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

RedLove & War…Cupid & the DevilFire, blood, courage, determinationPower, happiness, passion, angerUse Red to…grab attention

get people to take actionto 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)

OrangeEnergy, warmth, sun, playfulOften associated with autumnStimulating…emotions and appetiteVitamin C and good healthOrange “pops” with blue

Pumpkin, copper, brass, peach, tangerine, citrus

Marketing OrangeUsed to promote food items or toysUsed in promotion of citrus products or fall

productsLiked by youth, disliked as adults get older

YellowHope, happiness, sunshine, cheerfulCowardice and deceitUsed to for hazards signs, emergency

vehiclesWorks best a companion color

lemon, golden, saffron, cream, topaz,

Marketing YellowUsed to promote products and items

related to leisureGets attention on printed pageMen 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)

GreenLife, renewal, nature, calming, fertility,

harmony, moneyJealousy, envy, inexperienceIreland, Spring, military

emerald, olive, grass, forest, lime, kelly, pine, jade, sage, chartreuse, seafoam, apple

Marketing GreenUsed to market safety in drugs and

medical products“Green” environmental productsMoney, 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

BlueCalm, 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

PurpleRoyalty, spirituality, flowers, imaginative,

luxury, wealth, magicDark colors—richness, light colors--

delicate violet, plum, lavender, lilac, orchid, mauve, magenta,

wine, amethyst, mulberry, eggplant

Marketing PurpleAccent colorLight purple often good for femine designBright purple for promoting children’s

productsMay 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