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
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 purity, marriage in the U.S. but death in India and
other Eastern cultures.
Black
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
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
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
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
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
Purple is a sedative and soothing.
- PSYCHOLOGICAL RESPONSE
Spirituality, mystery, royalty, transformation, cruelty,
arrogance
- NOTES OF INTEREST
Purple appears very rarely in nature.
Brown
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.
Gray
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
Gray is the easiest color for the eye to see.