The Meaning of Colours

The Meaning of Colours

 
 

For most of us, a rainbow of colours envelopes our lives. Over 80% of visual information is related to colour.¹ What colours and combinations of colours stimulate people to be interested in different things? What colours make us feel pleasure or disapproval, hot or cold, to be attracted or repelled, our appetite stimulated or suppressed?

 
 

Many reactions to colour are instinctual, universal and cross cultural boundaries. "Colors also convey messages that go beyond ethnic, racial, or gender boundaries. According to a 1997 survey by Cooper Marketing Group, Oak Park, IL, power is represented by the color scarlet red for 25% of respondents, black for 17% and bright violet blue for 13%. More than 55% of those surveyed chose one of these three colors out of 100 colors. Fragility was most represented by pale pink (27%), white (9%), and pale lavender (9%)."²

 
 

Other associations with colours are specific to a culture or regions. Mixing appropriate amounts of different colours however can neutralise inherent negative cultural connotations.

 
 

Web design which achieves successful marketing results is sensitive to the cultural, instinctual and iconic meanings of colour in relation to the product being promoted and considers the cultural backgrounds and gender of the targeted clientele. Avoiding the extremes of sheer garishness and boredom, effective design displays symphonic colour arrangements of shades, tints, tones and complementarities to tantalise and maintain interest. Adding textures too can alter colours - a roughly textured surface makes a colour seem darker, while a smooth surface lightens the same colour.

 
 

Colour trends may defy instinctual, cultural and iconic constraints - for example, the recent craze for vivid lime green. As Jill Morton says: "Psychologically, the 'anti-aesthetic' colors may well capture more attention than those on the aesthetically-correct list. History clearly demonstrates that this has been a prevalent trend in art since the turn of the 20th century, when Dada's urinals and snow shovels put an end to the era of Matisse and French Impressionism."³

Red

 
 

European : Danger (stop signs), love (hearts), excitement (for sale signs)

 
 

China : Traditional bridal colour, good luck, celebration, happiness, joy, vitality, long life, summoning, the direction South. Chinese saying goes "when something is so red, it is purple" - red purple brings luck and fame.

 
 

Japan : life

 
 

India : Purity

 
 

Eastern : Joy (with white)

 
 

Hebrew : sacrifice, sin

 
 

Christian : sacrifice, passion, love

 
 

USA : Christmas (with green), Valentine's day (with white)

 
 

South Africa : Mourning

 
 

Australian aboriginals : the land, earth, ceremonial ochre

 
 

Cherokees : success

 
 

Hopi : the direction South

 
 

Romans : Red flag signified the onset of battle

 
 

Celtic : Death, afterlife

 
 

Feng Shui : Yang, Fire, good luck, money, respect, recognition, protection, vitality

 
 

Red : Energy, strength, passion, eroticism, cheerfulness, courage, element of fire, career goals, fast action, lust, desire, blood, vibrancy, driving forces, risk, fame, love, survival, war, revolution, danger, aggression, strength, power, determination, emotional intensity, sex, provoking, dynamic, stimulating, courage, bravery, good-tasting, force, leadership, drama, excitement, speed, heat, warmth, violence, attention, generosity, romance

 
 

Red stimulates metabolism, increases respiration rate, perspiration, appetite and raises blood pressure. Red is a strong masculine colour.

 
 

Red tends to promote images and text, making objects appear larger and closer, though less than yellow coloured objects. Bright red can be annoying if used over large areas and is useful as a iconic colour to encourage people to act quickly eg. on buy or click here buttons. An apetite stimulant, red is useful for promoting products associated with energy ... drinks, cars, sports and games.

 
 

Care is need using red in proximity with green ... as the old adage goes: 'Red and green should not be seen without something in between'.

 
 

Mixing bright blue and bright red is also not recommended ... the combination is very tiring on the eye.

