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.
	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