The Color Purple: A Gendered Story Through Time
The color pink and its association with femininity has been a fascinating topic in the realm of cultural shifts and marketing strategies. It is often believed that pink was originally a color associated with males before the advent of companies like Barbie. However, the history is more nuanced and involves a complex interplay of cultural, social, and commercial influences.
A Modern Shift in Perceptions
The association of pink with femininity is, indeed, a relatively modern development. Historically, colors were not strictly gendered. In the early 20th century, particularly before World War I, pink was often considered a suitable color for boys while blue was seen as more appropriate for girls. This began to change in the 1920s and 1930s, with marketing and cultural influences playing a significant role in reinforcing this new association.
By the mid-20th century, pink had become firmly linked to femininity. Companies, especially those producing toys like Barbie, played a key role in this shift. Barbie, introduced in 1959, extensively used pink in its branding. This helped to entrench the association of pink with girls and femininity, despite historical precedents indicating otherwise.
Blue: The Traditional Female Color
Interestingly, the reversal of gender color associations seems tied not to pink originally being male, but rather, to blue historically being traditionally female. This association seems to have come from the connection with the Virgin Mary, who is invariably shown in medieval and Renaissance art as dressed in blue.
The switch in color associations from pink for boys to pink for girls and blue for girls occurred quite suddenly. Blue was a color traditionally used for girls, while pink was usually reserved for boys. This remained the case until the 1920s, after which marketing and cultural trends began to push the boundaries.
Historical Context of Gendered Colors
It's important to note that the use of gendered colors is not a universal phenomenon. Historical records suggest that the use of gendered colors varied widely across different cultures and time periods.
In the 15th century, in France, there are examples of colors being strongly gendered between men and women. The Book of Hours of the Duke of Berry from around 1440 shows a clear division. Even in the 18th century, the color rose was used for both men's and women's clothing. Pieces like the Casaquin (circa 1730) and the Dress suit (circa 1785) demonstrate this. The Carmagnole jacket (circa 1790-1800) worn by revolutionaries is another example, showing that the color was still used without it being associated with one gender over the other.
It wasn't until the 19th century that fashion became more austere for men, with a clear division re-establishing the use of color in gendered clothing. This can be seen in the portrait Portrait of Monsieur Bertin by Ingres from 1832, which clearly shows the developing gender norms in fashion.
Conclusion: Marketing and Cultural Perceptions
The history of gendered colors is a complex interplay of cultural, social, and commercial influences. The shift in pink from being a boy's color to a girl's color in the 20th century can largely be attributed to marketing and cultural shifts. Historical records from the 15th to the 19th century show that colors were not strictly associated with gender, and that the modern perception of pink as a feminine color is relatively new and culturally constructed.
Understanding the history of gendered colors helps us appreciate how cultural perceptions can evolve over time, often under the influence of marketing and societal norms. This case study of pink and blue serves as an enlightening example of how colors can be imbued with new meanings in the public consciousness, making it a fascinating subject in the field of consumer culture and marketing.