Color is a meaningful constant for sighted people andit's a powerful psychological tool. By using color psychology, you can send apositive or negative message, encourage sales, calm a crowd, or make an athletepump iron harder.
Black
Black is the color of authority and power, stability andstrength. It is also the color associated with intelligence (doctorate in blackrobe; black horn rimmed glasses, etc.) Black clothes make people appearthinner. It's a somber color sometimes associated with evil (the cowboy in theblack hat was almost always the "bad guy"). In the western hemisphereblack is associated with grieving. Black is a serious color that evokes strongemotions; it is easy to overwhelm people with too much black.
White
For most of the world this is the color associated withpurity (wedding dresses); cleanliness (doctors in white coats) and the safetyof bright light (things go bump in the night ... not the bright sunshine!). Itis also used to project the absence of color, or neutrality. In some easternparts of the world, white is associated with mourning. White associated withcreativity (white boards, blank slates). It is a compression of all the colorsin the color spectrum.
Originally published in: New Cloth Market, July-2010
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