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meaning of each color will help you choose the colour thrust for the market you are intending to reach. So what do the individual colours signify for your market? What do they signify to you? • RED A warm powerful and attention getting colour. Red is a very visually empowering and attractive colour for an book cover. Cardinal and tomato red offer impact and creativity and a pure red is always a good choice. The colour red is extremely dominating. Red reflects energy and can motivate an individual to take action and hopefully to buy your book. Used as an accent colour, it can stimulate people to make quick decisions and increase expectations creating a high arousal threshold. Words associated with this market include: Truth, strength, courage, excitement, creative energy, desire, danger, power, speed, passion, love, lust, sex, aggression, heat and fire. It represents all things intense and passionate. • Magenta when tinted with red to become purple stands for lush, rich and royal. • The Maroon tint represents sacrifice and bravery. The preference for red is linked to economically secure and stable people who are achievers in society e.g. the high powered active women who are unafraid to take risks. People who like Red are generally exciting, stimulating people to be with. They tend to stay on top of things with a passion and zest for life. Think of the red sports car which is generally associated with speed and young people. Routine can drive red people “up the wall” since they crave excitement from life. The red market individuals have a tendency to listen to what others tell them and then do whatever they please. They tend to be opinionated and patience is not one of their virtues. Psychological lovers of red are animated, optimistic, emotional and extroverted individuals experiencing life and living in every sense of the word. When we feel negative psychologically towards red our feelings might be a too bit much to handle at this point in life. People who are irritable, ill, exhausted, or bothered by
• Orange Orange is the most stable and reassuring of the earth tones. refined. flamboyant. tenderness. innocence. • Pink When red is highlighted with white we have pink the softer side of red. People who wear orange tend to have a strong personality. even-keeled. warmth. They tend to be romantic and take care of those around them in a sensitive way. People who like pink have similar personalities of reds but more subdued. calming. and yellow which adds happiness making this a pleasant warm colour. extroverted. delicacy. Bright Orange is considered the least favourite colour overall. you may be craving more excitement in your life and pink does not psychologically fill the need. . Orange tends to be declassifying. nurture. intuitive. blood and aggression. Soft. Orange is used to indicate to consumers that an expensive product is affordable and convey that it is suitable for everyone. security. determination and demanding of attention. If you dislike pink. Fluorescent Pink is the least liked of the pink shades. It is sweetness. warmth. balance. creativity. Red can however also be a symbol of war. enthusiasm. non-violent. uncomplicated emotions and naivety (red with the passion removed). Words associated with this market include: Romance. Orange has a high acceptance amongst the younger market segment. courage. sophisticated. Words associated with this market include: Vibrant. refinement. Red has been proven to raise blood pressure and cause perspiration in some individuals. charm. love of people. beauty. energy. reserved. violence. medium tints do not evoke much emotion – many people are indifferent to pink. it has broad appeal. well-bred. expansive. good natured. sweetness. calm. which commands action.many problems often reject red and turn to calmer colours for rest and relaxation. feminine. joy. A combination of red.
are adventurous and enthusiastic. coral. hope. and pumpkins. light. Sunflower and winter squash can be used in your design elements of your book cover to increase visual impact. Vibrant and warm orange tones are found in special places in nature: The colour of warmth and Autumn. imaginative. joy. buttercups and rich cream. jealousy. philosophy. Yellow is the second most visually attractive colour after red. Dingy or dull yellow represents weakness. Words associated with this market include: Original. summer. spiritual. People who dislike Orange tend to be those who dislike to much partying. happiness and energy. Back to top • Yellow Pure yellow produces sensations of brightness and warmth reminding us of warm. happiness. they may be difficult to get to know. tangerines. As a result. creative. hilarity. idealistic. showing off and obvious intimacy. artistic. illness or sickness. oranges. As a Citrus Orange colour. The people who like the colour yellow usually have “sunny” personalities and are . caution. If the preference tends towards the Peach tones. fold. but tend towards observation rather than participation. loud laughter.Dark Orange however means distrust and deceit. sunny days. like people. always looking for new things to conquer with a strong streak of determination and are more agreeable than aggressive. Yellow is the colour of lemons. cheer. intellect. sunshine. it can symbolize health. salmon in the waters of the ocean. Orange is the colour most associated with appetite and has been known to stimulate the appetite. optimism. love of learning. They work hard. Because this is a luminous colour you will notice yellow tends to disappear into the page so often needs a strong colour to highlight and bring it out especially if used against white. decay. Lovers of this colour work and play hard. this market have all the same traits as the orange person but are less assertive about it. They have unique ideas.
