This document discusses color psychology and the associations that different colors have in Western culture. Black represents authority and power but can also symbolize evil. White is worn by brides and represents sterility and cleanliness. Red is the most emotionally intense color and represents aggression. Blue is the most popular color and symbolizes peace, though it can also feel depressing. Green is a calming color associated with nature. Yellow draws attention and represents optimism. Purple is associated with royalty, wealth, and femininity. Brown signifies solidity and reliability.