Get full course at : https://www.udemy.com/color-theory-understanding-colors/?couponCode=CTHDR6000 “The subject of color seems to have almost endless ramifications and to touch upon life in almost every quarter, for color is rich in lore, rich in meaning and purpose.” – Faber Birren While there are many, many factors that come into play when coming up with a design’s color, this should certainly be one of them. By knowing that red and yellow are the most visually attention-grabbing colors, you might design a better billboard. Knowing that blue signifies knowledge may help decide the color of a library’s logo. Like most things related to design, these aren’t rules set in concrete but rather one more tool that you can use or intentionally violate to deliver your intended message.

1. How to use colors in design and advertising

2. White

3. Snow, delicacy, purity, cold, peace, cleanliness, elegance, frailty, mourning, enlightenment, faith, glory,
salvation. Orientation through light. In war, white means surrender.
Emotional Response
White is associated with goodness, innocence and virginity. It is considered to be the color of perfection.
White means safety, purity, and cleanliness. As opposed to black, white usually has a positive
connotation. White can represent a successful beginning. In heraldry, white depicts faith and purity.
Use in Design & Advertising
In advertising, white is associated with coolness and cleanliness because it’s the color of snow. You can
use white to suggest simplicity in high-tech products. White is an appropriate color for charitable
organizations; angels are usually imagined wearing white clothes. White is associated with hospitals,
doctors, and sterility, so you can use white to suggest safety when promoting medical products. White is
often associated with low weight, low-fat food, and dairy products.

4. Exemples

9. • General Appearance: Spatial—light
• Mental Associations: Cool, snow
• Direction Associations: Cleanliness, Mother’s Day, flag
• Objective Impressions: Pure, clean, frank, youthful
• Subjective Impressions: Brightness of Spirit, normality
• Signifies: purity, consecration, meditation, divination, exorcism, the full
moon, healing, peace, spiritual strength, may be substituted for any other
color
• Planet: Moon
• Day: Monday
• Astrological: Cancer
White

10. Orange

11. • Being made of yellow and red, orange gives the idea of light and heat. It is the color of pride and
ambition. Associated with sunshine and warmth, considered cheerful.
• Emotional Response
• Orange combines the energy of red and the happiness of yellow. It is associated with joy,
sunshine, the tropics. Orange represents enthusiasm, fascination, happiness, creativity,
determination, attraction, success, encouragement and stimulation.
• Use in Design & Advertising
• To the human eye, orange is a very hot color, so it gives the sensation of heat. Nevertheless,
orange is not as aggressive as red. Orange increases oxygen supply to the brain, produces an
invigorating effect, and stimulates mental activity. It is highly accepted among young people. As
a citrus color, orange is associated with healthy food and stimulates appetite. Orange is the color
of fall and harvest. In heraldry, orange is symbolic of strength and endurance.Orange has very
high visibility, so you can use it to catch attention and highlight the most important elements of
your design. Orange is very effective for promoting food products and toys.
• It’s disadvantage is that by survey of “favorite color” orange usually comes the lowest and thus it
is rarely used for longer term products, such as cars or electronic products.

12. Exemples

18. • General Appearance: Bright, luminous, glowing
• Mental Associations: Warm, metallic, autumn
• Direction Associations: Halloween, Thanksgiving
• Objective Impressions: Jovial, Lively, energetic, forceful
• Subjective Impressions: Hilarity, exuberance, indulgence
• Signifies: encouragement, adaptability, stimulation, attraction, plenty, kindness
• Holiday: Candlemas
• Deities: Brigid
• Planets: Sun, Mars, Mercury
• Days: Sunday, Tuesday, Wednesday
Orange

19. • Dark orange can mean deceit and distrust.
• Red-orange corresponds to desire, sexual passion, pleasure,
domination, aggression, and thirst for action.
• Gold evokes the feeling of prestige. The meaning of gold is
illumination, wisdom, and wealth. Gold often symbolizes high quality.
Related colors

20. Orange Shape

21. Purple

22. • Color of royalty. Has a strong religious significance. It is used as half-mourning. By
associations, it gives a feeling of mystery. It is the color of shadows.
• Emotional Response
• Purple combines the stability of blue and the energy of red. It symbolizes power,
nobility, luxury, and ambition. It conveys wealth and extravagance. Purple is
associated with wisdom, dignity, independence, creativity, mystery, and magic.
• Use in Design & Advertising
• According to surveys, almost 75 percent of pre-adolescent children prefer purple to
all other colors. Purple is a very rare color in nature; some people consider it to be
artificial.Light purple is a good choice for a feminine design. You can use bright
purple when promoting children’s products.

23. Exemples

29. • General Appearance: Deep, soft, atmospheric
• Mental Associations: Cool, mist, darkness, shadow
• Direction Associations: Mourning, Easter
• Objective Impressions: Dignified, pompous, mournful, mystic
• Subjective Impressions: Loneliness, desperation
• Signifies: power, piety, sanctity, sentimentality, tension, sadness amplification
of other energies, wisdom, high ideals, spiritual protection and healing,
psychic ability, protective
• Planet: Jupiter
• Day: Thursday
• Astrological: Sagittarius
Purple

30. • Light purple evokes romantic and nostalgic feelings.
• Dark purple evokes gloom and sad feelings. It can cause frustration.
Related colors

31. Purple Shape