Dominant Color Group: Neutral (86%)
Neutral colors: black, white, grey, brown
Temperature: 92% Cool Colors
Cool colors are violet-red, violet, blue-violet, blue, blue-green, green
Cool colors tend to evoke a more tranquil mood of calm and relaxation. They seem to fall back, or recede, from the viewer in comparison to warm colors.
Positive: protection and comfort, strong, contained, formal, sophisticated, seductive, mysterious, endings and beginnings
Negative: aloof, depressing and pessimistic, secretive and withholding, conservative and serious, power & control, sadness, negativity
Black was the overall favorite color for clothing, mainly chosen by females (40%) in one study. source
Fashion - Black is often used in fashion because of its slimming quality.
Marketing - In brand identity black is associated with being bold, formal, mysterious, or strong. Famous brands that implement black in their logos and marketing are Blackberry, Tiffany & Co., Apple, Disney, Nike, Gillette, Adidas, Sony, Ralph Lauren, and MTV. Besides being sleek, black is versatile and can be combined with any other color.
Eastern: wealth, health, boys, mystery, evil
In ancient Egypt, black represented life and rebirth
Positive: loyalty, trust and integrity, tactful, reliability and responsibility, conservatism and perseverance, caring and concern, idealistic and orderly, authority, devotion and contemplation, peaceful and calm
Negative: being rigid, deceitful and spiteful, depressed and sad, too passive, self-righteous, superstitious and emotionally unstable, too conservative and old-fashioned, predictable and weak, unforgiving, aloof and frigid
Blue: Creates trust - used by financial institutions such as banks
Navy blue: Cheaper - selling to price-sensitive
Royal blue: Urgency - selling to impulse buyers
Eastern: immortality, life, feminine
Middle East: protection
Positive: reliable, conservative, dignified, neutral, impartial, professional, mature, intelligent, classic, solid, stable, calming, subdued, reserved, elegant, formal and dependable
Negative: indecisive, non-emotional, indifferent, boring, sad, depressed, lifeless, lonely, isolated
Positive: down-to-earth, wholesome, practical, approachable, friendly, stable, structured, supportive, comforting, reliable, protective, strength, quietly confident, sensual, sensitive, warm, reassured, honest, sincere, quality
Negative: dull, boring, frugal, materialistic, lack of humor, lack of sophistication, predictable, cheap and stingy
Eastern: earth, mourning
Positive: action, energy and speed, attention-getting, assertive and confident, energizing, stimulating, exciting, powerful, passionate, stimulating and driven, courageous and strong, spontaneous and determined
Negative: aggressive and domineering, over-bearing, tiring, angry and quick-tempered, ruthless, fearful and intolerant, rebellious and obstinate, resentful, violent and brutal.
The color red causes people to react with greater speed and force. source
Viewing red prior to a strength test inhibits motor output. source
One study discovered that participants showed more cautious behavior in a web-based game when the focal stimuli were colored red (versus blue). These findings demonstrate that variations in the color design of a computerized environment affect risk taking: Red color leads to more conservative choices and behaviors. Source
The color red distorts time perception in men, but not women. source
Research has shown that with some nonhuman primates, red is associated with greater sexual attractiveness of females, and recent studies found that a woman with red clothes increases attraction behavior in men. source
Eastern: luck, prosperity, happiness, long life, fertility, power
Some Africa: mourning
The Golden Ratio, or Fibonacci Sequence, describes the perfectly symmetrical relationship between two proportions. Although not always used consciously in design, our brain subconsciously perceives structures following this formula as more intuitive or more attractive.