Color Theory Complete List: Color Meanings, Attributes, Associations and Cultural Links

Color Theory list of color specific attributes, associations, and cultural links. 

Color meanings can vary widely depending on the context they are used. 

The use of color in brand identity and logo design is often very repetitive. For example, the use of black for dominating power brands in fashion & media. Blue is the most common corporate logo color signifying trust and loyalty. Red & yellow is used a lot in logo design: Shell, LEGO, Hotwheels, Play-Doh, and The Superman icon. Red & yellow are two of the most visually dominate colors so it makes sense they are used so much. 

Often times the colors are used together in specific ways to create a bold contrast making the use of white almost as dominate as the colors themselves. Examples of this can be seen in the Coca-Cola & Starbucks logos. 

The hue of the color and the shape of the logo often play off each other as well. Take a close look at the logos pictured above and think about all the factors used together and how they come together to create a very specific design. 

For more on the use of color and the important of context in creating your brand's identity "Build a culture around your brand: Choosing colors for your logo, website, & marketing design."

Here is the complete list of Color Theory  associations... 

Red

Associated with: Fire, Blood, Sex

Positive association: Passion, Love, Blood, Energy, Enthusiasm, Excitement, Heat, Power. 

Negative association: Aggression, Anger, Battle, Revolution, Cruelty, Immorality. 

Cultural links:

Ivory Coast, Africa - Dark Red indicated death.

France - Masculinity

Most of Asia - Marriage, prosperity, happiness.

India - Soldier’s symbol

South Africa - Color of mourning

Additional attributes: Most visually dominant color. Suggests speed, action. Stimulates heart rate, breathing, and appetite. People appear heavier in red clothes. Red cars are stolen most often.

Yellow

Associated with: Sunshine

Positive association: Intellect, Wisdom, Optimism, Radiance, Joy, Idealism.

Negative association: Jealousy, Cowardice, Deceit, Caution. 

Cultural links: 

Buddhist cultures - Priests wear saffron yellow robes.

Egypt and Burma - Signifies mourning.

India - Symbol of merchant or farmer.

Hindu cultures - Worn to celebrate the festival of spring.

Japan - Associated with courage.

Additional attributes: First color the human eye notices. Brighter than white. Speeds the metabolism. Bright yellow is the most fatiguing color; can irritate the eyes. Pale yellow can enhance concentration (used for legal pads).

Green

Associated with: Plants, The natural environment.

Positive association: Fertility, Money, Growth, Healing, Success, Nature, Harmony, Honesty, Youth.

Negative association: Greed, Envy, Nausea, Poison, Corrosion, Inexperience.

Cultural links: 

Islam - Green is associated with paradise and is symbolic of Islam

Ireland - Green is strongly associated with this country.

Celtic cultures - The Green Man was the god of fertility

Native American Cultures - Green is linked with the will, or man’s volition.

Additional attributes: Green is the easiest color on the eyes. Green is a calming and refreshing color, often used in hospitals to relax patients. Green means “go”; everything is in order. Green is said to aid digestion and reduce stomachaches.

Blue

Associated with: Sea, Sky.

Positive association: Knowledge, Coolness, Peace, Masculinity, Contemplation, Loyalty, Justice, Intelligence.

Negative association: Depression, Coldness, Detachment, Apathy.

Cultural links: 

Most of the world - Considered a masculine color

China - Color for little girls

Iran - Color of mourning

Western bridal tradition - Means Love

Worldwide - Most popular corporate color

Additional attributes: Blue food is rare in nature; unappetizing, suppresses hunger. Causes the body to produce calming chemicals; relaxing. People are said to be more productive in blue rooms. Blue clothing often symbolizes loyalty or trust.

Purple

Associated with: Royalty, Spirituality.

Positive associations: Luxury, Wisdom, Imagination, Sophistication, Rank, Inspiration, Wealth, Nobility, Mysticism.

Negative association: Exaggeration, Excess, Madness, Cruelty.

Cultural links: 

Latin America - Purple indicated death.

Thailand - Purple is worn by widows mourning a husband’s death.

Japan - Purple represents ceremony, enlightenment, and arrogance.

Additional attributes: Purple has a feminine and romantic quality that is sometimes associated with male homosexuality. Rare in nature, purple seems artificial. In ancient times, purple dyes were expensive and worn by royalty and the wealthy only. Purple is said to enhance the imagination and thus is used in decorating children’s rooms.

Orange

Associated with: Autumn, Citrus.

Positive associations: Creativity, Invigoration, Uniqueness, Energy, Vibrancy, Stimulation, Sociability, Health, Whimsy, Activity.

Negative associations: Crassness, Trendiness, Loudness.

Cultural links: 

Ireland - Orange signifies the Protestant movement in Northern Ireland.

Native American Cultures - Orange is linked with learning and kinship.

India - Orange signifies Hinduism.

Netherlands - Orange is the national color because the Dutch monarchs came from Orange-Nassau.

Additional Attributes: 

Black

Associated with: Night, Death.

Positive associations: Power, Authority, Weight, Sophistication, Elegance, Formality, Seriousness, Dignity, Solitude, Mystery, Stylishness.

Negative associations: Fear, Negativity, Evil, Secrecy, Submission, Mourning, Heaviness, Remorse, Emptiness.

Cultural links: 

China - Black is for little boys.

Asia generally - Black is associated with career, knowledge, mourning and penance.

American, European, Japanese youth - Black is the color of rebellion.

Worldwide - Black denotes dark-skinned people of sub-Saharan African ancestry.

Additional attributes: Black clothing makes people look thinner. Black humor is morbid. Black makes other colors look brighter. In color therapy, black is supposed to boost self-confidence and strength. Black is often associated with secret societies.