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The Laws of Human Nature

Andrew Klossner
Published: November 12, 2018

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Tags: #Covers & Jackets, #Illustration, #Print & Publication

Dominant Color Group: Primary (95%)

Primary colors: red, yellow, blue

Temperature: 25% 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.

Color Psychology

Blue Psychology

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
Mexico: mourning

Red Psychology

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

Blue Violet Psychology

A tertiary color created by the combination of blue and violet.

Positive: integrity and sincerity, structure and regulations, highly responsible, idealism, obedience, highly intuitive, practical visionary, faithful, devotion to the truth and selflessness

Negative: being fanatical, judgmental, impractical, intolerant and inconsiderate, depressed, fearful, self-righteous, a conformist, addictive, bigoted and avoiding conflict.

Red Violet Psychology

A tertiary color created by the combination of red and violet.

Positive: universal harmony and love, emotional balance, helps our spirit soar, spiritual yet practical, encourages common sense, loving, compassionate, supportive and kind, imaginative, innovative, creative and artistic, non-conformist, negotiator

Negative: impulsive, domineering, impatient, intolerant, avoids challenges, too relaxing, feeling disconnected to others, can be bossy and demanding

Violet Psychology

Positive: unusual and individual, creative and inventive, psychic and intuitive, magical, humanitarian, selfless and unlimited, royalty, nobility, elegance, sophistication, luxury, mystery

Negative: immaturity, being impractical, cynical and aloof, pompous and arrogant, fraudulent and corrupt, delusions of grandeur and the social climber

Calm - used in anti-aging products

Eastern: wealth, privilege, sorrow, mourning
Brazil: death, mourning

Golden Ratio

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.

The Laws of Human Nature | Golden Ratio
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