 
 

Light red : joy, sexuality, passion, sensitivity, love, indecision

 
 

Dark red : willpower, rage, wrath, tenseness, vigour, anger, leadership, courage, yearning, malice, wrath

 
 

Maroon : Yang, indecisiveness

 
 

Pink

 
 

European : Feminine colour, baby girls

 
 

East India : Feminine colour

 
 

Japan : Popular with both sexes

 
 

Korea : trust

 
 

Feng Shui : Yin, love

 
 

Pink : Romance, love, friendship, femininity, truth, passivity, good will, emotional healing, peace, calming, affection, emotional maturity, caring, nurturing, sweet tasting, sweet smelling, ethereal, delicacy.

 
 

Pale pink : sweetness of youth, fragility

 
 

Vibrant pinks : high spirits, energy, youth

 
 

Orange

 
 

European : Autumn, creativity, harvest

 
 

Netherlands : Favourite colour (House of Orange)

 
 

Ireland : Protestants

 
 

USA : Halloween, cheap goods

 
 

Hinduism : Saffron (peachy orange) is a sacred color

 
 

Feng Shui : Yang, Earth, strengthens concentration, purpose, organization

 
 

Orange : warmth, energy, balance, enthusiasm, vibrancy, vitality, expansiveness, flamboyance, excitement, business goals, property deals, ambition, career, goals, general success, justice, legal matters, selling, action, attention-grabbing, the sun, friendly, inviting, intense, joy, strength, endurance, steadfastness, tropics, quick movement, wealth of the mind and knowledge, charity, growing things, fascination, friendliness, happiness, beginnings, heat, creativity, autumn, determination, attraction, success, encouragement, courage, earth, mental and appetite stimulatant, emotional lift, assurance, social force, health, warmth, attractiveness, cheerfulness, mood-lightening, uninhibited, independence, amiability, constructiveness, self-assuredness, cheap, low-budget, fun kids colour, youth

 
 

In restaurants, as orange is an appetite stimulant, orange decor encourages sales. Less passionate than red, orange still increases oxygen supply to the brain, stimulating mental activity. Popular amongst youth.

 
 

Orange backgrounds help images seem closer and larger, but avoid over-use. Useful for highlighting important elements, promoting food products and toys.

 
 

"As we turned our sights to orange, substantial research (including the data gathered at The Global Color Survey at www.colormatters.com and the Pantone Consumer Color Preference Study® dated June 1996) documented that orange is one of Americans' least favorite colors. ... In 1991, Forbes called attention to orange's mundane associations in its December 23 article, 'Does orange mean cheap?' Yes, it does."4

 
 

Dark orange : autumn, deceit, distrust

 
 

Red orange : desire, sexuality, pleasure, domination, aggression, thirst for action

 
 

Bright orange : tangy citrus, health

 
 

Pale orange : apricot, coral, peach and melon are sophisticated

 
 

Brown

 
 

Colombia : discourages sales

 
 

Australian Aboriginals : colour of the land, ceremonial ochre

 
 

Feng Shui : Yang, Earth, industry, grounded

 
 

Brown : friendships, special events, earth, materialistic thoughts, hearth, home, outdoors, inexpensive, reliability, credibility, comfort, endurance, stability, simplicity, comfort, longevity, intimacy, tranquility, masculine, nurturing, contentment, strength, sensuality, productivity, passivity, fertility, generosity, dirt, substance, practicality, hard work

 
 

Brown is too low key if used broadly without texture or another color to enhance it. Useful for promoting food and outdoor products for work and play.

 
 

Reddish-brown : harvest, autumn

 
 

Beiges and tans : Yang, sophistication, neatness, conceals emotion

 
 

Copper : passion, money goals, professional growth, business productivity, career moves

 
 

Coffee browns : sophistication, richness, robustness, panache

 
 

Gold

 
 

World-wide : Success, high quality, money

 
 

Feng Shui : Yang, Metal, God consciousness

 
 

Gold : wealth, god, winning, safety, masculine power, happiness, playful humour, prestige, wisdom, love of spirit, meaning, purpose, awe, spiritual love, quests of the heart, desire for power, mystic powers, higher mathematics, sciences, attainment, concentration.

