“The quality by which we distinguish a light colour from a dark one.

"
Albert Henry Munsell
A Color Notation 1905
 Color
Color is an element of art and produced by light.
Color widely used:

Color is a meaningful constant for sighted people and it's a powerful psychological tool. Widely
used to send positive or negative message, encourage sales, calm a crowd, or make an athlete
pump iron harder.
Brand logo and image distinctiveness will include a number of visual cues, such as shapes,
symbols, number, and words.
color increases brand recognition by up to 80%.
A number of studies on the relationship between color and branding reveal that up to 90% of snap
judgments made about products can be based on color alone . This is all well and good, but how
do you go about choosing a color that suits your brand? In this article, we will examine the use of
color in branding and give you an 11-color guide to help you choose the perfect one for your
brand. colors have three parameters: hue (what tint), brightness (how light) and saturation(how
pure).
Mostly Used in:
ART
Traffic lights
Patriotism
Holidays
Marriage
Mourning
Medicine and Therapy
World Culture
Books
Maps
Digital games
Dynamic and static websites
Software

Red
Meaning:
Red, one of the oldest color names, is the first to be seen in a rainbow and has the greatest
emotional impact of all.
love ( red roses) red hearts , luck, passion (red-blooded), sexiness( red lipstick, red sports cars),
festivity ( we are going to color the town red) and Santa’s red clothing at Christmas. Things
that are memorable ( red-letter day), important (red carpet), compassionate (Red Cross), and
new (red-hot news) Red’s negative associations include:
(red uniforms disguised the presence of blood from wounds), revolution and anarchy (red flag),
prostitution (red-light district), the devil, danger (traffic lights), fire, debt ( in business), and
bureaucracy (red tape).
Positive: Physical courage, strength, warmth, energy, basic survival, 'fight or flight', stimulation,
masculinity, excitement.
Negative: Defiance, aggression, visual impact, strain.

Pink
Meanings:
Pink has long been (stereotypically) associated with females and is often viewed as being ‘girly.’
However, like all colors, pink is quite diverse and the level of intensity can impact its meaning.
Pale pink, often marketed as the official color of little girls, represents sweetness while dusty pink
can be more sentimental and light pink more romantic. At the other end of the scale, hot pink
indicates youthfulness, energy, fun and excitement. A soft pink is now often referred to as
'millennial pink', for the generation's fondness for the blush tone. Soft pink interiors, graphics and
more are particularly popular with Generation Y
Positive: Physical tranquility, nurture, warmth, femininity, love, sexuality, survival of the species.
Negative: Inhibition, emotional claustrophobia, emasculation, physical weakness (Psychological
Properties of Colors).

Black
Meaning:
Black is the color of authority and power, stability and strength. It is also the color associated with
intelligence (doctorate in black robe; black horn rimmed glasses, etc.) Black clothes make people
appear thinner. It's a somber color sometimes associated with evil (the cowboy in the black hat
was almost always the "bad guy"). In the western hemisphere black is associated with grieving.
Black is a serious color that evokes strong emotions; it is easy to overwhelm people with too
much black (Business, Sales and the World Wide Web Are In Color). The psychological
implications of black are considerable. It creates protective barriers, as it absorbs all the energy
coming towards you, and it enshrouds the personality. Black is essentially an absence of light,
since no wavelengths are reflected and it can, therefore be menacing; many people are afraid of
the dark. Positively, it communicates absolute clarity, with no fine nuances. It communicates
sophistication and uncompromising excellence and it works particularly well with white. Black
creates a perception of weight and seriousness.
Positive: Sophistication, sterility, glamour, purity, clarity, security, emotional safety, efficiency,
substance, simplicity.
Negative: Oppression, coldness, menace, heaviness, barriers, unfriendliness, elitism.
.
 Gray
Meaning:
Gray is most associated with the practical, timeless, middle-of-the-road, solid things in life. Too
much gray leads to feeling mostly nothing; but a bit of gray will add that rock solid feeling to
your product. Some shades of gray are associated with old age, death, taxes, depression or a lost
sense of direction. Silver is an off-shoot of gray and often associated with giving a helping hand,
strong character (sterling in-fact!) (Business, Sales and the World Wide Web Are In Color). A
virtual absence of color is depressing and when the world turns grey we are instinctively
conditioned to draw in and prepare for hibernation. Unless the precise tone is right, grey has a
dampening effect on other colors used with it. Heavy use of grey usually indicates a lack of
confidence and fear of exposure (Psychological Properties Of Colors).
Positive: Psychological-neutrality.
Negative: Lack of confidence, dampness, depression, hibernation, lack of energy.

