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On this page you will find information pertaining to Communicating with Color; how color influences what we feel, how different cultures interpret color differently than we do here in the U.S., and what messages, we as designers, project in our visual communications by the use of specific colors.
Colors We See Influence What We Feel
Infants as young as two months prefer colorful objects to non-color. Eye-tracking studies that record infants' attention span indicate that red and blue are the most preferred colors when they are infants. While it is true that infants are often attracted to black and white, it is not that they prefer black and white, but it attracts their attention because they see extreme contrast before they see color. Bright primary colors are often used as a stimulus to enhance brain development in infants.
For the pre-adolescent and young adolescent, using the "in" colors is very important as it gives them status and recognition with their peers. And color is used to make statements and be outrageous -- what better way to attract attention than to have "green" hair? This is the age group that is intensely trend-driven, so it behooves the company or manufacturer to be aware of the direction of color trends.
As we mature, we become more aware of our need for self expression. Trends still play a key role, but personal tastes and preferences are equally important.
Different Cultures Interpret Colors Differently
With shrinking barriers and increased communication with companies reaching out to embrace broader markets, older color concepts are changing and expanding. For example, historically white has been a color associated with mourning in the Chinese culture. Currently white is being used in everything from T-shirts to wedding gowns. This change in attitude is especially true for the younger people in many cultures who are less bound to tradition and more open to change.
Generalities About Color
Following are a few generalities, as associated in our culture, between specific colors and what feelings they generate that young designers and companies attempting to design their own marketing materials should be aware of. You will notice some overlap.
D = Dominant Color
S = Subordinate Color
A = Accent Color
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