With the month of Ramadan fast approaching, I felt this might be a good time to give our rooftop Japanese restaurant a fresh coat of paint as it’s due to close for the entire month of July, while our Japanese guests all return home, and while our local guests enjoy their Iftars at sunset on our lawns under the Ramadan stars and moon.
The current rather stark color theme in the restaurant is that of the Japanese flag, i.e. red and white, with all tables and chairs painted and polished with black lacquer, which although a powerful combination in terms of that nation’s historical “brand identity”, it’s perhaps a little to masculine and harsh for many of my guests, especially the younger ones.
But before committing to make the dramatic color change, I decided to ask my Fujiyama focus group, consisting of 20 male and female Japanese guests, and 20 male and female local guests of all ages, which color they would like to see as the new predominant theme, and to my surprise a total of 26 out of 40 came back with the same answer, yellow.
I was pleasantly surprised by this preference as I have used soft yellow fabrics, well designed yellow uniforms, and attractive pale yellow crockery, table linen and flowers, very successfully in the past for my Japanese and Chinese restaurants, and for suites, but had never thought about doing it here, as the red, white and black theme had been predominant and popular since the restaurant opened its famous bamboo doors twenty years ago.
So now that the research results are in, I am happy to say that my painters are now transforming what was previously a very traditional and rather masculine Japanese eatery, into something altogether a little softer, warmer and hopefully more appealing to a wider clientele, including females, and the all important younger set with the all important high disposable incomes, a crowd we never seemed to be able to attract in the past, despite numerous creative promotions which specifically targeted them.
However, it has to be said that the meanings of yellow can be very contradictory, especially for different countries and cultures, and most of the people you ask may also have a strong opinion about it, as yellow is one of those colors that you either love or hate. For some, yellow gives them a happy, uplifting feeling. For others, yellow gives them a headache, quite literally, especially the more intense hues.
Yellow is one of the three Primary Colors, but keep in mind that the color psychology will change with the intensity of the tint, tone or shade of yellow. Altering the Yellow by mixing in other colors will create subtle changes, which can make a big difference to how people react.
For example, color schemes made up of pale, creamy and toned-down monochromatic yellows would likely create a warming, happy atmosphere for a restaurant or guest bedroom, however too much of intense primary yellows, especially during daytime might be perceived as annoying. Yellow is the lightest and brightest color on the basic color wheel and in the full spectrum of light. Even some blind people can detect yellow. This is why it's often used for ambulances and emergency vehicles.
No matter how much pure pigment yellow contains, it will never be darker than any of the other colors on the color wheel unless you add gray or brown. This golden lightness often makes people think of Yellow and its color symbolism as a spiritual color. It is also used often by artists to create a sense of luminosity.
Color psychology is so complex, that each one of many shades would create a completely different reaction as the meanings of yellow, or any other color are cultural and psychological, so it’s It's not an exact science, especially for the hospitality business, but it is interesting all the same.
Positive Meanings of Yellow
- Spirituality, Enlightenment
- Luminosity, Sunlight
- Cheerfulness, Happiness
- Optimism, Hope
- Energy, Intuition
- Manifestation, Opportunity
- Alertness, Awareness
- Wisdom, Intelligence
Negative Meanings of Yellow
- Cowardice
- Deceit
- Betrayal
- Jaundice, Illness
- Faithlessness, Unrequited Love
- Hazard, Emergency
Meanings of Yellow in Other Cultures
- In Japan Yellow means Courage and Nobility
- In Islam Yellow means Wisdom
- Hindus consider Yellow a Sacred color
- Buddhist monks wear Saffron Yellow robes
- In many Middle East countries Yellow represents Golden Prosperity
- In Egypt Yellow is reserved for Mourning
- In India Yellow is the color used by Merchants
- To Native Americans Yellow is the symbol for unconditional Love
- In China Yellow represents Honor and Royalty
Meanings of Yellow in History & Popular Culture
- In the Christian tradition Judas wore a Yellow coat when he betrayed Jesus.
- In the "Wizard of Oz", Dorothy followed the 'Yellow Brick Road'.
- In 1968 the Beatles' film and song 'Yellow Submarine' was a huge hit.
- Law enforcement in North America uses bright Yellow tape to mark a crime scene.
- Yellow Traffic Light means caution – or slow down.
- Yellow is often used for packaging No Name products to signify bargain pricing.
- Yellow Page phone directories are a common sight everywhere.
- We 'tie a Yellow Ribbon' as a symbol of hope, peace and remembrance.
- ‘Mellow Yellow' by Donovan was a hit song in 1966
- The phrase 'Yellow Journalism' is used to mean irresponsible reporting.
- The terms 'Yellow Bellied' and 'Yellow Streak' are used to signify cowardice.
- In the United States and Canada, taxis are often Yellow Cabs.
- OSHA Coding uses Yellow signs to caution against physical hazards.
- In mythology, Greek Goddesses were always 'golden haired', which has given us our fascination with blond people to this day.
- In the signs of the Zodiac, Yellow is usually associated with Taurus.
Yellow in Nature
- Sun, sand, autumn leaves
- Flowers such as roses, daisies, sunflowers, dandelions
- Fruit such as lemons and bananas
- Vegetables like corn, parsnips, squash, potatoes
- Foods such as butter, saffron, mustard
- Animals such as Golden Labs, canaries, goldfish
- Jewelry such as gold, topaz, citrine, yellow diamonds
Yellow in Color Therapy
- For most people, yellow is a happy color. It generally energizes, relieves depression, improves memory and most importantly, stimulates appetite.
How do you use the color yellow to entice and delight guests at your establishment?