Blue
Meaning:
Blue Ask people their favorite color and a clear majority will say blue. Much of the world is blue
(skies, seas). Seeing the color blue actually causes the body to produce chemicals that are
calming; but that isn't true of all shades of blue. Some shades (or too much blue) can send a cold
and uncaring message. Many bedrooms are blue because it's calm, restful color. Over the ages
blue has become associated with steadfastness, dependability, wisdom and loyalty (note how
many uniforms are blue). People tend to be more productive in a blue room because they are calm
and focused on the task at hand. Some studies are showing that weight lifters can lift more weight
in a blue gym - in fact, nearly all sports are enhanced in blue surroundings(Business, Sales and the
World Wide Web Are In Color). BLUE is intellectual. Blue is the color of the mind and is
essentially soothing; it affects us mentally, rather than the physical reaction we have to red.
Strong blues will stimulate clear thought and lighter, soft blues will calm the mind and aid
concentration. Consequently it is serene and mentally calming. It is the color of clear
communication. Time and again in research, blue is the world's favorite color. However, it can be
perceived as cold, unemotional and unfriendly (Psychological Properties Of Colors).

Positive: Intelligence, communication, trust, efficiency, serenity, duty, logic, coolness,

reflection, calm.
Negative: Coldness, aloofness, lack of emotion, unfriendliness.

Green
Meaning:
Green The color of growth, nature, and money. A calming color also that's very pleasing to the
senses. Dark forest green is associated with terms like conservative, masculine and wealth.
Hospitals use light green rooms because they are found to be calming to patients. It is also the
color associated with envy, good luck, generosity and fertility. It is the traditional color of peace,
harmony, comfortable nurturing, support and well paced energy (Business, Sales and the World
Wide Web Are In Color). GREEN is balance. Green strikes the eye in such a way as to require no
adjustment whatever and is, therefore, restful. Being in the centre of the spectrum, it is the color
of balance - a more important concept than many people realize (Psychological Properties Of
Colors).
Positive: Harmony, balance, refreshment, universal love, rest, restoration, reassurance,
environmental awareness, equilibrium, peace.
Negative: Boredom, stagnation, blandness, enervation.

Yellow
Meaning:
Yellow Cheerful yellow is the color of the sun, associated with laughter, happiness and good
times. A person surrounded by yellow feels optimistic because the brain actually releases more
serotonin (the feel good chemical in the brain) when around this color. It is the color associated
with optimism but be careful with yellow; when intense, it is the color of flames and studies show
babies cry more in (bright) yellow rooms and tempers flare more around that color too. It has the
power to speed up our metabolism and bring out some creative thoughts (legal tablets are yellow
for good reason!). Yellow can be quickly overpowering if over-used, but used sparingly in the just
the right place it can be an effective tool in marketing to greater sales. Some shades of yellow are
associated with cowardice; but the more golden shades with the promise of better times (Business,
Sales and the World Wide Web Are In Color).YELLOW is emotional. In this case the stimulus is
emotional; therefore yellow is the strongest color, psychologically (Psychological Properties Of
Colors).
Positive: Optimism, confidence, self-esteem, extraversion, emotional strength, friendliness,
creativity.
Negative: Irrationality, fear, emotional fragility, depression, anxiety, suicide.

