Dominant Color Group: Neutral (97%)
Neutral colors: black, white, grey, brown
Temperature: 100% 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: 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: 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: 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: innocence, purity, cleanliness, equality, complete and whole, simplicity, immaculate and neat, self-sufficient, pristine and open, new beginnings
Negative: sterile, stark, fastidious, empty, isolated, cautious, plain, distant, unimaginative, critical, boring
Participants in one study preferred white building interiors and, for moods, they also preferred white for being quiet or being able to focus. source
Eastern: death, mourning, funerals, sadness, purity, age, misfortune
Middle East: purity, mourning
Positive: growth and vitality, renewal and restoration, self-reliance, reliability and dependability, being tactful, emotionally balanced and calm, nature lover and family oriented, practical and down to earth, sympathetic, compassionate and nurturing, generous, kind and loyal with a high moral sense, adaptable, encourages 'social joining' of clubs and other groups, a need to belong.
Negative: being possessive and materialistic, indifferent and over-cautious, envious, selfish, greedy and miserly, devious with money, inconsiderate, inexperienced, a hypochondriac and a do-gooder.
Studies suggest that green labels increase perceived healthfulness, especially among consumers who place high importance on healthy eating. Source
Easy, calm - used to relax people
Eastern: birth, hope, new beginnings, youth, immortality, fertility
Middle East: Islam, strength, luck, fertility, prestige
South America: death
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.