color psycology

ABSTRACT
Color is the visual perceptual property corresponding in humans to the categories called red, green, blue, and others. Color derives from the spectrum of light (distribution of light power versus wavelength) interacting in the eye with the spectral sensitivities of the light receptors. Color categories and physical specifications of color are also associated with objects, materials, light sources, etc., based on their physical properties such as light absorption, reflection, or emission spectra. By defining a color space, colors can be identified numerically by their coordinates.

Color can affect the psychological thinking of a person. It is called psychology of color. The psychology of color is based on the mental and emotional effects colors have on sighted people in all facets of life. There are some very subjective pieces to color psychology as well as some more accepted and proven elements. Keep in mind, that there will also be variations in interpretation, meaning, and perception between different cultures.
This project was aimed to study the concept of color selection among women with respect to apparel. To understand the impact of color on Human psychology. Examining the variables like Age, occupation, and marital status for understanding its influence on color preference by the women. To know the human behavior for various colors and their relativity to mood and emotion of a women.
The study includes results from 200 women from 4 different Metropolitan cities such as Bangalore, Hyderabad, Kolkata and Delhi. Participant responded to survey through online communication, oral communication and written communication.
Each color has many aspects. Some signify optimism while some make you feel low. There are different kinds of energy associated with each and every one of them on both conscious and subconscious levels. There is no doubt in this fact that colors do play a vital role in effecting human sentiments. The color psychology has greatly helped to learn and understand the true meanings of colors and their impact on human moods and emotion that affect our lives.
This work will help both the product developers and the sellers, and also to the customers other than protect to body, color changes the mood of a person and uplift their spirit is a good indication that helps in achieving good health, being happy and having a good disposition helps in everyday living.

INTRODUCTION

There are many things in life we cannot avoid people, mathematics, gravity, money…. The list goes on. However, we often conveniently forget something we encounter every day. We see it everywhere, even when we stare blankly into space or try not to look at anything in particular. Interestingly, we can even see it when we close our eyes! If you haven’t already guessed, the answer is… !

Color is the element of art that is produced when light, striking an object, is reflected back to the eye. There are 3 properties to color, First is Hue, which simply means the name we give to a color, Eg:- Red, Yellow, Blue Second property is intensity, which refers to the strength and vividness of the color., Eg:- Royal blue, Dull blue, Vibrant blue. Third and final property of color is its value, meaning its lightness or darkness. The terms shade and tints are in reference to value changes in colors.

Color plays such an important role in our lives; it has the ability to influence our feelings and emotions. Psychology is the science of the mind, human mind is the source of all thought and behavior. Color psychology is the study of the effect that colors have on the moods, behavior and feeling of people.

Color psychology and symbolism are very similar, but color psychology basically takes the effects of colors on us a step further. Color symbolism in anthropology and art refers to the use of colors as symbols or the attaching of certain connotations to different colors. Color psychology, however, investigates the effect of colors on our behavior and emotions. Color symbolism can be regarded as a basis for color psychology as the study often takes into consideration what colors mean to us or signify.

The emotion effects of color can be used to reduce the stress and increases the working efficiency by creating pleasance atmosphere. One of the easiest ways to understand color psychology is through clothing color.

Blue is a color that belongs to a category of cool colors and is widely used and liked by many people no matter of what age. The color psychologists have agreed on the fact that blue is a color which leaves a wide reaching effect on human emotions. As it is a color of sky and oceans, it really brings a soothing effect on human nerves. It also stands for bringing peace and calm. Not only this, blue is a color mostly known best for people with sleep problems. It stands for protection, friendship, truth and sensitivity.

The color blue is so much popular and admired that many interior decorators also apply the color theme of blue to what they design. It is believed that this color creates a reflective and an intellectual atmosphere. Either it is about to cool down a hot sunny room or creating a comforting space, blue is exactly the color that is often used. This color leaves an impact leaving a feeling of “coolness” all around.

The color red is often termed as an extremely powerful, warm color having a very deep impact. We might have noticed that this vibrant color is often used in anything related with the sign of danger or warnings. It also signifies love, passion, ferocity and boldness.

Psychologists have termed it as an exciting color that creates high levels of energy, strength, willpower and brilliance. Interior decorators use this red color in rooms where they feel like raising a high energy level. It is considered as a good choice in a place where you want to create an excitement. For instance in a living room or in dining rooms, this color is mostly used as it stimulates conversations and add an elegance to the overall ambiance of the room.
A pink color that is responsible for physical tranquility, femininity, warmth and love. The pink color is loved and admired by many because of the calmness which it provides. Not only it is comforting but also adds grace and classiness to a personality.

Psychologist’s term pink as a color that gives rise to hopeful feelings and positivity. It is always associated with child’s innocence and sweetness.

The interior decorators while designing some room with the color pink always keep the positive effects of this color in mind and combine it with other darker colors to add sophistication, healthy effect and strength to a room.

The color green is often associated with Nature and is referred to as a very calming color. Color psychologists term it as a color that pleases the senses. It is a source of refreshment, restoration and is known for bringing in the feeling of a balanced equilibrium. It is often advised for people to use this color as much as in their lives who suffer from stress and anxiety. It in fact, will not be wrong to say that this cool color stands for healing and revival.

The interior designers often use this color in places where they need to add a much more relaxed atmosphere and also want to show prosperity and abundance. For garden lovers, different shades of the green color are the best choices.

Yellow is a color that has always been categorized as one of those which stimulates your emotions. It stands for optimism and develops the good feelings of self esteem and emotional strength. The psychologists conceive yellow as one of the strongest colors impacting human behavior so much so that it can trigger the effects like anger or depression. It can also give rise to the emotion of fear and anxiety.

However yellow is a beautiful color that can lift our spirits also in a good way. It is the color of the mind and intellect, often help bringing up new ideas and clarity of thoughts. Like Red, Yellow is a very prominent color and therefore it is always used at important places like pedestrians crossings.

Often recognized as a glamorous color, black stands as an absorbing color that gathers up all the energy that comes your way. It stands for timelessness and style. Also it leaves an impact of seriousness and it is often associated with mourning and depression. However at the same time this color is known for evoking emotions that can help people feel pure and open.

Simplicity, purity and cleanliness are one of the most notable emotions that are associated with the color white. As the color black is often allied with absorption, the white color stands for reflection. It signifies sophistication and efficiency. White gives a feeling of protection, encouragement and promotes the sense of order and efficiency.

The color white can also have some negative effects of coldness and unfriendliness. Too much white can create feelings of isolation and emptiness. However the being pure effect of this color cannot be denied and that is the reason why we have seen the usage of this color in rooms where the effect of cleanliness and brightness is required.

The color brown brings warmth and is natural and supportive. It helps develops a mood of seriousness and is a very solid color. Many people find it reliable as it gives a feel of emotional safety and material security.

This color signifies quality and is often used in places which need to show a comfort and a loyal companionship. Psychologists are of the view that this color is practical, sensible and wholesome. There are some shades of brown which show sophistication and elegance, hence strongly giving out a feel of reassurance.

The color Gold stands for richness and prosperity. It is also a solid color and is mostly associated with the sign of health, endurance and cheerfulness in life. This color also represents prestige and is used to explain a certain high status.

Gold is also linked with abundance and authority, wisdom and a deep understanding about things. This color fills you up with energy and inspires you. Not only this, the color gold is helpful in getting rid of fear and hesitation regarding certain ideas in your mind.

The interior decorators use the color gold in places where they want to show or enhance a certain level of energy and warmth. The golden picture frames to brass objects truly gives you a compassionate and revitalizing effect and appeals to the senses in a positive way.

Like the color Gold, color psychologists have also termed the silver color as a symbol of prestige. It is often termed as a color which represents dignity and practicality of a person.
It has been observed that people who like to wear silver color are modest, persistent and reliable by nature.

Silver also stands for peace and calm. Interior decorators use the color silver for highlighting a certain area or a point in a room. It adds a sleek, cool look to the room and enhances the overall calm effect of the ambiance.

OBJECTIVES

To study the concept of color selection among women with respect to apparel.
To study and understand the impact of color on Human psychology.
Examining the variables like Age, occupation, and marital status for understanding its influence on color preference by the women.
To know the human behavior for various colors and their relativity to mood and emotion of a women.

REVIEW OF LITREATURE
Colors may just seem simple and unimportant, but they affect our daily lives more than we may know. If someone is feeling angry, it could just be because they’re angry, or it could be perhaps that they are surrounded by or looking at the color red. That’s right! People’s moods can change just because they are looking at different colors! There are many theories on how just a simple color can change one’s whole mood.

According to Johnson (2007), color does affect mood by producing certain chemicals and stimulating different feelings such as hunger. For example, blue can make one feel calm because it releases calming chemicals, and red can make one hungry because it is an appetite stimulant. Yellow can make one feel irritated, and it is a fact that people lose their temper most in yellow rooms. However, pink is tranquilizing and can make one feel weak. In conclusion, Johnson says that depending on the color, one’s body can do things (like producing chemicals) that cause a certain emotional reaction (mad, sad, etc.).

Another idea, by Smith (2007), is that the effect color produces is based on what one’s body does in response. For example, yellow is mentally stimulating, and activates memory, whereas red increases confidence. Also, brown can make a person feel orderly and stable, while a dark blue can make one feel sad. Therefore, Smith says that different colors do in fact change one’s mood and the consequences can be negative or positive.

A third writer, Wollard, (2000) seems to think that color can affect one’s mood, but the effect also can depend on one’s culture and what one’s personal reflection may be. For example, someone from Japan may not associate red with anger, as people from the U.S. tend to do. Also, a person who likes the color brown may associate brown with happiness. However, Wollard does think that colors can make everyone feel the same, or close to the same, mood. According to Wollard, pink reduces aggression, which is why the walls of the jail cells in the Seattle prison are pink! Also, brown can make one feel comforted. Wollard feels that colors do affect one’s mood, but there are other factors that can alter what one is supposed to feel.

Eric, John, and Paraag’s (2007) main point about color psychology is that color has both a physiological and psychological effect. For example, green makes people feel relaxed because it relaxes their muscles and makes them breathe deeper and more slowly. Furthermore, blue lowers blood pressure, which makes one feel calm. Eric, John, and Paraag conclude that color affects one’s mood because of what it does to the body.

Yet another idea, by Airey (2006), is that color is energy, and it can have a physical, mental, spiritual, and/or emotional affect on people. He states that black can make one feel sophisticated and secure, but it can also make one feel depressed. Also brown can make a person feel reliable and serious, while yellow lifts self-esteem. Therefore, Airey concludes that different colors can have different kinds of affects on people.

Rikard Kuller (1976) conducted a study on the effects of color in two opposite environments. Six men and six women were asked to stay in two rooms, one room was colorful and complex; while the other was gray and sterile. Electroencephalogram (EEG) and pulse rates were recorded throughout the period, as well as the individuals ' subjective emotional feelings. The results showed heart rates were faster in the gray room than in the colorful room. Moreover, men were found to have stress reactions more than women. Men also became more bored than did the women in the gray room. Kuller concluded that men could not achieve the same degree of mental relaxation as women.
Guilford and Smith (1959) found men were generally more tolerant toward achromatic colors than women. They say, women might be more color- conscious and their color tastes more flexible and diverse.
Dr. Swminath Gopal Rao, Psychiatry at Chord road hospital pvt ltd, Basaveshwara Nagar. They says, The ability to distinguish between range of colors is made possible by a protein called “Opsin”. Opsin separates the pigments on the color wavelengths that passes through the cones or photoreceptors present in the eye in order to distinguish one from the other. The human capacity to distinguish between colors is a result of millions of years of evolution brought on by factors like adaptation to habitat, to way of life and the combined perception of each generation in order to protect themselves from danger as well as make decisions regarding their surroundings and survival. There are animals which became Monochromats because they became accustomed to nocturnal life. Others became Dichromats, only capable of distinguishing particular color ranges that might suggest danger, while others, including man became a Trichromat. Trichromats are capable of distinguishing a wider range of colors than the former two, however still limited compared to Tetrachromats like some species of fish and birds capable of seeing even the ultra violet range of light.

Dr. Veena Chakravarthy, Neuropsychologist & Counselor.They says colors has physiological impact on human body as they explains, Red is increase blood pressure and stimulate the adrenal glands. Orange stimulus the sexual organs. Also, beneficial to the digestive system. Yellow stimulate the brain. This stimulation can make person more alert and decisive. Green is good for heart. On a physical and emotional, green helps heart bringing physical equilibrium and relaxation. Blue to lower blood pressure. Blue linked to the throat and thyroid gland. Deep blue stimulates the pituitary gland, which then regulates our sleep patterns. This deeper blue also has proved to help the skeletal structure in keeping bone marrow healthy. Purple color suppresses hunger and balances the body 's metabolism. A lighter purple, has been used by doctors as an anesthesia in minor operations because its narcotic (numbing agent) qualities.
The Color White

The meaning of the color white is purity, innocence, wholeness and completion
White is color at its most complete and pure, the color of perfection. The color meaning of white is purity, innocence, wholeness and completion.
In color psychology white is the color of new beginnings, wiping the slate clean, so to speak. It is the blank canvas waiting to be written upon. While white isn 't stimulating to the senses, it opens the way for the creation of anything the mind can conceive.
White contains an equal balance of all the colors of the spectrum, representing both the positive and negative aspects of all colors. Its basic feature is equality, implying fairness and impartiality, neutrality and independence. It is interesting to note that babies come into the world with a perfect balance of white, ready to imprint their lives with all the colors of the spectrum (hopefully!) from all their life experiences.
White is totally reflective, awakening openness, growth and creativity. People can 't hide behind it as it amplifies everything in its way.
The color white is cleanliness personified the ultimate in purity!! This is why it is traditionally worn by western brides, and the reason why doctors wear white jackets.
White is a color of protection and encouragement, offering a sense of peace and calm, comfort and hope, helping alleviate emotional upsets. It creates a sense of order and efficiency, a great help if people need to deciliter your life.
White offers an inner cleansing and purifying of your thoughts, emotions and, ultimately, your spirit, refreshing and strengthening your entire energy system.
While there are very few negative connotations to white, particularly in western culture, too much white can be cold, isolating and empty. It implies a feeling of sterility, detachment and disinterest, providing little stimulation for the senses.
In other cultures it is traditionally related to death and mourning. In these cultures death usually means the end of one life and the beginning of another, moving forward to a new life, so the color psychology meaning of new beginnings still holds.
White may indicate the completion of a cycle in your life - people may find people have a desire for white clothing or white in your surroundings at a time when people are moving in a new direction in your life - for example, planning an overseas trip for the first time, or moving house after a long time in one place, or in seeking a new relationship or a new career direction.
Many people use white as a recall of their youth and innocence. It reminds them of a time when their lives were easier and less complicated.
White is used in many medical practices such as dental surgeries and doctors ' rooms as an indication of cleanliness and efficiency; however it also can give the feeling of sterility and coldness of emotions and may lead patients to think the doctor or dentist won 't relate to them on an emotional and personal level. It can be too clinical and sterile.
Too much white can cause feelings of isolation and emptiness; it can be too pristine and immaculate, making people feel as though people can 't make a move for fear of upsetting it or creating a mess.
Positive and Negative Traits of the Color White
Positive keywords include: innocence, purity, cleanliness, equality, complete and whole, simplicity, immaculate and neat, self-sufficient, pristine and open, new beginnings.
Negative keywords include: sterile, stark, fastidious, empty, isolated, cautious, critical and boring.
The Color White Represents:
Innocence and purity: White is the beginning of everything, before anything is muddied or thinking is 'colored '.
New beginnings: White represents the clean slate, helping us through times of stress, and allowing us put the past behind us and preparing us to move on.
Equality and unity: White represents the positive as well as the negative aspects of all colors. It contains an equal balance of all the colors of the spectrum.
Effects of White:
Impartial: White suggests fairness and neutrality because of the balance and equality of all the colors contained within it.
Rescuer: White rescues us from the dark. It is the white knight, rescuing the damsel in distress.
Futuristic: Symbolizing a clean slate, we can envisage anything with white.
Efficient: White is clean and clinical, giving an impression of efficiency and organization.
Personality Color White
While people may not exhibit all the character traits of a personality color white as listed here, if white is your favorite color people will find yourself somewhere in the description. People may also find people exhibit some of the negative traits, particularly when people are stressed.
Note: Rarely is the personality color white a favorite color from childhood - a favorite color white tends to become a favorite at a time when people are going through a transitional period in your life, preparing for new beginnings or seeking a new direction in one or more areas of your life. The following descriptions will apply to both those who love white and those going through a transitional time, although the latter may be a temporary display of the following qualities until the transitional period has passed. This transitional time may last for weeks or years.
Having a personality color white means people are neat and immaculate in your appearance, in the presentation of your home and in your car, almost to the point of being fanatical.
People have impeccable standards of cleanliness and hygiene and people expect others to adhere to your high standards.
People are far-sighted, with a positive and optimistic nature.
People are well-balanced, sensible, discreet and wise.
People are cautious, practical and careful with money.
People think carefully before acting - people are definitely not prone to impulsive behavior.
People tend to have a great deal of self control.
People are confident, poised and self-assured when at your most positive, but can also be very choosy and fastidious when the mood strikes.
People can be very critical of yourself and others (in your need for perfection) - but people try to be fair and impartial as well.
People are self-sufficient and a loner - people don 't want or need help from anyone. However, people may also experience times of loneliness because of this trait.
People may be wishing to create simplicity in your life - perhaps a wish to re-create their childhood, lost youth and happier times in their past life.
People can be quite sexually prudish with their need for self-control and perfection.
People hide their flaws from others to give an impression of perfection.
People may appear to be shy, but people do have strong beliefs about most things and love the opportunity to air those beliefs.
The challenge for people is to be open-minded and flexible and to communicate their needs and desires.
If people dislike white people:
White is too sterile for people - people need more color in their life.
People are easy going and relaxed - not fussy and particular.
People are spontaneous and impulsive and white is too self controlled for their.
People need lots of interesting things going on in their life - the simple life is too boring for them.
People are not concerned with order and perfection in their own life - a little dust on the shelves is okay with people.
People take life as they find it and make the most of what they have.
White in Business
In using the color white in business applications people need to understand the traits, qualities and mood of the color along with the psychological meaning. The messages the color sends to your customer base can have a major impact on your business success.
In color psychology white is the color of new beginnings, wiping the slate clean, so to speak. It is the blank canvas waiting to be written upon. While white isn 't stimulating to the senses, it opens the way for the creation of anything the mind can conceive.
Physiologically, white is calming as it creates simplicity, organization and efficiency out of chaos. It clears the way forward.
White 's basic feature is equality, implying fairness and impartiality, neutrality and independence. It is a reassuring color which helps to create order and proficiency.
White amplifies everything in its way and too much of it can give an impression of sterility, coldness, disinterest and detachment.

White is useful in businesses where cleanliness is imperative, such as dental surgeries and medical centers, but these businesses need some green or pink to assist in healing and to create a calm and caring atmosphere for patients.
Keywords for White:
Positive Color Meanings in Business:
Innocence, purity, cleanliness, equality, complete and whole, simplicity, immaculate and neat, self-sufficient, pristine and open, new beginnings.
Negative Color Meanings in Business:
Sterile, stark, fastidious, empty, isolated, cautious, critical and boring.

Using White in Business
White is probably the best color to use as the background color for websites. It allows all other colors to reflect from it and makes all colors except yellow and pastels to be very readable.
Using white for negative space on your website makes it look clean, open and uncluttered.
With its suggestion of simplicity, cleanliness and safety, white works well for businesses promoting hi-tech products, kitchen appliances, bathroom items, infant and health related products and those promoting order and efficiency.
Depending on the business, it is advantageous to add other appropriate colors which will reflect the individuality of the business as, on its own, white is sterile and cold.

THE COLOR BLACK

The meaning of the color black is mystery and protection
Black is the color of the hidden, the secretive and the unknown, creating an air of mystery. It keeps things bottled up inside, hidden from the world.
In color psychology the meaning of the color black is protection from external emotional stress. It creates a barrier between itself and the outside world, providing comfort while protecting its emotions and feelings, and hiding its vulnerabilities, insecurities and lack of self confidence.
Black are the absorption of all color and the absence of light. Black hides, while white brings to light. What black covers, white uncovers. We all use black at various times to hide from the world around us in one way or another. Some of us use it to hide our weight; others among us use it to hide our feelings, our fears or our insecurities.
In color psychology, black means power and control, hanging on to information and things rather than giving out to others.