Orange
Meaning:
Orange The most flamboyant color on the planet! It's the color tied most this fun times, happy and
energetic days, warmth and organic products. It is also associated with ambition. There is nothing
even remotely calm associated with this color. Orange is associated with a new dawn in attitude
(Business, Sales and the World Wide Web Are In Color).Orange is stimulating and reaction to it
is a combination of the physical and the emotional. It focuses our minds on issues of physical
comfort - food, warmth, shelter etc. -and sensuality. It is a 'fun' color. Negatively, it might focus
on the exact opposite – deprivation
Positive: Physical comfort, food, warmth, security, sensuality, passion, abundance, fun.
Negative: Deprivation, frustration, frivolity, immaturity.

Purple/violet

Meaning:
Purple/violet What color were the robes of kings and queens? Yes, they were purple, our most
royal color that is associated with wealth, prosperity, rich sophistication. This color stimulates the
brain activity used in problem solving. However, when overused in a common setting it is
associated with putting on airs and being artificial. Use purple most carefully to lend an air of
mystery, wisdom, and respect. Young adolescent girls are most likely to select nearly all shades of
purple as their favorite color (Business, Sales and the World Wide Web Are In Color).
VIOLET is spiritual. It is highly introversive and encourages deep contemplation, or meditation.
It has associations with royalty and usually communicates the finest possible quality
(Psychological Properties Of Colors).
Positive: Spiritual awareness, containment, vision, luxury, authenticity, truth, quality.
Negative: Introversion, decadence, suppression, inferiority.

Brown
Meaning:
Brown This color is most associated with reliability, stability, and friendship. More are likely to
select this as their favorite color. It's the color of the earth itself "terra firma" and what could
represent stability better. It too is associated with things being natural or organic. Caution
however, for in India it is the color of mourning (Business, Sales and the World Wide Web Are In
Color). Brown usually consists of red and yellow, with a large percentage of black. Consequently,
it has much of the same seriousness as black, but is warmer and softer. It has elements of the red
and yellow properties. Brown has associations with the earth and the natural world. It is a solid,
reliable color and most people find it quietly supportive - more positively than the ever-popular
black, which is suppressive, rather than supportive (Psychological Properties of Colors).
Positive: Seriousness, warmth, Nature, earthiness, reliability, support.
Negative: Lack of humor, heaviness, lack of sophistication.

Examples
Color Psychology: The Color White
Purity, innocence, cleanliness, sense of space, neutrality and mourning (in some
cultures/societies)
Color Psychology: The Color Black
Authority, power, strength, evil, intelligence, thinning / slimming and death or mourning
Color Psychology: The Color Gray
Neutral, timeless and practical
Color Psychology: The Color Red
Love, romance,gentle,warmth,comfort,energy,excitement,intensity,life and blood
Color Psychology: The Color Orange
Happy, energetic, excitement, enthusiasm, warmth, wealth prosperity ,sophistication, change and
stimulation
Color Psychology: The Color Yellow
Happiness, laughter, cheery, warmth, optimism, hunger, intensity,
Frustration, anger and attention-getting
Color Psychology: The Color Green
Natural, cool, growth, money, health, envy, tranquility, harmony, calmness and fertility
Color Psychology: The Color Blue
Calmness, serenity, cold, uncaring, wisdom, loyalty, truth, focused and un-appetizing
Color Psychology: The Color Purple
Royalty, wealth, sophistication, wisdom, exotic, spiritual, prosperity, respect and mystery
Color Psychology: The Color Brown
Reliability, friendship, sadness, warms, comfort, security, natural, organic and mourning (in some
cultures/societies)
Color Psychology: The Color Pink
Romance, love, gentle, calming and agitation (Color Psychology: The Emotional Effects of
Colors).
Red is all about healing, stimulation, circulation, and revitalization of the mind, body spirit. It also
produces red blood cells. Red can overcome inertia and its spiritual significance is connotation of
energy and power.
Orange is a vitalizing color. It promotes sexual energy by promoting production of ovum and
sperms. Orange can also relieve congestion. It is useful for maintaining the glow on the skin. It
stimulates courage and promotes higher levels of mental energy. Its spiritual significance is the
courage to attain goals.
Yellow is a healing, cleansing and purifying color. It stimulates understanding and intelligence. It
also promotes cosmic awareness.
Green is synonymous with abundance and harmony- so this color promotes both these qualities.
Green color helps balance the heart and regularizes the blood pressure. Green can maintain body
temperature and relieve headaches. Spiritually, green can bring energy to the heart chakra and
connotes love and healing.
This is a cooling color that relieves skin discoloration; it cools and heals the heated body. Blue
color therapy healing is used for alleviating disorders of the bile and fevers etc. It is also a
sedative color and brings calm, peace and quiet to the mind. Spiritually, blue connotes idealism
and selflessness.
Violet is an uplifting color that can expand the mind for a heightened sixth sense or intuition.

