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Market researchers have had a field day identifying the colours and the likely effect they have upon us. However, the effects of colour differ among different cultures, so the attitudes and preferences of your business target audience should be a consideration when you plan your design of any promotional materials.
For example, white is the colour of death in Chinese culture, but purple represents death in Brazil. Yellow is sacred to the Chinese, but signifies sadness in Greece and jealousy in France.
In North America, green is typically associated with jealousy. People from tropical countries respond most favorably to warm colours, people from northern climates prefer the cooler colours. Cooler colours like blue look corporate on a business card or website and inspire trust, but wouldn’t be suited to an entertainment or youth oriented site.
Basically, in Western mainstream culture, the following qualities are associated with colour:
• Red - excitement, strength, sex, passion, speed, danger
• Blue (listed as the most popular colour) - trust, reliability, belonging, coolness
• Yellow - warmth, sunshine, cheer, happiness
• Orange - playfulness, warmth, vibrant
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