environment. hope. • Darker greens are very cool. The blue qualities represent peace and tranquillity. The new greens communicate peace and growth to your market and is considered a fresh. envy and misfortune. They are generally perfectionists by nature and can be rather shy at heart and appear somewhat aloof as a result. life. deep forest green and others. vigour. Green is a strong colour ranging from soft sage and willow. and of being expensive. good luck. new growth. Special Note: GOLD Gold is evokes the feelings of prestige. • Yellow-Green is negative for adults but is liked by the youth market. Green is favoured by the trendsetter market segment. clean and revitalizing colour that speaks of ecology and nature. calm. cheerfulness and abundance and generosity. spring. renewal. They are the opinion leaders. • Green Green is a combination of blue and yellow. nature. who like newness and spreading the word. • Blue tinted with green is the iciest of all the greens and is associated with depression and sadness. wealth (money). Green brings feelings of hope as the lush spring greens appear and thoughts turn to new beginnings and the renewal of life.concerned about society but generally do nothing about it except talk. Moss and lily green are warm. while yellow brings happiness and light hearted feelings to this colour. faith. Gold is the perfect complement for purple symbolizing wealth and beauty. inexperience. Words associated with this market include: Health. . rich jade green. They are realists – practical down to earth people and probably critical of others who are not. fertility. usually dislike the luminous qualities that this colour has. These are the vocal 10% of the the population that others go to advice. Green can also mean jealousy. cool. energy. crisp and smooth colours • Emerald green represents immortality. sympathy. fresh. • Olive green is the traditional colour of peace. People who dislike yellow. youth.
reassurance. technology and loyalty. love. harmony. Blue may simply give some people the blues. Blue added to purple gives us the blue blood of nobility. security. Purple is the third favourite colour in terms of colour preference after blue and green. cleanliness. angel and majolica communicate strength and unity to your market. sky. a need to break away from the sameness of routines. They have high moral values and tend to do the right thing. seriousness. serenity. even tempered and reliable. parents and neighbours. wisdom. They are generally conservative. confidence. generosity. coolness. solitude. Words associated with this market include: Trust. truth. conservatism. hope. belonging. Blue is one of the most calming colours and is often associated with the sky and the sea and evokes peaceful feelings. tranquillity. Also another vice for a green is the tendency to gossip. Deeper blues may mean sadness and melancholy to blue haters. it is difficult for them to loose weight. The blue colours of sunny sky. quiet. grape and lilac are used in e-book cover design they can communicate a unique individuality. It is considered to be a “safe” colour to use. . People who like Blue are sensitive to the needs of others and form strong attachments. intelligence. perseverance. good citizens. cold. Royal blue is associated with people doing the work they are meant to be doing.People who like green are usually balanced and stable individuals. • Blue Listed as the most popular colour being the most preferred colour universally. order. If they are dieting. They are usually found involved in clubs and organizations. patience. water. Purple is considered a ‘spiritual’ colour and when colours such as orchid. The bad news about green people is that they often have big appetites for food. unity. A dislike for blue may mean restlessness. It is regarded as therapeutic to the mind and body. reliability. and are deeply hurt if their trust is betrayed. trust. peace. • Violet or Purple Purple is a bridge between warn and colour being a combination of red and blue.