 
 

Gold and navy (credibility) are the best combination for selling to men and the second best for selling to women.

 
 

Yellow

 
 

European : Hope, joy, happiness, hazards, cowardice, weakness, taxis

 
 

Asia : sacred, imperial

 
 

China : Nourishing, royalty

 
 

Egypt : Mourning

 
 

Japan : Courage

 
 

India : Merchants

 
 

Buddhism : wisdom

 
 

Feng Shui : Yang, Earth, auspicious, sunbeams, warmth, motion

 
 

Yellow : sun, intelligence, light, accelerated learning, memory, logical imagination, social energy, cooperation, organisation, breaking mental blocks, sunshine, joy, happiness, intellect, energy, cheerfulness, optimism, purity, enthusiasm, warmth, honour, loyalty, mental force, clarity, perception, understanding, wisdom, dishonesty, betrayal, jealousy, covetousness, deceit, disease, weakness, caution, cowardice, follower, curiosity, mellowness, confidence, humour, dreams, creativity, desire to improve, action, idealism, optimism, imagination, hope, summer, philosophy, uncertainty, restlessness, glory, enlightenment

 
 

Yellow stimulates mental activity, generates muscle energy and attracts attention - it is the colour most visible to the human eye. Thus yellow objects move to the forefront. Students who study in yellow rooms do better in exams. Cheerful yellow can be used to promote food especially in combination with other fruit and vegetable tones, children's and leisure products and is best used as a highlight. With overuse, yellow can be disturbing and promote anxiety. Babies cry more in yellow rooms. Yellow against black denotes a warning ... the sting of the bee.

 
 

Yellow is not a practical colour to use when selling expensive items to men ... they perceive it as an untrustworthy and childish ... and avoid yellow if you wish to evoke safety and stability. Care is needed with shades of yellow as they can lose their warmth and appear dirty.

 
 

Dull yellow : caution, decay, sickness, jealousym aging

 
 

Light yellow : intellect, freshness, and joy

 
 

Ivory/cream : quiet, pleasantness, calm, understated elegance, purity, softness, more rich and warm than white

 
 

Green

 
 

China : Exorcism, green hats indicate a man's wife is cheating on him.

 
 

Japan : Life.

 
 

Islam : Hope - the cloak of the prophet was thought to be green, virtue - only those of perfect faith can wear green.

 
 

Ireland: Symbol of the entire country, Catholics

 
 

European/USA : Spring, new birth, go, safe, environmental awareness, Saint Patrick's Day, Christmas (with red)

 
 

USA : Money

 
 

Feng Shui : Yin, Wood, growing energy, refreshing, nurturing, balancing, harmony normalising, healing, health, peaceful, calming

 
 

Green : earth mother, physical healing, monetary success, abundance, fertility, tree & plant magic, growth, food, hope, personal goals, resurrection, renewal, youth, stability, endurance, freshness, nature, environment, tranquil, refreshing, quiet, hope, immortality, health, healing, good luck, renewal, youth, jealousy, inexperience, trees, grass, vigour, growth, harmony, responsiveness, generosity, safety, envy, misfortune, quietude, compassion, renewal, moderation, nurturing, diplomacy, calm, contemplation, joy, love, abundance, balance, self-control, inexperience, hope, good omens, soothing, sharing, dependability, friendliness

 
 

Green lowers blood pressure, relaxes the nervous system, calms and soothes the mind, stimulates creativity, and is an appetite suppressant. Green is easy on the eye and can improve vision. Images set in green backgrounds seem farther away. Green is popular in most cultures.

 
 

Useful as a marketing colour for organic, healthy and natural 'green' products.

 
 

Dark green : money, ambition, greed, jealousy, heaviness, prestige, promotes concentration

 
 

Yellow-green/lime green : sickness, cowardice, discord, and jealousy, nausea - don't use this colour for promoting food products as it's an appetite depressant.

