Colour Theory

• trust, loyalty, honesty
• In heraldry, blue signifies piety and sincerity.
• most free of cultural bias worldwide
• dominates seascape, rarely seen in landscapes
• blue is not good for food; perceived as inedible

• Strongest colour
• danger, passion, power, lust, energy, excitement, love
• Chinese prefer red - keeps evil away Means long life
• active, competitive, faring, aggressive, impatient

• Leadership, respect, wealth
• passion, magic, mysticism, mystery, creativity, ideas
• hardest colour to mix
• Light purple = fun, casual, springtime
• Dark purple = is heavy and can be overpowering

• bright, gets attention -> warnings
• warm, playful, happy, inviting, stimulating
• can indicate sickness

• Strong personality, confident, creative, adventurous, cheerful
• grabs attention-warmth, fire+flames, adventure, excitement
• the power of red but less intense

• Newness, regeneration, life, growth, health
• energy, faith, money (not everwhere)
• contentment, harmony, freshness
• caring, moral + sensitive

• sustenance, simplicity, comfort, quality
• cerdibility, neutral, stability
• harmony, renewal, history

• most often used in confectionary
• passion and purity, romance

• strength, determination, power, formality
• 'top of the line'; class, mysterious
• few logos are basic black [connotations for print]
• evil and darkness

• really classy, corporate-like black but less bold