Black is intimidating, unfriendly and unapproachable because of the power it exudes. It can prevent two-way communication because of its intimidation. The salesman wearing all black will make a lot of sales, but no friends! It radiates authority, but creates fear in the process.
Black implies self-control and discipline, independence and a strong will, and giving an impression of authority and power.
Black absorbs negative energy. It is useful to carry something black with people to protect people from harm and negativity when traveling or when going about your usual daily activities outside your home.
People who like black may be conventional, conservative and serious, or they may think of themselves as being sophisticated or very dignified.
The color black is often seen as a color of sophistication, as in 'the little black dress ', or 'the black tie event '. Affluent and success orientated women often choose black as it can give an impression of elegance, sophistication and confidence.
Black is often associated with sexiness and seduction, as in the temptress in sexy black lingerie creating an air of mystery and intrigue. It can also imply submission to another (including a sexual partner), similar to the priest wearing black robes in submission to God.
Black is the end, but the end always implies a new beginning. When the light appears, black becomes white, the color of new beginnings.
Teenagers often have a psychological need to wear black during the stage of transition from the innocence of childhood to the sophistication of adulthood. It signifies the ending of one part of their life and the beginning of another, allowing them to hide from the world while they discover their own unique identity. It is important they go through this stage but a worry when it continues on into adult years if they continue to wear black to the exclusion of other colors.
Too much black can cause depression and mood swings and create a negative environment. Combined with white only, it can create an argumentative atmosphere. It is best to use some color with black to lighten and brighten its energy.
Positive and Negative Traits
Positive keywords include protection and comfort, strong, contained, formal, sophisticated, seductive, mysterious, endings & beginnings.
Negative keywords include aloof, depressing and pessimistic, secretive and withholding, conservative and serious, power & control, sadness and negativity.
The Color Black Represents
Mystery: Black is the unknown. It is secretive, keeping a lot buried inside, unwilling to show its real feelings.
Power and Control: Black is power and control of the self and others. It creates fear and intimidation.
Effects of the Color Black
Formal, dignified and sophisticated: As in the little black dress and the formal dinner suit.
Aloof: Black sets itself aside from others with its heavy and intense energy. It keeps others at arm 's length.
Depressing: Black can close us to the positive aspects of life, forcing us to look at our disappointments and the black or negative aspects of our life. It can create a fear of the future.
Pessimistic: Too much black encourages us to look at the negative side of life.

Personality Color Black
While people may not exhibit all the character traits of a personality color black as listed here, if black is your favorite color people will find yourself somewhere in the description. People may also find people exhibit some of the negative traits, particularly when people are stressed.
Having a personality color black means that prestige and power are important to people.
People are independent, strong-willed and determined and like to be in control of yourself and situations.
As a lover of black people may be conservative and conventional - black is restricting and contained.
People may be too serious for your own good - bring some color into your life to lighten people up - life should be fun.
People may appear intimidating to even your closest colleagues and friends, with an authoritarian, demanding and dictatorial attitude.
As a personality color black, people are non-emotional and give the appearance of a dignified and sophisticated person who is in total control - this is often a front as people may feel quite insecure in the company of sophisticated and cultured VIP 's and upper class people.
People like to keep people at a distance, guarding your emotions and creating an impenetrable barrier between yourself and others.
People may be looking for protection from any negativity that surrounds people.
People may wish to create an aura of mystery and intrigue, as in the sexy black negligee.
People may be going through a stage of self-denial, not allowing pleasure and joy into your life.
People hold things inside and are not good at sharing yourself with others, possibly out of fear.
People are methodical in your work, making sure everything is completed as required, down to the last detail.
It may be a color of comfort to people, allowing people to retreat and hide from the real world.
People may be a teenager or young adult hiding behind black while searching for your own identity or you own true colors.
People may be rebelling against society or your family.
People may have lost sight of your direction in life and are going through a very negative phase.
People may be suppressing you own desires and aspirations.
People may be retreating behind black during a difficult time in your life such as a serious illness or a period of grief - black protects, allowing for a deep inner healing without interference from others.
If people dislike black:
People are a light-hearted and easy going person - not so serious, conservative and formal.
People may feel that it is a depressing color, especially if people have a happy, extroverted and optimistic outlook on life.
People are not into power and control - people have a gentle disposition and black is too intimidating for people.
People are practical and down-to-earth and don 't wish to be seen as overly sophisticated.
People may have a fear of the dark from your childhood that people can 't shift.
People may have been dominated and intimidated during your early years and black brings back those feelings.
Black in Business
In using the color black in business applications people need to understand the traits, qualities and mood of the color along with the psychological meaning. The messages the color sends to your customer base can have a major impact on your business success.
Psychologically black means authority, power and control. In many situations it can be intimidating, unfriendly and unapproachable. Alternatively, it can be seen as sophisticated, dignified and serious.
Physiologically, it is intimidating and controlling, although its power can instill confidence in some.
Black creates an air of mystery and secrecy. Sometimes people hide behind its unapproachable facade. In very small amounts it can add strength and confidence without becoming overpowering.
Black is favored by the youth market aged approximately 16 to 25, who are still trying to find their own sense of identity and place in this world. Those who are achievement oriented and ambitious also favor black.
Black board with printing in any of the jewel colors of red, emerald green, magenta, or bright blue, or gold, silver or white will create a dramatic impression. Black packaging can make an item appear expensive and heavier.
Keywords for Black:
Positive Color Meanings in Business:
Authority, power, control, protection and comfort, strong, contained formal, sophisticated, seductive, mysterious, endings & beginnings.
Negative Color Meanings in Business:
Aloof, depressing and pessimistic, secretive and withholding, conservative and serious, power & control, sadness and negativity

Using Black in Business
Black is beneficial for businesses selling luxury, elegance and sophistication. These types of businesses include those selling high quality professional products and luxury goods, and up market car companies.
Black packaging makes an item seem heavier and more expensive and of higher perceived value. It creates a classy and elegant impression.
Using black for selling and marketing products and services to the high end youth market, including music related businesses, is seen as cutting edge and trendy. The youth market tends to be attracted to black with its sophistication and rebelliousness.
Black can be used to create a dramatic effect when combined with bright, rich, jewel colors such as red, emerald, cobalt, yellow, magenta and orange. However, in general, using too much black can be intimidating and unfriendly - think of the salesman with the black suit and tie or the black shirt and pants.

THE COLOR RED

The color red is the color of energy, passion and action
The color red is a warm and positive color associated with our most physical needs and our will to survive. It exudes a strong and powerful masculine energy.
Red is energizing. It excites the emotions and motivates us to take action.
It signifies a pioneering spirit and leadership qualities, promoting ambition and determination. It is also strong-willed and can give confidence to those who are shy or lacking in will power.
Being the color of physical movement, the color red awakens our physical life force. It is the color of sexuality and can stimulate deeper and more intimate passions in us, such as love and sex on the positive side or revenge and anger on the negative. It is often used to express love, as in Valentine’s Day, however it relates more to sexuality and lust, rather than love – love is expressed with pink.
At its most positive it can create life with its sexual energy, or use its negative expression of anger and aggression to fuel war and destruction.
The color red can stimulate the appetite, often being used in restaurants for this purpose. It also increases craving for food and other stimuli.
Being surrounded by too much of the color red can cause us to become irritated, agitated and ultimately angry. Too little and we become cautious, manipulative and fearful.
In Eastern cultures such as China red is the color for good luck. Although times are changing and many Chinese brides now wear white, it is traditionally the color for weddings. In Indian culture it symbolizes purity and is often used in their wedding gowns.
Positive and Negative Traits
Positive keywords include: action, energy and speed, attention-getting, assertive and confident, energizing, stimulating, exciting, powerful, passionate, stimulating and driven, courageous and strong, spontaneous and determined.

Negative keywords include: aggressive and domineering, over-bearing, tiring, angry and quick-tempered, ruthless, fearful and intolerant, rebellious and obstinate, resentful, violent and brutal.
Red Represents:
Energy: it boosts our physical energy levels, increases our heart rate and blood pressure and prompts the release of adrenalin.
Action: it is fast moving and promotes a need for action and movement.
Desire: it relates to physical desire in all its forms- sexual, appetite, cravings.
Passion: it means a passionate belief in an issue or undertaking, including passionate love or passionate hate. Anger is negative passion.
Effects of Red:
Stimulating: to the physical senses- the sexual and physical appetite. It stimulates the deeper passions within us, such as sex, love, courage, hatred or revenge. If people have a flagging sex life and would like to introduce more passion into it, introduce some red into the bedroom – the more red, the more passion, but don’t overdo it or it will have the opposite effect.
Exciting and Motivating: it excites our emotions and inspires us to take action.
Attention-getting: it demands people to take notice, alerting people to danger. This is why we have red traffic lights and stop signs it is the universal color for danger.
Assertive and Aggressive: drivers of red cars should take note! A small survey I did a few years ago showed that drivers of red cars, including females, said they felt quite aggressive behind the wheel of their red car.
Variations of Red
Maroon: a dark bluish red, it denotes controlled and more thoughtful action. It is slightly softer than burgundy and not as dramatic as true red.
Burgundy: a dark purplish red, it is more sophisticated and serious and less energetic than true red. It indicates controlled power, determined ambition and dignified action and is often favored by the wealthy.
Crimson: has a little blue in it. It indicates a determination to succeed but without upsetting anyone else. It emits sensuality rather than sexuality.
Scarlet: has a little orange mixed with it, giving it a richness and brightness. It indicates enthusiasm and a love of life. It is a little less intense and more fun-loving than true red, tempered with a degree of defiance.
Personality Color Red
While people may not exhibit all the character traits of a personality color red as listed here, if people love red people will find them self somewhere in the description. People may also find they exhibit some of the negative traits, particularly when people are stressed.
Having a personality color red identifies people as extroverted and optimistic, courageous and confident.
People are action oriented and physically active - sex is a necessity to people - people have strong survival instincts.
With a favorite color red, people like to be the center of attention - in fact all reds crave attention - other people are drawn to the vitality and sense of excitement people emit.
As a personality color red, people are stimulating to be with and people radiate a great deal of energy.
People are ambitious and competitive and like to be the winner - people are achievement orientated and second place is not good enough for people. With people it is all or nothing.
People usually gain the respect of others quite easily with your practical and grounded attitude and ability to set boundaries.
Lovers of red are the explorers and pioneers of the world, the entrepreneurs and builders who like to be first in discovering new physical realms.
If people favor the personality color red people have a passion and enthusiasm for life and are not afraid to pursue your dreams and goals.
People are impulsive - people should count to 10 before reacting to situations as it is in these situations that their anger and aggression often appears.
People are always in a hurry, wanting to do everything right now. Patience is not one of their strong points.
People do not procrastinate - people never put off until tomorrow what they can do today.
People are a hard worker and people enjoy physical labor and working with their hands.
Red people can be aggressive and easy to anger, often exhibiting a violent temper - this is negative passion and energy. People flare up instantaneously but calm down quite quickly once people get it out of their system and then forget it ever happened - they do not hold a grudge.
Lovers of red are probably not particularly spiritual or religious - however if people do participate in religious activities it is the physical customs and rituals that people are drawn to, the singing, Communion and other rituals, organizing the church fete and other fundraising activities, the physical part of being there. Red people like to take care of the nuts and bolts, the nitty-gritty, the practical aspects and physical preparation of organizing an event.
People have a strong need for power and control which is connected to their basic survival instincts.
People can be somewhat of a know-it-all, not wanting to appear unintelligent or ignorant.
People are a good worker, although not necessarily a good boss - they aggressive nature doesn 't serve people well in management positions. Because they are action orientated people are good at meeting deadlines and getting the job done at the right time.
People can be quite determined when they want something, but tend to have a short attention span, moving on to the next best thing when they quickly get bored with the previous one - people want it all and they want it now!
With a personality color red people may have an over active ego and appear over confident with a super inflated sense of their own worth.
If People Dislike Red:
People may be under stress at the moment and having trouble coping with the passion, excitement and high energy that red generates.
People may want more excitement, energy and passion in their life but are afraid, for some reason, or lack the self-confidence, to get involved and open them self to the possibilities red can bring to people.
People may be overtired or ill and need calm and relaxation rather than red 's high energy around people.
People may find anger a difficult emotion to handle.
People may have suffered rejection or defeat at an early age and don 't believe they can ever win.

Red in Business
In using red in business, people need to understand the traits, qualities and mood of the color. To begin with, red is a warm and positive color, a very physical color which draws attention to it and calls for action to be taken.
In color psychology red means energy, passion, action, strength and excitement.
It stimulates the physical senses such as the appetite, lust and sexual passion. Although it is often used to express love, it really relates more to sexual passion and lust whereas pink relates more to romantic love.
Red represents masculine energy, whereas its softer version, pink, is associated with feminine energy.
A universal sign of danger and warning, this is a color that can also show and create aggressiveness and anger, particularly if used to excess in the wrong applications.
Physiologically, it stimulates and energizes the physical body, including the nerves and the circulation of blood, raising blood pressure and heart rate. It is stimulating to the appetite and therefore a great color to use for any product associated with food and its service, including restaurants and take-away businesses.
It excites and motivates but in excess it can cause anxiety and tiredness. It also has negative connotations associated with blood, war and violence.
The color which most complements and balances red is turquoise, although green or blue will also create balance.
Key Words for Red:
Positive Meanings in Business:
Action, Power, Energy, Speed, Passion, Desire, Lust, Strength, Courage, Attention-Getting, Motivating, Stimulating, Energizing, Driven And Determined, Exciting, Warm, Spontaneous, Assertive And Confident
Negative Meanings in Business:
Aggression And Anger, Domineering, Over-Bearing And Tiring, Quick-Tempered, Ruthless, Fearful And Intolerant, Rebellious And Obstinate, Resentful, Violent And Brutal.

Using Red in Business
In business, the color red will always elicit a passionate response but the response may be either positive or negative and people may have no control over this response as it will be in the hands of their potential customer.
This is a color which encourages buyers to take action and make a purchase. For example, it could be used to tempt an impulse buy at the purchase counter in their store, as footprints or arrows directing people around their store or to their cash register, or for a 'buy now ' button on a website.
A touch of red can be used as one of the colors on your website to indicate your energy and passion for your business. In larger amounts it is effective in the promotion of products or services related to food and appetite, energy, passion or speed.
Often used as a warning sign, it is best used as an accent color as too much red can overwhelm.

THE COLOR GREEN

The color green is the color of balance, harmony and growth

The color green is the color of balance and harmony. From a color psychology perspective, it is the great balancer of the heart and the emotions, creating equilibrium between the head and the heart.
From a meaning of colors perspective, green is also the color of growth, the color of spring, of renewal and rebirth. It renews and restores depleted energy. It is the sanctuary away from the stresses of modern living, restoring us back to a sense of well being. This is why there is so much of this relaxing color on the earth, and why we need to keep it that way.
Green is an emotionally positive color, giving us the ability to love and nurture ourselves and others unconditionally. A natural peacemaker, it must avoid the tendency to become a martyr.
Green loves to observe. It relates to the counselor, the good listener, the social worker. It loves to contribute to society. It is the charity worker, the good parent and the helpful neighbor.
Being a combination of yellow and blue, the color green encompasses the mental clarity and optimism of yellow with the emotional calm and insight of blue, inspiring hope and a generosity of spirit not available from other colors.
This is a color that has a strong sense of right or wrong, inviting good judgment. It sees both sides of the equation, weighs them up, and then usually takes the moral stand in making appropriate decisions. On the negative side, it can be judgmental and over-cautious.
Green promotes a love of nature, and a love of family, friends, pets and the home. It is the color of the garden lover, the home lover and the good host.
It is generous and loves to share, but it also looks for recognition. It is friendly and can keep confidences.
This color relates to stability and endurance, giving us persistence and the strength to cope with adversity.
Green is the color of prosperity and abundance, of finance and material wealth. It relates to the business world, to real estate and property. Prosperity gives a feeling of safety to green.
On the negative, the color green can be possessive and materialistic, with a need to own people and things.
Positive and Negative Traits
Positive keywords include: growth and vitality, renewal and restoration, self-reliance, reliability and dependability, being tactful, emotionally balanced and calm, nature lover and family oriented, practical and down to earth, sympathetic, compassionate and nurturing, generous, kind and loyal with a high moral sense, adaptable, encourages 'social joining ' of clubs and other groups, a need to belong.
Negative keywords include: being possessive and materialistic, indifferent and over-cautious, envious, selfish, greedy and miserly, devious with money, inconsiderate, a hypochondriac and a do-gooder.
Green Represents:
Harmony and balance: Green is the great balancer of our mental, emotional and physical energies which is why there is so much green on our planet. Green is the heart centre of the body.
Growth: As in nature, green leaves are an indication the plant is still growing.
Hope: Green is the anticipation of things to come.
Effects of Green:
Rejuvenating: The color green revitalizes us when we are physically, mentally or emotionally exhausted.
Nurturing: Because of its link with the heart, green urges us to nurture others. Green is also nurturing to us - another reason why it is the most predominant color on earth.
Dependable, agreeable and diplomatic: The color green helps us to see situations clearly from all sides.
Possessiveness: Green is a color that encourages us to want to own things and people, to collect and possess. Green encourages materialism.
Envy: Green with envy ' is a common phrase and a negative reaction to the color green.

Variations of the Color Green
Pale green: As the color of new growth on plants, it indicates immaturity, youthfulness and inexperience. It allows us to see things from a new perspective, to make a fresh start.
Emerald green: This is an inspiring and uplifting color suggesting abundance and wealth in all its forms, from material wellbeing, to emotional wellbeing to creative ideas.
Jade green: The color of trust and confidentiality, tact and diplomacy, jade green indicates a generosity of spirit, giving without expecting anything in return. It increases worldly wisdom and understanding, assisting in the search for enlightenment.
Lime green: Lime green inspires youthfulness, naivety and playfulness; it is liked the most by younger people. It creates a feeling of anticipation, and helps to clear the mind of negativity.
Dark green: There is a degree of resentment in dark green. Often used by wealthy businessmen, ambitious and always striving for more wealth, dark green signifies greed and selfish desire.
Aqua: Aqua calms the spirit, offering protection and healing for the emotions.
Olive green: Although the traditional color for peace, 'offering an olive branch ', the color olive suggests deceit and treachery, blaming others for its problems. However there is also a strength of character with it that can overcome adversity to develop an understanding and caring of the feelings of others.
Yellow green: This color green suggests cowardice, conflict and fear.
Grass green: Grass green is the color of money. It is self-confident and secure, natural and healthy, occurring in abundance in nature.
Personality Color Green
While person may not exhibit all the character traits of a personality color green as listed here, if your favorite color is green you will find yourself somewhere in the description. You may also find you exhibit some of the negative traits, particularly when you are stressed. With a personality color green you are a practical, down-to-earth person with a love of nature. You are stable and well balanced or are striving for balance - in seeking this balance; you can at times become unsettled and anxious. Having a personality color green means you are kind, generous and compassionate - good to have around during a crisis as you remain calm and take control of the situation until it is resolved. You are caring and nurturing to others - however you must be careful not to neglect your own needs while giving to others. You are intelligent and love to learn - you are quick to understand new concepts. With a personality color green you have a great need to love and to be loved and you tend to wear your heart on your sleeve- you are an open book who doesn 't hide his/her feelings. You have a need to belong - greens are the joiners of social groups - you are at home in any social situation as you are gracious and well-mannered, knowing just the right things to say and do. You are a good citizen and like to be involved in community groups. You have high moral standards and doing the right thing is important to you. You like to be accepted, appreciated and admired for the good you do in the community as well as in your family life. You are a loyal friend and a faithful partner, gentle but not passionate. It is difficult for you to feel great passion as your need is for balance and peace, not action. You are strong-willed and do not like to be told what to do by others. You do like to win arguments and do not concede defeat easily. You can have a tendency to gossip, which is connected to your need to belong. You love food and find it hard to lose weight. With a personality color green you are not a risk-taker and not action orientated, rather more of an observer. You love to sit in a café and watch the world go by. You are business orientated and love to work in your own business. Money is important to you but you are generous.
Detail bores you. You process information quickly and prefer to develop an idea, organize a plan and then delegate the rest to someone else. Ideas flow quite easily but you are not good at executing them. You accumulate possessions but they are usually of high quality and high price. You make an excellent counselor, psychologist, social worker as you are a good listener and can view others problems with empathy, clarity and a balanced analysis, seeing both sides while showing respect and caring. The ability to put yourself in the shoes of others is one of your true talents, but you need to be careful you don 't become so involved in others lives that you become a martyr. You have to be careful not to become complacent and self-righteous, forgetting about your own dreams and goals.
Greens are generally frank, community-minded people, fairly sociable but preferring peace at any price. You can be too self-effacing, modest and patient, and run the risk of being exploited by others. You may appear to be innocent and naïve but you are actually quite streetwise and astute - you read others well, but often keep it to yourself.
A negative side to the green personality is a tendency towards envy and jealousy.
If you dislike green:
You are not a social 'joiner ', do not like to do things the way the majority does, not particularly a nature lover, You may be a loner preferring to keep to yourself than mixing with crowds.

Green in Business
In using green in business, people need to understand the traits, qualities and mood of the color. Green is a color of growth and vitality, associated with new life and renewal. Psychologically it relates to balance and harmony of the mind, the body and the emotions. It assists in decision making by helping us to see all sides clearly.
Physiologically, it balances people 's emotions, creating a sense of calm.
Green is associated with nature, health and healing, and the environment, creating a sense of compassion and nurturing for all. It encourages generosity, kindness and sympathy.
Darker greens relate to money, wealth and prestige, while lighter greens relate to growth and freshness. Green is regarded as the color of money in the Western world.
Too much green can lead to feelings of envy, greed and selfishness. Dirty olive green can have negative connotations unless it is associated with the environment.
Positive Color Meanings in Business: growth and vitality, renewal and restoration, self-reliance, reliability and dependability, being tactful, emotionally balanced and calm, nature lover and family oriented, practical and down to earth, sympathetic, compassionate and nurturing, generous, kind and loyal with a high moral sense, adaptable and flexible, encourages 'social joining ' of clubs and other groups.
Negative Color Meanings in Business: possessive and materialistic, indifferent and over-cautious, envious, selfish, greedy and miserly, devious with money, inconsiderate, a hypochondriac and a do-gooder.

