Semiotics: How Colors Became the Symbol of Social Movements

Why can yellow umbrellas be a symbol in the social movement in Hong Kong? How can red ribbons unite the aspirations of the people in the protests in Myanmar? Color is never merely aesthetic; it is a sign, a symbol, and a language that builds collective meaning. From banners on the streets to ribbons on sleeves, and the clothes chosen for social actions, color becomes a means of communication that can unite identities and voice aspirations. The question is, how can color be so powerful that it becomes a symbol in social movements?

Color as a Symbol of Social Movement

This phenomenon can be understood more deeply through semiotics, the study of signs and meaning. In semiotics, a sign is defined as anything that represents something else and can be interpreted by the person who sees it. Charles Sanders Peirce, one of the important figures in semiotics, divides signs into three categories: icons, which resemble the original object (such as road signs with pictures of people crossing); indices, which have a direct relationship with the object (for example, smoke that indicates the presence of fire); and symbols, whose meaning arises from social agreement (for example, words or traffic lights).

Colors have no natural connection to specific meanings, but through convention, they can be interpreted as symbols of solidarity or collective identity. Ferdinand de Saussure complemented this perspective by distinguishing two elements in each sign: the signifier, which is its physical form (e.g., purple or green), and the signified, which is the concept or idea associated with it (e.g., feminism, hope, or democracy). The relationship between the signifier and the signified is never natural, but rather shaped by culture and collective agreement. Therefore, one color can have different meanings in different social and geographical contexts. Thus, color functions as a visual “code” that can be read by the public, building a shared identity and conveying messages without requiring words.l

Color also works on an emotional level. Color can foster courage, ignite anger, inspire solidarity, or foster hope. It is no wonder that in many mass actions, activists deliberately associate their movements with certain colors. Through easily recognizable visual associations, a movement can quickly gain popularity while inviting a sense of togetherness among its supporters.

In social movements, color is used as a symbolic representation. One example comes from England in the early 20th century, when color became a significant strategy in the fight for women’s suffrage. Today, referring to the Women’s Social and Political Union (WSPU), the suffrage movement is often associated with purple, green, and white. However, in fact, almost every group has its own color scheme. More than fifty suffrage organizations appeared at that time, with different palettes: from pink and green (Actresses’ Franchise League), blue and silver (Artists’ Suffrage League), black and gold (Women Writers’ Suffrage League), and others. These colors were not only featured on banners and posters, but also worn in the form of clothing, ribbons, and accessories during demonstrations, serving as a form of identity, a sign of solidarity, and a means of recognizing one another in the crowd.

A similar phenomenon was also seen in Mexico, Argentina, Brazil, and Chile during the Ni Una Menos protests, when purple and green dominated the streets. On International Women’s Day, March 8, 2020, thousands of women wore purple as a symbol of feminist resistance and gender identity, while green represented the struggle for women’s bodily rights and independence. These two colors became a powerful visual message: demanding justice for victims of femicide and calling for social change.

Final Thoughts

Color semiotics reveals that colors are never merely decorative; they always convey a meaning. Color is a social construct rich in meaning, shaping perceptions and influencing how messages are received by the public. In one place, green may symbolize the environment and hope, but in another, it may be a political symbol. As Fine et al. (1998) noted, the political meaning of color is always culturally and contextually determined, changing according to place, time, and those who employ it.

Thus, understanding color in social communication is not merely a matter of aesthetics, but also a matter of strategy. Social movements, political campaigns, and brands harness the power of color to foster collective identities and evoke emotional resonance. Ultimately, color is a language without words that speaks directly to the imagination, feelings, and consciousness of the public.

References:

Fine, G. A., Montemurro, B., Semora, B., Stalp, M. C., Claussen, D. S., & Sierra, Z. (1998). Social order through a prism: Color as collective representation. Sociological Inquiry, 68(4), 443-457. https://doi.org/10.1111/j.1475-682X.1998.tb00479.x.

Sawer, M. (2007). Wearing your Politics on your Sleeve: The Role of Political Colours in Social Movements. Social Movement Studies, 6(1), 39–56. https://doi.org/10.1080/14742830701251294.