Color Symbolism Chart

  Red: Excitement, energy, passion, love, desire, speed, strength, power, heat, aggression, danger,
fire, blood, war, violence, all things intense and passionate, sincerity, happiness (Only in Japan)
  Pink symbolizes love and romance, caring, tenderness, acceptance and calm.

  Beige and ivory symbolize unification. Ivory symbolizes quiet and pleasantness. Beige
symbolizes calm and simplicity.
Yellow signifies joy, happiness, betrayal, optimism, idealism, imagination, hope, sunshine,
  summer, gold, philosophy, dishonesty, cowardice, jealousy, covetousness, deceit, illness, hazard
and friendship.
  Dark Blue: Symbolizes integrity, knowledge, power, and seriousness.

Blue: Peace, tranquility, cold, calm, stability, harmony, unity, trust, truth, confidence,
  conservatism, security, cleanliness, order, loyalty, sky, water, technology, depression, appetite
suppressant.

  Turquoise symbolizes calm. Teal symbolizes sophistication. Aquamarine symbolizes water.

Lighter turquoise has a feminine appeal.

  Purple: Royalty, nobility, spirituality, ceremony, mysterious, transformation, wisdom,

enlightenment, cruelty, honor, arrogance, mourning, temperance.
  Lavender symbolizes femininity, grace and elegance.

  Orange: Energy, balance, enthusiasm, warmth, vibrant, expansive, flamboyant, demanding of

attention.

  Green: Nature, environment, healthy, good luck, renewal, youth, spring, generosity, fertility,
jealousy, service, inexperience, envy, misfortune, vigor.

  Brown: Earth, stability, hearth, home, outdoors, reliability, comfort, endurance, simplicity, and
comfort.

  Gray: Security, reliability, intelligence, staid, modesty, dignity, maturity, solid, conservative,
practical, old age, sadness, boring. Silver symbolizes calm.
White: Reverence, purity, birth, simplicity, cleanliness, peace, humility, precision, innocence,
    youth, winter, snow, good, sterility, marriage (Western cultures), death (Eastern cultures), cold,
clinical.
Black: Power, sexuality, sophistication, formality, elegance, wealth, mystery, fear, evil,
  unhappiness, depth, style, sadness, remorse, anger, anonymity, underground, good technical color,
mourning, death (Western cultures), austerity, detachment.

Interpretation

Generally, color is the one which non oral form of deep communication. Colors are captured
subconsciously before people can consciously attend to something. The physiological and
emotional effect of color on people are influenced by several reasons such as past experiences,
environment, culture, norms, religion, natural environment, gender, race, and nationality.
Color therapy or chromo therapy is one of the oldest remedial therapies that have been used in
many parts of the world. With shrinking barriers and increased communication, as a result of
globalization, there is a greater homogenization of color exchanges, especially as companies reach
out to embrace broader markets throughout the world. Old color concepts are changing and
expanding. Seen in this light, one may clearly state that the use of color as a tool for propaganda,
is now more relevant than ever. The use of color is of crucial importance and forms the backbone
of communication in a modern marketing environment.