Using Green in Business
Green is beneficial for anything to do with health and healing. Green is an ideal color to promote natural, safe, organic products. It is also beneficial in the promotion of environmentally friendly products. Green suggests something 'new ' and fresh. Lime green creates an anticipation of the potential of what is on offer. Green motivates people to join social groups and satisfies their need to belong. Dark green is a good color for money and financial websites. Use green where people need people to see both sides of a situation as it aids in clear thinking and decision making.

THE COLOR ORANGE

The color of adventure and social communication
The color orange radiates warmth and happiness, combining the physical energy and stimulation of red with the cheerfulness of yellow.
Orange relates to 'gut reaction ' or our gut instincts, as opposed to the physical reaction of red or the mental reaction of yellow.
Orange offers emotional strength in difficult times. It helps us to bounce back from disappointments and despair, assisting in recovery from grief.
The color psychology of orange is optimistic and uplifting, rejuvenating our spirit. In fact orange is so optimistic and uplifting that we should all find ways to use it in our everyday life, even if it is just an orange colored pen that we use.
Orange brings spontaneity and a positive outlook on life and is a great color to use during tough economic times, keeping us motivated and helping us to look on the bright side of life.
With its enthusiasm for life, the color orange relates to adventure and risk-taking, inspiring physical confidence, competition and independence. Those inspired by orange are always on the go!
In relation to the meaning of colors, orange is extroverted and uninhibited, often encouraging exhibitionism or, at the very least, showing-off!
The color orange relates to social communication, stimulating two way conversations. A warm and inviting color, it is both physically and mentally stimulating, so it gets people thinking and talking!
At the same time, orange is also stimulating to the appetite. If people love having people around the kitchen table, orange will keep them talking and eating for a long time. Many restaurants use pastel versions of orange, such as apricot or peach or deeper versions such as terracotta, for their décor as they are more subtle than red, yet still increase the appetite and promote conversation and social interaction, which in turn encourages patrons to have a good time and to eat and drink more.
The color orange is obviously the worst color to have in the kitchen if people are trying to lose weight!
Orange aids in the assimilation of new ideas and frees the spirit of its limitations, giving us the freedom to be ourselves. At the same time it encourages self-respect and respect of others.
Orange is probably the most rejected and under-used color of our time. However, young people do respond well to it as it has a degree of youthful impulsiveness to it.
Positive and Negative Traits
Positive keywords include: sociable, optimistic, enthusiastic, cheerful, self-confident, independent, flamboyant, extroverted and uninhibited, adventurous, the risk-taker, creative flair, warm-hearted, agreeable and informal.
Negative keywords include: superficial and insincere, dependent, over-bearing, self-indulgent, the exhibitionist, pessimistic, inexpensive, unsociable, and overly proud.
Orange Represents
Adventure and risk taking: Orange promotes physical confidence and enthusiasm - sportsmen and adventure-seekers relate well to orange.
Social communication and interaction: Orange stimulates two-way conversation between people - in a dining room when entertaining it stimulates conversation as well as appetite.
Friendship: Group socializing, parties, the community - wherever people get together to have fun and socialize orange is a good choice.
Divorce: The optimism of the color orange helps people move on - it is forward thinking and outward thinking.
Effects of Orange
Enthusiasm: Orange is optimistic and extroverted - the color of the uninhibited.
Rejuvenation: Orange helps to restore balance to our physical energies.
Stimulation: Orange is not as passionate or as excitable as red, but it is stimulating, particularly to the appetite - the worst color to have in the kitchen if people want to lose weight.
Courage: Orange helps us to take account of our lives, to face the consequences, to take action and make appropriate changes, and then to move onward and upward.
Vitality: Orange has a more balanced energy than red, not as passionate and aggressive, but full of vitality.
Variations of the Color Orange
Peach: Peach encourages great communication and conversation. It inspires good manners and puts people at ease. It has all the attributes of orange but in a much softer, gentler and more cautious form.
Golden Orange: This version of orange encourages vitality and self-control.
Amber: Amber helps to inspire greater confidence and better self esteem. It can promote a degree of arrogance.
Burnt Orange: This color emits a negative vibration indicating pride, tension and aggressive self-assertion.
Dark Orange: Dark orange indicates over-confidence and over-ambition. It tries too hard to prove its worth and to boost its self-esteem, but when it fails, which is often, it develops a chip on its shoulder. It is the color of the opportunist, taking selfish advantage of every situation.
Personality Color Orange
While people may not exhibit all the character traits for a personality color orange as listed below, if orange is your favorite color people will find yourself somewhere in the description. People may also find people exhibit some of the negative traits, particularly when people are stressed.
Having a personality color orange means people are warm, optimistic, extroverted and often flamboyant you are friendly, good-natured and a generally agreeable person.
People are assertive and determined rather than aggressive - having a personality color orange means people are more light-hearted and less intense than those who love red.
People thrive on human social contact and social gatherings, bringing all types together.
As a personality color orange people enjoy partying and socializing and planning all types of social events - orange people are the life of the party, the uninhibited performer! People are often the loud talker in a group.
While people are charming and sociable people do tend to be a show-off.
People get great satisfaction from helping others and they find people inspiring with your vitality and positive energy.
People are tolerant and accepting of others just the way they are.
People are a people person, motivated by what others may or may not think and always trying to keep up with the Jones '. People need people around people - being alone for too long makes
People depressed and people then allow negativity to engulf people.
People are a free spirit who doesn 't like to be tied down - people are not always loyal in your relationships and find it difficult to commit.
People live your life based on your 'gut reactions '.
People are an adventurer - people love the outdoor life, camping, climbing mountains and indulging in adventurous sports such as sky diving and hang gliding. People are the daredevil, always looking towards your next challenge, your next great adventure.
People enjoy being physically active, particularly in the outdoors, whether it 's simply going for a walk, or competing in high level sporting competitions.
People are full of life, always on the go, determined and competitive, always looking for new challenges - and this can lead to restlessness and impatience with others who do not have this need.
Lovers of orange like to take risks in many areas of their life, particularly in the physical areas. They prefer to explore their outer world rather than their inner world.
People may be lousy at housekeeping as it is not that important to people - people love having fun too much and don 't like the mundane - a little dust on the mantelpiece is not that important to people. However people love to cook.
People move on easily from life 's setbacks.
Patience is not one of your virtues and people can be quite forceful and domineering over others when under stress.
People can be indecisive, inconsistent and unpredictable.
People may be an unkind practical joker.
When operating from a negative perspective, a personality color orange can become aloof, egotistical, self-centered and uncaring.
When feeling fearful, orange lovers feel it in their abdomen, as though it is tied in knots.
If people dislike orange:
People are not comfortable in large groups.
People do not like partying and socializing.
People are more comfortable with a small circle of friends.
People don 't like flamboyance and showing off.
People may be holding you back socially.
It can also indicate anger at having been treated cruelly at some stage in your life.
Orange in Business
In using orange in business, people need to understand the traits, qualities and mood of the color. To begin with, it is a warm, vibrant and flamboyant color. It is energy combined with fun, the color of the risk-taker, the extrovert and the uninhibited. In color psychology it means adventure, optimism, self-confidence and sociability.
Physiologically, orange vitalizes, inspires and creates enthusiasm. It is stimulating to the appetite and social conversation and therefore works well in restaurants and other food outlets. This can be achieved by using some form of the color in the décor, such as in the furnishings or the lighting. It does not need to be bright orange - salmon, coral, terracotta and other versions of it will work as well. An up market restaurant will look more elegant with subdued versions of orange. Combine with aubergine, purple, or blue for a unique, contemporary and classy look.
Psychologically, in business applications orange gives the impression of affordability, depending on the shade chosen and its combination with other colors. Too much of it can suggest cheapness. Use your own judgment on how it affects people - if it looks cheap to people, it will do the same for others.
More gentle than red, orange represents a more feminine energy and the energy of creation.
Key Words for Orange:
Positive Meanings in Business:
Adventurous, risk-taking, vibrant, flamboyant, stimulating to the senses, affordable, warm, sociable, optimistic, enthusiastic, cheerful, self-confident, independent, extroverted and uninhibited, creative flair, warm-hearted, agreeable and informal
Negative Meanings in Business:
Superficial and insincere, dependent, over-bearing, self-indulgent, the exhibitionist, pessimistic, cheap, unsociable, and overly proud.

Using Orange in Business
Be careful when using orange in business; apply it sparingly as it tends to be the most disliked color in the western world.
Use it to suggest adventure, fun, optimism. It imparts a message that it is affordable yet reasonable quality, sociable and easy-going.
Orange is an invaluable color in encouraging sales in restaurants, café 's, bistros and diners as it stimulates appetite and conversation, contributing to patrons eating and talking longer and spending more money.
Its stimulation to social communication and the senses makes it a beneficial color for hotels and resorts.
Travel websites should consider it as one of their color choices for its association with journeys, adventure and exciting fun activities.
Sports teams can use this vibrant color in their team colors to suggest energy, flamboyance and adventure.
Orange is an appealing color for the youth market as children and teens tend to like its sense of fun and adventure and its suggestion of affordability. It is also a great color to use on toys for young children, along with other bright primary and secondary colors.
A softer version of orange, such as peach is favorable in beauty salons, spas and treatment centers ' and upper class restaurants.

THE COLOR YELLOW

The color yellow is the color of the mind and the intellect
The color yellow relates to acquired knowledge. It is the color which resonates with the left or logic side of the brain stimulating our mental faculties and creating mental agility and perception.
Being the lightest hue of the spectrum, the color psychology of yellow is uplifting and illuminating, offering hope, happiness, cheerfulness and fun. In the meaning of colors, yellow inspires original thought and inquisitiveness. Yellow is creative from a mental aspect, the color of new ideas, helping us to find new ways of doing things. It is the practical thinker, not the dreamer.
Yellow is the best color to create enthusiasm for life and can awaken greater confidence and optimism.
The color yellow loves a challenge, particularly a mental challenge.
Within the meaning of colors, yellow is the great communicator and loves to talk. Yellow is the color of the networker and the journalist, all working and communicating on a mental level. Yellow is the scientist, constantly analyzing, looking at both sides before making a decision; methodical and decisive. Yellow is the entertainer, the comic, the clown.
Yellow helps with decision making as it relates to clarity of thought and ideas, although it can often be impulsive. Yellow helps us focus, study and recall information, useful during exam time.
The color yellow can be anxiety producing as it is fast moving and can cause us to feel agitated.
Yellow has a tendency to make people more mentally analytical and critical - this includes being self critical as well as critical of others.
Yellow is non-emotional, coming from the head rather than the heart. Yellow depends on itself, preferring to not get emotionally involved.
Yellow is related to the ego and our sense of self worth, to how we feel about ourselves and how we are perceived by others.
Yellow is the most highly visible of all colors which is why it is used for pedestrian crossings. Take note of the crossings which are marked in white - they are less easy to see than those marked yellow, particularly on wet and cloudy days.
If people are going through a lot of change in your life people may find people can 't tolerate the color yellow very well - this will usually pass. It just means that people are having trouble coping with all the changes at the moment and yellow vibrates too fast for people, making people feel stressed. Introduce green or a soft orange into your life for a while to balance and restore your energies. Many older people don 't respond well to large amounts of yellow because it vibrates too fast for them.
Positive and Negative Traits
Positive keywords include: optimism, cheerfulness, enthusiasm, fun, good-humored, confidence, originality, creativity, challenging, academic and analytical, wisdom and logic.
Negative keywords include: being critical and judgmental, being overly analytical, being impatient and impulsive, being egotistical, pessimistic, an inferiority complex, spiteful, cowardly, deceitful, non-emotional and lacking compassion.
Yellow Represents:
Mind and intellect: From a color psychology perspective, yellow stimulates our mental faculties; it activates the left or analytical brain.
Happiness and fun: Yellow is uplifting to the spirits; yellow helps create enthusiasm for life and can awaken greater confidence and optimism.
Communication of New Ideas: Yellow is related to the expression and integration of new ideas and thoughts.
Effects of Yellow:
Creative: The color of new ideas, yellow helps us find new ways of doing things.
Quick decisions: Yellow helps with clear thinking and quick decision-making but it can also be impulsive.
Anxiety producing: Yellow is fast moving so too much time in its presence can agitate and lead to nervousness and emotional instability.
Critical: Yellow makes people more mentally analytical and self critical of both themselves and others.
Non-emotional: Yellow relates to the head not the heart.
Variations of the Color Yellow
Light Clear Yellow: This color helps to clear the mind, making it open and alert.
Lemon Yellow: Lemon yellow promotes self-reliance and a need for an orderly life. This yellow increases our sensitivity to criticism.
Citrine Yellow: Citrine is a superficial and fickle color. It encourages the serial relationship hopper, the teaser, with unstable emotions. This yellow can be deceitful and retreats from responsibility.
Golden Yellow: This yellow is the color of the loner with an intense curiosity and interest in investigating the finer details of its interests. Golden yellow is sensitive to criticism.
Cream: Cream, tinted with a hint of yellow, encourages new ideas. However, this very pale color can also indicate a lack of confidence and a need for reassurance.
Dark Yellow: The darker shades of yellow indicate an inclination toward depression and melancholy, lack of love and low self-worth. Dark yellow relates to the constant complainer and the cynic.
Personality Color Yellow
While people may not exhibit all the character traits of a personality color yellow, if yellow is your favorite color people will find yourself somewhere in the description. People may also find people exhibit some of the negative traits, particularly when people are stressed.
With a personality color yellow people have a happy disposition and are cheerful and fun to be with.
People are creative, often being the one who comes up with new ideas - an ideas person who needs others to bring the ideas into reality - people tend to have your head in the clouds much of the time.
People can be very critical of yourself as well as others - a perfectionist.
People analyze everything, all the time, and are methodical in your thinking.
With a yellow personality people are impulsive and make quick decisions, but often, out of anxiety, jump in too quickly and rush things rather than taking things at a steady pace.
People have a strong independent streak in people, and are selective with your choice of friends, keeping a small group of close and like-minded friends rather than being involved in team events or large social gatherings.
People use your mind to achieve people goals rather than your physical energy.
People tend to hide their emotions, putting on a brave face in times of adversity.
People are spontaneous - people are able to think quickly on your feet and make instant decisions.
People have a modern outlook. New technology doesn 't faze people.
People communicate well on a mental level with like-minded people, but can become bitter and sharp-tongued if crossed.
People are good at networking and getting information out of others. Journalists often resonate with the color yellow.
Although people find it easy to make money, people tend to spend it rapidly and unwisely.
With a personality color yellow, people can be stubborn but dislike pettiness and spitefulness of all kinds.
People like to think people are intelligent and well educated, with knowledge about many topics.
People are good at anything that involves the mind, rather than physical pursuits. Chess, crosswords, card games are yellow pursuits.
People are a smart dresser and always dress to impress.
People can be deceitful and stubborn if living from a negative perspective.
People can also be arrogant, pretentious and snobbish.
If people dislike yellow:
People are practical and down to earth.
People may not be able to cope with change at this point in your life.
People prefer to keep your feet firmly planted on the ground and are skeptical of new ideas that haven 't been proven.
People like to think before people leap - people are not impulsive or spontaneous.
Yellow in Business
In using yellow in business, people need to understand the traits, qualities and mood of the color to decide if it will create the message people wish to send to your target market.
To begin with, yellow is a warm and happy color which creates a sense of cheerfulness and playfulness. Psychologically, it is optimistic, uplifting and illuminating, brightening people 's spirits.
Yellow stimulates the logical side of the brain and mental clarity. It promotes wisdom and academic proficiency. It inspires original thinking and creative ideas.
Physiologically, yellow stimulates the mind and mental activity. It increases the analytical processes and our logical reasoning, helping with decision-making.
Too much yellow can cause anxiety, nervousness, apprehension, agitation and confrontation particularly in people who are already stressed. It can motivate people to become overly critical and judgmental, as well as deceitful.
Keywords for Yellow:
Positive Meanings in Business:
Cheerful, happy, playful, fun, optimistic, uplifting, illuminating, logical, mental clarity, aids decision-making, confidence, originality, creativity, challenging, academic and analytical, wisdom and logic, communication of new ideas.
Negative Meanings in Business:
Critical and judgmental, overly analytical, impatient and impulsive, egotistical, pessimistic, an inferiority complex, spiteful, cowardly, deceitful, non-emotional and lacking compassion.

Using Yellow in Business
Yellow is a great color for children 's products, particularly combined with other bright primary or secondary colors. It is stimulating to their mind and their creativity.
For many leisure products, particularly those that promote playful and fun activities, yellow is a beneficial color. It will enhance the promotion of any fun and entertainment businesses.
Apart from the above types of businesses, in general it is best to use yellow as a highlight color - too much can cause agitation and anxiety, particularly with older people. Avoid its use where people are trying to impart a message of stability.
Use yellow where people want to keep people moving. Most people cannot stay for long where there is a lot of yellow. Fast food outlets use it combined with red to encourage people to eat lots quickly then move on.
It is a good to incorporate yellow in the promotion of point of sale purchases - the eyes see yellow first and with so many other distractions in retail stores, people need to capture your customer 's attention quickly.
Don 't use yellow to sell expensive items to men who see it as cheap and unsophisticated.
Don 't use dirty versions of yellow such as mustard - they have negative connotations.
Yellow with black provides a warning and is often used in safety signs for this reason.

THE COLOR BLUE

The color blue is the color of trust and responsibility
The color blue is one of trust, honesty and loyalty. It is sincere, reserved and quiet, and doesn 't like to make a fuss or draw attention. Blue hates confrontation, and likes to do things in its own way.
From a color psychology perspective, blue is reliable and responsible. This color exhibits an inner security and confidence. People can rely on it to take control and do the right thing in difficult times. It has a need for order and direction in its life, including its living and work spaces.
Blue seeks peace and tranquility above everything else, promoting both physical and mental relaxation. It reduces stress, creating a sense of calmness, relaxation and order - we certainly feel a sense of calm if we lie on our backs and look into a bright blue cloudless sky. It slows the metabolism. The paler the blue the more freedom we feel.
In the meaning of colors, blue relates to one-to-one communication, especially communication using the voice - speaking the truth through verbal self-expression - it is the teacher, the public speaker.
The color blue is idealistic, enhancing self-expression and our ability to communicate our needs and wants. It inspires higher ideals.
Blue 's wisdom comes from its higher level of intelligence, a spiritual perspective.
Blue is the color of the spirit, devotion and religious study. It enhances contemplation and prayer. On the other hand, blue 's devotion can be to any cause or concept it believes in, including devotion to family or work.
Blue is the helper, the rescuer, the friend in need. It 's success is defined by the quality and quantity of its relationships. It is a giver, not a taker. It likes to build strong trusting relationships and becomes deeply hurt if that trust is betrayed.
Blue is conservative and predictable, a safe and non-threatening color, and the most universally liked color of all, probably because it is safe and non-threatening. At the same time blue is persistent and determined to succeed in whichever endeavors it pursues.
Change is difficult for blue. It is inflexible and when faced with a new or different idea, it considers it, analyzes it, thinks it over slowly and then tries to make it fit its own acceptable version of reality.
Blue is nostalgic. It is a color that lives in the past, relating everything in the present and the future to experiences in the past.
Positive and Negative Traits

