There are many terms associated with the colour, some examples being: "fool's gold", "good as gold", "golden child" and the not so desired label of "gold digger" Many uses are mainly positive connotations. However it is useful to understand the negative aspects of the colour.
The positives being: extravagance, wealth, riches, and excess; it being a colour of warmth that can be bright and cheerful, yet somber and traditional (-Bourn creative) It can also be associated with illumination, love, compassion, courage, passion, magic, and wisdom.
Some say that some negative connotations could be: the fear of success, fear of wealth, self-centred, demanding, mean spirited, lack of trust, falseness.
SXLLM📷📷
When researching into the colour I came across a lot of images that symbolised royalty, religion and wealth- all three created in a facade to make the reader believe the story in order to sell a point. In my opinion I believe that using gold in this way is pretty much predictable; when you first see the colour that's what you think of straight away. One main culprit (hurts me to say this) is Dolce and Gabanna. They have created lines of clothing using gold that has represented both royalty and religion. Even though the pieces and the marketing campaigns are stunning, you can't help but say it's kinda cliche. Others may say that using religious aspects could also be exploitative of the culture of that religion.
The other side that I found associated with the colour is the symbolism of the whimsical, fantasy and the futuristic. There are a lot of narratives created using the colour gold. Ranging from sci-fi aspects to blatant fairytale-esque creations. The is a fine definition between the two. The more futuristic side is very structural; lines, block colour, metallic, almost like armour. Compared to this the more fantastical uses hints of the colour in order to show that fantastical and wondrous side of the genre; there is also some sort of mystery to it, there is never a definitive story for the 'narratives' they give, it is up to the reader to interpret the story for themselves. Whereas with the more cliche approach there is a blatant story, rich people (kings, queens, socialites)
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