IDENTITY Services - COLOR (See Chart)

The meaning of colors can vary depending on culture and circumstances. Color is a form of non-verbal communication. It is not a static energy and its meaning can change from one day to the next with any individual - it all depends on what energy they are expressing at that point in time. Colors often have different meanings in various cultures. And even in Western societies, the meanings of various colors have changed over the years. But today in the U.S., researchers have generally found the following to be accurate.


The color of fire and blood, associated with war, danger, strength, power, determination, as well as desire, it is a very emotionally intense color as it stimulates a faster heartbeat, breathing, enhances human metabolism, increases respiration rate, and raises blood pressure. It has very high visibility, which is why stop signs, stoplights, and fire equipment are usually painted red.

Red brings text and images to the foreground, even Interior Decorators say that red furniture is perfect since it will attract attention. Use it as an accent color to stimulate people to make quick decisions; it is a perfect color for 'Buy Now' or 'Click Here' buttons on Internet banners and websites. Use it when promoting energy drinks, games, cars, items related to sports and high physical activity or to evoke erotic feelings (red lips, red nails, red-light districts, etc). It's used to indicate danger (high voltage signs, traffic lights) and red cars are popular targets for thieves. Red clothing makes one appear heavier and is not good for negotiations or confrontations.

Red is energy, action, and oddly enough, the color of both anger and love. It is often used in restaurant decorating schemes because it is an appetite stimulant.

  • warmth
  • boldness
  • excitement
  • speed
  • socialism
  • Light red = joy, sexuality, passion, sensitivity, and love.
  • Dark red = vigor, willpower, rage, anger, leadership, courage, longing, malice, and wrath.


The color of joy, sunshine, and the tropics it represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation. It combines the energy of red and the happiness of yellow in a non aggressive relationship. To the human eye, orange is a very hot color, so it gives the sensation of heat. Orange increases oxygen supply to the brain, produces an invigorating effect, and stimulates mental activity. It is highly accepted among young people. As a citrus color, it is associated with healthy food and stimulates appetite. Orange is the color of fall and harvest. In heraldry, orange is symbolic of strength and endurance.

Orange is the color of social communication and optimism. From a negative color meaning it is also a sign of pessimism and superficiality. Orange has very high visibility, so you can use it to catch attention and highlight the most important elements of your design and is very effective for promoting food products and toys.

  • cheerfulness
  • low cost
  • affordability
  • aggression
  • food
  • Halloween
  • liberal (politics)
  • Dark orange = deceit and distrust.
  • Red-orange = desire, sexual passion, pleasure, domination, aggression, and thirst for action.


In color psychology it is the color of the mind and intellect. It brings energy with associations of sunshine, joy, and happiness. It is optimistic and cheerful and in heraldry with indications of honor and loyalty; oddly enough it also suggest impatience, criticism and cowardice.

Yellow produces a warming effect, speeds metabolism and generates muscle energy. While it is considered an optimistic color, people lose their tempers more often in yellow rooms, yet, in promotion of children's products and items related to leisure it works well. It is the most difficult color for the eye to take in, so it can be overpowering if overused and may have a disturbing effect. Yellow enhances concentration, hence its use for legal pads.

Yellow is very effective for attracting attention and is often associated with food or in advertising, as a highlight and when placed against black; this combination is often used to issue a warning. Men usually perceive yellow as a very lighthearted, 'childish' color, so it is not recommended for use when selling prestigious, expensive products to men. It is an unstable and spontaneous color, so avoid using yellow if you want to suggest stability and safety.

  • comfort
  • liveliness
  • hunger
  • optimism
  • overwhelm
  • Summer
  • conflict
  • Dull yellow = caution, decay, sickness, and jealousy.
  • Light yellow = intellect, freshness, and joy.


The meaning of gold is illumination, and wisdom. It is associated with abundance, prosperity and well being. It also implies affluence, extravagance, prestige, sophistication and elegance.

It evokes luxury and high quality and implies affluence, material wealth and extravagance. If you are planning to use gold in your website design, be aware that its shade may give the appearance of a faded, non-quality yellow. In Northern America, Canada and United States, gold color is indicative of wealth, luminosity and money. As a result, it is used extensively in advertising or manufacture of jewelry, architecture, liquor, and chocolate. It is considered a very uplifting and positive color. It makes one feel optimistic, enlightened and spiritually heightened.

  • masculine energy
  • success
  • achievement
  • triumph
  • Bright gold = inspiration and activation of spiritual energy.
  • Dark gold = richer, warmer and more intense. It can be associated with fatigueness and stress from being strained.