Positive keywords include: loyalty, trust and integrity, tactful, reliability and responsibility, conservatism and perseverance, caring and concern, idealistic and orderly, authority, devotion and contemplation, peaceful and calm.
Negative keywords include: being rigid, deceitful and spiteful, self-righteous, superstitious and emotionally unstable, too conservative, predictable and weak, unforgiving, and frigid. It can also indicate manipulation, unfaithfulness and untrustworthiness.
Blue Represents
Communication: Blue relates to one-to-one verbal communication and self expression.
Peace and calm: The color blue induces calm and peace within us, particularly the deeper shades.
Honesty: Blue is the color of truth.
Authority: The darker the color blue, the more authority it has.
Religion: Blue is the color of devotion and religious study.
Wisdom: Blue enhances the wisdom of the intellect.
Effects of Blue
Conservative: The color blue is a safe color - the most universally liked color of all.
Predictable: Blue is not impulsive or spontaneous and it doesn 't like to be rushed - blue needs to analyze and think things through, and to work to a plan.
Orderly: Blue needs to have direction & order- untidiness and unpredictability overwhelms it.
Rigid: Blue likes familiarity. It doesn 't like change and will stubbornly do things its own way, even if there is a better way.
Variations of the Color Blue
Pale Blue: Pale blue inspires creativity and the freedom to break free.
Sky Blue: One of the calmest colors, sky blue inspires selfless love and fidelity. It is non-threatening and promotes a helpful nature that can overcome all obstacles. It is the universal healer.
Azure Blue: A color of true contentment, azure inspires determination and ambition to achieve great things, a sense of purpose in striving for goals.
Dark Blue: Dark blue is the color of conservatism and responsibility. Although it appears to be cool, calm and collected, it is the color of the non-emotional worrier with repressed feelings, the pessimist and the hypocrite. Dark blue can be compassionate but has trouble showing it as its emotions run deep. Dark blue is a serious masculine color representing knowledge, power, and integrity, and is used quite often in the corporate world.
Personality Color Blue
While people may not exhibit all the character traits of a personality color blue as listed here, if blue is your favorite color people will find yourself somewhere in the description. People may also find people exhibit some of the negative traits, particularly when people are stressed.
With a personality color blue as your favorite color people are conservative, reliable and trustworthy - people are quite trusting of others although people are very wary in the beginning until people are sure of the other person. At the same time, people also have a deep need to be trusted.
People are not impulsive or spontaneous - people always think before people speak and act and do everything at your own pace in your own time. People take time to process and share your feelings.
People are genuine and sincere, and people take their responsibilities seriously.
Having a personality color blue means people have a deep need for peace and harmony in your everyday life - people don 't like having your feathers ruffled. People would benefit from daily meditation and quiet time for reflection, introspection and self-discovery.
People appear to be confident and self-controlled, but may be hiding your vulnerable side.
Being a personality color blue means people are generally fairly even-tempered, unless your emotions take over - then people can become either moody and over-emotional, or cool and indifferent.
People are sensitive to the needs of others and caring with your close circle of friends. While people are friendly and sociable, people prefer the company of your own close group of friends.
People are a rescuer and love to be needed but one of your lessons is to learn to love yourself first - people live from your heart and are always busy putting the needs of others first.
People can be rigid - people like to stick to what is familiar to people and it is hard to sway people from your path - people stubbornly do things your way even if there is a better way.
People need to have direction & order in your living and work spaces - untidiness and unpredictability overwhelm people.
People don 't like to draw attention to yourself - people prefer to be in the background.
While people don 't like to have discord or conflict in your life, people are often the cause of conflict with others; people can be quite manipulative but in a very subtle way.
People make a loyal and faithful marriage partner and people are an honest, trustworthy and sincere friend. People form strong attachments, but risk a tendency to become codependent.
People can be quite emotional, aware of others feelings and sensitive to the moods of others.
People are sentimental and love things from the past. People cry easily at sad movies.
People compare the present to the past, looking to authority figures, parents, bosses or other leaders, to support your beliefs about the world.
People are approachable and friendly, always making people feel welcome in your life.
People have a thirst for knowledge in order to gain wisdom and appear knowledgeable in whatever area interests people.
People are spiritual or religious with a high degree of devotion to family, God, or other causes that are important to people.
People can be too cautious and worry about every little thing.
If reacting negatively, people are prone to self-pity.
If people dislike blue people:
People dislike routine and are looking for more stimulation and excitement in your life.
People may be tired of being the 'responsible one '.
People may feel sad and depressed when surrounded by too much blue.
People may not like the boundaries and restrictions of blue - people would like to be a free spirit.
Blue in Business
In using blue in business, people need to understand the traits, qualities and mood of the color along with the psychological meaning.
Blue is the most universally favored color of all and therefore the safest to use. It relates to trust, honesty and dependability, therefore helping to build customer loyalty.
Blue indicates confidence, reliability and responsibility. It relates to one-to-one communication rather than mass communication. It inspires wisdom and higher ideals but is also conservative and predictable.
Physiologically, blue is calming, reducing tension and fear. It slows the pulse rate and reduces appetite. Being a cool color it creates a sensation of space.
Blue adds strength and unity, and is therapeutic to the mind and body. It brings harmony to the spoken word.
Blue works well for the corporate world and is often used for more conservative types of businesses such as accountants, insurance companies, banks and other financial companies where trust and reliability are important. younger people see blue in general as a color relating to maturity and the adult market, unless it is a bright electric blue of course.
Too much blue can encourage boredom, manipulation or a rigid outlook.
Keywords for Blue:
Positive Color Meanings in Business:
Loyalty, trust and integrity, tactful, caring and concerned, reliability and responsibility, conservatism and perseverance, idealistic and orderly, authority, devotion and contemplation, peace and calm.
Negative Color Meanings in Business:
Rigid, deceitful and spiteful, self-righteous, superstitious and emotionally unstable, too conservative, predictable and weak, unforgiving and frigid, manipulation, unfaithfulness and distrust.

Using Blue in Business
Blue is best used for conservative corporate businesses where trust, dependability and honesty are important.
Communication websites which market to individual customers on a one-to-one basis would benefit with some blue in their marketing.
Hi-tech and computer technology businesses can benefit from most shades of blue combined with gray.
As with turquoise, blue is recommended for any business involved in the area of cleanliness, whether it be cleaning products, water purification or mineral water. It is also beneficial to businesses, such as airlines, boating or air conditioning companies, that relate to the common associations of blue with the sky, air and water.
Websites promoting technology, medical equipment, cleanliness, male products, or both male and female products should use some blue in their colors.
Blue should not be used for food related businesses as it is a color that does not occur naturally in food, except for blueberries, and it is associated with mould and 'off ' food. The only exception is sugar, where blue or blue-pinks are used on packaging because blue and pink are associated with sweetness.
Light blue relates well to the health and wellness industry, to travel and relaxation.
Dark blue is a serious color which inspires integrity and honesty and is often used by political organizations, religious organizations and legal firms for this reason.

THE COLOR INDIGO

The color of intuition, perception and the higher mind

The color indigo is the color of intuition and perception and is helpful in opening the third eye. It promotes deep concentration during times of introspection and meditation, helping people achieve deeper levels of consciousness. It is a color which relates to the "New Age" - the ability to use the Higher Mind to see beyond the normal senses with great powers of perception. It relies on intuition rather than gut feeling.
Indigo is a deep midnight blue. It is a combination of deep blue and violet and holds the attributes of both these colors. Service to humanity is one of the strengths of the color indigo. Powerful and dignified, indigo conveys integrity and deep sincerity.
The color meaning of indigo reflects great devotion, wisdom and justice along with fairness and impartiality. It is a defender of people 's rights to the end.
Structure creates identity and meaning for indigo. In fact an indigo person cannot function without structure - it throws them right off balance. Organization is very important to them and they can be quite inflexible when it comes to order in their lives.
Indigo loves rituals and traditions, religion and the institutional system, conforming to things that have worked in the past while planning for the future.
Indigo stimulates right brain or creative activity and helps with spatial skills. It is a dramatic color relating to the world of the theater, which, during times of stress becomes the drama queen, making a mountain out of a molehill!
The negative color meaning of indigo relates to fanaticism and addiction. Its addiction encompasses everything from a need for recognized qualifications to a need for illegal drugs, from the workaholic to the religious fanatic.
Indigo can be narrow-minded, intolerant and prejudiced.

Positive and Negative Traits of Indigo
Positive keywords include integrity and sincerity, structure and regulations, highly responsible, idealism, obedience, highly intuitive, practical visionary, faithful, devotion to the truth and selflessness.
Negative keywords include being fanatical, judgmental, impractical, intolerant and inconsiderate, depressed, fearful, self-righteous, a conformist, addictive, bigoted and avoiding conflict.
The Color Indigo Represents:
Intuition: use it to assist in accessing intuitive abilities - it is the first step to higher spiritual knowledge
Integrity: and deep sincerity are qualities of indigo
Structure and Order: a good color to use in restructuring aspects of your life or business
Wisdom: an inner knowingness and awareness - spiritual wisdom rather than the wisdom of the intellect
Effects of The Color Indigo:
Introspection: promotes deep concentration during times of introspection and meditation - can lead to feelings of being spaced out.
Idealistic: an ability to plan for the future.
Addiction: can support an addictive personality into maintaining their addictions - don 't use it if people are trying to overcome an addiction - it is associated with the religious fanatic - the color of the workaholic who thinks they are indispensable - can also be related to those who are addicted to getting qualifications.
The Dramatist: relates to the acting profession - can cause people to 'make a mountain out of a molehill '.
Conformity: a love of ritual - conformity to the things that have worked in the past, not just for the sake of conforming.
Personality Color Indigo
While people may not exhibit all the character traits of the personality color indigo as listed here, if indigo is your favorite color people will find yourself somewhere in the description. People may also find people exhibit some of the negative traits, particularly when people are stressed.
Having a personality color indigo as your favorite color means people are honest, compassionate and understanding. Integrity is extremely important to people.
People need structure in your life - organization is important to people and people can be quite inflexible when it comes to order in your life.
With a personality color indigo people love rituals and traditions. People look to the past when planning for the future.
People are conscientious and reliable - a good person to have around in a crisis.
People may have a great need to acquire qualifications.
Being a personality color indigo indicates people are hungry for the meaning of life.
People may sometimes be moody and introspective.
People operate beyond the normal senses of taste, sight, hearing etc.
People love law and order - justice is important to people - you 'll defend people 's rights until the end.
People love creating drama in your life.
People may be up in the clouds one minute and down in the dumps the next - people have trouble living in the now as your mind is always on the future.
People have an addictive personality and may be a workaholic or addicted to other things.
People may not trust very easily.
People may be a show-off - as a dramatist, performing and showing-off comes naturally to people.
People are intuitive and perceptive, relying on intuition rather than gut feeling - people can see beyond the normal senses.
Service to humanity is one of your strengths and essential to your wellbeing.
People are impartial and fair, defending the rights of others to the end.
People can be quite the dramatist, making a mountain out of a molehill, when people are stressed.
People can be narrow-minded, intolerant and prejudiced when living from a negative perspective.
People can become fanatical and obsessive at times.
Addiction of some sort is also a problem for people - this may be addiction to work, exerise, food or other substances.
If people dislike indigo:
People dislike rituals, traditions and structure in your life.
People are not interested in developing your intuitive powers - people prefer to use your gut instincts.
People prefer to be a free spirit than to follow any set of rules - do not like conforming.
Indigo in Business
Indigo or deep midnight blue is a powerful color related to the right side of the brain. It resonates to the 'New Age ' way of thinking.
Psychologically, it conveys integrity and deep sincerity and stimulates creativity and intuition. While it is connected to structure, tradition, ritual and ceremony, it can also transform people 's thinking and beliefs into developing new insights and a pioneering spirit. It imparts a message of great responsibility and high ideals.
Physiologically, it helps broaden the mind and free it of fears and inhibitions.
Indigo is also the color of the fanatic and the conformist as well as the addictive personality. It can, however, be depressing and boring to some people.
Keywords for Indigo:
Positive Color Meanings in Business:
Integrity and sincerity, structure and regulations, highly responsible, idealism, obedience, highly intuitive, practical visionary, faithful, commitment to the truth and selflessness.
Negative Color Meanings in Business:
Fanatical, judgmental, impractical, intolerant and inconsiderate, depressed, fearful, self-righteous a conformist addictive, bigoted and avoiding conflict.
Using Indigo in Business
Indigo is a good choice when integrity and sincerity is your message. Funeral service businesses are an example of those that would benefit from the use of it as one of their colors.
This color is an advantage in businesses where structure and tradition are important, such as educational institutions, law firms and banks.
In businesses that look to the future it can help transform people 's thinking.
It combines well with other bright jewel colors such as magenta, emerald green, turquoise, and pink, all of which help to lighten its energy and mood.

The Color Purple and The Color Violet

The color purple is the color of the imagination and spirituality

The color purple relates to the imagination and spirituality. It stimulates the imagination and inspires high ideals. It is an introspective color, allowing us to get in touch with our deeper thoughts.
The difference between violet and purple is that violet appears in the visible light spectrum, or rainbow, whereas purple is simply a mix of red and blue. Violet has the highest vibration in the visible spectrum.
While the violet is not quite as intense as purple, its essence is similar. Generally the names are interchangeable and the meaning of the colors is similar. Both contain the energy and strength of red with the spirituality and integrity of blue. This is the union of body and soul creating a balance between our physical and our spiritual energies.
Purple or violet assists those who seek the meaning of life and spiritual fulfillment - it expands our awareness, connecting us to a higher consciousness. For this reason it is associated with transformation of the soul and the philosophers of the world are often attracted to it.
In the meaning of colors, purple and violet represent the future, the imagination and dreams, while spiritually calming the emotions. They inspire and enhance psychic ability and spiritual enlightenment, while, at the same time, keeping us grounded.
The color violet relates to the fantasy world, and a need to escape from the practicalities of life. It is the daydreamer escaping from reality.
From a color psychology perspective, purple and violet promote harmony of the mind and the emotions, contributing to mental balance and stability, peace of mind, a link between the spiritual and the physical worlds, between thought and activity. Violet and purple support the practice of meditation.

The color violet inspires unconditional and selfless love, devoid of ego, encouraging sensitivity and compassion. Violet can be sensitive to all the different forms of pollution in the world today, whether it be air pollution, noise pollution, visual pollution or the pollution in our food chain. This sensitivity makes violet susceptible to illness and allergies, vulnerable to its everyday surroundings.
Violet encourages creative pursuits and seeks inspiration and originality through its creative endeavors. It likes to be unique, individual and independent, not one of the crowd. Artists, musicians, writers, poets and psychics are all inspired by violet and its magic and mystery.
Violet is the color of the humanitarian, using its better judgment to do good for others. Combining wisdom and power with sensitivity and humility, violet can achieve a lot for those less fortunate.
The color purple is specifically associated with royalty and the nobility, creating an impression of luxury, wealth and extravagance.
Purple has power. It has a richness and quality to it that demands respect. Purple is ambitious and self-assured, the leader.
Too much of the color purple can promote or aggravate depression in some. It is one color that should be used extremely carefully and in small amounts by those who are vulnerable to these depressed states.
Positive and Negative Traits of the Color Purple and Violet
Positive keywords include: unusual and individual, creative and inventive, psychic and intuitive, humanitarian, selfless and unlimited, mystery, fantasy and the future.
Negative keywords include: immaturity, being impractical, cynical and aloof, pompous and arrogant, fraudulent and corrupt, delusions of grandeur and the social climber.
The Color Purple/Violet Represents:
Inspiration: Original and sound ideas are created with violet - use it when looking for inspiration during brainstorming sessions.
Imagination: Violet inspires creativity with intellect - it is also stimulating to dream activity.
Individuality: Violet is unconventional, individual and original. It hates to copy anyone else and likes to do its own thing.
Spirituality: Violet assists us during prayer and meditation, helping us to get in touch with our deeper subconscious thoughts. Churches often feature violet in their stained glass windows. From a negative perspective it can relate to the cult follower.
Effects of the Color Purple/Violet:
Empathy: Compassion, kindness and a love of humanity are positive qualities of Violet.
Controlled emotion: Violet is passionate, like red, but inclined to display it in private only.
Respectable & distinguished: The darker shades of violet particularly are linked to the origins of purple where it was only available to royalty and the wealthy.
Impractical: Violet can be impractical, with its head in the clouds rather than having its feet on the ground. It tends to see life as it imagines it, rather than how it is.
Immature: Violet can be immature, encouraging fantasy and an idealism that is often difficult to achieve in real life.
Dignity: Violet exudes a quiet modest form of dignity which is often appealing to others.
Cynical: This is a negative side of violet.
Variations of the Color Purple/Violet
Lavender: Lavender is a light purple color with a bluish hue, a light violet color. It is a color that is attracted to beautiful things. It has a fragility, sensitivity and vulnerability to it.
Lilac: Lilac is a pale muted violet color with a slightly pinkish hue. It implies immaturity, superficiality and youthfulness. It is extroverted and enthusiastic, inspiring glamour, romance and vanity.
Mauve: Mauve fits somewhere between lavender and lilac. helps us to make the best choices and decisions; it is concerned for justice to be done and always does the right thing. On the other hand it can indicate a degree of commonness, the social climber aspiring to higher ideals.
Amethyst: A mystical color, amethyst opens intuitive channels. It protects the vulnerable and assists the humanitarian. It is the color of the evolved soul.
Plum: Plum is a reddish purple. An old-fashioned color, plum is honorable and linked to family traditions. It is also prudish and narrow-minded, always preaching at people.
Deep Purple: Dark purple is related to higher spiritual attainment. A powerful color, it can also indicate arrogance and ruthlessness.
Personality Color Purple
While people may not exhibit all the character traits of a personality color purple or violet as listed here, if violet or purple is your favorite color people will find yourself somewhere in the description. People may also find people exhibit some of the negative traits, particularly when people are stressed.
Having a personality color purple or violet as your favorite color means people are sensitive and compassionate, understanding and supportive, thinking of others before yourself - people are the person others come to for help - being needed motivates people but sometimes people take advantage of people.
People are a gentle and free spirit. Your feelings run deep and people can be quite sensitive to hurtful comments from others, although people would never show it.
Being a personality color purple, people have a peaceful and tranquil quality and a quiet dignity about people. People are drawn to your charismatic and alluring energy. People are usually introverted rather than extroverted and may give the impression of being shy although this is not the case.
People are creative and like to be individual in most of your endeavors, including your dress and home decoration - people love the unconventional.
People are idealistic, and often impractical, with a great imagination, dreaming of a future in an ideal fantasy world where people exclude the ugly side of reality - people tend to look at life through rose-colored glasses. People who don 't understand people sometimes think people are eccentric because people spend so much time in your fantasy world.
With your personality color purple people inspire others with your creative thinking and your ability to deal positively with adversity.
People are very intuitive and quite psychic or at least interested in spiritual growth or the occult - people seek spiritual fulfillment. People look for the meaning of life.
As a personality color purple, people are a generous giver, asking for little in return except friendship.
People can be secretive, with even your closest friends not really knowing people well.
If people constantly surround yourself with too much purple people can become moody. If this is the case, balance the purple with some magenta.
People dislike responsibility and have difficulty dealing with real day-to-day problems.
People dislike being part of the crowd, wishing to stand apart from the mob - people like to be noticed for your individuality. People don 't like to copy others and people don 't like them to copy people.
People are a visionary, with high ambitions, dreams and desires, and a compulsion to help humanity and to improve the planet earth. People often hold positions of power because people are visionary, but people delegate to others all the minor details that people aren 't interested in.
People like to have the best of everything, so people aim high.
Being the free spirit people are, people love to travel to experience different cultures and meet new people.
People are a good judge of character and sum others up quite quickly and accurately, although people usually see the best in everybody.
Time means little to people and people are often late for everything. People trust the flow of the Universe to take care of everything.
People need to be careful not to take on too many projects at a time as people can become quite scattered in your thinking, resulting in stress and confusion.
Meditation is a good activity for people to help people become centered and balanced.
People can sometimes appear arrogant and conceited if operating from a negative perspective.
People can be selfish and self-indulgent as people don 't like being imposed upon by others beliefs and regulations.
Purple in Business
Purple suggests wealth and extravagance, fantasy and the world of dreams. It enhances spiritual pursuits and enlightenment.
Physiologically, it heightens people 's sense of beauty and their reaction to more creative ideas.
It is often used to denote a high quality or superior product, such as Cadbury 's chocolate or some women 's cosmetics.
If people are in a service business, use some purple in your marketing to denote your premium service.
Purple is often connected with the 18 to 25 year old market as they see it as sexy and rebellious, while innovative designers connect it with sophistication and power.
It is most often used by businesses in creative fields -designers, psychics and cosmetic manufacturers are common users of it.
Purple is a color that works well with gold, taupe, turquoise, jade green, deep red, magenta and yellow. Combined with orange it creates a unique contemporary look.
Keywords for Purple:
Positive Color Meanings in Business:
Unusual and individual, creative and inventive, psychic and intuitive, humanitarian, selfless and unlimited, mystery, fantasy and the future.
Negative Color Meanings in Business:
Immaturity, impractical, cynical and aloof, pompous and arrogant, fraudulent and corrupt, delusions of grandeur and the social climber.

Using Purple in Business
Purple is more suitable for products and websites related to women or children, although younger men are slowly becoming more attuned to it.
Academic institutions often use medium shades of purple or violet as they inspire intellectual thought and achievement.
Purple portrays wealth and extravagance when combined with the richness of gold. This is difficult on a website as gold tends to look like a dull yellow which is not particularly positive in its message. It works very well on packaging and print material.
Pre-adolescent children are attracted to purple along with the other bright primary and secondary colors and these colors should always feature on products and marketing designed for this age group.
Lighter versions of purple are suitable for products and services targeted specifically at the female market. Lavender suggests nostalgia and works well for businesses selling old lace, sentimental handmade craft items and antique goods.

