What Color Represents

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.  It is also important to keep in mind the “age” of your target audience because color is perceived differently by different age groups.

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 in the minds of some consumers (anyone remember that shag carpeting?).

Authority
Power
Evokes strong emotions
Can be associated with Evil
Can be overwhelming if used in excess

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Purity
Cleanliness
Plainness
Safety (away from things that go bump in the night)
Can also represent Mourning for some Eastern Cultures

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Practical (when used in moderation)
Timeless or Classic (when used in moderation)
Middle of the Road
Depressing (if used too much) lends a feeling of “nothingness”
Old Age / Death / Loss of Direction

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Energy
Excitement
Movement
Agitation (if too much is used in brightest shades)
Holidays (It’s Christmas or Valentines Day)

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Lighters shades often give a “calming” feel
Cool and Uncaring (for some bolder shades) or if too much is used
Steadfast, Dependable, Loyalty
Productive
The favorite color of visitors over 50

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Growth
Nature
Money
Calming
Forest Green = Conservative, Masculine and Wealthy

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Wealth, Prosperity, Riches
Sophistication
Mystery, Wisdom, Respect
Too much is perceived as being “Artificial” or Putting on Airs
A favorite color of women

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Cheerful, Laughter, Happiness
Optimism and a feeling of better times
Too much causes babies to cry and tempers to flare
Speeds up metabolism and creativity, increases sales
Overpowering if over used – can be associated with cowardice

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Flamboyant
Fun times
Happy energetic days
Ambition
New Dawning or beginning, Attitude

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Reliability
Stability
Friendship
Natural or Organic
Too much my symbolize Mourning