Although individuals may react differently to colors based on personal preferences and unique life experiences, numerous studies confirm that the majority of people often make certain color associations, such as:
- Black – powerful, strong, commanding
- Gray – conventional, elegant
- White – pure, precise
- Red – aggressive, dominant, dynamic, passionate
- Orange – distressing, stimulating, exciting
- Yellow – cheerful, stimulating
- Green – refreshing, natural, calming
- Blue – calming, comforting, soothing
Because color symbolism is often very culture-specific, these attributes can vary in different areas of the world. But psychological messages of color can be an important consideration, especially in business settings.