Since the 19th century, the colors pink and blue have been used as gender signifiers, particularly for infants and young children. The current tradition in the United States (and an unknown number of other countries) is "pink for girls, blue for boys".
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Prior to 1940, two conflicting traditions coexisted in the U.S., the current tradition, and its opposite, i.e., "blue for girls, pink for boys". This was noted by Paoletti (1987, 1997, 2012).
Since the 1980s, Paoletti's research has been misinterpreted and has evolved into an urban legend: that there was a full reversal in 1940, prior to which the only tradition observed was the opposite of the current one.
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Commentary
1921 - USA
BLUE FOR BOYS; PINK FOR GIRLS
For many years the correct colors for use in connection with birth announcements and many other articles pertaining to or used for babies has been a much mooted question. Most good authorities have maintained that blue for a boy and pink for a girl is undoubtedly correct, while others have insisted that pink for a boy and blue for a girl is proper. So universal did this difference of opinion become that finally, at the suggestion of the Whiting Paper Co., a questionnaire on the subject was sent out by the National Association of Steel and Copper Plate Engravers in an effort to set an authoritative standard of color. Their report is embodied in a circular sent out to the members of the association which reads as follows:
"In the new edition of 'Proper Forms' an attempt to set some standard of color for birth cards has been made. Our questionnaire replies showed cities totaling 12,000,000 people using blue for a boy--cities totaling 6,000,000 using pink for a boy. We believe the majority should be correct and think some record will help standardize it--it is not imperative--when doubtful, advise white."
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