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The meaning of silver is considered as ‘cleansing, illuminating and showing the way forward’. Silver is a powerful color which can bring about mental, physical and emotional harmony. Silver color meaning includes glamorous, sophisticated and distinguished.

You are considered to be gentle, kind and sensitive if you like silver as it is associated with the higher self and spirituality. It is associated with the moon as well as the ebb and flow of tides. Silver is used for depicting things that are sleek, masculine and modern. Hence it is used in cars, men’s products and tools. In other parts of the world its meaning includes wealth, jewelry, pirates and treasure. It is known for technology and craftsmanship.

  • feminine energy
  • fluid
  • emotional
  • precision
  • sophistication
  • mysterious
  • Bright silver = openness for new ideas and intuitiveness.
  • Dark silver = negative things, like fear, is accumulating in the body.


Green is the color of balance and growth it can mean both self-reliance as a positive and possessiveness as a negative. It has great healing power and is the most restful color for the human eye as it can improve vision. It symbolizes growth, harmony, freshness, and fertility suggesting stability and endurance. In heraldry, green indicates hope.

Green has strong emotional correspondence with safety and is used when advertising drugs, medical and green products. It is a calming, refreshing color however, seamstresses often refuse to use green thread on the eve of a fashion show for fear it will bring bad luck.

Currently the most popular decorating color hospitals often use green because it relaxes patients just as people waiting to appear on TV sit in "green rooms" to relax. Green is one of three most popular food colors.

  • durability
  • reliability
  • environmental
  • luxurious
  • optimism
  • well-being
  • nature
  • Spring
  • honesty
  • optimism
  • Dark green = masculine, conservative, implies wealth, ambition, greed, and jealousy.
  • Yellow-green = sickness, cowardice, discord, and jealousy.
  • Olive green = traditional color of peace.


The color meaning of white is innocence, wholeness and completion with its association of light, goodness, innocence, and virginity. It is considered to be the color of perfection and its positive connotation depicts a successful beginning. In heraldry, white depicts faith and purity.

In advertising, white is associated with coolness and cleanliness because it's the color of snow. You can use white to suggest simplicity in high-tech products. White is often associated with low weight, low-fat food, and dairy products. White is associated with hospitals, doctors, nurses, and sterility, so you can use white to suggest safety when promoting medical products.

White reflects light. Brides wear white to symbolize innocence and purity, Angels are usually imagined wearing white clothes. White is an appropriate color for charitable organizations; popular in decorating and in fashion because it is light, neutral, most complete and pure, the color of perfection.

  • newness
  • virginity
  • peace
  • ice
  • cold


It is the color of authority and power with associations of elegance, formality, death, evil, and mystery with fear of the unknown (black holes) creating an air of negativity with a secretive connotation (blacklist, black humor, 'black death'). Black denotes strength and authority; it is considered to be a very formal, elegant, and prestigious color (black tie, black Mercedes). In heraldry, black is the symbol of grief.

Black gives the feeling of perspective and depth, but a black background diminishes readability. When designing for a gallery of art or photography, you can use a black or gray background to make the other colors stand out.

It is popular in fashion because it makes people appear thinner and is stylish and timeless. Priests wear black to signify submission to God. Some fashion experts say a woman wearing black implies submission to men. Black outfits can also be overpowering, or make the wearer seem aloof or evil. Food researchers say that when humans searched for food, they learned to avoid toxic or spoiled objects, which were often blue, black, or purple.

  • Elegance
  • sophistication
  • formality
  • power
  • strength
  • illegality
  • depression
  • morbidity
  • night
  • death


In its meaning can bring idealism and structure, ritualistic and addictive effects even though it is also cold and can be depressing. The color is considered beneficial to the mind and body associated with tranquility as its nature causes the body to produce calming chemicals. In heraldry, blue is used to symbolize piety and sincerity.

Blue is the color of trust and peace and can suggest loyalty, integrity, conservatism, and frigidity. You can use it to promote products and services related to cleanliness (water purification filters, cleaning liquids, vodka), air and sky (airlines, airports,

air conditioners), water and sea (sea voyages, mineral water). Use blue to suggest precision when promoting high-tech products as it is linked to consciousness and intellect. Avoid using blue when promoting food and cooking, because blue suppresses appetite.

