The psychology of colors

Colors influence people and they are associated with certain feelings and meanings. These associations are defined by both the culture we live in as well as our personal experiences. If you are wondering what this has to do with prepress: not a lot although it can make you understand why a designer used a specific color instead of picking an easier to print one

Please note that this is an overview on how colors are perceived in the Western world (Europe, USA). Other cultures can perceive colors completely different. The Chinese, for example, use white instead of black during funerals because they associate white with the winter time when nature is dead as well.

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RED

urgency
passion
heat
love
blood
excitement
strength
sex
passion
speed
danger

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YELLOW

warmth
sunshine
cheerfulness
happiness
cowardice
brightness

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BLUE

truth
dignity
power
coolness
melancholy
heaviness
trust
reliability
belonging

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ORANGE

playfulness
warmth
vibrant

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GREEN

nature
health
cheerfulness
environment
money
vegetation
nature
freshness
cool
growth
abundance

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PURPLE

wealth
royalty
sophistication
intelligence
spirituality
dignity

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PINK

softness
sweet
nurture
security

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BLACK

sophistication
elegance
seduction
mystery
death
rebellion
strength
evil

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WHITE

purity
cleanliness
lightness
emptiness
virginity
clean
youth
mildness

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GOLD

prestige
expensive

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SILVER

prestige
cold
scientific

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