Everything we buy, eat, wear, or the colours in our immediate environment all provoke a psychological and emotional response.
Some colours mean the same universally others are significant by association, attitudes, preference or cultural beliefs which can differ dramatically.
Some examples of this include
• White is the colour for marriage in western cultures, death in some eastern cultures.
• Black is a sign of death and mourning in some Western Cultures (hence the tradition of the black armband in some countries), but means wealth and abundance in the Chinese culture.
• Yellow is sacred to the Chinese, but signifies sadness in Greece and Jealousy in France. Although yellow is a noticeable colour it is labelled as cheap in many parts of the world.
– People in Northern climates prefer cooler colours.
– People from tropical countries respond more to warm colours.
– Traditionalists tend to respond to pastel shades – e.g. sky blue, rose or pink.
– Impulse buyers tend to respond best to Royal blue, black or red-orange.
– Shoppers who plan and stick to budgets tend to respond best to navy, light blue, teal, and pink.
• Red is perceived as an empowering colour by your readers.
Blue is generally the first choice when appealing to people who are sensible and responsible and is used in many professional business settings i.e. the navy blue suit worn by many as a sign of professionalism and responsibility e.g. many bank employees wear blue.
• Brown is used when you want to give the impression that you are stable and solid and the information you offer is stable and solid information.