Blue is a masculine color and weightlifters are able to handle heavier weights in blue gyms. Fashion consultants recommend wearing blue to job interviews because it symbolizes loyalty and is a preferred color for corporate America as dark blue is associated with depth, expertise, and stability. People are more productive in blue rooms as it symbolizes wisdom, confidence, intelligence, faith, truth, and heaven. Blue food is rare in nature. While blue is one of the most popular colors it is one of the least appetizing. Food researchers say that when humans searched for food, they learned to avoid toxic or spoiled objects, which were often blue, black, or purple.

  • professionalism
  • reliability
  • honor
  • trust
  • melancholia
  • boredom
  • Winter
  • depth
  • stability
  • professionalism
  • conservatism
  • Light blue = health, healing, tranquility, understanding, and softness.
  • Dark blue = knowledge, power, integrity, and seriousness.
  • Indigo = intuition.
  • Turquoise = communication and clarity of mind. It can also be impractical and idealistic.
  • Aqua = emotional healing and protection.


Purple combines the stability of blue and the energy of red. Purple is associated with royalty and symbolizes power, nobility, luxury, along with ambition. It conveys wealth and extravagance and is associated with wisdom, dignity, independence, creativity, mystery, and magic.

According to surveys, almost 75 percent of per-adolescent children prefer purple to all other colors. Purple is a very rare color in nature; because it is rare in nature, purple can appear artificial. It is a romantic color and the lighter the hue the more feminine the design. In advertising, bright purple is great when promoting children's products. Food researchers say that when humans searched for food, they learned to avoid toxic or spoiled objects, which were often blue, black, or purple.

  • power
  • royalty
  • nobility
  • elegance
  • sophistication
  • artificial
  • luxury
  • mystery
  • royalty
  • elegance
  • magic
  • Light purple = romantic and nostalgic feelings.
  • Dark purple = gloom and sad feelings. It can cause frustration.


The color brown is a friendly yet serious, down-to-earth color that relates to security, protection, comfort and material wealth.
Solid, reliable brown is the color of earth and is abundant in nature with a slight sadness and wistful. Green, brown, and red are the most popular food colors. Brown suggests stability and denotes masculine qualities. Men are more apt to say brown is one of their favorite colors.

Brown is friendly and welcoming. It is loyal, trustworthy and reliable, in a practical and realistic way. In color psychology the color brown is referred to as honest, genuine and sincere. It refers to the hard-working, diligent and reliable, with both feet planted firmly on the ground. Brown is sensual, sensitive and warm, and gives one a sense of calmness and comfort. It is a practical and sensible color, indicating common sense. The color brown is associated with healthy, natural and organic products, and everything related to the outdoors.

  • relaxing
  • confident
  • casual
  • reassuring
  • earthy
  • solid
  • genuine
  • Autumn
  • endurance
  • Light brown = genuineness while dark brown is similar to wood or leather.
  • Reddish-brown = associated with harvest and fall.


The color psychology of pink is unconditional love and nurturing, signifying romance, love, and friendship and also a sign of hope. It is a positive color that inspires warm and comforting feelings - giving the feeling that everything will go well or be okay. It denotes feminine qualities and passiveness with a hint of immaturity. Sports teams sometimes paint the locker rooms used by opposing teams bright pink so their opponents will lose energy.

The pink color stands for unconditional love and understanding, and is associated with giving and receiving care. The most romantic color, pink, is more tranquilizing. It gets the lust for action from the red color, and the white color gives it an opportunity to achieve success and insight.

  • feminine
  • love
  • caring
  • nurture
  • Skin color = a very pale pink color that has sensual and sexual connotations. It gives a lacking feeling of passion and energy.
  • Rose pink = the universal color of love. It is mature, feminine and intuitive.
  • Hot pink = passionate, playful, sensual and loving. It radiates warmth, joy and a love for life.
  • Magenta = universal harmony and emotional balance. It is spiritual yet practical, encouraging common sense and a balanced outlook on life.


From a color psychology perspective, the color is a compromise – it is either black or white. It is the transition between the 2 colors. The closer the gray comes to black, the more dramatic and mysterious it becomes. The gray color meaning is more luminous and vivid, the closer it comes to silver or white.

It is subdued, quiet and reserved, not particularly energetic or exciting. In the world of colors, gray is conservative, boring, sad and depressing on one hand, but elegant and formal on the other hand. It is unemotional and detached and can be indecisive. In Corporate America employees wear gray suits, which are conservative, reliable and consciously formal.

  • independent
  • conservatism
  • traditionalism
  • intelligence
  • serious
  • dull
  • uninteresting
  • Light gray = relaxing and soothing. It can help in difficult life situations.
  • Dark gray = serious, solemn and inflexible. It is associated with self-denial and self-discipline.


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