 
 

Olive green : peace

 
 

Avocado : 60s and 70s refridgerators

 
 

Blue greens : most accepted colour group across gender lines

 
 

Turquoise

 
 

Ancient Persians : warding off evil eye

 
 

Turquoise : calming, emotional healing, protection, refreshing, sophisticated

 
 

Turquoise is equally popular with men and women. Mixes well with pale pinks and lavenders for a feminine look. Create a retro scenario with turquoise and pink or art deco by combining it with white and black. Combined with grey, silver, terra cotta and tans, it produces a southwestern USA look. With orange or yellow, it creates an innovative, fresh image suitable for sports-oriented sites.5

 
 

Light Turquoise : feminine

 
 

Teal : sophisticated

 
 

Blue

 
 

European : soothing, "something blue" bridal tradition

 
 

Cherokees : defeat, trouble

 
 

Iran : mourning

 
 

China : immortality

 
 

Colombia : soap

 
 

Hinduism : the colour of Krishna

 
 

Judaism : holiness

 
 

Christianity : Christ's colour

 
 

Catholicism : colour of Mary's robe

 
 

Middle East : protection

 
 

Worldwide : 'safe' colour

 
 

Feng Shui : Yin, Water, calm, love, healing, relaxation, peace, trust, adventure, exploration

 
 

Blue : good fortune, communication, wisdom, protection, spiritual inspiration, calmness, reassurance, gentleness, fluidity, water, sea, creativity, peace, calming, higher thoughts, mystery, sky, formality, travel, devotion, progress, quiet wisdom, freedom. betterment of humanity, love, trust, loyalty, intelligence, reassurance, artistry, compassion, inner strength, devotion, depression, sadness, tranquility, stability, unity, truth, understanding, confidence, acceptance, conservatism, security, cleanliness, order, comfort, cold, technology, devotion, harmony, depth, faith, heaven, piety, sincerity, precision, intellect, sadness, consciousness, speech, messages, ideas, sharing, cooperation, idealism, sincerity, empathy, relaxation, affection, inspiration, friendship, patience, contemplation, infinity, harmony, non-threatening, dependability

 
 

Some believe blue slows the metabolism and suppresses the appetite. As it does not require the eye to focus, images and objects recede in blue backgrounds. With overuse, can create feelings of cold. Although also popular with women, blue is the predominant favourite colour of males and is suited to web sites involving and promoting technology, medical products, cleanliness, air, sky, water, sea and automotives. Blue is the favourite colour of more than half of the world's people - it is the colour least disliked by most cultures.

 
 

High impact designs can be created with combinations of blue, red and yellow. Combinations of light and dark blues can create feelings of trust. Pale Blue : ethereal, delicate, calming, health, healing, tranquility, understanding, softness

 
 

In combination with pinks and pale yellows, creates the image of spring. Aqua : freshness, pristine, vigour, movement, dramatic, confidence, strength, individualism, eccentricity, humour, fearlessness, festivity

 
 

Royal Blue : richness, superiority, cold Dark blue : depth, expertise, stability, credibility (especially with gold), intellect, wisdom, corporate colour, warmth, knowledge, power, integrity, seriousness, knowledge, health, decisiveness, law, order, logic, dependability, serenity

 
 

Combining dark and lighter shades of blue creates a conservative and sophisticated look.

 
 

Purple

 
 

Thailand : Mourning

 
 

European : Royalty

 
 

Catholicism : Mourning, death, crucifixion

 
 

Feng Shui : Yin, spiritual awareness, physical and mental healing

 
 

Purple : influence, third eye, psychic ability, spiritual power, self assurance, hidden knowledge, dignity, high aspirations, royalty, spirituality, nobility, ceremony, mystery, transformation, wisdom, enlightenment, sophistication, cruelty, arrogance, intuition, dreams, unconscious, invisible, telepathy, empathy, imagination, deja vu, universal spirit, spiritual connection, deeper truth, nobility, wealth, extravagance, dignity, independence, magic, creativity, energy, self-confidence, ego, ambition, fame, luxury, big profits, richness, sensuality, elegance, contemplation, meditation, majesty, lesbianism, Wicca, New Age spirituality, paganism, conceit, arrogance, nausea

 
 

Almost 75 percent of pre-adolescent children prefer purple to all other colors, making bright purple effective for promotion of children's products. Light purple is useful for feminine designs. Excessive exposure to purple may cause people to become sullen, withdrawn and ill-at-ease with their surroundings. Purple is a polarising colour - people either love it or hate it.

