Last week we talked a little bit about basic colors and the relationships between them and today, we will talk about what sorts of feelings colors evoke.
This is mainly an article about how color is perceived in the western world.
White
White is the color that represents purity, neutrality, sterility and youth. White is often associated with cleanliness or sterility. White is also associated with neutrality and peace — hence a white flag for surrender or parley. For the same reason it is a perpetually used as a neutral color that will continue to be the preferred backdrop on websites and the “color” behind the color. (Edited to add: We do not think that this is always a best practice, but because of the high contrast ratio that you can create with white, it does not mean it is always the best choice)
White is known for symbolizing light, reverence, purity, truth, snow, peace, innocence, cleanliness, simplicity, security, humility, sterility, winter, coldness, surrender, fearfulness, unimaginative, air, death (in Eastern cultures), life, marriage (in Western cultures), hope, bland, empty (interior) and January (winter).
Black
Black can mean both classic and new. It also has a macabre feeling that lends towards the color’s use in in Western cultures for funerals. It conveys everything from intellignence, rebellion. absence, modernity, sophistication, elegance, sorrow and seriousness.
Red
Red causes an immediate psychological response. In China it is a color of celebration and luck, in India it is a color of integrity and purity while in South Africa it is a color of mourning. Red is an advancing color that makes objects look larger. It is a bold color associated with everything from Christmas to sale signs. Red is a powerful color.
Red is said to cause physical effects such as an increased heart rate or hunger. In the western world it typically symbolizes passion, fire, energy, sex, love, heat, power, fanger and anger. In US politics it is the color used to describe a conservative state.
Orange
Orange is another energetic color. It typically symbolizes happiness, energy, balance, heat, fire, enthusiasm, flamboyance, playfulness, warning, danger, autumn and desire. Orange’s intensity is calmed by the addition of yellow to the strong red. In the Netherlands Orange is the color of royalty.
Yellow
Yellow is a happy color, yet when given in large doses may anger or irritate a person. Yellow symbolizes everything from sunlight and joy, optimism, idealism and home to earth, summer and air to cowardice, illness, hazards, fear and dishonesty. Yellow ribbons are used as symbols of hope for families with a soldier at war.
Green
Green is a very strong color in movements that are earth friendly, due to its association with nature. Being “a little green” can either mean you are new or not feeling well, depending on the context.
Green symbolizes things as disparate as nature to mone to jealousy. Nature, spring, fertility, the environment, vigor, wealth, money, greed and jealousy are all evoked by the color green.
Blue
Blues are some of the most comforting colors on the color wheel. Blues evoke tranquility, peace, idealism, harmony and security. More literally it is used to represent water, ice, winter and the planet. Blue is also one of the most comonly used colors on the internet (Yes, it is time to explore new colors!) In US politics, news outlets refer to liberal states as “blue” states.
Purple
Our favorite color! Purple is the color of royalty and wisdom! We use it to honor our veterans who have won the highest honor we can give them, a Purple Heart, because they were wounded standing up for us. Purple can symbolize nobility, wealth, and wisdom. In addition it is the color of sensuality, creativity, flamboyance and pride.
Pink
Pink is related to red, but it is completely independent when it comes to symbolism. It is a color that has tranquilizing effects. It symbolizes innocence, gratitude, love, romance, femininity and spring.
Brown
Brown is a steadfast color that matches the color of the earth. It is calm and balanced. Typically it is used to symbolize calm, nature, stability, dirt, heaviness, poverty and wholesomeness. Brown is another color that can leave you hungry.
Please remember that this is just a cursory overview and is really just meant as food for thought for you designer types. Think twice before you use blue again. Be careful with large amounts of red (and accidentally pairing it with green for something that is not Christmas related).
