SEEING RED
The colour of fire, passion, love, courage, energy! Red is the most powerful colour in the world. As an emotionally intense colour, red enhances human metabolism, increases respiration rate, and raises blood pressure. It also has high visibility which is why stop signs, traffic lights and fire trucks are red.
Sub-shades:
Pink – Romance, love, friendship, feminine, passive.
Dark red – Vigor, rage, anger, leadership, malice, wrath.
Brown – Stability, masculine, harvest, fall.
ORANGE YOU GLAD
A combination of the energy of red and the happiness of yellow – Orange is associated with joy and sunshine. It also denotes creativity, determination, encouragement and enthusiasm. Orange comes across as a hot colour and gives the sensation of heat. Despite this, orange is not aggressive like Red.
Sub-shades:
Gold – Wisdom, wealth, high-quality, prestige.
Dark Orange – Deceit, Distrust.
Red-Orange – Desire, pleasure, domination, aggression, thirst.
YELLOW SUBMARINE
Similar to orange, yellow is the colour of sunshine. Commonly paired with cheerfulness, intellect, loyalty, spontaneity and even stimulates mental activity. A bright, pure yellow grabs attention, like taxis in New York. However, when overused, yellow has a very disturbing effect and is known to make babies cry more. The most effective warning signs are yellow and black. Most men perceive yellow as a childish or lighthearted colour, so it is not usually seen in expensive or prestigious products for men.
Sub-shades:
Dull/Dingy Yellow – caution, decay, sickness, jealousy.
Light Yellow – intellect, freshness, joy.
GREEN WITH ENVY
Nature is a dominate connotation to the colour green as well as growth, harmony, freshness, and fertility. Stability and endurance is also common as it has a strong emotional correspondence with safety.
Sub-shades:
Dark Green – ambition, greed, money and jealousy.
Yellow Green – sickness, cowardice, discord, and jealousy.
Olive Green – traditional colour of peace.
CYAN-TIFICALLY PROVEN
Common shades of primary blue symbolises trust, loyality, wisdom, confidence, intelligence and faith. Strongly considered to be beneficial to the body and mind by slowing metabolisms and producing a calming effect. Airlines, airports, air conditioners, water products, cleaning liquids – all of which commonly use the colour blue in their packaging and design. Highly accepted among males, blue is a preferred colour. Blue also suppresses appetites.
Sub-shades:
Light blue – health, healing, understanding, soft.
Dark Blue – knowledge, power, integrity, seriousness.
Aqua/Cyan – emotional healing, protection.
PURPLE HAZE
Associated with royalty, it symbolises power, nobility, luxury and ambition. Wisdom, wealth and extravagance can also be conveyed. According to a recent survey, almost 75 percent of American pre-adolescent children prefer purple compared to other colours.
Sub-shades:
Light Purple – romantic, nostalgic feelings, feminine.
Dark Purple – gloom, sad, frustration, magic.
NIGHTS IN WHITE SATIN
Virginity, innocence, goodness, purity and light are what comes to mind of consumers when they see white. Its most popular connotation is perfection. Because of snow, white can also mean coolness or cleanliness. The simplicity of white is used a lot in high-tech products such as Apple.
CLASSIC BLACK
Black is may be considered a classic, but has a variety of undertones from power to death to mystery. It can be peaceful or aggressive. Evil or very formal. Black is also the universal colour of grief. Contrasting well with bright colours, black can also give a feeling of perspective or depth. Using a black background can diminish readability.
