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| Color | Emotion/Message |
Red | Stimulates and evokes anger, passion, power, energy, action; warmth, love, danger, boldness, excitement, intensity, aggression. |
Yellow | Indicates caution, brightness, warmth, mellowness, positive meaning, imagination, optimism, and cheerfulness; attention-grabbing, comfort, liveliness, cowardliness. |
Blue | Can relax, calm, indicate maturity, and evoke trust, tranquility, or peace; professionalism, confidence, security, loyalty, reliability, honor, boredom. |
Purple | Projects assertiveness or change. Often used as a sign of magic, wisdom, mystery, royalty, richness, spirituality, elegance, artificial, or power. |
Orange | Can indicate high energy or enthusiasm, excitement. Has recharging power and sometimes stimulates positive thinking; cheerfulness, warmth, expansive, flamboyant, low cost, affordability. |
Brown | An earth tone that creates a feeling of stability, wholesomeness, strength and support; relaxing, confident, casual, reassuring, earthy. |
Green | Evokes nature, rebirth, creativity, positive image, moving forward, growth, financial success, or prosperity; durability, reliability, environmental, luxurious, optimism. |
Black | Represents absence/lack of color. Creates sense of independence, completeness, and solidarity. Often used to indicate formality, elegance, sophistication, strength, financial success, seriousness, illegality, depression, death, or heaviness of the situation. |
Gray | Conservatism, traditionalism, practical, staid, reliability, intelligence, serious, dull, uninteresting. |
White | Cleanliness, purity, newness, virginity, peace, innocence, simplicity, sterility. |
The above associations are not universal and can vary depending on the country and the culture and experiences of the audience members.
© 2004 by Dawn Bjork Buzbee
Dawn Bjork Buzbee is The Software Pro® and a certified Microsoft Office Expert, Certified Microsoft Applications Specialist (MCAS) Instructor, and a certified Microsoft Office Specialist Master Instructor. Dawn shares smart and easy ways to effectively use software through her work as a software speaker, trainer, and consultant. Discover more tips, tricks, tools, and techniques at www.SoftwarePro.com.
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