Positive: power, strength, warmth, energy, desire, passion, love
Negative: Danger, Aggression, visual impact,
Red is an emotionally intense color. It is visually striking and brings text and images to the foreground.
Positive: serenity coolness, reflection, calm
Negative: Cold, emotionless
Blue is the colour that gives a soothing and relax feel. Also, Blue has the the tendency to cause things to recede to the background, as a result blue objects to not appear as close to red objects.
Positive: Optimism, confidence, self-esteem
Negative: Irrationality, fear, anxiety
Yellow is effective for attracting attention as it highlight the most important elements of your design. Lighter shades gives off happiness, reminding people of summer and the sun. Darker shades like gold, add more weight to the subject, giving a sense of antiquity.
Positive: Harmony, balance, environmental awareness, equilibrium, peace
Negative: Boredom, stagnation, blandness
Positive: luxury, authenticity, truth, royalty
Negative: Introversion, decadence, suppression, inferiority
Purple is often associated with royalty and usually communicates the finest possible quality as well as time, space and cosmos. However, excessive use of purple can suggest introspection and the wrong tone of purple causes the subject to come across as cheap and nasty faster than other colours.
Positive: Physical comfort, food, warmth, fun
Negative: Deprivation, frustration
Positive: Femininity, love, sexuality
Negative: Inhibition, emotional claustrophobia
Positive: Psychological neutrality
Negative: Lack of confidence, dampness, depression, lack of energy
Pure grey has no direct psychological properties.
Positive: Sophistication, substance
Negative: Oppression, coldness, menace, heaviness.