THE COLOR TURQUOISE

The meaning of the color turquoise is open communication and clarity of thought.
Turquoise helps to open the lines of communication between the heart and the spoken word. It presents as a friendly and happy color enjoying life.
In color psychology, turquoise controls and heals the emotions creating emotional balance and stability. In the process it can appear to be on an emotional roller coaster, up and down, until it balances itself.
A combination of blue and a small amount of yellow, it fits in on the color scale between green and blue. It radiates the peace, calm and tranquility of blue and the balance and growth of green with the uplifting energy of yellow.
This is a color that recharges our spirits during times of mental stress and tiredness, alleviating feelings of loneliness. People only have to focus on the color turquoise, whether on a wall or clothing and people feel instant calm and gentle invigoration, ready to face the world again!
It is a great color to have around people, particularly in an emergency, as it helps with clear thinking and decision-making. It assists in the development of organizational and management skills. It influences rather than preaching and demanding.
This is a good color to aid concentration and clarity of thought for public speakers as it calms the nervous system, gives control over speech and expression, and builds confidence. Print your speech notes on turquoise and every time people glance down people will feel the effects of the color.
It heightens levels of creativity and sensitivity; it is good at multi-tasking, becoming bored if forced to focus on one thing only. Sometimes thinking can become scattered if surrounded by too much of this balancing color.
Turquoise encourages inner healing through its ability to enhance empathy and caring. It heightens our intuitive ability and opens the door to spiritual growth. It is the color of the evolved soul.
The color turquoise can also be self-centered, tuning in to its own needs above all others. At the same time, it can help us to build our self-esteem and to love ourselves, which in turn supports our ability to love others unconditionally. At its most extreme it can be boastful and narcissistic.
Although it is self-sufficient, it fears being alone and can become aloof and unapproachable when this occurs, making the situation worse.
Turquoise has strong powers of observation and perception and can be quite discriminating. It has the ability to identify the way forward, the way to success, balancing the pros and cons, the right and wrong, of any situation. It is a good color to use when people are stuck in a rut and don 't know which way to move.

This is a color that can sometimes be impractical and idealistic and remote from emotional reactions, appearing excessively cool, calm and collected.
Too much of this color in your life may give people an overactive mind and create emotional imbalance, making people either over-emotional or non-emotional.
Too little turquoise in your life may cause people to withhold your emotions, resulting in secrecy and confusion about your direction in life.
From a negative perspective, the meaning of the color turquoise relates to being either over-emotional or non-emotional, lacking communication skills, being unreliable and deceptive.
Positive and Negative Traits
Positive keywords include communication, clarity of thought, balance and harmony, idealism, calmness, creativity, compassion, healing and self-sufficiency.
Negative keywords include boastfulness, secrecy, unreliability and reticence, fence-sitting, aloofness, deception and off-handedness.
The Color Turquoise Represents
Communication: This color represents open communication from and between the heart and the spoken word. It relates to the electronic age and the world of computers, and communication on a large scale.
Emotional Control: Being the mid color between the extremes of red and violet, turquoise is the color of balance, for the emotions, thoughts and speech.
Self-Sufficiency: It has the ability to tune into its own needs and find the way to success.

Effects of the Color Turquoise
Clarity of Thought: It enhances the ability to focus and concentrate, assisting with clear thinking and decision-making, and the development of good organizational skills.
Calming: It is calming yet invigorating, restoring depleted energies.
Non-emotional: A negative effect of turquoise is that it can cause people to be too aloof and to hide their emotional reactions.
Variations of the Color Turquoise
Aqua: Closer to green than blue, aqua is refreshing and uplifting. It is creative and light-hearted, yet strong and individual.
Aquamarine: Enhancing creativity and inspiration, the color aquamarine calms and balances the mind and the emotions.
Teal: A more sophisticated version of turquoise, teal signifies trustworthiness and reliability. It promotes spiritual advancement and commitment.
Personality Color Turquoise
While people may not exhibit all the personality traits of a personality color turquoise as listed here, if turquoise is your favorite color people will find yourself somewhere in the description. People may also find people exhibit some of the negative traits, particularly when people are stressed.
Having a personality color turquoise means that people are friendly and approachable, easy to communicate with.
People are compassionate, empathetic and caring.
People have a heightened sense of creativity and sensitivity.
People speak from the heart and love sharing your inner most thoughts.
As a personality color turquoise people usually have highly developed intuitive abilities.
People seek spiritual fulfillment, and people are often an evolved or 'old ' soul.
People are trying to create balance in your life as people swing emotionally from one direction to the other. Although presenting a cool and calm exterior, and appearing to be stable and balanced, beneath the surface people may be in chaos, on an emotional roller coaster ride.
People are self-sufficient, with good self esteem and an ability to love and care for yourself.
People are a clear thinker and good decision maker.
People have good organizational and management skills.
With a personality color turquoise, people make a good boss, as people tend to influence others rather than be bossy and demanding.
People are confident and find public speaking to be easy - with your ability to focus and concentrate on the most important things and your capacity for clarity of thought, communication comes easy to people.
People are good at multi-tasking - focusing on one thing at a time bores people.
People have strong powers of perception and can be selective and discerning, balancing the pros and cons of any situation, then identifying the best way forward.
Your thinking can become scattered at times, particularly when people try to accomplish too much at once. This can overtire people and people become emotionally out of balance.
People can be self-centered, tuning in to your own needs to the exclusion of the needs of others.
People can be boastful and narcissistic, appearing egotistical and conceited.
People fear being alone and can become aloof and unapproachable when this occurs, making the situation even worse.
People can be impractical and idealistic with an overactive mind creating emotional imbalance - people need turquoise to bring people back into balance.
If operating from a negative perspective, people may lack communication skills, have difficulty in expressing yourself, including your emotions, be unreliable and deceptive, have creative blocks, or be either over emotional or non-emotional.
People may be naturally drawn to turquoise when people are suffering emotional stress as it is the color that controls and heals the emotions - this may be a temporary choice of a favorite color turquoise.
If people dislike turquoise:
People dislike change.
People may be stuck emotionally or creatively.
People may have shut off your feelings.
People may dislike sharing your innermost feelings and thoughts.
People may be uncomfortable showing compassion and empathy.
The energy of turquoise may not stimulate enough passion, physical energy and excitement in people.
Organization and order drive people up the wall.
Turquoise in Business
Psychologically, turquoise represents clarity of thought and communication. It inspires self-expression, encouraging people to tune into their own needs.
Physiologically, turquoise calms the emotions and recharges the spirit, invigorating depleted energy levels and inspiring positive thought.
Turquoise is a beneficial color for any business related to communication, including teachers, trainers, public speakers, media communication and computer technology.
Turquoise is a good color for health clinics and practitioners as it balances the emotions and calms the spirit.
Using turquoise for cleaning products is ideal as it reflects cleanliness and purity without being too sterile.
Too much turquoise creates indecision as people swing between the blue energy and the yellow energy that comprises turquoise. Balance it with either some red, pink, magenta or purple.
Keywords for Turquoise:
Positive Color Meanings in Business:
Communication, clarity of thought, balance and harmony, calmness, idealism, creativity and inspiration, self-expression, compassion, healing and self-sufficiency,
Negative Color Meanings in Business:
Boastfulness, secrecy, unreliability and reticence, fence-sitting, aloofness, deception and off-handedness.

Using Turquoise in Business
Turquoise is suitable for use in any business involved in media communication, teaching, public speaking or computers. It aids self-expression, clarity of thought and logical thinking.
Turquoise works well with businesses promoting water, whether it be pure water filtration companies, pool cleaning businesses, or water sports.
It has an innovative quality and appeal for sports related businesses and combines well with red, orange or yellow for these types of businesses.
Turquoise is suitable for both the male and female market and for all ages.
Combined with pale pink, lavender or pale lemon, turquoise has a feminine energy, ideal for the fashion or beauty market, gift or home wares stores.

THE COLOR PINK

The meaning of the color pink is unconditional love and nurturing.
The color pink represents compassion, nurturing and love. It relates to unconditional love and understanding, and the giving and receiving of nurturing.
A combination of red and white, pink contains the need for action of red, helping it to achieve the potential for success and insight offered by white. It is the passion and power of red softened with the purity, openness and completeness of white. The deeper the pink, the more passion and energy it exhibits.
Pink is feminine and romantic, affectionate and intimate, thoughtful and caring. It tones down the physical passion of red replacing it with a gentle loving energy.
Pink is intuitive and insightful, showing tenderness and kindness with its empathy and sensitivity.
In color psychology, pink is a sign of hope. It is a positive color inspiring warm and comforting feelings, a sense that everything will be okay.

Pink calms and reassures our emotional energies, alleviating feelings of anger, aggression, resentment, abandonment and neglect. Studies have confirmed that exposure to large amounts of pink can have a calming effect on the nerves and create physical weakness in people. Violent and aggressive prisoners have been successfully calmed by placing them in a pink room for a specified amount of time. Exposure for too long can have the opposite effect.
The color pink puts people in touch with the nurturing side of themselves, through either the need to receive or the need to give, nurturing and TLC (tender loving care!). Be aware of this if people have a friend who constantly wears pink as it may indicate a need for acceptance, support and unconditional love!

Pink is a non-threatening color seeking appreciation, respect and admiration. It doesn 't like to be taken for granted and just loves to hear the words 'thank people '.
Pink can signify good health, being 'in the pink ', and success as in 'everything 's rosy '.

The color pink represents the sweetness and innocence of the child in all of us. It is the color of uncomplicated emotions, inexperience and naiveté. A constant and exclusive use of pink can often lead people to become immature, silly and girlish, abandoning your adult responsibilities.
Pink can also remind people of earlier childhood memories, associated with nurturing and comfort from your mother or a mother figure.
Pink, from a negative color meaning, can represent a lack of will power, a lack of self-reliance and a lack of self-worth. It can indicate an overly emotional and overly cautious nature.
Combining pink with other darker colors such as dark blue, dark green, black or gray, adds strength and sophistication to pink.
Positive and Negative Traits
Positive keywords include: unconditional and romantic love, compassion and understanding, nurturing, romance, warmth, hope, calming, sweetness, naiveté, feminine and intuitive energy.
Negative keywords include: being over-emotional and over-cautious, having emotional neediness or unrealistic expectations, being immature and girlish, lack of will power and lack of self worth.
The Color Pink Represents:
Unconditional love: Pink relates to both unconditional love and romantic love.
Compassion: Empathy and understanding are the fuel for pink 's nurturing.
Nurturing: Pink is both the giving and the receiving of love, understanding and respect.
Hope: Pink inspires the possibility of a positive outcome.
Effects of the Color Pink:
Calming: Pink calms our emotional energies.
Non-threatening: Pink lacks any aggression or anger, although the deeper pinks can be more assertive and confident.
Affectionate: Pink offers warmth and tenderness to friends and family.
Caring: Sensitivity and tender loving care relate to pink 's feminine and intuitive energies.
Immature: Pink is the color of the sweet young girl, before life 's experiences take over.
Variations of the Color Pink
Blush: Similar to skin color, this very pale pink has sensual and sexual connotations. It is non-threatening but lacks passion and energy.
Rose Pink: This is the pink of universal love and unity. It is mature, feminine and intuitive.
Salmon Pink: There is a touch of orange in salmon pink. It encourages the flirt, and can be a sign of the timid lover, all talk and no play.
Orchid: This is an unusual lavender-pink and relates to the unconventional and the individual doing his or her own thing. It is the non conformist.
Fuchsia: A blend of deep pink and blue, fuchsia inspires confidence, assurance and maturity, a more responsible and controlled nurturing and love.
Hot Pink: Hot pink inspires a more passionate, playful and sensual love. It exudes warmth and happiness and a love of life.
Personality Color Pink
While people may not exhibit all the character traits of a personality color pink as listed here, if pink is your favorite color people will find yourself somewhere in the description. People may also find people exhibit some of the negative traits, particularly when people are stressed.
Having a personality color pink as your favorite color means people are loving, kind, generous and sensitive to the needs of others.
People are friendly and approachable with a warmth and softness others are drawn to.
People are the nurturers of the world - people love to give nurturing and to receive nurturing in return.
People have a maternal instinct, with a need to protect and take care of others. People also have a need for this caring to be reciprocated as people do tend to neglect yourself in your determination to take care of the needs of others.
People are very much in touch with your femininity - this includes men who are in touch with their feminine side.
People are romantic and sensual and sensitive.
With your optimistic and positive outlook on life, people see the good in everyone.
People are methodical and organized, although people can sometimes be rather flippant when the immature girly side of pink appears.
People are refined, reserved, calm and non-violent which may give the impression of shyness.
People have a naivety, sweetness and beauty about people which can become girlish and immature in some.
People have a youthful appearance, even into old age, looking younger than people really are, even to the point of looking dainty, frail and vulnerable.
The challenge for people is to become more self-reliant and to learn to love you, then love and acceptance will be returned to people multiplied.
If people dislike pink:
People have unresolved emotional problems from your childhood with either your mother or father.
People may crave more excitement and action in your life.
Pink may be just too sickly sweet for people or too girly and feminine.
People are not the compassionate and nurturing type.
Pink in Business
Psychologically pink is associated with compassion, nurturing, love, and romance. It is feminine and youthful in its softer shades, with more passion and energy in its deeper shades.
Pink is inspiring, warm and comforting, suggesting hope for the future. It is calming and non-threatening.
Physiologically, it calms and reassures our emotional energies, alleviating feelings of anger, aggression, resentment, abandonment and neglect.
This is a color usually used in businesses relating to the female market such as cosmetics, fashion, beauty and romance. Combining it with darker colors gives it more sophistication and strength.
Keywords for Pink:
Positive Color Meanings in Business:
Unconditional and romantic love, compassion and understanding, nurturing, warmth, hope, calming, sweetness, naiveté, innocence and inexperience, feminine and intuitive energy.
Negative Color Meanings in Business:
Over-emotional and over-cautious, having emotional neediness or unrealistic expectations, being immature and girlish, lack of will power and lack of self worth.
Using Pink in Business
Pink relates to compassion, warmth, hope and understanding, so many charities choose to use it as a major component of their marketing program.
It reflects a softness, sweetness and intuitive energy that works well for many products and websites promoting women 's products and services, such as beauty salons, fashion businesses and cosmeticians. It is a beneficial color for candy stores and other businesses selling sweet products.
Brighter versions are useful to promote less expensive and trendy products to the teenage and pre-teen market.
Dusty pink relates to those businesses marketing sentimental services and products, particularly to the older market.

THE COLOR MAGENTA

The Color of Universal Harmony & Emotional Balance
The color magenta is one of universal harmony and emotional balance. It is spiritual yet practical, encouraging common sense and a balanced outlook on life.
The color magenta helps to create harmony and balance in every aspect of life; physically, mentally, emotionally and spiritually.
A combination of red and violet, magenta contains the passion, power and energy of red, restrained by the introspection and quiet energy of violet.
Magenta influences our whole personal and spiritual development. It strengthens our intuition and psychic ability while assisting us to rise above the everyday dramas of our daily life to experience a greater level of awareness and knowledge.
This color is an instrument of change and transformation; it helps to release old emotional patterns that prevent personal and spiritual development and aids us in moving forward.
Magenta is uplifting to our spirits during times of unhappiness, anger or frustration.
In the meaning of colors, magenta represents universal love at its highest level. It promotes compassion, kindness and cooperation and encourages a sense of self respect and contentment in those who use it. Gentle and caring in its approach, it generates acceptance, tolerance, support and patience.
The color magenta is a color of cheerfulness, happiness, contentment and appreciation for what people have acquired and achieved. Most people feel more optimistic when in the company of magenta.
Magenta is the color of the non-conformist, the free spirit. It pushes people to take responsibility for creating your own path in life and increases dream activity while assisting people in turning your ambitions and desires into reality.

A strong and inspiring color, magenta can appear outrageous and shocking on one hand or innovative and imaginative on the other. It is creativity inspired by beauty.
Magenta is spontaneous and impulsive, yet resourceful and organized. It is invaluable in negotiating peace and calm in those who are at odds with one another.
From a negative perspective, magenta can promote depression and despair in some, and prevent others from dealing with challenges - it may be just too relaxing for introverts and the chronically depressed.
Being surrounded by too much magenta energy can generate arrogance and bossiness making us feel overwhelmed, irritated, anxious and intolerant.
An excess of magenta energy can be balanced by introducing green into your surroundings.
Positive and Negative Traits
Positive keywords include: universal harmony and love, emotional balance, helps our spirit soar, spiritual yet practical, encourages common sense, loving, compassionate, supportive and kind, imaginative, innovative, creative and artistic, non-conformist, negotiator
Negative keywords include: impulsive, domineering, impatient, intolerant, avoids challenges, too relaxing, can be bossy and demanding
Magenta Represents:
Universal harmony: at its highest level it generates love, caring, kindness and cooperation, encouraging a balanced and harmonious outlook on life.
Non-conformist: the color of the free spirit, it does not like to be confined and contained.
Change and Transformation: helps to release old and outdated patterns of behavior to inspire growth and personal development.
Effects of Magenta:
Emotional Balance: spiritual yet practical, it helps to create emotional, physical and spiritual balance.
Compassion: gentle and caring in its approach, it generates acceptance, tolerance, support and patience.
Inspiration: inspires cheerfulness and optimism, creativity and innovation, dream activity, positive change and negotiating skills.

Personality Color Magenta
While people may not exhibit all the traits of a personality color magenta as listed here, if magenta is your favorite color people will find yourself somewhere in the description. People may also find people exhibit some of the negative traits, particularly when people are stressed.
With a favorite color magenta people seek harmony and balance in every aspect of your life; physically, emotionally and spiritually - magenta helps to release old patterns of thinking and behaving that no longer serve people, helping people to grow and move forward to greater balance.
With a vivid imagination and creative ability, people are a non-conformist who sees life from a different point of view. This will show up in artistic pursuits or in the decoration of your own home.
With magenta as your favorite color, people love to surround yourself with beauty as it inspires your creativity.
A love of magenta means people are cheerful and optimistic and love to motivate others to achieve their best.
If magenta is your favorite color people are a compassionate, kind and considerate person who tries to make everyone around people feel better. With your cooperative and supportive nature people may work in one of the caring professions.
People are spiritual but not religious - personal and spiritual awareness and development are an important part of your life.
With your spontaneous and impulsive nature, people show a lot of initiative in your everyday life. People can be quite resourceful when people need to be.
Despite being impulsive and innovative, with magenta as your favorite color, people do tend to be practical, with a great deal of common sense.
People may be either over emotional or under emotional and striving for a balance between the two.
With a personality color magenta, people find pleasure in the little things in your life and appreciate all that people have.
As a lover of magenta, people don 't like to be restrained or confined in any area of your life - people are a free spirit who dislikes the restriction of rules.
Yet even though people are a free spirit people live a very organized life.
Being a personality color magenta, people have a good sense of humor although it tends to be a little weird and off-beat.
On a negative perspective, can become obsessive and possessive about the small things in your life - little issues can consume people and make people needy and selfish - your behavior may even become compulsive.
If people dislike magenta:
People don 't like to draw attention to yourself.
People may be quiet and reserved and magenta has just too much energy for people.
People prefer to conform and don 't like to stand out from the crowd.
People are not spontaneous or impulsive.
Magenta in Business
Magenta is a color of universal harmony and emotional balance. It is spiritual yet practical, encouraging common sense and a balanced outlook on life.
Magenta represents universal love at its highest level. It promotes compassion, support and kindness and encourages a sense of self-respect and contentment in those who use it. It can assist ambitions and desires to become reality.
Physiologically magenta helps us to flow with life and let go of old ideas.
Magenta is a strong and inspiring color which can appear outrageous and shocking on one hand or innovative and imaginative on the other. It is particularly attractive to the non-conformists in the community.
Keywords for Magenta:
Positive Color Meanings in Business:
Universal harmony and love, emotional balance, helps our spirit soar, spiritual yet practical, encourages common sense, loving, compassionate, supportive and kind, imaginative, innovative, creative and artistic, non-conformist.
Negative Color Meanings in Business:
Avoids challenges, too relaxing, can be over bearing and demanding.

Using Magenta in Business
In business applications, magenta is most suitable to those in artistic or creative fields, such as artists, costume or set designers, writers, photographers, inventors, artist supply shops or art dealers.
Magenta is a beneficial color for mentors and life coaches to use to assist their clients to let go of old ideas and to move forward in their lives. Its imaginative and innovative messages are encouraging to all who are looking to the future.
If people want to have an impact that says outrageous and lively in a positive way, magenta will do it for people! If people have a unique feature to your business, magenta will draw attention to it.

THE COLOR BROWN

The color of security, protection and material wealth

The color brown is a serious, down-to-earth color signifying stability, structure and support.
Relating to the protection and support of the family unit, with a keen sense of duty and responsibility, brown takes its obligations seriously. It encourages a strong need for security and a sense of belonging, with family and friends being of utmost importance.
In the meaning of colors, brown is the color of material security and the accumulation of material possessions.
The color brown relates to quality in everything - a comfortable home, the best food and drink and loyal companionship. It is a color of physical comfort, simplicity and quality. From a negative perspective it can also give the impression of cheapness and stinginess in certain circumstances.
Brown is friendly and approachable. It is loyal, trustworthy and dependable in a practical and realistic way.
In color psychology, brown is honest, genuine and sincere. It relates to the hardworking, the industrious and reliable, with both feet planted firmly on the ground.
It is sensual, sensitive and warm, engulfing one in a feeling of calmness and comfort.
It is a practical and sensible color which implies common sense. It hides the dirt!
The color brown is associated with wholesome, natural and organic produce and anything related to the great outdoors, agriculture and farming.
Brown is a frugal color - it is not associated with frivolity, excess or waste in any form. While it is materialistic, it values quality above all else, and everything in moderation.
Some browns can show a degree of sophistication or elegance, depending on other colors associated with the brown. For example, brown with a soft white or ivory can appear stylish and classy, although more casual than black with soft white or ivory.

