Color Meanings / Colors That Go Together

Colors are more than a combination of red and blue or yellow and black. They are non-verbal communication. Colors have symbolism and color meanings that go beyond ink. As you design brochures, logos, and Web sites, it is helpful to keep in mind how the eye and the mind perceive certain colors and the color meanings we associate with each color. Sometimes colors create a physical reaction (red has been shown to raise blood pressure) and at other times it is a cultural reaction (in the U.S. white is for weddings, in some Eastern cultures, white is the color for mourning and funerals).

Colors follow trends as well. Avocado, a shade of green, is synomous with the 60s and 70s in the minds of some consumers. In addition to understanding color meanings, it helps with mixing and matching colors to know the relationship of adjacent, complementary, and clashing colors.

• Adjacent or harmonizing colors appear next to each other on the color wheel. Harmonizing colors often work well together but if too close in value they can appear washed out or not have enough contrast.

• Complementary colors are separated by another color on the color wheel. Complementary colors printed side by side can cause visual vibration making them a less than desirable combination. However, separate them on the page with other colors and they can work together.

• Clashing or contrasting colors are directly opposite each other on the color wheel. Despite the name, colors that clash are not always a bad combination if used carefully. They provide great contrast and high visibility.