xxvii Some derivative colors of orange are:
a. Dark orange can mean dishonesty and distrust. b. Red-orange represents desire, sexual passion, pleasure, domination, aggression, and
thirst for action.
c. Gold is prestigious color. It brings meaning of illumination, wisdom, and wealth.
Gold often symbolizes high quality
3. Yellow
As the color of sunshine, Yellow is associated with joy, happiness, intellect, and energy. Yellow produces a warming effect, stimulates cheerfulness, stimulates mental activity, and
generates muscle energy. Yellow is often associated with food. The combination of Yellow and Black is often used to issue a warning. Yellow symbolizes honor and loyalty, but later
the meaning of yellow is connected with cowardice. Yellow is unstable and spontaneous. Light yellow tends to disappear into white, so it
usually needs a dark color to highlight it. Shades of yellow are visually unpleasant because they loose cheerfulness and become dingy.
Some derivative colors of yellow are:
a. Dull dingy gray yellow represents caution, sickness, and jealousy. b. Light yellow represents intellectual, freshness, and joy.
4. Green
The color of green is often associated to nature. It symbolizes growth, harmony, freshness, and fertility. Green has strong emotional correspondence with safety. Green is the
opposite of red because it represents the color of free passage in road traffic. It brings the
xxviii feeling of safety for its great healing power. It is the most restful color for the human eye; it
can improve vision. Green suggests stability and endurance. It indicates growth and hope. Because green is directly related to nature, we can use it to promote green products. Dull
and darker green is commonly associated with money, the financial world, banking, and Wall Street.
Some derivatives color of green are:
a. Dark green is connected with ambition, greed, and jealousy. b. Yellow-green can indicate sickness, cowardice, discord, and jealousy.
c. Aqua is associated with emotional healing and protection. d. Olive green is the traditional color of peace.
5. Blue
The color of blue is the common color for the sky and sea. It represents depth and stability. It also symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and
heaven. This color is considered to have benefit to the mind and body. It slows human metabolism and produces a calming effect. Blue is strongly associated with harmony and
calmness. According to studies, blue is highly accepted among males, so that blue is associated with masculine color. Dark blue is associated with depth, expertise, and stability.
Some derivative colors of blue are: a.
Light blue
is associated with health, healing, silence, understanding, and softness. b.
Dark blue represents knowledge, power, integrity, and seriousness.
6. Purple
