The use of colors in the art of practice is not the prerogative of artists, nor that of craftsmen. The world of colors is open to everyone. What could be more visual than a color? The choice of colors goes beyond the simple visual, it is strategic and allows to communicate an emotion or to manipulate the mind.
Take the example of states, according to German sociologist Max Weber, the monopoly on the exercise of legitimate violence. They carefully choose the colors of their flags and those of the uniforms of their various armies and police. To do this, they take into account the geographic, social, cultural, religious and security constraints inherent in their area of sovereignty. To dress their troops, the armed forces have always avoided flash colors; except for parade outfits. For combat outfits, armies take into account the necessities of camouflage to prevent their men from being easily seen by the enemy. Color then takes on a whole strategic meaning.
Contemporary history teaches us that the Moroccan state first used colors to distinguish the political parties which unfortunately became so numerous that the palette of available colors quickly ran out, which justified the use of objects and animals to differentiate them. As paradoxical as it may seem, and on another level, state decision-makers, some of whom were fortunate during their childhoods to learn about coloring, opted to abandon the five-year plans and other inherited development programs from the Soviet era to replace them with projects for which we do not start with numbers to name them but rather beautiful colors of the terrestrial, maritime and celestial nature. This is the era of the coloring generation which has been inaugurated.
In marketing, color has played an important role in differentiating products, brands and producers. The judicious choice of product color range has contributed to the success of many businesses.
Insurers have always used colors in the daily exercise of their activity but also to advertise through their banners. They first used the numbering of the files they manage. However, the alphanumeric numbers and codes were not sufficient to differentiate the multiple categories of contracts and claims associated with them. The differentiation by colors imposed itself; since the introduction of insurance in Morocco by Western insurers. The cardboard folders containing the contracts have different colors chosen according to the category of insurance managed. With regard to the automobile industry, some companies reserved and always reserve the color red for claims files. Red in Western culture (which the Moroccan insurance was largely inspired not to say copy) it is love certainly, but also the forbidden, the danger and in a less poetic way, the blood, even symbol of life but also of death and disease. In Arab-Muslim culture, the story is different; red is the preferred color for men and women. Tunisian sociologist Abdelwahab Bouhdiba, does he not evoke the “centuries-old reign of red over Arab clothing” 1.
If in Morocco, insurance companies, subject to the control of State 2, freely choose the color of their files, they must on the other hand respect that of the certificate of compulsory insurance of motor vehicles which they issue to insured and which is subject to very strict regulations, which have evolved over time. In 1934, the State ‹‹ intervened to set up a set of compulsory legal rules that all insurance companies are required to respect ›› 3.To avoid any slippage and aware of the fact that “disorder is is order minus power ”4, he intervened to gradually adopt adequate measures to bring order to the insurance sector and even used colors to achieve his mission.
This is discussed in detail in the following article which is entitled: Insurance a world of colors.
* (Insurance intermediary at Berrechid)
(1) Abdelwahab Bouhdiba, “Arabs and color” article published in: Cahiers de la Méditerranée, pp. 63-77, 1980 Under the supervision of Clémence Sugier.
(2) Mohamed Zerhouni, “The control of insurance companies in Morocco”, Fédala printing edition, 1988.
(3) Abdesalam GUELLAF, “State control over the insurance sector”, Arabian Al Hilal, Rabat, 2nd Edition, 1998, p.91.
(4) Quote from Léo Ferré.