Colour Communication: Evolution Of Colour Aesthetics In Malaysian Animated Characters

Abstract

Colour has evolved as a strong communicative and symbolic element in Malaysian animation, serving not merely a decorative purpose but also conveying identity, emotional tone, and cultural nuance. As local animation practitioners embrace digital technologies, colour aesthetics have evolved significantly, reflecting shifts in sociocultural values, audience preferences, and production practices. Despite the growing popularity of Malaysia's animation industry, academic research has not extensively examined how colour serves as a cultural signifier and its evolution over various animation eras. This study addresses the gap by exploring the evolution of colour aesthetics in Malaysian animated characters from the early 90s to the digital era. Adopting a qualitative approach, this study employs indirect observation and visual analysis on a purposive sample of one Malaysian animated film representing three key periods: the early analogue phase (the 1990s–2000s), the digital transition (2010s), and the streaming era (2020s). Using a visual coding framework grounded in colour semiotics and media aesthetics, the study identifies recurring colour patterns in animated films. Findings reveal a decline in the use of culturally symbolic colours, such as yellow (royalty), red (celebration), and green (Islam), in recent productions. Earlier animations embedded ethnic and national identity through culturally rooted palettes, whereas post-2010 animated characters' emotion-driven, genre-based, and market-oriented colour strategies. This chromatic shift reflects a transformation in production priorities, where global visual trends and commercial branding increasingly outweigh traditional symbolic messaging. This study contributes to the contextualisation of colour as a dynamic cultural medium. It offers a framework for understanding how the technological and global pressures reshape visual identity in Malaysian animated content.

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