Legendary white pigment colours, tints, shades and cultural references. Colour symbolism varies depending on hue, tint, shade and context. Research indicates that white is associated with purity, innocence and peace. White also conveys a sense of hygiene, freshness, cleanliness and spaciousness. White can seem sterile, clinical and cold. It’s symbolises marriage, death and mourning depending on culture. White colour illustration by Zena O’Connor, PhD © Design Research Associates.