Meaning of Colors

Colors and Color Combinations

Colors have symbolism and meanings. As you design brochures, logos, and Web sites, it is helpful to keep in mind how the eye and the mind associate meanings with the colors you display.

Sometimes colors create a physical reaction (red has been shown to raise blood pressure) and at other times it is a cultural reaction (in the U.S. white is for weddings, in some Eastern cultures, white is the color for mourning and funerals). Colors follow trends as well. Avocado, a shade of green, is associated with the 60s and 70s (remember that shag carpeting?) in the minds of some consumers.

In addition to understanding color meanings, it helps with mixing and matching colors to know the relationship of adjacent, complementary, and clashing colors. The subject is more fully explained in this Color Basics article from About.com.


	Authority and Power Evokes strong emotions Associated with Evil Overwhelming if used in excess
	Purity - Cleanliness Safety (away from things that go bump in the night) Mourning for some Eastern Cultures
	Practical (in moderation) Timeless (in moderation) Middle of the Road Too much depressing / “nothingness” Old age / death Depression / loss of direction
	Energy – Movement – Excitement Too much – overwhelming, agitated Holidays
	Calming for lighter shades Cold and Uncaring some shades or too much Steadfast – Dependable – Loyal Productive
	Growth – Nature - Money Calming Forest Green = conservative, masculine and wealth)
	Wealth – Prosperity – Riches Sophistication Mystery – Wisdom - Respect Too much – Being Artificial – “Airs”
	Cheerful – Laughter – Happiness Optimism – better times Too much causes babies to cry and tempers to flare Speeds up metabolism and creativity increases sales Overpowering if over used or associated with cowardice
	Flamboyant Fun times, happy energetic days Ambition – New Dawn - Attitude
	Reliability – Stability Friendship Natural or Organic Too much - Mourning

	Monochromatic Single color in varying shades Gives a Clean Look to website Soothing, pleasing to eye Calming Especially blue or green hues


	Analogous Colors that are adjacent to each other on the color wheel. One color is used as a dominant Others are used to enrich the scheme Similar to Monochromatic but offers more variation and a richer feel


	Complimentary High contrast colors – opposites Warm color and cool color Pleasing to the eye Target zones Energetic


	Split Complimentary More nuances than complementary Retains strong visual contrast. Harder to balance colors Single warm color against a range of cool colors puts emphasis on warm color Avoid using desaturated warm colors (browns or dull yellows) - may ruin the scheme.


	Triadic High contrast and harmony Energetic Pick one color as dominant or you get frustrated visitors Hot-spot color areas draw attention


	Tetradic – Double Complimentary More color variety Hardest to balance Pick one color as dominant or you get frustrated visitors Avoid pure colors in equal amounts