What Color Represents

Colors have symbolism and meanings. As you design brochures, logos, and Web sites, it is helpful to keep in mind how the eye and the mind associate meanings with the colors you display.  It is also important to keep in mind the “age” of your target audience because color is perceived differently by different age groups.

Sometimes colors create a physical reaction (red has been shown to raise blood pressure) and at other times it is a cultural reaction (in the U.S. white is for weddings, in some Eastern cultures, white is the color for mourning and funerals). Colors follow trends as well. Avocado, a shade of green, is associated with the 60s and 70s in the minds of some consumers (anyone remember that shag carpeting?).