"Bure nazar walk tera muh kala" is probably the first Hindi phrase we learned in school. Culturally Indian's refer to black as an unclean colour.
For a people obsessed with purity, black has variously represented shame, uncleanliness, ugliness, illegal wealth, demonic roots, inappropriate actions or adulterations in your favorite pulses.
In contrast, "White" has been the standard bearer of being clean.Whether it is the colour of the mythical animal transports of the Hindu pantheon, to the description of your state of mind when your conscience is clean; white is the irrefutable colour of cleansing. From detergents to toilet cleaners, the quest for the "Whitest White" seems to the marketers Holy Grail.
In this black and white world enters a new (more western) paradigm of "Black=Clear".
If your brand does not want to cheat its customers, then it will be in black. Some of the new platforms for black that are being dialed up include - simplicity and greater potency.
Here are some examples of the same -
The other area where we see a more generous use of black is in the display of colour.
While one can argue that black is a "macho" colour, you wouldn't readily associate it with candles. While "a light in the dark" would be something that you could also allude to, however, the brand has been overly generous with black, to their credit.
VP - Retail & New Media