Brown suppresses the emotions, creating a safe haven from the stresses of the outside world within which problems can be contemplated and solved.
Brown is a color of structure, although by no means does it encourage perfectionism - rather it encourages orderliness and organization.
The color brown gives reassurance. It is quietly confident but never the life of the party! Brown does not seek attention - it prefers to stay in the background, allowing other colors around it to shine.
Brown is solid with strength and maturity. It prefers to function in its own safe little world - it is not carefree and spontaneous and doesn 't like surprises. It can be considered dull, boring and unexciting by many. In fact it is one of the least preferred colors in the western world, along with orange and yellow.
Brown is a predominant color on the planet, along with green. Brown is comforting and stabilizing, while green is balancing and rejuvenating, just what we all need to help us deal with the stresses of modern life.
The psychological meaning of the color brown can vary slightly depending on the colors which are mixed together to create the brown. Brown can be a combination of black, yellow, orange, red, gray, green, blue, pink and purple, and each of the colors in it will add a variation to the meaning.
Positive and Negative Traits of Brown
Positive keywords include: down-to-earth, wholesome, practical, approachable, friendly, stable, structured, supportive, comforting, reliable, protective, strength, quietly confident, sensual, sensitive, warm, reassured, honest, sincere, quality
Negative keywords include: dull, boring, frugal, materialistic, lack of humor, lack of sophistication, predictable, cheap and stingy
Brown Represents:
Stability: Reassuring and comforting, earthy and contained.
Structure: It encourages orderliness and organization.
Security: Safe and protective - a refuge from the chaos of the outside world and a sense of belonging.
Natural and wholesome: related to the earth, nutrition, health and goodness.

Effects of Brown:
Comforting: Sensual and warm, friendly and approachable, brown engulfs one in a feeling of calm and safety
Protective: creates a safe haven of support for family and friends
Materialistic: it encourages material security and the accumulation of possessions
Variations of Brown:
Light Brown: is friendly and approachable, sincere, honest and genuine
Dark brown: is strong yet sad and depressive, materialistic yet prudent
Tan: is ageless and timeless, straightforward, uncomplicated and natural
Ivory: is calming, yet encouraging, with a reserved style of simple sophistication
Beige: is practical and reliable, conservative, constant, unchanging and loyal
Personality Color Brown
While people may not exhibit all the character traits of a personality color brown as listed here, if brown is your favorite color people will find yourself somewhere in the description. People may also find people exhibit some of the negative traits, particularly when people are stressed.
Having a personality color brown means people are honest, down-to-earth and wholesome, salt of the earth people with both feet planted firmly on the ground.
People are steady and reliable and quietly confident.
People are friendly and approachable, genuine and sincere.
With a personality color brown people have a keen sense of duty and responsibility - people take your obligations very seriously.
People are a home body - family and family life is extremely important to people.
People like physical comfort, simplicity and quality.
People are a loyal and trustworthy friend, supportive and dependable.
People are sensitive to the needs of others and sensitive to criticism by others.
People are sensual, warm and supportive.
Others are comfortable in your presence and find it easy to open up to and confide in people.
People are hard-working, industrious and reliable.
People take life seriously but have a subtle dry sense of humor.
People like a structured life with everything in its place, although people are not a perfectionist by any means.
People are materialistic, appreciating quality in everything - a comfortable home, the best food and drink and loyal companionship.
People may suppress your emotions at times, retreating from the outside world.
People tend not to be carefree and spontaneous. People prefer to know exactly what is going on before people commit - no surprise parties for people.
People feel uncomfortable about losing control but will work hard to change a situation that seems unjust or unfair.
People have a strong need for security and a sense of belonging, which is why your family is so important to people.
People often see life as a struggle believing that life wasn 't meant to be easy.
People can be quite contemplative, working out problems and becoming quite absorbed until people find a solution.
Others are drawn to people when they need comfort and support - people have a warm and encouraging manner that gives reassurance to others. People do everything in moderation and with restraint - no over-indulging for people. People tend to be quite frugal - people don 't like to waste money or time on unnecessary frivolities or extravagances, but when people do spend, it is on quality.
People prefer to stay in your own safe little world - people don 't like your little world to be upset by anything.
If people dislike brown:
People are more outgoing and enjoy a fun-filled life with like-minded people.
People are more of a dreamer, with a colorful imagination.
Routine bores people and people are not seeking a contented life.
People are spontaneous and love fresh and innovative ideas.
People are witty, impulsive and generous.
Simple, practical, down-to-earth people bore people.
People like more sophisticated pursuits.
Brown in Business
Psychologically, brown is associated with strength and solidarity, comfort and earthiness, maturity and reliability.
Physiologically, brown gives people either reassurance and comfort or a feeling of dirtiness and suffocation.
Brown relates to the acquisition of material possessions which implies security and safety, comfort and homeliness.
Brown suggests endurance, duty and stability. It relates to the outdoors, the practical and down-to-earth and the family unit.
Many men love brown due to its strength, security and practicality.
Sometimes brown is regarded as a neutral color, although the lighter versions of it such as beige and taupe tend to work better as background neutrals than the deeper shades of brown.
Be aware that many, particularly women, find brown to be boring and too earthy, even dirty.
Keywords for Brown:
Positive Color Meanings in Business:
Practical, earthy and down-to-earth, comfort, reassurance, strength, security, simplicity, reliable, dependable, credible and durable, friendly and approachable, stability, humility, homely, comfortable, warm, wholesome, natural and organic.
Negative Color Meanings in Business:
Lack of humor, too serious, lack of sophistication, heavy and dull, despairing, staid, passive, dirty.

Using Brown in Business
Brown is appealing to most men due to its strength, reliability, durability and practicality (it hides the dirt). It is not as well accepted by women unless they are involved in outdoor activities and farming.
With its connection to the outdoors and down-to-earth activities, brown is suitable for businesses promoting outdoor products and services. Earth moving, landscaping and farming businesses are inspired by the use of brown, along with anyone marketing wholesome and organic products.
Durability and credibility as well as homely and comfortable are positive messages given by the use of brown.
Too much brown can be heavy, dull and boring. It can appear too staid, serious, passive and unsophisticated.
Light brown suggests neatness, openness, approachability and friendliness.
Medium brown relates well to nature, wholesome food and agricultural products when people relate it to color meanings in business.
Dark brown relates well to sophisticated and professional men 's products when combined with gold or cream.

THE COLOR GRAY

The color of detachment, indecision and compromise

The color gray is an unemotional color. It is detached, neutral, impartial and indecisive - the fence-sitter.
From a color psychology perspective, gray is the color of compromise - being neither black nor white, it is the transition between two non-colors. The closer gray gets to black, the more dramatic and mysterious it becomes. The closer it gets to silver or white, the more illuminating and lively it becomes.
Being both motionless and emotionless, gray is solid and stable, creating a sense of calm and composure, relief from a chaotic world.
The color gray is subdued, quiet and reserved. It does not stimulate, energize, rejuvenate or excite.
In the meaning of colors, gray is conservative, boring, drab and depressing on the one hand and elegant and formal on the other, yet never glamorous.
Gray conforms - it is conventional, dependable and practical. It is a color of maturity and responsibility, associated with the gray hair of old age. It will never be the centre of attention, the dynamic leader or the director - it is too safe and toned down.
The color gray can stifle and depress energy but it is also the stable base from which the new and positive can come.
Gray is controlled. It has a steadying effect on other colors with which it comes into contact, toning down the stronger and brighter colors and illuminating the softer colors. Rarely is gray a perfect mix of black and white - it often has elements of other colors such as blue, green, pink, mauve or yellow within it which lift it and energize it.
Too much of the color gray creates sadness and depression and a tendency to loneliness and isolation. Add some color to change this.
Most people are indifferent to gray- it relates to the corporate worker in the gray suit - conservative, reliable, formal and independent and maybe boring.
Positive and Negative Traits of Gray
Positive keywords include: reliable, conservative, dignified, neutral, impartial, professional, mature, intelligent, classic, solid, stable, calming, sudued, reserved, elegant, formal and dependable
Negative keywords include: indecisive, non-emotional, indifferent, boring, sad, depressed, lifeless, lonely, isolated
Gray Represents:
Neutrality: gray is impartial and dispassionate, it doesn 't take sides.
Compromise: it is the transition between two non-colors, neither black nor white. It takes the middle ground, neither one way nor the other.
Control: gray is reserved, quiet and conservative. It has a steadying effect on other colors around it.
Effects of Gray:
Indecision: Gray prefers to sit in the middle, not making a decision either way, sitting on the fence.
Detached: being non-emotional, gray can appear indifferent, uncaring, cold and aloof.
Depression: gray can stifle and depress energy but it is also the stable base from which the new and positive can come.
Unemotional: gray can appear neutral, disinterested, objective or impartial.
Variations of Gray
Light gray is soothing and calming. It enlightens, saves and rescues those in difficult life situations.
Dark gray is conventional and constrained. It is serious and solemn, inflexible and strict. It relates to self-denial and self-discipline.
Personality Color Gray
While people may not exhibit all the traits of a personality color gray as listed here, if gray is your favorite color people will find yourself somewhere in the description. People may also find people exhibit some of the negative traits, particularly when people are stressed.
With a personality color gray, people are neutral about life, often to the point of being indifferent.
If people love gray, people are trying to protect yourself from the chaotic outside world, even to the point of isolating yourself from others, leaving people with the feeling that people don 't really fit in or belong anywhere.
As a personality color gray, it is important for people to maintain the status quo - people prefer a safe, secure and balanced existence and never desire much excitement. People will usually compromise in order to keep the balance and stability people so desperately seek.
People are practical and calm, do not like to attract attention and are simply seeking a contented life.
With gray as your favorite color, people are the middle of the road type, cool, conserved, composed and reliable. People tend to conform just to keep the peace.
Being a personality color gray, people are attracted to this neutral, non-emotional color as it controls and contains your energy - people just don 't show excitement or enthusiasm about anything much in your life.
People are a hard worker who just gets on with the job that has to be done - people tend to be committed and loyal to your work whatever it may be.
People often add a splash of color to your grey look, to show that people aren 't all that dull.
People tend to be indecisive, lacking confidence - a fence-sitter who finds it difficult to make choices in most situations in your life.
When operating from a negative perspective of a personality color gray people will be restrained in your actions, often putting a pessimistic slant on things.
People like to be in control of your emotions and avoid experiencing emotional pain by shutting off from your emotions.
People may be feeling stressed and over burdened, and looking for a rest, a break from the stresses of your everyday life - gray will protect people.
People tend to make fair and balanced judgments, and may be a good critic, because of your emotional detachment.
People prefer to not get involved - people are quite independent and may be quite individual in your attitude, although people lack imagination and creativity - this may give people a narrow outlook and may prevent people being open to new ideas and opportunities - the opportunities are there, people just have to embrace them.
With a personality color gray people may be a self-sufficient, unemotional dedicated worker in your business life and a lonely indecisive person in your private life.
If people dislike gray:
People dislike neutrality, would rather be right or wrong, but never indifferent.
People are confident with your opinions and find decision making easy.
Routine bores people - people need a richer more fulfilling life.
People need more stimulation of the senses that color brings.
People may be the type of person who pursues one interest after another in your pursuit of happiness.
Gray in Business
Gray is a conservative color signifying neutrality, indifference and reserve.
Physiologically, gray can drain people of energy, be depressing or uplifting, depending on how much lightness and white is in the gray. Dark gray is more depressing than light gray.
Gray serves as a good background for other colors as it doesn 't attract attention, allowing the other colors to take prominence.
Gray suggests security, reliability, modesty, maturity and dullness. It can imply that people can 't make decisions, 'the fence-sitter ', that people don 't have an opinion on anything.
Gray lacks energy; it is neither reassuring nor soothing, neither stimulating nor exciting, neither pleasing nor inviting. It needs to be combined with other colors to give it passion, energy and life.
Keywords for Gray:
Positive Color Meanings in Business:
Intellect, knowledge, wisdom, security, perceived as long-lasting, and classic, sleek, professional, mature, refined, dignified, conservative, controlled and inconspicuous, color of compromise - between black and white, neutral, contemporary.
Negative Color Meanings in Business:
Boring, rigid, melancholy, lonely, lifeless (without color), bareness, subtle, staid, indifferent, reserved, subtle, cold, poverty.
Using Gray in Business
Gray is a safe color to use in many business applications. It is neutral and serious and can be combined with almost any other color to impart different messages and to reach different target markets.
Gray is suitable for legal and financial websites to suggest power and control, particularly when combined with some white and black. Combining it with blue suggests credibility, trust and reliability.
Surprisingly, gold can work well with gray to suggest professional and high quality, but on a website the gold will tend to look like a dirty yellow which is not positive.
Light gray can create a hi-tech look when combined with other colors such as turquoise, light blue, dark blue or yellow.

THE COLOR SILVER

The color of illumination and reflection

The color silver has a feminine energy; it is related to the moon and the ebb and flow of the tides - it is fluid, emotional, sensitive and mysterious. It is soothing, calming and purifying.
From a color psychology viewpoint, it signals a time of reflection and a change of direction as it illuminates the way forward. It helps with the cleansing and releasing of mental, physical and emotional issues and blockages as it opens new doors and lights the way to the future.
With its reflective and sensitive qualities silver inspires intuition, clairvoyance and mental telepathy. It reflects back any energy given out, whether it is positive or negative.
In the meaning of colors, it is associated with prestige and wealth. It is seen as a glamorous, sophisticated color related to female energy, prosperity and modernity.
Silver restores equilibrium and stability to both feminine power and spiritual energy. It protects itself from outside negativity, reflecting the energy back to where it began. This color is very versatile, being shiny, modern and hi-tech on one hand and alluring, sparkling and elegant on the other.
From a color psychology perspective, silver is respectable and courteous, dignified, self-controlled, responsible, patient, determined and organized - it relates well to the corporate world and those in positions of responsibility, whether they are male or female. In color psychology, with a balance between black and white, silver is seen as a good critic, unbiased and compassionate with a mature sense of justice.
Traditionally silver represents the celebration of the 25th anniversary and is related to the graceful aging of those with silver colored hair. It is a color that works well with most other colors - it illuminates and reflects the energy of those colors which surround it.
The color silver has similar energy to gray but it is more light-hearted and optimistic.
From a negative aspect, silver can be indecisive and non-committal, dull and lifeless in a colorless world, neutral, cold and insincere. It can be deceptive and two-faced.
Positive and Negative Traits of Silver
Positive keywords include: illumination, reflection, feminine power, balancing, calming, soothing, dignity, glamour, self control, responsibility, organization, insight, wisdom, modern, sleek, hi-tech and scientific
Negative keywords include: dull, melancholy, lonely, lifeless and colorless, rigid, negative, neutral, indecisive, insincere, deceptive
Silver Represents:
Illumination: silver opens the mind and lights the way forward.
Reflection: it reflects back the energy sent out, whether that energy is positive or negative.
Prestige and Wealth: silver is seen as glamorous and sophisticated, and relates to the professional and corporate market.
Feminine Power: it is related to the femininity of the moon 's energy, sensitive, emotional and fluid.
Effects of Silver:
Calming and soothing: its gentle and comforting qualities relate to the sensitivity of the moon 's cycle of ebb and flow.
Lifeless: the colorless energy of silver can lead to negative feelings of coldness, indecision and being non-committal.
Dignified and responsible: silver is respectable and courteous, mature and determined, wise and organized.
Personality Color Silver
While people may not exhibit all the traits of a personality color silver as listed here, if silver is your favorite color people will find yourself somewhere in the description. People may also find people exhibit some of the negative traits, particularly when people are stressed.
With a favorite color silver, people are intuitive and insightful and have a strong connection with a higher spiritual guidance.
People tend to be introspective, often preoccupied with your own world. In your search for meaning and fulfillment people sometimes isolate yourself from others as people reflect and ponder on the deeper questions of life.
If people love silver, people are imaginative and creative, particularly in expressing yourself with the written word. Making speeches, writing poetry and writing novels are three means of self-expression people may be drawn to, allowing people to satisfy your need to fantasies and reflect.
With a personality color silver, people are open to trying new things and exploring any new opportunities that are presented to people. Change does not frighten people, in fact people welcome it.
Resourceful and flexible, and open to new possibilities, success often comes easily to those who love the color silver. People will try almost anything once!
If living positively as personality color silver, your wisdom, self-control and sense of responsibility, will usually assist people to make good decisions fairly quickly. However if living negatively people will find it difficult to make decisions, sitting on the fence as people waft between one choice and another.
As a silver personality, people tend to have an understated air of sophistication, dignity and classiness about people. With a combination of good looks, talent and personality many would deem people to have luck on your side.
People are gracious, gentle and non-aggressive with strong values and morals.
While people can be romantic and loving, people don 't let your heart overrule your head in romantic matters.
People can sometimes be moody as people are affected by the lunar cycle and the ebb and flow of the tides.
Being a personality color silver, people are quite modern and futuristic in your outlook, rather than being sentimental and looking to the past for inspiration.
If your favorite color is silver people can be conceited and snobbish with a sense of superiority over others.
From a negative perspective, people could be living a life of delusion and deception as people sometimes dwell in an unrealistic fantasy world.
People will find both your negative and positive qualities reflected back to people time and time again until people take action to change them.

If people dislike silver:
People don 't like the sleek modern hi-tech look of silver.
People aren 't the sophisticated elegant type, more the down to earth practical type.
People may not be open to new ideas and opportunities - people fear change.
It may not be colorful enough for people, and too similar to gray.
Silver may be too emotional for people.

Silver in Business
Silver is a color associated with prestige and wealth. It is seen as a sophisticated color related to female energy, prosperity and modernity. With its reflective qualities it relates to intuition, clairvoyance and mental telepathy.
Physiologically, silver is calming and soothing, with a lightness that is more uplifting than gray.
Silver is a fluid color, ever changing, calming, purifying. It is the color of the moon with its ever changing moods relating to emotional and sensitive energies - it is compassionate. It has a degree of mystery about it - like the moon itself.
Silver is patience, reflection, perseverance, dignified, soothing & calming, self control, organization and responsibility. It is illuminating and balancing (neither black nor white).
On packaging silver looks sleek, smooth, and lustrous. It has a coolness about it that relates to the future and science and technology.

Keywords for Silver:
Positive Color Meanings in Business:
Modern, sleek, high-tech, scientific, glamorous, distinguished, elegant, conservative, prestige, calming and balancing, illusion, intuition, imagination, feminine power, sophisticated, wealth and riches, aids mental, emotional and physical releasing and cleansing, illumination.
Negative Color Meanings in Business:
Cold and impersonal, emotional and ever-changing, introspective, fence-sitting, hiding from others.
Using Silver in Business
The color silver reflects quality craftsmanship and artistry and would benefit businesses offering a first class quality service or product or those selling exquisite items to the prestige market.
With its modern sleek appearance, silver is appropriate for the hi-tech, innovative computer market and scientific and technological companies.
Silver also works well for any businesses promoting and featuring quality modern appliances and equipment.
Silver doesn 't work well as a color on websites because it just appears gray which can be cold and impersonal. However, combined with other colors that are appropriate for your target market, gray will take on the messages associated with the other colors and it will then work well for your website.

THE COLOR GOLD

The color of wealth, success and status
The color gold is the color of success, achievement and triumph. Associated with abundance and prosperity, luxury and quality, prestige and sophistication, value and elegance, the psychology of the color gold implies affluence, material wealth and extravagance.
Gold in its physical state, by its very nature, denotes wealth and prestige in every country, culture and market in the world today - it is probably the most valuable and easily traded commodity available in the global market place.
This color is linked to masculine energy and the power of the sun, compared to silver which is associated with feminine energy and the sensitivity of the moon. Optimistic and positive, gold adds richness and warmth to everything with which it is associated - it illuminates and enhances other things around it.
At the uppermost level, the color gold is associated with higher ideals, wisdom, understanding and enlightenment. It inspires knowledge, spirituality and a deep understanding of the self and the soul.
In the meaning of colors, gold is generous and giving, compassionate and loving, the benefactor or patron, sharing its wisdom, knowledge and wealth with others. Gold is the color of the winner - first place medals are always in gold, silver is second place. Confident, passionate and eye-catching, gold draws attention to itself.
Gold is a warm color that can be shiny, glistening and happy as well as dull, muted and traditional. The brighter shades of gold catch the eye with their brilliance while the darker muted shades are deep, warm and intense. Gold has long been associated with royalty throughout the world, along with purple. Being surrounded by too much gold can lead people to become egotistical, self-righteous and opportunistic in your quest for greater power and influence.

