Yellow is a primary color that cannot be created with other colors. It is universally regarded as cheerful, representing happiness, sunlight, optimism, and creativity.

DESIGN

Yellow can be used to create a bold contrast with other colors. It works well as a replacement of gray when the goal is vibrancy. Many designers fear knocking type out of yellow to white, but this works when enough magenta (at least 20%) is mixed with yellow.

Yellow and Black create avocado green. Therefore, used as a second duetone color or overprinted on black and white will create a sickly greenish tone.

CULTURAL MEANINGS

In Japan, Yellow represents courage. In China, only the emperor was allowed to wear Yellow. A Yellow patch was used to label Jews during Middle Ages, and European Jews were forced to wear yellow “Stars of David” by the Nazis. Negative connotations include cowardice. For example, a cowardly person might be described as “yellow”.

If asked, most corporate brands will suggest blue for a logo color. It communicates honesty and loyalty. Blue is associated with the sky and water, power and authority. For decades, financial institutions and corporations insisted on blue as a corporate color due to its connections to stability and strength.

DESIGN

Blue can feel rich and hyptnotic, or it can become banal and invisible, depending on the application. The term “type and blue stripe” is a reference to dull corporate graphics standards that utilized a bar of navy blue on the top or side of a page and white typography set in Helvetica. Alternatively, blue can be surprising when used dramatically and unexpectedly.

CULTURAL MEANINGS

In Western culture, blue is masculine, whereas pink is feminine. Aristocracy is referred to as blue-blooded. However, manual laborers are called blue-collar workers while professionals are white-collar workers. Blue is the color of holiness in Judaism. In Hinduism, blue represents the god Krishna.

Red is radical. It is extreme, representing passion, energy, fire, violence, and anger. Its is vibrant and creates contrast, demanding viewer’s attention. As the color of fire and blood, it is connected at visceral level to our ideas of the energy of life.

DESIGN

Red is a pure color, no other colors can be combined to create it. Designers use red as loud shout. Stop signs, and Coca-Cola cans are red. The color can dominate an environment. Many designers shy away from such an extreme color, but red is one of a designer’s most valuable tools to create dynamic contrast.

CULTURAL MEANINGS

In Asia, red is the color of good luck. It is the most popular color in China, but be aware: there is a difference between a Chinese red and red in other Asian cultures. In India, brides wear red saris. In Western Culture, its meaning is connected with its companions. Red, White and Blue appear patriotic. Red and Black can communicate fascism.