• Recommendations      Color Code: What Color Is “Brave”?
On a recent branding project, a client asked if we knew of any
scientific studies on the meaning or perception of color.
Momentarily silenced by the brilliance of the question, and
kicking myself that I hadn’t thought to ask this question
myself, I said “No” and immediately began to search.      What I
quickly learned is that the “science” of color theory, or color
psychology, is an area that has much room left for exploration.
Color is everywhere: fashion, advertising, food packaging, cars,
décor, sports team colors, just to name a few. Understanding
people’s perceptions of it is complex, confusing and quite
challenging.      In the West people wear black for mourning,
while in the East (China in particular), white is the color of
mourning. In many informal surveys, the majority of people name
blue as their favorite color. It’s claimed that red and orange
make you hungry because they are “warm” colors and thus
stimulate the appetite (ever notice