is an association to healthy, alive plants, which means for us food, safety, cleanliness and so reassurance and comfort. This lead to the success of Yukio’s design as it appeared comforting in the way that it felt like safety and a reassurance that this is where you should go. In nature red is most commonly an indicator of blood, and also many poisonous plants within Europe. When facing the red exit sign, if a person didn’t understand english, ‘exit’ means nothing. This leaves only the colour red to be interpreted, which would result in the person not following the sign and so endangering themselves.

fig.7 American Exit Sign fig.6 Exit Sign (Yukio.O, 1979)

In the West the colour black suggests death and mourning, especially as we associate black with what we wear when we attend funerals. However in China, which has one-seventh of the world’s population, wear white at funerals, which would suggest a wedding to a westerner, whom has a completely different association to the colour white. (Crow. D, 2016. pg38) It appears that what a colour represents differs depending on cultural upbringing and associations. Some colour associations, like green, work very well internationally, but if a culture developed with green associated with poison or money, it would have a negative representation. Would a universal language function more effectively without colour? Colour definitely aids in the process of understanding, but the variations of association and interpretation could lead a