When choosing colors for your designs, it would be wise to refer not only to what variations look best or are complementary on the color wheel but also be aware of the affect that colors will have on the emotions of your project’s primary audience. Great artists throughout time have utilized colors to convey symbolic meanings as well as develop hierarchies in works of art. Many studies have been done including Lüscher’s Color Diagnostic which have revealed some interesting connections between color and emotion. Here is a simple rundown of the basic emotions evoked by each color.
White:
light, goodness, cleanliness, innocence and purity
Black:
power, elegance, formality, death, mystery and evil
Red:
danger, war, energy, strength, power, determination as well as desire, love and passion
Orange:
heat, sunshine, the tropics, enthusiasm, fascination, creativity, determination, attraction and success
Yellow:
joy, happiness, energy and intellect
Green:
nurturing, safety, growth, freshness and harmony
Blue:
trust, loyalty, wisdom, confidence, faith, truth and intelligence
Purple:
power, nobility, luxury, ambition and wisdom
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