in Design, Connotations and Marketing

Analogous Colors Appear next to each other Usually work well together UNLESS they are too close in value then will appear washed out

Complimentary Colors Separated by another color Printed side by side can cause vibration Separated on page work well

Clashing or Contrasting Colors Appear opposite each other May have great contrast and visibility

Color Meanings Click on a color to find out more… Neutrals

Red Love & War…Cupid & the Devil Fire, blood, courage, determination Power, happiness, passion, anger Use Red to…grab attention get people to take action to suggest speed and confidence Small doses go a long way scarlet, crimson, ruby, rust, maroon, flame, rouge

Marketing Red Evoke erotic feelings…red lips, nails, etc. Energy…energy drinks, games, cars, items related to sports and high physical activity Perfect color for “Click Here” or “Buy Now” buttons

“Good” Red  Red Carpet treatment  Red Letter Day  Red Eye (overnight flight)  Paint the Town Red (celebrate) “Bad” Red  Seeing Red (angry)  In the Red (overdrawn, money loss)  Red Flag (danger, warning)

Orange Energy, warmth, sun, playful Often associated with autumn Stimulating…emotions and appetite Vitamin C and good health Orange “pops” with blue Pumpkin, copper, brass, peach, tangerine, citrus

Marketing Orange Used to promote food items or toys Used in promotion of citrus products or fall products Liked by youth, disliked as adults get older

Yellow Hope, happiness, sunshine, cheerful Cowardice and deceit Used to for hazards signs, emergency vehicles Works best a companion color lemon, golden, saffron, cream, topaz,

Marketing Yellow Used to promote products and items related to leisure Gets attention on printed page Men view it as a childish color—avoid using yellow in promoting expensive products to men

“Good” Yellow  Yellow Ribbon (hope, support, remembrance)  Mellow Yellow (laid back, relaxation) “Bad” Yellow  Yellow Streak or Yellow-bellied (cowardice, coward)  Yellow journalism (irresponsible reporting)

Green Life, renewal, nature, calming, fertility, harmony, money Jealousy, envy, inexperience Ireland, Spring, military emerald, olive, grass, forest, lime, kelly, pine, jade, sage, chartreuse, seafoam, apple

Marketing Green Used to market safety in drugs and medical products “Green” environmental products Money, finance, banking, Wall Street

“Good” Green  Green Light-go, proceed  Green thumb-good with plants  Greenback—US dollar, money  Green room—where performers go to relax  Green pastures— something newer, better “Bad” Green  Green eyed monster- jealousy  Greenhorn—novice, trainee, beginner  Green with envy— jealous  Green around the gills—pale, sickly

Blue Calm, universal color, natural, peace, faith, confidence, unity, conservative, intelligence Sky, ocean, water, Sadness, depression, dk blue is often stodgy, old fashioned or nautical sapphire, cobalt, navy, royal, cyan, slate, azure, indigo, baby blue

Marketing Blue Promote products related to cleanliness, air, sky, water High tech products Masculine color Avoid with cooking and food—can suppress appetite

“Good” Blue  True Blue—someone loyal & faithful  Blue Ribbon-first rate, top prize  Out of the Blue— unexpected  Bluebook/blueblood- noble birth, royalty  The Blues—music type  Baby blues--eyes “Bad” Blue  Feeling blue— depressed  Baby Blues— postpartum depression  Blue Monday—feeling sad  Singing the blues- bemoaning one’s circumstances  Into the blue— entering the unknown

Purple Royalty, spirituality, flowers, imaginative, luxury, wealth, magic Dark colors—richness, light colors-- delicate violet, plum, lavender, lilac, orchid, mauve, magenta, wine, amethyst, mulberry, eggplant

Marketing Purple Accent color Light purple often good for femine design Bright purple for promoting children’s products May be viewed as an artificial color— artificial item promoted

“Good” Purple  Purple Cow— unusual, eye- catching, remarkable  Purple Prose— exaggeration, highly imaginative “Bad” Purple  Purple Speech— profanity, raunchy language  Purple Prose— exaggeration, lies

White  Light, goodness, purity, perfection, innocence  Safety, coolness, clean, simplicity, softness  Angels, hospitals, dairy products, low-fat, bath papers

Black  Power, elegance, death, evil, mystery  Fear and unknown, negative  Used for prestige (black tie, black expensive car)  Makes things look smaller  Can be neutral or aggressive in a color scheme

Grey  Neutral, conservative, boring, dreary, rain, cold, stormy, sophisicated  Works well with black and white  Often used with pastels  Not a commonly used marketing color

Brown  Neutral, often old fashioned, earthy, nature  Ranges from tan to dark brown  Used to market camping, scouting, fishing related items.  Chocolate products