If living under the negative of the color gold, people may not trust easily, have a fear of success and wealth, or even exhibit a fear of failure. People may be selfish and demanding, lacking kindness and generosity, even to the extreme of being miserly.
Positive and Negative Traits
Positive keywords include: Success, abundance, wealth, understanding, self-worth, wisdom, compassion, love, passion, charisma, winning, optimistic, positive, and masculine
Negative keywords include: Fear of success, fear of wealth, self-centred, demanding, mean spirited, lack of trust, falseness
Gold Represents:
Success: gold relates to achievement and victory, the winner.
Wealth: gold implies affluence, material wealth and extravagance.
Prestige and luxury: gold is associated with sophistication, elegance, value, quality and status.
Effects of Gold:
Enlightenment: gold, at its highest level, inspires knowledge, spirituality and a deep understanding of the self and the soul.
Compassion: caring, loving, generous and giving, gold is the benefactor or patron.
Generosity: gold loves to share its wisdom, knowledge and wealth with others.
Personality Color Gold
While people may not exhibit all the traits of a personality color gold as listed here, if gold is your favorite color people will find yourself somewhere in the description. People may also find people exhibit some of the negative traits, particularly when people are stressed.
With a personality color gold, people radiate charisma, personality and individuality, making others feel relaxed and valued in your company.
If gold is your favorite color, people are a loving and compassionate person who shows great personal warmth to all people meet - others feel empowered when in your presence.
With your magnetism and your positive outlook on life, people draw people to people who aspire to your level of success.
When living to the highest level of the color gold, people often exhibit great spiritual qualities, seeking and giving unconditional love and understanding to all people meet.
As a personality color gold people relish the attention, respect, warmth and friendliness that people tend to receive from others in return for your kindness, compassion and love.
Anyone with a personality color gold loves luxury and the best quality in everything - luckily people tend to be very successful, seeking and acquiring material wealth throughout your lifetime.
With gold as your favorite color people appreciate life completely - with your optimistic attitude people are not happy to passively sit back and wait for things to happen - people must be an active participant.
People have a sophisticated approach to life with high ideals and standards - people know exactly what is right and what is wrong and endeavour to follow the right.
Wise and successful, yet practical and honest, people are achievement oriented with high expectations, dreams and desires.
With your leadership qualities, people love to share your wisdom and knowledge with others.
People are reliable and genuine, trustworthy and authentic, when living positively under gold.
People have a cheerful, outgoing and friendly disposition - totally happy within yourself and it shows.
People tend to be a good listener and attract many friends, giving your warmth, friendship and love, as well as your time and energy, generously and unreservedly - people accept, respect and appreciate the worth and importance of those who become your friends.
Unfortunately people will also attract some false friends who are attracted to your success, wealth and charm.
People are quite selective and discriminating when it comes to choosing a life partner - quality is as important here as it is in the rest of your life.
Your passion and enthusiasm can be your ruin as people take on too much, causing people to be stressed, anxious and overwhelmed.
Of course there are some who live falsely and negatively under the influence of gold - the fake gold 's.
If living on a negative side of gold, people may find it difficult to trust others and people may fear success and wealth.
People may also have unreal expectations - fool 's gold.
Negatively, people may be overconfident, with a superiority attitude, and conceited with an inflated sense of self-worth.
If people dislike gold:
People may have a fear of wealth, money and success.
People may be rejecting material or spiritual wealth and abundance.
People may be a practical and down to earth person who has no desire for a sophisticated and prestigious life.
Money and success are just not important to people.
Gold in Business
Psychologically it is seen as the color of inner wisdom, quality and wealth. It is associated with prestige, luxury and material wealth, suggesting that a product or service is expensive and exclusive.
Physiologically, it can induce great feelings of happiness and bliss or alternatively, deep anxiety and fear.
It implies generosity of time, money and spirit. It is the color of victory, hence the use of gold medals for winners.
When used with purple it can indicate wealth and beauty, and is associated with expensive luxury items. Used with dark blue it suggests honesty, trustworthiness and success. Used with black it suggests extreme opulence, elegance and wealth.
Keywords for Gold:
Positive Color Meanings in Business:
Wealth and prosperity, abundance, value, quality, luxury, expensive, opulence, victory, achievement, grandeur, importance, happiness, beauty, excellence, prestige, nobility, extravagance, attraction, wisdom
Negative Color Meanings in Business:
Pretentiousness - a sense of self-importance, intense and overwhelming.
Using Gold in Business
Businesses marketing items of high perceived value will benefit from the use of gold in their packaging and marketing. However it doesn 't translate well onto websites - it becomes a dirty yellow which generally does not give a positive message.
Using it with navy or black are good choices when selling quality products to men, whether it is used in packaging, promotional materials or on a website. Just be aware of how it transcribes onto your website.
Combined with dark red, dark blue or dark green it imparts a message of quality, wealth and prestige.

CULTURAL COLOR

Cultural Meanings of Color and Color Symbolism

An understanding of cultural color and symbolism is essential to anyone doing business with other countries and other societies. These associations with color have been a part of many societies for centuries and people must be aware of both the positive and the negative implications of using particular colors when marketing to these societies.

With the advent of the World Wide Web, there is a narrowing of the differences in meanings of colors between different cultures and countries; however, if people are marketing to a particular ethnic group it is wise to take into account their color associations to maximize your impact. By mixing appropriate amounts of different colors however people can often neutralize inherent negative cultural connotations.

The following is a basic list of some symbolic color meanings throughout the world. It is by no means a comprehensive list.

Times change and old associations may be slowly altered over the years. Western cultures have adopted some Eastern color uses while some Eastern cultures have adopted Western ideas. The Internet has allowed people to learn about other cultures and to adopt what they like from these cultures.

Cultural Color Meanings of Red:

Western: energy, excitement, action, danger, love, passion, a warning to stop, anger, Christmas combined with green, Valentine 's Day.

Eastern: prosperity, good fortune, worn by brides, symbol of joy when combined with white.

China: The color of good luck and celebration, vitality, happiness, long life, used as a wedding color, used in many ceremonies from funerals to weddings, used for festive occasions, traditionally worn on Chinese New Year to bring luck and prosperity.

India: color of purity, fertility, love, beauty, wealth, opulence and power, used in wedding ceremonies, a sign of a married woman, also color of fear and fire.

Thailand: color for Sunday.

Japan: life, anger and danger.

Cherokees: success, triumph.

South Africa: color of mourning.

Nigeria: usually reserved for ceremonies, worn by chiefs.
Russia: associated with the Bolsheviks and Communism, means beautiful in Russian language often used in marriage ceremonies.

Australian Aborigines: represents the land and earth, ceremonial color.

Hebrew: sacrifice, sin

Christian: sacrifice, passion, love

Cultural Color Meanings of Pink

Western: caring and nurturing, love and romance, feminine

Eastern: feminine.

Europe: feminine color, baby girls.

Belgium: pink is used for baby boys.

Japan: well-liked by both males and females

Thailand: color for Tuesday

Korea: trust

Cultural Color Meanings of Orange

Western: affordable or inexpensive items, Halloween, combined with black

Eastern: happiness, spirituality

Thailand: color for Thursday

Ireland: religious color for Protestants, appears on the Irish flag along with white for peace and green for Catholics.

Netherlands: color of the Dutch Royal Family.

Hinduism: Saffron, a soft orange color, is considered an auspicious and sacred color

Cultural Color Meanings of Yellow

Western: happiness, joy, hope, cowardice, caution, warning of hazards and hazardous substances.

Eastern: sacred, imperial.

China: sacred, imperial, royalty, honor, masculine color.

India: sacred and auspicious, the Symbol of a Merchant.

Thailand: considered auspicious as the bright yellow flower "cassia fistula" is a national symbol., represents Buddhism, yellow is considered the royal color, the color of Monday which is the King 's birthday.

Egypt: color of mourning

Burma: color of mourning,

Israel: used to label Jews in the Middle Ages

Middle East: happiness, prosperity

Japan: courage, beauty and refinement, aristocracy, cheerfulness

Europe: happiness, joy, cowardice, weakness, hazard warning

France: jealousy

Greece: sadness

Africa: Usually reserved for those of high rank

Buddhism: wisdom

Jewish: yellow star badges of the Middle Ages and post war Germany and Poland

Cultural Color Meanings of Green

Western: lucky color in most western cultures, spring, new birth, regeneration, nature and environmental awareness, color for 'go ' at traffic lights, Saint Patrick 's Day, Christmas combined with red, jealousy, greed.

Eastern: new life, regeneration and hope, fertility

China: new life, regeneration and hope, fertility, disgrace - giving a Chinese man a green hat indicates his wife is cheating on him, exorcism, studies show it is generally not good for packaging.

India: the color of Islam, hope, new beginnings, harvest, virtue.

Thailand: color for Wednesday

Japan: eternal life, youthfulness, freshness

Indonesia: a forbidden color

Ireland: religious color for Irish Catholics, color symbol of Ireland - the Emerald Isle

France: not good for packaging.

North Africa: corruption and the drug culture.

Egypt: hope, spring.

Middle East: color of Islam, strength, fertility, luck.

Saudi Arabia: wealth and prestige.

South America: death

USA: money, jealousy

Cultural Color Meanings of Blue

Generally the safest color to use worldwide

Western: trust and authority, conservative, corporate, peace and calm, depression, Sadness, "something blue" bridal tradition, masculine color, baby boys.

Eastern: immortality.

China: immortality, associated with pornography and 'blue films ', feminine color

India: Lord Krishna, national sports color.

Japan: everyday life

Korea: color of mourning

Thailand: color for Friday

Belgium: color for baby girls

Cherokees: defeat, trouble

Mexico: mourning,, trust, serenity

Iran: color of mourning, heaven and spirituality, immortality

Israel: Coat of Arms

Egypt: virtue, protection - to ward off evil

Middle East: protection

Colombia: associated with soap

US Politics: liberalism

UK & European Politics: conservatism

Religious Beliefs in Many Cultures:
Christianity: Christ 's color
Judaism: holiness
Hinduism: the color of Krishna
Catholicism: color of Mary 's robe

Cultural Color Meanings of Purple

Western: Royalty, spirituality, wealth and fame, high ranking positions of authority, Military Honor (Purple Heart).

Eastern: wealth

India: sorrow, comforting

Japan: privilege, wealth

Thailand: color of mourning for widows, color for Saturday

Brazil: death and mourning

European: Royalty

Catholicism: mourning, death, crucifixion

Cultural Color Meanings of White

Western: brides and weddings, angels, hospitals, doctors, peace - the white dove, purity and cleanliness.

Eastern: death, mourning and funerals, sadness.

China: death and mourning, virginity and purity, humility, age, misfortune

India: unhappiness, symbol of sorrow in death of family member, traditionally the only color a widow is allowed to wear, funerals, peace and purity.

Japan: White carnation symbolizes death

Thailand: white elephants are considered auspicious, white symbolizes purity in Buddhism

Korea: purity, innocence, morality, birth and death

Middle East: purity, mourning

Cultural Color Meanings of Black

Western: power, control, intimidation, funerals, death, mourning, rebellion

Eastern: wealth, health and prosperity

China: color for young boys

India: evil, negativity, darkness, lack of appeal, anger and apathy, used to ward off evil

Japan: color of mystery and the night, may be associated with feminine energy - either evil and a threat or provocative and alluring

Thailand: unhappiness, bad luck, evil

Judaism: unhappiness, bad luck, evil

Middle East: evil, mystery

Africa: Age and wisdom

Australian Aborigines: ceremonial color, commonly used in their artworks

Cultural Color Meanings of Brown

Western: down-to-earth, practical, comfortable, stable, dependable, wholesome

China: In Chinese Horoscopes brown is the color for earth

India: Color of mourning

Nicaragua: Sign of disapproval

Cultural Color Meanings of Magenta

Western: Creative, innovative and artistic, Imaginative and outrageous, Loving, compassionate and kind, Encourages emotional balance, Spiritual yet practical, Non-conformist

Spain: Official color of the Union Progress and Democracy political party

Netherlands: Used by the Amsterdam based Magenta Foundation in support of anti-racism

METHODOLOGY
The study includes results from 200 women from 4 different Metropolitan cities such as Bangalore, Hyderabad, Kolkata and Delhi.
Single’s, Married’s Working and Non-working women were represented in this study as equal ratio.
Procedure:-
Participant responded to survey through online communication, oral communication and written communication.
The majority of the participant responded through online communication.
For the purposes of this study, 6 age groups were established: 15-25 years, 26-35 years, 36-45 years, 46-55 years, 56-65 years, 66 years +.

Survey Design:-
The first five ask for age, marital status, occupation, religion and geographic information. Questions ask for color association information. All the color association question requires that the participant associate something to the following colors: Black, Blue, Brown, Green, Grey, Orange, Purple, Red, White, or Yellow.
The question included in the Survey:
1. Name
2. Age
3. Marital status
4. Occupation
5. City
6. Which color do you prefer for clothing most of the time?
7. Monday’s which color you prefer to wear?
8. For weekends which color you prefer to wear?
9. How mentally you feel when you wearing your favorite color cloth?
10. How mentally you feel when you wearing cloths which you doesn’t like that color?
11. your favorite color in different ages as u knows.
12. While buying clothing the color is influenced by what.
13. How interested are you in reading Fashion forecasting? 14. How far does this knowledge influence? 15. How frequently do you shop for clothing? 16. What is the first thought that comes to your mind when you wearing a dress of Red, Blue, Green, Yellow, Orange, Black, Grey, Pink, Purple, White, Brown. 17. Do you believe in expressing your feeling and moods through colors of your clothing? 18. Do you feel that your color association has changed with age? 19. Would you agree the color you wear influence your day to day performance? 20. If you see a person wearing a particular color of your choice what do you perceive? 21. Do you prefer to wear colors that are different from the commonly seen? 22. Normally which color do you prefer for Formal, casual and party wear? 23. To what degree does your friend circle influence your selection of color for occasions? 24. Do you believe that some colors are lucky for you? 25. Your friends give positive compliments on your favorite color clothes, what’s your reaction. 26. Your friends gives negative comments on your favorite color clothes, what’s your reaction. 27. “Colors of clothing are influenced by religion” do you agree?

Participants learned about the survey through several forms of written communication, verbal communication and online communication. The majority of the participant responded through online communication.

RESULT AND DISCUSSION
1. Which color do you prefer for clothing most of the time?

From the above graph, it is clearly observed that 18% prefers Black color as their favorite color. 15% prefers Blue, 14% prefers Red, 12% Pink, 10% prefers White, 8% prefers Green, 7% prefers Violet, 6% prefers Yellow, 4% prefers Indigo, 4% prefers Orange and 2% prefers Brown. Hence Black color is more popular among youngster. This could be because black is one of the most stylish and timeless color in the world of fashion. This legendary status may be in part due to fact that black makes people look thinner. Dramatic black is often worn by creative types, and in our commercial society is the color of authority, power, sophisticated and elegant.
2. Monday’s which color you prefer to wear?

From the above graph, it is clearly observed that 27% prefers White, 21% prefers Black, 18% prefers Green, 12% prefers Blue, 6% prefers Yellow, 10% prefers Indigo and 6% prefers Pink. Hence White color is most preferred to began the week day with ambition. This could be because white is status of peaceful and cleanliness,
3. For weekends which color you prefer to wear?

The above graph, it is clearly observed that 25% prefers Black, 19% prefers Red, 14% prefers Blue, 11% prefers Yellow, 8% prefers White, 6% prefers Green, 3% prefers Orange, 3% prefers Indigo and 3% prefers Pink. Hence Black color is most preferred for weekends. This could be because Black is elegant and Fashion.
4. How mentally you feel when you wearing your favorite color cloth?

The above graph, it is clearly observed that 50% are feels very comfort and relaxed, and other 50% are feels very active in work place. Hence their favorite color influence directly on their day to day performance positively.

5. How mentally you feel when you wearing cloths which you doesn’t like that color?

The above graph, it is clearly observed that 75% are feel un comfort at work place and 50% are feels disturbed. Hence their unfavorite color influence directly on their day to day performance negatively.
6. Your favorite color in different ages as u knows.

The above graph, it is clearly observed that, up to 10 years girls mostly like pink, 10 to 20 years girls mostly like pink and black, 20 to 30 years women likes black and red, 30 to 40 years women like pink and white, 40 to 50 years women like pink, white and gray, and 50+ women like pink, white and grey. Hence pink is preferred from all most all age groups because pink stands for femininity, black preferred by 10 to 30 years because it’s a timeless fashion and maker thinner, 40+ women turn toward white and pastel shades and neutral colors.
7. While buying clothing the color is influenced by what.

The above graph reveals that majority, 50% are influenced by Trend for the selection of color. Other influences included 24% influence of Skin tone, 18% influence by Friends and 7% influence of Season. Hence most of them color selection is depends on present trend. It showed that they were very conscious on trend.

13. How interested are you in reading Fashion forecasting?

The above graph reveals that 58% of the mass sometimes come across, through some form of media, fashion forecasts. 39% every time update themselves with the latest in fashion forecasts and dress accordingly. 3% respondents are not interested in fashion forecasts and have no knowledge of its existence. 14. How far does this knowledge influence?

This graph clearly indicates that a large numbers of respondents 49% sometimes depends on fashion forecasts for shopping. 42.5% responders always depended on fashion forecasts for shopping. 8% of the people were rarely influenced by fashion forecasts as their knowledge of fashion was limited to the choice available in the store. 0.5% didn’t know of the existence of such forecasts. 15. How frequently do you shop for clothing?

From the above graph, it is clearly observed that 60% respondents shop for clothing on monthly bases as they are trend followers and most of them are from upper middle class. 24% of the total shop once in every 3 months, 9% shopped once in every 6 months, these respondents were from the middle class background and they do not follow fashion trend all the time. 5% of the respondents shop every week as they are from high class society and considered spending to stay in fashion a necessity. 2% shopped on a yearly bases, their shopping was more need based than fashion oriented. Mainly shopping depends on the financial position of the family.

16. What is the first thought that comes to your mind when you wearing a dress of Red.

35% feel of love, 21% feel as warmth, 16% sensed as excitement, 15% sensed as danger and 13% feel the energy.
This could be due to the fact that red often portrays a zest for life. Because of its psychological association with fire, heat, blood and danger, red is impossible to ignore and so is the person who extroverts. Red lovers are achievers, intense, impulsive, competitive, energetic, daring, and aggressive. They are exciting, optimistic, animated people, leaders who like to be center of attention.
Positive respondents of red color generally were restless and driven crazy. They crave new things and new experience. Because they are assertive, they can be opinionated and overbearing as well. They can be moody, bossy and fickle in the pursuit of new challenges.
Since red is primarily associated with excitement and passionate pursuits, a dislike of this hue could mean that this active intensity is too hot to handle at this point in their life. Perhaps they are bothered by the aggressiveness that red signifies. They might exhausted, or beset by what seem to be overwhelming problems turn to the calmer colors for rest and relaxation. Red is not a color of peace and retreat.

17. What is the first thought that comes to your mind when you wearing a dress of Blue.

From the above graph, it is clearly observed that 30% feel calmness, 22% are focused, 16% are trust kind, 12% are feel loyalty and 20% sense the cool when they wear blue color clothing.
This could be due to the fact that positive respondent to blue color were trusting and need to be trusted. Although cool and confident, blue lovers can be vulnerable. They are sensitive to the needs of others and form strong attachments and they are deeply hurt if their trust is betrayed. They aspire to harmony, serenity, patience, perseverance and peace. They are somewhat social but prefer sticking to their even tempered and reliable. Because of their highly developed sense of responsibility, blue personalities must be careful of perfectionist tendencies that may make them unrealistically demanding. Their gentleness, however, will win out.
People who dislike blue may be restless and need to break away from monotony. Perhaps they would like to change their jobs, or even their lives, long for more excitement. They might be tired of being “depended on”, but their highly developed conscience makes them stick to it. They wish that they were either wealthy or brilliant or both because that would enable them to have all the good things in life without working so hard or being so conscientious.

18. What is the first thought that comes to your mind when you wearing a dress of Green.

This graph clearly indicates that 34% feel cool, 26% sense the nature, 23% have good health and 17% feel calmness when they wear green color clothing. This could be due to the fact that nature’s most plentiful color promises a balance between warmth and coolness, so green lovers are usually stable and balanced types. They are fastidious, kind and generous. They are always looking for admiration from peers, so they are often a do- gooder. They are a caring companion, loyal friend, partner or lover with a high moral sense and are super sensitive to doing the right things. They are intelligent and understand new concepts. They are less inclined to risk something new than to do what is popular and conventional. The bad news for green people is that they often have big appetites for food.
Since lovers of green are usually very social, and keeping up with the neighbors types, dislikes of green will often put those qualities down. They may have an unfulfilled need to be recognized that causes them to pull away from people rather than join them. They don’t like thinking and doing things the way they see the majority of people thinking, looking and doing them.

19. What is the first thought that comes to your mind when you wearing a dress of Yellow.

This above graph depicts that 40% of them feels happiness, 30% of them sense the hunger, 25% of them sense the warmth and 5% or them feel the frustration when they wear yellow color clothing.
This could be due to the fact that yellow is luminous and warm and so are the people who prefer it. It sparkles with optimism and activity. Yellow lovers are very original imaginative, idealistic, creative, artistic, often spiritual and highly intuitive. They thrive on novelty and challenge and have inquiring dispositions. Their sense of curiosity is often rewarded with accomplishments. Lovers of yellow are often perfectionist, but their sense of joy can over ride their perfectionist tendencies.
People who dislike yellow are a realist a practical, no pie in the sky kind of person, generally skeptical of new ideas. Rather than trying something innovative, they prefer to concentrate on things that they know they can accomplish. Guaranteed results are important to them because they like to protect themselves from disappointment.

