One of my favorite topics in design school was color symbolism (most likely due to my psychology background). Color symbolism takes into account what different colors represent. For instance, the color black can represent evil or sadness and is the reason why black is often used during funerals.
When choosing colors for graphic design and markting purposes, it may be helpful to consult the Color Symbolism Chart below. What are your branded colors saying about your company?
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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