At an event organised by the Gujarat Chamber of Commerce and Industry recently, actor Juhi Chawla spoke about her IPL (Indian Premier League) journey, confessing her initial aversion to Shah Rukh Khan's choice of black for their IPL team, Kolkata Knight Riders (KKR). Chawla mentioned that she became associated with the IPL because of her husband, Jay Mehta, who was good friends with Lalit Modi, the disgraced businessman behind the franchise. “Lalit had this great idea of starting the IPL, and he wanted the owners should be glamorous,” she said. She continued, “All I thought at the time was, ‘How nice that cricket and Hindi films are coming together’. Jay and Shah Rukh handled everything. It just came together. We didn’t know anything about running a cricket franchise, and I remember going to Shah Rukh’s home for meetings, where literally - from putting the jingle together, to thinking of the uniform they’ll have - everything was done in-house. I still remember he made it black and gold, Shah Rukh, and I was not happy with it. I thought ‘What is this black and gold?’ Because black is considered inauspicious, isn’t it? But they worked more than I did.” Chawla's concern about the colours not only provides a glimpse into the world of celebrity sports ownership but also opens a fascinating window into the complex relationship between colours and superstitions across cultures. Colour-based superstitions across different cultures Gurleen Baruah, organizational psychologist and executive coach at That Culture Thing, says, “Colour-based superstitions vary across cultures due to a combination of historical, cultural, and psychological factors. Influences such as religious beliefs, symbolic meanings, societal values, and practices play significant roles in these variations.” She adds that in many cultures, black is associated with mourning and death, likely stemming from its use in funerals and its dark, sombre appearance. Major religions like Christianity and Islam often use black in mourning rituals. Conversely, in Western cultures, white symbolises purity and is worn at weddings, influenced by Christian traditions. In contrast, in Indian and many Asian cultures, white is associated with death and mourning, reflecting different religious and cultural rituals around death and purity. “Colours also have symbolic meanings. In China and India, red represents luck and happiness, often used in celebrations due to its historical association with good fortune. However, in Western cultures, red can symbolise danger or love, reflecting its bold and intense nature.” The colour's association with communism in Eastern Europe also highlights historical influences, she states. In Western cultures, green is linked to nature and luck, likely due to its presence in the environment. In Indonesia, it’s a forbidden colour associated with infidelity, influenced by local beliefs and traditions. In Western cultures, yellow is seen as cheerful and optimistic, reflecting its bright appearance. Yet, in Egypt and Latin America, it’s linked to death and mourning, possibly due to historical and symbolic associations with gold and the afterlife. Psychological mechanisms might explain the persistence of colour-based superstitions even in societies with high levels of education and scientific understanding The persistence of colour-based superstitions in societies with high levels of education and scientific understanding can be explained by several psychological mechanisms, as mentioned by Baruah: Customs and rituals: Many colour superstitions are deeply rooted in cultural customs and rituals passed down through generations. These traditions create a psychological reinforcement where certain colours become ingrained symbols of belief, tradition, and societal norms. Learned behaviour: From a young age, individuals learn colour associations from their environment, including family, peers, and media. These learned associations become part of cognitive schemas, influencing how colours are perceived and interpreted throughout life. Evolution of the mind: Evolutionary psychology suggests that humans are predisposed to quickly assess and respond to visual stimuli, including colours, as a survival mechanism. Colours associated with danger (like red) or safety (like green) may trigger instinctual responses that persist despite modern education. Symbolic meanings: Colours often carry symbolic meanings that transcend scientific understanding. For example, red may symbolise danger or luck depending on cultural contexts, and these symbolic associations can override rational explanations in decision-making processes. Marketing and consumer psychology: Marketers capitalise on these colour superstitions by aligning their branding strategies with cultural beliefs and consumer preferences. Even if individuals understand the scientific properties of colour, emotional and symbolic associations can influence purchasing decisions and brand loyalty. Baruah explains, “Colour-based superstitions persist in educated societies due to their deep-rooted cultural significance, learned associations from childhood, evolutionary responses, and strategic influence in marketing. These factors collectively shape how colours are perceived, interpreted, and utilised in both personal beliefs and societal practices.”
