Everything we, buy, eat, wear, and all of the things that take up space where we live, work or play, all have colors. These colors provide a psychological and emotional response in everyone. You need to know which colors trigger which emotions. Color can make the difference between buying and selling.
White triggers emotions such as: purity, peace, and perfection.
Red colors can stimulate warmth, hunger, and excitement.
Cooler colors such as green and blues, enhance calm and content feelings.
Dark colors make objects seem heavier, while light colors make them seem lighter.
Yellow may reflect a lack of worry, while black a troubled state.
Of course not all colors mean the same things to all people. Yellow may sometimes mean cheap, Green may mean money or greed, black may mean elegance or death.
You will need to take great thought in choosing color as it will identify you, because once a color is owned it is associated with you and your company. I am sure you have noticed this with examples such as Coca Cola red, Tide orange, and John Deer Green. It is just as important to your identity as your logo. If a shape provides a symbol, be aware that color does the same.
Green in a cleaner says pine - in a mouthwash says mint, blue very often means strong mint - icy cool. Clear means additive free. You would never choose gray for laundry detergent because you don't want gray clothes, you want brightly colored clothes.
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