Colors
About colors
Color plays a significant role in our reactions to many things: people, places, products,... Research shows that humans have physical reactions to color, such as a faster heartbeat inspired when we see red, or calming chemicals released in the brain when we see blue.
For example, whether or not you realize it, the colors you use in the materials that represent your business will make a strong impression on your audience. Since there's nothing you can do to stop that reaction, the best thing you can do is use this as a tool to your advantage.
Ordinary person prefers blue color, especially women, and men give advantage to red. Green color is often on third place, artists (but people with mental illness too) like this color; men choose it more often than women. People with mental illness and boys like yellow color. 10 to 14 years old boys like orange color. Women and schizophrenic people like purple color, this color is as index for emotional problems. Brown color is preffered more by women than men, and girls with slow personal development and with psychosomatic difficulties like that color more than any other color; boys during development period preffered brown color mostly - because of that reasons this color is connected to unpleasant affective, emotional attribute. Black color is in "neighborhood" of brown, and it is related to psychopathic people, immediatelly after red color. Psychopaths like to relate black color with other dark shades. Ordinary people choose grey and white color very rarely. Neurotically unstable men tend to grey color more than neurotically unstable women, but ordinary women tend to grey color more often than ordinary men broadly.

We each have our favorite colors. And many studies have been done to pinpoint how colors affect human reactions. Here are some of the standard emotions and reactions that various hues elicit:
- Gray: elegance, humility, respect, reverence, subtlety.
- Red: passion, strength, energy, love, speed, leadership, masculinity, danger, fire, anger, revolution, stop.
- Blue: calm, peace, cool, harmony, confidence, conservatism, dependability, technology.
- Green: nature, spring, fertility, youth, environment, wealth, money (US), good luck, jealousy, greed.
- Yellow: concentration, optimism, joy, happiness, idealism, wealth (gold), weakness.
- Purple: luxury, sophistication, sensuality, spirituality, creativity, royalty, wisdom, flamboyance.
- Orange: energy, creativity, balance, enthusiasm, playfulness.
- White: purity, innocence, reverence, peace, simplicity, sterility, surrender.
- Black: power, modernity, sophistication, formality, death, fear, anonymity, anger, mystery.
- Brown: solid, reliable, calm, nature, rustic, stability, dullness, heaviness, roughness.

The associations above apply to Western cultures. In case of international communication, be sure to complete research to find out what the pertinent color associations are for your target audience. For example, people in Japan and China associate white with death; Egyptians have the same reaction to red.

