Red
Red is the
color of fire and blood, so it is associated with energy, war, danger,
strength, power, determination as well as passion, desire, and love.
Red is a very
emotionally intense color. It enhances human metabolism, increases respiration
rate, and raises blood pressure. It has very high visibility, which is why stop
signs, stoplights, and fire equipment are usually painted red. In heraldry, red
is used to indicate courage. It is a color found in many national flags.
Red brings
text and images to the foreground. Use it as an accent color to stimulate
people to make quick decisions; it is a perfect color for 'Buy Now' or 'Click
Here' buttons on Internet banners and websites. In advertising, red is often
used to evoke erotic feelings (red lips, red nails, red-light districts, 'Lady
in Red', etc). Red is widely used to indicate danger (high voltage signs,
traffic lights). This color is also commonly associated with energy, so you can
use it when promoting energy drinks, games, cars, items related to sports and
high physical activity.
Light red represents
joy, sexuality, passion, sensitivity, and love.
Pink signifies romance, love, and friendship. It denotes feminine
qualities and passiveness.
Dark red is associated with vigor, willpower, rage, anger, leadership,
courage, longing, malice, and wrath.
Brown suggests stability and denotes masculine qualities.
Reddish-brown is associated with harvest and fall.
Orange
Orange
combines the energy of red and the happiness of yellow. It is associated with
joy, sunshine, and the tropics. Orange represents enthusiasm, fascination,
happiness, creativity, determination, attraction, success, encouragement, and
stimulation.
To the human
eye, orange is a very hot color, so it gives the sensation of heat.
Nevertheless, orange is not as aggressive as red. Orange increases oxygen
supply to the brain, produces an invigorating effect, and stimulates mental
activity. It is highly accepted among young people. As a citrus color, orange
is associated with healthy food and stimulates appetite. Orange is the color of
fall and harvest. In heraldry, orange is symbolic of strength and endurance.
Orange has
very high visibility, so you can use it to catch attention and highlight the
most important elements of your design. Orange is very effective for promoting
food products and toys.
Dark orange can
mean deceit and distrust.
Red-orange corresponds to desire, sexual passion, pleasure, domination, aggression,
and thirst for action.
Gold evokes the feeling of prestige. The meaning of gold is illumination,
wisdom, and wealth. Gold often symbolizes high quality.
Yellow
Yellow is the
color of sunshine. It's associated with joy, happiness, intellect, and energy.
Yellow
produces a warming effect, arouses cheerfulness, stimulates mental activity,
and generates muscle energy. Yellow is often associated with food. Bright, pure
yellow is an attention getter, which is the reason taxicabs are painted this
color. When overused, yellow may have a disturbing effect; it is known that
babies cry more in yellow rooms. Yellow is seen before other colors when placed
against black; this combination is often used to issue a warning. In heraldry,
yellow indicates honor and loyalty. Later the meaning of yellow was connected
with cowardice.
Use yellow to
evoke pleasant, cheerful feelings. You can choose yellow to promote children's
products and items related to leisure. Yellow is very effective for attracting
attention, so use it to highlight the most important elements of your design.
Men usually perceive yellow as a very lighthearted, 'childish' color, so it is
not recommended to use yellow when selling prestigious, expensive products to
men – nobody will buy a yellow business suit or a yellow Mercedes. Yellow is an
unstable and spontaneous color, so avoid using yellow if you want to suggest
stability and safety. Light yellow tends to disappear into white, so it usually
needs a dark color to highlight it. Shades of yellow are visually unappealing
because they loose cheerfulness and become dingy.
Dull (dingy)
yellow represents caution, decay, sickness, and jealousy.
Light yellow is associated with intellect, freshness, and joy.
Green
Green is the
color of nature. It symbolizes growth, harmony, freshness, and fertility. Green
has strong emotional correspondence with safety. Dark green is also commonly
associated with money.
Green has
great healing power. It is the most restful color for the human eye; it can
improve vision. Green suggests stability and endurance. Sometimes green denotes
lack of experience; for example, a 'greenhorn' is a novice. In heraldry, green
indicates growth and hope. Green, as opposed to red, means safety; it is the
color of free passage in road traffic.
Use green to
indicate safety when advertising drugs and medical products. Green is directly
related to nature, so you can use it to promote 'green' products. Dull, darker green
is commonly associated with money, the financial world, banking, and Wall
Street.
Dark green is
associated with ambition, greed, and jealousy.
Yellow-green can indicate sickness, cowardice, discord, and jealousy.
Aqua is associated with emotional healing and protection.
Olive green is the traditional color of peace.
Blue
Blue is the
color of the sky and sea. It is often associated with depth and stability. It
symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and
heaven.
Blue is
considered beneficial to the mind and body. It slows human metabolism and
produces a calming effect. Blue is strongly associated with tranquility and
calmness. In heraldry, blue is used to symbolize piety and sincerity.
You can use
blue to promote products and services related to cleanliness (water
purification filters, cleaning liquids, vodka), air and sky (airlines,
airports, air conditioners), water and sea (sea voyages, mineral water). As
opposed to emotionally warm colors like red, orange, and yellow; blue is linked
to consciousness and intellect. Use blue to suggest precision when promoting
high-tech products.
Blue is a
masculine color; according to studies, it is highly accepted among males. Dark
blue is associated with depth, expertise, and stability; it is a preferred
color for corporate America.
Avoid using
blue when promoting food and cooking, because blue suppresses appetite. When
used together with warm colors like yellow or red, blue can create high-impact,
vibrant designs; for example, blue-yellow-red is a perfect color scheme for a
superhero.
Light blue is
associated with health, healing, tranquility, understanding, and softness.
Dark blue represents knowledge, power, integrity, and seriousness.
Purple
Purple
combines the stability of blue and the energy of red. Purple is associated with
royalty. It symbolizes power, nobility, luxury, and ambition. It conveys wealth
and extravagance. Purple is associated with wisdom, dignity, independence,
creativity, mystery, and magic.
According to
surveys, almost 75 percent of pre-adolescent children prefer purple to all
other colors. Purple is a very rare color in nature; some people consider it to
be artificial.
Light purple
is a good choice for a feminine design. You can use bright purple when
promoting children's products.
Light purple evokes
romantic and nostalgic feelings.
Dark purple evokes gloom and sad feelings. It can cause frustration.
White
White is
associated with light, goodness, innocence, purity, and virginity. It is
considered to be the color of perfection.
White means
safety, purity, and cleanliness. As opposed to black, white usually has a
positive connotation. White can represent a successful beginning. In heraldry,
white depicts faith and purity.
In
advertising, white is associated with coolness and cleanliness because it's the
color of snow. You can use white to suggest simplicity in high-tech products.
White is an appropriate color for charitable organizations; angels are usually
imagined wearing white clothes. White is associated with hospitals, doctors,
and sterility, so you can use white to suggest safety when promoting medical
products. White is often associated with low weight, low-fat food, and dairy
products.
Black
Black is
associated with power, elegance, formality, death, evil, and mystery.
Black is a
mysterious color associated with fear and the unknown (black holes). It usually
has a negative connotation (blacklist, black humor, 'black death'). Black
denotes strength and authority; it is considered to be a very formal, elegant,
and prestigious color (black tie, black Mercedes). In heraldry, black is the
symbol of grief.