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The Psychology of Color

Color is a powerful component of design. It not only adds visual appeal, it sends a visual message.

When selecting colors for your logo, advertising, web site, or other marketing materials, consider the symbolism of color relative to your target audience.

Color Symbolism

 

Red

Excitement, energy, passion, desire, speed, strength, power, heat, love, aggression, danger, fire, blood, war, violence, aggression, all things intense and passionate.

 

Yellow

Joy, happiness, optimism, idealism, imagination, hope, sunshine, summer, gold, philosophy, dishonesty, cowardice, betrayal, jealousy, covetousness, deceit, illness, hazard.

 

Blue

Peace, tranquility, calm, stability, harmony, unity, trust, truth, confidence, conservatism, security, cleanliness, order, loyalty, sky, water, cold, technology, depression, appetite suppressant.

 

Orange

Energy, balance, warmth, enthusiasm, vibrant, expansive, flamboyant, demanding of attention.

 

Green

Nature, environment, healthy, good luck, renewal, youth, vigor, spring, generosity, fertility, jealousy, inexperience, envy, misfortune.

 

Purple

Royalty, spirituality, nobility, spirituality, ceremony, mysterious, transformation, wisdom, enlightenment, cruelty, arrogance, mourning.

 

Gray

Security, reliability, intelligence, staid, modesty, dignity, maturity, solid, conservative, practical, old age, sadness, boring

 

Brown

Earth, hearth, home, outdoors, reliability, comfort, endurance, stability, simplicity, and comfort.

 

White

Reverence, purity, simplicity, cleanliness, peace, humility, precision, innocence, youth, birth, winter, snow, good, sterility, marriage (Western cultures), death (Eastern cultures), cold, clinical, sterile.

 

Black

Power, sexuality, sophistication, formality, elegance, wealth, mystery, fear, evil, anonymity, unhappiness, depth, style, evil, sadness, remorse, anger, underground, good technical color, mourning, death (Western cultures).

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