The attitudes of white people in Africa to colour are similar to those in Europe, except for variations due to climate.
The Africans prefer very bright pure hues generally, but in those parts of the continent where they are remote from European influences, there still exists a number of tribal preferences and prejudices which in some districts are said to vary from village to village. These have little significance, however, among the Africans living in urban districts.

The attitude of many African natives towards colour is best illustrated by the concept of "PACHIGH" colour, which is to say beautiful colours in the sense of being exciting for their brilliance and tone contrast. This has been studied in relation to the Pakots of the Suk, Kenya : thus

RED and WHITE alternate beads are "pachigh" (beautiful) BLUE and WHITE alternate beads are "pachigh" (beautiful)

RED and YELLOW alternate beads are not acceptable. RED and BLUE alternate beads are not acceptable. YELLOW and WHITE alternate beads are not acceptable.

"Of three coloured shirts covered with designs which were shown to informants (the Pakots), the largest number of colours, and a wealth of surface pattern was considered prettier than the others." . . .
Some single colours are preferred, such as blue in the locality under consideration, but any colour may be strung out in a string of all the same colour and be pretty. Royal Anthropological Institute publication "Man", article 108, by H.K. Schneider, August, 1956.

Egypt
GREEN, the national colour, is generally popular. BLUE, among the less educated, is reputed to ward off the evil eye (as in beads & other personal adornments.)

Morocco (French)
SOFTER SHADES are preferred to the bright colours popular in many comparable countries.

Morocco (Spanish)
RED and YELLOW textiles used to be strongly preferred in the Eastern region including the Rif, while there was an equally marked prejudice against these colours in Tetuan and the Western region. ( This appears only to apply to textiles and could be a reaction to the colours of the Spanish royal flag.)

Tunisia
GREEN, WHITE and RED are popular with the Muslims. BLUE and WHITE are favoured by the Jewish population.