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color and emotions Finding the right color scott b. hathcoat importance of color White is associated withlight, goodness, innocence, and purity. considered to be the color of perfection.considered the safest color for a car. Black is associated withpower, elegance, formality, and mystery. mysterious color associated with fear and the unknown. Black gives thefeeling of perspective and depth Gray is associated with cool, composed, reliable. Tends to conform to keep the peace. The human eye can distinguish about 30 shades of gray.*rough estimate Red is associated with energy, war, danger, strength, power,determination as well aspassion, desire, and love.Red is the first color a baby sees, around 2 weeks of age. Purple is associated with royalty, power, nobility, luxury,and ambition.75 percent of pre-adolescent children prefer purple. Pink is associated withlove, romance, love, and friendship. It denotes feminine qualities and passiveness and desire to be accepted for who you are by your peers. Orange is associated with joy, sunshine, and the tropics. enthusiasm, fascination,happiness, creativity,determination, attraction,success, encouragement,and stimulation. Blue is associated withdepth and stability. It symbolizes trust, loyalty, wisdom,confidence, intelligence, faith, truth. considered beneficial to the mind and body. Green is associated with growth, harmony, freshness, and fertility. Green is the most restful color for the human eye; it can improve vision. Yellow is associated withjoy, happiness, intellect,and energy, caution, decay, sick-ness, and jealousy. Yellow is seen before other colors when placed against black; Brown is associated with Earthy, simple and evocative of honesty and simplicity, brown (as well as green) is often used by organic companies to emphasise their links to the soil Human color vision is extremelyrich. People are thought to be able to detect about 10 million unique colors. And some can see even more than that.

Sources:

Color Psychology and Color Therapy by Faber Birren November, 1978

RELATIONSHIP BETWEEN COLOR AND EMOTION: A STUDY OF COLLEGE STUDENTS Kaya, Naz; Epps, Helen H. College Student Journal38.3 (Sep 2004): 396-405.

The Four Dimensional Impact of Color on Shopper’S Emotions Malaika Brengman, Ghent University, Limburgs Universitair Centrum Maggie Geuens, Ghent University (2004)

Continued Research Sources:

The Psychology of Color in Marketing and Web Design by Morris Creative Group

Color Psychology and Online Marketing for Law Firms by Tanner Jones, in Design for Conversions

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