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blue is the most universally preferred color, perhaps for its very versatile qualities. it is also appreciated for it’s calming and harmonious qualities being associated with the sea and sky. however, being associated with the emotional feeling of being ‘blue’ it is also used to express sadness or depression.


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red has a number of different contextual associations and in branding can deliver a highly visible punch. it has the ability to rev desire; and not surprisingly when it is the color of fire, danger, and blood on one hand; and love, sexuality and passion on the other. it is a bold, energetic and lively color that can symbolize strength, confidence and power.


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being the color of sunshine, yellow puts a smile on the dial. it is the most visible color from a distance and communicates cheerfulness, friendliness, joy and energy. it can also be associated with mental clarity and intellect


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purple is a low arousal color. it is traditionally associated with royalty, majesty or nobility as well as having a spiritual or mysterious quality. darker shades often represent luxury or opulence while lighter lavender shades are quite feminine, sentimental and even nostalgic.


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green has two very common meanings that are quite paradoxical; one being nature and the environment, and the other being finance and wealth. when it comes to nature, green represents plant life and growth and is consequently used to convey being ‘green’ in the environmental, sustainable, organic, natural sense of the word. and of course green is, as the saying goes, ‘the color of money’ and therefore associated with wealth and stability.


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blending the warmth of red and the optimism of yellow, orange communicates activity and energy. and of course it’s hard not to go past orange as the color of oranges and all their vitamin c, which immediately makes orange feel fresh and healthy. orange is not for everyone, it was certainly the color of the decade in the 1970s and can therefore tap into associations of youthfulness, creativity and adventure.


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pink is quite diverse and the level of intensity can impact its meaning. pale pink, often marketed as the official color of little girls, represents sweetness while dusty pink can be more sentimental and light pink more romantic. at the other end of the scale, hot pink indicates youthfulness, energy, fun and excitement.