The Rhetoric of Color How does color create meaning?

RED The most studied and fascinating of all colors - connotes excitement and danger, fire and bloodshed. Can evoke a psychological flight-or- flight response; blood pressure and adrenaline rise; hearts beat faster. Calls attention. A warning signal imprinted and reinforced. Has the most energy. Physical stimulation association; has a sexual quality; works well to underscore sexual allusions.

BLACK A psychological color. Once considered funereal and associated with grief. Now upscale, evoking sophistication, power, and elegance. Communicates a sense of elite Good when targeting a design at a more urban audience. Associated with evil in US; The color of good and white is the color of evil in Asian culture.

ORANGE A combination of red and yellow, adopting qualities from both, the excitement of red and the warmth and good cheer of yellow. Has a wide spectrum of hues, from brilliant neon to a softer, terra-cotta color. Because of the wide range of orange it’s often misunderstood and misused. A popular color for children Associated with festivity A good choice for celebrations or happy events

BLUE The opposite of red. Associated with serenity and tranquility. Related to sky and water; also dependability and constancy. Certain types of blue are often used in company logos to evoke reliability.

BROWN Traditionally represents earth and dirt—both positive and negative. Now associated with richness like chocolate and coffee, gaining an air of deliciousness that it previously didn’t have. Associated with furs and dark woods; more luxurious quality. Evokes a feeling of wholesomeness.

YELLOW Represents the sun in many cultures. Lighter yellows inspire a more cheerful, inviting feeling, Brighter yellows get more attention. and is the most visible color. Our eyes pick it up first; good attention grabber, especially if highlighted with the opposite, cool colors—such as blue and green—that retreat in our field of vision. Cross-culturally evokes an upbeat, enthusiastic feeling and works well to convey happiness

PURPLE A blend of red and blue--the most complex of colors. Red makes purple hot and can bring out sensuousness in the hue Blue tones cool purple, making it more sedate and calming. Associated to royalty because it used to be terribly difficult to produce and only royalty could afford it. A good choice when targeting creative types and effective when used with less traditional designs.

GREEN People look at green--see nature Conveys a freshening and cleansing. Among The most-often-cited favorite colors—by consumers, as studied in color research—are the blue/greens because of the fresh and calm feelings associated with them. Works well to connote healthiness and freshness.

Notice a Pattern?

Color is Rhetorical 1.7 seconds to catch attention Audience response Purpose Too many colors Too few colors Right combination for rhetorical situation

OVERVIEW RED - Excitement, energy, danger, sex ORANGE – excitement and cheer, festivity YELLOW – cheer, most attention-getting, happiness GREEN – nature, freshness, calm, health BLUE – Serenity, tranquility, professionalism PURPLE – Sensuous yet cool, royal, creative BLACK – grief, sophistication, power, elegance BROWN – earth, chocolate/richness, reliability