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It is probably well to mention at this point that color affects people Psychologically.
These qualities were discovered during the Middle Ages, and are partly responsible
for the use of so much blue in the stained-glass windows in the great cathedrals.
Color meanings and perceptions around the world are often paradoxical. It's
up to the designer to choose a palette that works to the advantage of a given
design.
White is cheering and reflects sunlight, particularly when used with
red, yellow, or orange.
PSYCHOLOGICAL RESPONSE
Purity, cleanliness, precision, innocence, sterility, death
NOTES OF INTEREST
Signifies virginity, marriage in the U.S. but death in India and other Eastern
cultures.
Black suggests color and like gray it is depressing unless combined
with a livelier color.
PSYCHOLOGICAL RESPONSE
Power, sexuality, sophistication, death, mystery, fear, unhappiness, elegance
NOTES OF INTEREST
Signifies death and mourning in many Western cultures. In packaging, conveys
elegance, wealth, and sophistication.
Blue reduces mental excitability and therefore helps one to concentrate.
It is both cooling and sedative, but cannot be used indiscriminately, as too
much of it produces melancholia.
PSYCHOLOGICAL RESPONSE
Trust, conservative, security, technology, cleanliness, order
NOTES OF INTEREST
Used in the U.S. by many banks to symbolize trust.
Green is a cooling color and acts as an opiate.
PSYCHOLOGICAL RESPONSE
Nature, healthy, good luck, jealousy ("green with envy"), renewal
NOTES OF INTEREST
Doesn't do well in a global market. There are problems associated with green
packaging in China and France. Green has been successful in attracting investors
in the Middle East.
Yellow is cheering and stimulating and draws attention.
PSYCHOLOGICAL RESPONSE
Optimism, hope, philosophy, dishonesty, cowardice (a coward can be described
as "yellow"), betrayal NOTES OF INTEREST
Yellow is a sacred color to Hindus.
Red is exciting and stimulates the brain.
PSYCHOLOGICAL RESPONSE
Power, energy, warmth, passions, love, aggression, danger
NOTES OF INTEREST
Red changes meaning in the presence of other colors. With green, it becomes
a symbol of Christmas. When combined with white, it means joy in many Eastern
cultures.
Purple is a sedative and soothing.
PSYCHOLOGICAL RESPONSE
Spirituality, mystery, royalty, transformation, cruelty, arrogance
NOTES OF INTEREST
Purple appears very rarely in nature.
Brown is restful and warming but should be combined with orange, yellow,
or gold, because it can be depressing if used alone.
PSYCHOLOGICAL RESPONSE
Earth, reliability, comfort, endurance
NOTES OF INTEREST
Food packaging in the U.S. is often colored brown, to great success. In Colombia,
brown discourages sales.
Grey suggests color and like brown it is depressing unless combined
with a livelier color.
PSYCHOLOGICAL RESPONSE
Intellect, futurism, modesty, sadness, decay
NOTES OF INTEREST
Grey is the easiest color for the eye to see.
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