When I was asked to further explore aspects of Thai culture related to color, I couldn’t help but chuckle. Perhaps, I was now considered an expert, having written a couple of articles on the subject (you can find those articles here and here). Things that are a part of my daily life are apparently strange cultural norms to people outside of Thailand.
Picture this: you are cruising down the streets of Thailand, and you spot a sleek black car displaying a sticker that declares, “This car is blue.” Sticker shock? Not if you’ve read my previous articles and can guess that the erroneous label has something to do with our fascination with colors and the days of the week.
As you can see from the above chart, there are good and bad colors associated with each day of the week. A car decal is a quick, contemporary twist on traditional ceremonies performed to ward off misfortune, a decoy for confusing mischievous spirits and foiling their ill intentions. For instance, being born on a Friday and driving a black car might attract bad luck like flies to honey. Fear not, a simple decal, preferably in the same color as the one stated on it, can serve as the perfect repellent. The evil spirit, confused by the conflicting statement, will skip you and move onto a more available victim. The decals gained such widespread popularity that Chevrolet Thailand initiated a campaign for their customers to download them for free.
Now, you might ask, “Why don’t Thai folks simply buy a car of the lucky color from the get-go?” Well, not all cars are available in all the colors of the rainbow. Some people, like those who inherit family cars or taxi drivers who must follow company policy, often end up with a vehicle with an inauspicious color. And what if you’ve had your heart set on the unlucky iridium silver or midnight indigo? It’s easier to slap on a decal than to replace a car or crush a dream.