20. What is the first thought that comes to your mind when you wearing a dress of Orange.

From the above graph, it is clearly observed that 45% believed as wealth prosperity, 17% feels happy, 17% feels energetic, 15% sense excitement and 6% feels sophistication when they wear orange color clothing.
This could be due to the fact that lovers if this color work and play hard are adventurous and enthusiastic. They are good natured, expansive and extroverted with a disposition as bright as their favorite color. They like to be with people, their ideas are original ant they have strong determination. However, they are more agreeable than aggressive. Orange lovers can be fickle. Their newest friend is often their best friend until the next friend comes around. Orange lovers aren’t always the best mates, as they are always looking for new worlds and challenges to conquer. Success in business can come easily to gregarious, charming person.
Life is definitely not all fun and games to the rejecter of orange. Nothing flamboyant appeals to them. They dislike too much partying, hilarity, loud laughter, showing off and obvious intimacy. As a result, they may be difficult to get know, if not once they have made a friend, they have made a friend for life.

21. What is the first thought that comes to your mind when you wearing a dress of Black.

This graph clearly indicates that 30% of feel the power, 30% feel as they slimming, 25% feel intelligence, 9% shows mourning and 6% sense the strength when they wearing black color clothing.
This could be due to the fact that a person who chooses black may have a number of conflicting attitudes. They may be conventional, conservative and sophisticated or they may like to think of themselves as rather worldly and serious, a cut above everyone else are very dignified. They may also want to have an air of mystery or think of themselves as very sexy. Wit, cleverness, personal security and prestige are very important to them.
People who dislike black are the negation of color, it may be a complete negative to them. It is the eternal mystery, the bottomless pit, the black hole, the road to nowhere. It may represent death and mourning to them. Things that go bump in the night be buried in the recesses if their mind and may still haunt them when they look at life. They are uncomfortable with the super sophisticated and feel insecure in their company. They like real people and are not dazzled by dignitaries.

22. What is the first thought that comes to your mind when you wearing a dress of Grey.

This above graph depicts that more number of mass like 40% feels neutral, 35% feels sadness and 25% feels gloominess when they wearing grey color clothing.
This could be due to the fact that people who prefer this lost neutral of all shades are carefully neutral about life. They like to protect themselves from the hectic world, wrapping them with a security blanket of a non committal color. They prefer a secure, safe, balance existence and unlike the lovers of red, they status quo. They have often made comprises in their lifestyles. They are practical and clam and do not like to attract attention. They are willing to work hard and to be of service. They are middle of the road type cool, conservative, composed and reliable.
To dislike grey is to dislike neutrality. They would rather be right or wrong, but never in different. Routine bores them. They always were seeking a richer, fuller life. This may lead them to get into one involvement, hobby, or interest after another in the pursuit of happiness. Grey may mean ghosts, ashes, cobwebs and the dust of a haunted house or other scary grey things that have spooked them since childhood.

23. What is the first thought that comes to your mind when you wearing a dress of Pink.

From the above graph, it is clearly observed that 32% respondents feels feminity, 28% feels love, 22% feels gentle and 18% sense the compassion when they are wearing pink color clothing.
This could be due to the fact that pink is a softened red. A person who loves pink is less showy than a red person, but that does not mean there is less substance there. Such personalities are variable. In its softer tints it is demure and romantic still related, they are upset by violence of any kind. They are talented but not over ambitious. People are drawn to them by their charm and warmth, but they don’t expose their feelings to everyone. While red is assertive, pink is gentle and innocent more subtle, more contemplative and more cautious.
People who dislike pink, the naiveté, innocence and sweetness strike them as cloying, even a bit “wimpish”. They long for the passion that was removed from red.

24. What is the first thought that comes to your mind when you wearing a dress of Purple.

This graph clearly indicates that large number of respondents i.e. 50% mass think about royalty, 30% thinks as wealth and 20% finds as mystery when they wear purple color clothing.
This could be due to the fact that this hue has an aura of mystery and intrigue. The purple lovers are enigmatic and highly creative, with their quick perception of spiritual idea. Purple is often preferred by artists. People who like to consider them different from the common herd or unconventional often prefer purple. They are generous and at times, charming. Purple is also associated with wit, keen observation, super sensitivity, vanity and moodiness. Because purple is a combination of red and blue which are opposites in many ways, they often have conflicting. They are easy to live with but hard to know.
When people are anti purple, they need sincerity, honest and lack of pretense in their lives. They don’t like to get involved in any activity unless they know exactly what they are getting themselves into. They usually exercise good judgment and frankness is a quality they look for in friends and colleagues. They may not have any particular artistic talents, but they make good a critic.

25. What is the first thought that comes to your mind when you wearing a dress of White.

This above graph depicts that more number of mass i.e. 30% think about purity, 20% innocence, 20% cleanliness, 18% feels the ambition and 12% shows the mourning when they wearing white color clothing.
This could be due to the fact that white can recall the rather docile days of youth, simplicity and innocence, a longing to be young again. But it can also signify a certain self sufficiency and uncompromising spirit. As white symbolizes cleanliness and purity those who prefer it are neat and immaculate in their clothing and their homes. They are inclined to be cautious buyers and shrewd traders, but a bit critical and fussy.
As white represents cleanliness and purity, to dislike white does not mean that they have never been obsessed with order. They are not fussy. Things that are a little off center are much more interesting to them than those that are perfectly in line.

26. What is the first thought that comes to your mind when you wearing a dress of Brown.

From the above graph, it is clearly observed that 35% respondent think about stability, 28% thinks friendship, 30% shows security and 7% reliability when they wearing brown color clothing.
This could be due to the fact that brown is the hue that is associated with substance and stability. A preference for brown means that they have a steady, reliable character with a keen sense of duty and responsibility. They are the down to earth person with a subtle, earthy sense of humor. Browns love simplicity, comfort, quality, hearth and home. They are a loyal friend, receptive, understanding but firm, have strong views and may be intolerant of others who think, talk or act too quickly. They strive to be good money managers and drive a good bargain.
People who dislike brown have probably either fantasized about a lot of exciting things like bungee jumping or racing cars, or have already participated in some risk taking sports activity. Novelty excites them and routine drives crazy. They are witty, impetuous and generous. Living on a bright and engaging. A meaningful relationship with them could be risky business it’s hard to get then to sit still.

27. Do you believe in expressing your feeling and moods through colors of your clothing?

This graph clearly indicates that 60% of respondents sometimes express their feelings and moods through colors of the clothing they wear. 21% of mass always express their feeling through the colors of the clothing they wear. This could be an indication of the growing trait among youngsters to express themselves non verbally. 12% rarely express their feeling and moods through colors of the clothing they wear. This could be because of constraints at work place, dress codes and inhibitions about the colors that suit one. 6% of mass never expressed themselves through the color of their clothing as they did not understand or know of the psychological aspect of color.
28. Do you feel that your color association has changed with age?

The above graph depicts that large number of respondent i.e. 44% sometimes feels, 30% always feels, 18% rarely feels that their choices of color changed with their age and 8% respondents feel that their choices of color never changed. The fact is that color preference are learned and possibly that color association are learned. This is a natural psychological trait. As the mind develops the color associations often change according to various experiences and past associations.

29. Would you agree the color you wear influence your day to day performance?

From the above graph, it is clearly observed that 45% respondents agree that color they wear influence their day to day performance. This could be because color reveals the way individual dresses. Wearing bright colors depicts that a person is courageous, extroverted, spontaneity and communicative and dull colors depicts that a person is creative, perceptive and sensitive.

30. If you see a person of same gender wearing a particular color of your choice what do you perceive?

This graph clearly indicates that large numbers of respondents i.e. 65% mass were jealous about wearing that favorite color by same gender and 35% are attracted towards same gender when they see that person wearing their favorite color. Hence it may be the human natural tendency especially in women to show jealous and get attracted.
31. If you see a person of opposite gender wearing a particular color of your choice what do you perceive?

This graph clearly indicates that large numbers of respondents i.e. 10% mass were jealous about wearing that favorite color by opposite gender and 90% are attracted towards opposite gender when they see that person wearing their favorite color. Hence it may be the human natural tendency especially in women to show jealous and get attracted. 32. Normally which color do you prefer for Formal wear?

This graph clearly indicates that 32% of respondents prefer to wear black, 30% of them wants navy blue, 26% wants white, 5% of them wants brown and grey as formal wear. This could because black represents renunciation the ultimate surrender or relinquishment and those who choose to wear black constantly want to renounce everything out of a stubborn protest. Wearing black on certain occasion shows you have control in yourself in order to communicate an authoritative image.

34. Normally which color do you prefer for Casual wear?

This graph depicts that large number of respondents i.e. 31% for blue, 28% wants pink, 17% wants yellow, 11% wants green, 5% wants black and orange, and 3% of them wants red for casual wear. This could be because they are creative, perceptive and sensitive. They have a good imagination and practical approach to life. Their approach can be analytical and they are best advised to use your knowledge for problem solving. They like to do things in your own time and not be rushed. They need a secure and peaceful environment.
35. Normally which color do you prefer for Party wear?

From the above graph, it is clearly observed that 39% respondents prefer to wear black color for party wear as that color makes a person look elegant, slim and attractive. 27% respondents prefer to wear purple color for party wear as that color makes a person look royal. 18% respondents prefer to wear maroon color for party wear as that color makes a person look traditional and 16% respondents prefer to wear red color for party wear as that color makes a person look attractive and gain attention in a crowd.

33. To what degree does your friend circle influence your selection of color for occasions?

The above graph reveals that 52.6% respondents are influenced by friends circle while selecting colors for occasions because dressing for a gathering or occasion calls for friend’s opinions as there is an amount of social acceptance that has to be kept in mind. Here one is not dressing for oneself or self satisfaction but to impress or make a statement or stand apart in a crowd. 34. Do you believe that some colors are lucky for you?

This graph clearly indicates that large numbers of respondents i.e. 48% believes sometimes that some colors are lucky for them and 10% respondents believe always that some colors are lucky for them. This could be because colors react in different ways on different persons. Some particular colors may cause tension to some but the same color may give relief to the other person. But some colors give pleasure and happiness or encouragement to almost everybody. They enthuse gaiety, warmth, joy, love and affection, harmony and encouragement to struggle in life and reach a place of comfort and luxury.

35. Your friends give positive compliments on your favorite color clothes, what’s your reaction.

This above graph depicts that 73% of them feel happy when friends gives compliments on their favorite color clothes. 27% of them go for tins and shades of same color after getting compliments from friends on their favorite color. Hence it shows if they got compliments they wants to continue their bound with their favorite color. 36. Your friends gives negative comments on your favorite color clothes, what’s your reaction.

This above graph depicts that 57% of them ignore the comment its show how strongly they attached with their favorite color even they got negative comment. 25% of them try for different shade and tint of same color, it shows still they don’t want to leave their favorite color but they try for different shades and tints of same color and trying to stay with their favorite color even its not suiting to them. 18% of them try to avoid that color, it shows they not strongly bound with their favorite color.

37. “Colors of clothing are influenced by religion” do you agree?

From the above graph, it is clearly observed that 34% respondents agree that colors of clothing are influenced by religion. This could be because colors are used to express emotion in most culutres. And these colors change and are associated with different colors depending on the culture.

SUMMARY

The present study was started with an aim to study the concept of color selection among women with respect to apparel. To understand the impact of color on Human psychology. Examining the variables like Age, occupation, and marital status for understanding its influence on color preference by the women. To know the human behavior for various colors and their relativity to mood and emotion of a women.
The result showed that the maximum number of below 15years preferred Pink, this may influence of Barbie. The color pink represents the sweetness and innocence of the child in all of us. pink can often lead people to become immature, silly and girlish, abandoning your adult responsibilities
From 16 to 30 years prefers Black and Red, this could be because black is one of the most stylish and timeless color in the world of fashion. This legendary status may be in part due to the fact that black makes people look thinner. Dramatic black is often worn by creative types and in our commercial society black is the color of authority, power, sophisticated and elegant. Red often portrays a zest for life. Because of its psychological association with fire, heat, blood and danger, red is impossible to ignore and so is the person who prefers this exciting color.
30 to 40 years prefers Blue, blue colors were trusting and need to be trusted. Although cool and confident, blue lovers can be vulnerable. They are sensitive to the needs of others and form strong attachments and they are deeply hurt if their trust is betrayed.
Above 40 years women prefers pastel color like grey, tints of pink, blue, yellow. Becoming old can bring about a sense of loneliness and fear so decorating with the elderly in mind needs to address warmth, security and harmony. Variety in the colors in the immediate environment can boost interest in the world and keep cognitive function alive. Older people can be drawn to soft pastels but they may not have the vitality of hue needed to stimulate the mind and mood. Eyesight problems can also impair how the color is seen and what is seen. Softer shades of reds and oranges are warming and can help with circulation and energy levels. Peaches, apricots, warm tans, terracotta’s and pinks can also be used for this purpose. Reflecting on the past and thoughts of a spiritual future can also be reflected in color choices. Soft blues, lavender mauves and violets are colors that connect to the spiritual or reflective mood. It is interesting to note that blue rinsed hair tints and lavender water are the province of the elderly lady
Highest priority of women color selection depends on present trend. As the survey was conducted only among women and it showed that they were very conscious of choosing colors based on present fashion trend, second priority complimented their skin tone than other factors such as season, beliefs etc.
CONCLUSION
This project started out with a goal to examine people’s associations with colors, where their color preferences are, and how these associations and preferences differ among Age, Occupation, Marital status and Culture. This particular study is based on psychological aspect of color and a lot of literature is documented.
In fashion, designers often play with colors to accentuate body shapes and to hide the unflattering parts. Wearing a totally BLACK outfit draws attention to the person as a whole, making it the color of choice for power dressing. It is also the perfect solution to look slimmer, apart from dressing in similar shades of a color. The slimming effect comes from color being the most outstanding graphic quality of an object. It overshadows outline, form, design and may be more attractive than the subject itself. Dressing in similar hues also gives the impression of a better coordinated wardrobe and good fashion sense. One’s skin color also affects the choice colors of a person. For instance, tanned people should avoid dark colors such as BLACK, DARK BROWN, GREY and BLUE, especially when it comes to tops. This is to avoid looking dull. To stand out, the tanned could opt for bright shades of YELLOW, GREEN or RED. If they want to avoid standing out, earth colors like BEIGE, LIGHT BROWN and WHITE could be used.
Marketing strategies based on color work especially well for females. Shops targeted at young girls are usually painted a light shade of PINK (and so are most of their products). Toys for boys come in more masculine shades of BLUE and BLACK. To draw attention, publicity pamphlets sometimes come in shocking shades of RED that warrants action. This is important as lasting impressions are made within the first 90 seconds of an encounter. Since color is an important visual factor, it can also make or break the publicity campaign. Pleasant, clear colors should be chosen as the human brain requires a certain sense of order to accept what it sees. If an advertisement has too many colors in a mess, we generally tend not to have good impressions of it as it distracts us from the subject matter and gives us a negative feeling of disorder. Apt color combinations can be used to attract and interest the target audience.
Each color has many aspects. Some signify optimism while some make you feel low. There are different kinds of energy associated with each and every one of them on both conscious and subconscious levels. There is no doubt in this fact that colors do play a vital role in effecting human sentiments. The color psychology has greatly helped to learn and understand the true meanings of colors and their impact on human moods and emotion that affect our lives.
This work will help both the product developers and the sellers, and also to the customers other than protect to body, color changes the mood of a person and uplift their spirit is a good indication that helps in achieving good health, being happy and having a good disposition helps in everyday living.
I suggest people do your own research about the country or culture people are working with, to establish what colors are currently acceptable.
BIBLIOGRAPHY
1. Books:-
Leatrice Eiseman, colors for every mood, capital books inc, streling, Virginia, 1998.
Robert.S.Fieldman, Understanding Psychology, 10 edition, 2011.

2. Journals:-
Perkins & Will, Chicago, The Impact of color on Learning, Kathie Engelbrecht, Assoc. NeoCon 2003
Valdez, Patricia; Mehrabian, Albert Journal of Experimental Psychology: General, Vol 123(4), Dec 1994, 394-409.

3. Websites:- http://library.thinkquest.org/07aug/02208/1.htm http://learner365.hubpages.com/hub/Colors-And-Emotions-Color-Psychology http://www.whatispsychology.biz/psychology-color-advertising-marketing http://scr.csc.noctrl.edu/multimedia/ColorTheory.htm http://www.joehallock.com/edu/COM498/index.html http://www.resene.com/homeown/use_colr/coloursforliving.htm http://library.thinkquest.org/27066/psychology/nlcolorpsych.html http://www.colour-affects.co.uk/your-personal-palette-in-fashion http://www.slideshare.net/effi0345/color-effects-on-people http://www.colour-affects.co.uk/psychological-properties-of-colours http://psychology.about.com/od/sensationandperception/a/colorpsych.htm http://prettydarkhorse.hubpages.com/hub/Color-Your-Day-The-Benefits-of-Color-Therapy

4. Personal consultation with:-
Dr. Swminath Gopalrao, MBBS, MD ( Psychiatry), Chord road hospital pvt ltd, Basaveshwara Nagar.
Dr. Veena Chakravarthy, Neuropsychologist & Counselor

APPENDIX

Impact of color on human behavior with respect to clothing

Name:

Age:

Marital Status:

Occupation:

City:

1. Which color do you prefer for clothing most of the time?
Black
White
Red
Orange
Yellow
Green
Blue
Indigo
Violet
Other, Specify______________________

2. Monday’s which color you prefer to wear?
Black
White
Red
Orange
Yellow
Green
Blue
Indigo
Violet
Other, Specify_________________________

3. For Weekends which color you prefer to wear?
Black
White
Red
Orange
Yellow
Green
Blue
Indigo
Violet
Other, Specify _________________________

4. How mentally you feel when you wearing your favorite color cloths.

______________________________________________________________________________________________________________________________________________________

5. How mentally you feel when you wearing cloths which you doesn’t like that color.
______________________________________________________________________________________________________________________________________________________

6. Your Favorite color in different ages as u knows.
(Answer only to which all applicable for you)
1 to 10year old:- _________________________
11 to 20year old:- ________________________
21 to 30year old:- ________________________
31 to 40year old:- ________________________
41 to 50year old:- ________________________
51 to 60year old:- ________________________

7. While buying clothing, the color is influenced by which of the following:
Friends
Family
Skin tone
Season
Other(specify) ____________________

8. How interested are you in reading Fashion forecasts?
Every time
Sometime
Not interested

9. How far does this knowledge influence?
Very much
Sometimes
Rarely
Never

10. How frequently do you shop for clothing?
Weekly
Monthly
Every 3 months
Every 6 months
Yearly once

11. What is the first thought that comes to your mind when you wearing a dress of the following:
A. Red: -
Love
Gentle
Warmth
Comfort
Energy
Excitement
Intensity
confidence danger B. Blue:-
Calmness
Serenity
Cold
Uncaring
Wisdom
Loyalty
Truth
Focused
Un-appetizing
C. Green:-
Natural
Cool
Growth
Money
Health
Harmony
Calmness
D. Yellow:-
Happiness
laughter cheery optimism
Warmth
hunger intensity frustration attention getting
E. Orange:-
Happy
Energetic
Enthusiasm
Excitement
Warmth
Sophistication
Wealth prosperity
F. Black:-
Authority
Power
Strength
Evil
Intelligence
Thinning/slimming
Death or mourning
G. Grey :-
Neutral
Sadness
Gloominess
H. Pink :-
Love
Gentle
Compassion
Feminity
I. Purple :-
Royalty
Wealth
Sophistication
Wisdom
Exotic
Mystery
J. White :-
Purity
Innocence Cleanliness
Mourning
Ambition
K. Brown:-
Reliability
Stability
Friendship
Security
Natural

12. Do you believe in expressing your feelings and moods through colors of your clothing?
Always
Sometimes
Rarely
Never

13. Do you feel that your color associations have changed with age?
Always
Sometimes
Rarely
Never

14. Would you agree the color you wear influence your day-to-day performance?
Always
Sometimes
Rarely
Never

15. If you see a person wearing a particular color of your choice what do you perceive?
A. Same gender :-
Attractive
Jealous
B. Opposite gender :-
Attractive
Jealous

16. Do you prefer to wear colors that are different from the commonly seen?
Always
Sometimes
Rarely
Never

17. Normally which color do you prefer for?

A. Formal wear:-
Black
Grey
Brown
Navy blue
White
Other, Specify ________________
B. Casual wear:-
Pink
Blue
Yellow
Orange
Green
Other, Specify ________________

C. Party:-
Red
Maroon
Purple
Bronze
Black
Other, Specify ________________

18. To what degree does your friend circle influence your selection of color for occasions?
Always
Sometimes
Rarely
Never

19. Do you believe that some colors are lucky for you?
Always
Sometimes
Rarely
Never

20. Your friend gives positive compliments on your favorite color clothes, what’s your reaction.
Very Happy
Go for same color cloths for next shopping
If any other please specify ______________________________________________

21. Your friend gives negative compliments on your favorite color clothes, what’s your reaction.
Ignore that compliment
Try to avoid that color for next shopping
Try for different shades/tints of same color
If any other please specify _______________________________________________

22. “Colors of clothing are influenced by religion”.
Strongly agree
Agree
Can’t say
Disagree

Bibliography: 1. Books:- Leatrice Eiseman, colors for every mood, capital books inc, streling, Virginia, 1998. Robert.S.Fieldman, Understanding Psychology, 10 edition, 2011.