 
 

Lavender : Yang, sexual indecision, malleability, romance, nostalgia, feminity

 
 

Dark purple : gloom, sadness, frustration, royalty, richness

 
 

Mauve : Yang, world consciousness

 
 

Violet : Meditation, creativity, concentration, quietness, creative force, beauty, inspiration, artistry, music, chivalrous love, excellence, ethereal, sensuality, responsibility, sacrifice

 
 

Blue purple : mystical

 
 

 
 

Red purple : sensual, quirky

 
 

White

 
 

European : Marriage, angels, hospitals, doctors, peace, milk Japan : Mourning, white carnation means death

 
 

China : Death, mourning

 
 

India : Unhappiness

 
 

Eastern : Funerals

 
 

Feng Shui : Yang, Metal, death, mourning, ancestal spirits, ghosts, poise, confidence

 
 

White : spirituality, goddess, peace, higher self, purity, virginity, reverence, simplicity, cleanliness, humility, precision, innocence, youth, birth, winter, snow, good, sterility, cold, clinical, sterility, clarity, perfection, innocence, virginity, goodness, light, fairness, safety, positivity, faith, coolness, charity, successful innovations, union, self-sacrifice, holiness, feminine divinity, pristine, chastity, positivity

 
 

All white rooms can be uncomfortable with a stark atmosphere. White is useful for a background or accent colour as it highlights other colours. White is perceived by the eye as a brilliant colour.

 
 

White can indicate simplicity with high-tech products and safety and cleanliness with medical products.

 
 

Silver

 
 

Feng Shui : Yin, Metal, trustworthiness, romance .

 
 

Silver : glamous, distinguishment, high tech, industrial, graceful aging, telepathy, clairvoyance, clairaudience, psychometry, intuition, dreams, astral energies, female power, communication, goddess, ornate riches, sleekness, modernity

 
 

To create a high-tech look, use silver with other colours. Silver works well combined with gold and white to promote a feeling of control and power.

 
 

Silver and other reflectors are strong eye attractors and are associated with life-giving water.

 
 

Grey

 
 

Feng Shui : Yin, Metal, dead, dull, indefinite

 
 

Grey : security, reliability, intelligence, staid, modesty, dignity, maturity, solid, conservative, practical, old age, sadness, boring, practicality, professional, sophisticated, durability, quality, quiet, conservativeness, gloominess, sadness

 
 

Black

 
 

European : Funerals, death, mourning, rebellion, cool, restfulness

 
 

China : Colour for young boys

 
 

Thailand : Bad luck, unhappiness, evil

 
 

Judaism : Unhappiness, bad luck, evil

 
 

Australian Aboriginals : colour of the people, ceremonial ochre

 
 

Feng Shui : Yin, Water, money, income, career success, emotional protection, power, stability, bruises, evil

 
 

Black : protection, repelling negativity, binding, shapeshifting, power, sexuality, sophistication, formality, elegance, classy, wealth, power, mystery, fear, evil, anonymity, unhappiness, depth, style, evil, sadness, remorse, anger, underground, modern music, space, high quality, bad luck, formality, reservedness, dignity, elegance, secretiveness, fear of the unknown, night, emptiness, dirtiness, sophistication, strength of character, dramatic, authority, prestige, grief, anger, reliability, strong, classic, strength, anti-establishment, modernism, serious

 
 

. Black is an excellent technical colour and it assist targetting a sophisticated high-end market or a youth market to add mystery. Over a large area, black can be depressing. Though black backgrounds can enhance perspective and depth, they diminish readibility of text. Useful for web sites for art and photography to help other colours to vibrate.