pinks. Deep purple is associated with Royalty. death (western culture). mysterious. creativity. keen observation. underground. middle-aged men and women tend to psychologically associate black with mourning. Because purple is a combination of red and blue. ceremony. the excitement of red and the tranquillity of blue. romantic and nostalgic feelings. wealth. style.g. Purple people are easy to live with but hard to know. intellectual. nobility. Purple is frequently blended with sage. wisdom. Since black is the negation of colour. queens and emperors for many centuries. it may be a total negative psychologically for some people e. love. whimsical. People who dislike purple often recognize their conflicting traits and are constantly trying to balance those opposites. . corals and white. Dark purples are heavy and sometimes depressing unless they are offset with rich gold and deep reds. wit. Words associated with this market include: Independence. remorse. transformation. dignity. depth. sexy and a good technical colour. vanity and moodiness. Words associated with this market include: Power. Light Purple blends well with light yellows. They can be secretive. sophistication. super sensitivity. spiritual. People who are attracted to purple are people who have an aura of mystery and intrigue. mourning. elegance. wealth or richness and has been worn by kings. People who like to consider themselves different from the common herd or unconventional often prefer purple. seductive. intuition. formality. their closest friends never completely understand them. power. enlightenment. which are opposites in many ways. Light purple is the colour of lilacs and lavender evoking light hearted. so that even when they seem to confide freely. unhappiness. Purple is often preferred by artists. royalty. anonymity. mysterious. richness. fear. sensitivity. gold and taupe. • Black Black is classically used as an accent for Jewel tones and rich metallic Gold. passion. evil.The eighteen to twenty-nine year old age group tend to see purple as sexy and the trendsetter group in society see it as a powerful and sophisticated colour.
. youth. precision. It can also be associated with death. humility. sadness and is associated with criminal activities. They do not need to have everything placed in an orderly straight line. uniforms. People who prefer white tend to be neat and immaculate in their clothing and homes. doctors and dentists. blinding. clinical. Black may be simply to heavy and depressing for some people to handle at this point in their lives. anger. chastity. witches and black magic in Western culture. evil. birth. innocence. but represents death in the Chinese culture. bright. cold. • White White represents life and marriage in western cultures. achievement orientated women tend to favour this colour. or as being very dignified. People who dislike white are usually not very fussy. depression. White lovers are inclined to be cautious buyers and shrewd business people. or they may think of themselves as sophisticated. White is sometimes seen as being a very sterile colour being psychologically connected with hospitals. but are critical and fussy. nurse’s. When worn by people with lighter hair colour. winter. White can signify a self-sufficient person and occasionally the innocence and recall of youth and simplistic way of life. peace. They like real people and are not usually dazzled by dignitaries. Black lovers tend to feel uncomfortable with the super-sophisticated and feel insecure in their company. clean. good. snow. mild and spirituality. Black when tempered with white it signifies prudence and humility. sterile.Wealthy. demons. simplicity. They are easy going characters and not very uptight about life in general. purity. conservative and serious. People who like black may be conventional. reverence. People who hate black sometimes were frightened of the dark during childhood? That experience could be buried in the subconscious in the darkest recesses of the mind and may still haunt them when they look at anything black. it is an indicator of inner strength and determination. fresh. virginal. Words associated with this market include: Cleanliness. immaculate. Black can be intimidating to some people because of its power and formality.
hobby. reliability. They like to protect themselves from the hectic world in a blanket of non-commitment preferring a secure. cold. conservative. The keywords for this market are: Security. They are “down to earth” types who make good friends and family life is important to them. credibility. dignity. and the dust of a haunted house and other scary things. outdoors. intelligence. maturity. stability. People who like Brown are generally steady and reliable characters with a keen sense of responsibility and duty. Words associated with this market include: Strength. home and earth. They have often made compromises in their lifestyles. Special Note: Silver Silver is associated with the words . Grey can also signify psychologically gloominess. cool.• Grey Grey is the combination of black and white and is the most neutral of all the shades. A good colour to gather more information as it creates a neutral environment for open discussion. ashes. They work hard and are the “middle of the road” type of individual. solid. composed.prestige. Many men like Brown. harmony. maturity. safe. reliability. hearth. sadness and boring. staid. modesty. This may lead them to get into one involvement. To dislike Grey is to dislike neutrality. old age. A person who dislikes brown generally find “down to earth” people boring. • Brown Brown is sometimes classified as a “special” colour. People who like Grey tend to be neutral about life. sadness. quality. scientific. happier and fuller lifestyle. cobwebs. endurance. solidity. These individuals look for a richer. ghosts. Sometimes brown can be used as a neutral and sometimes a warm colour. It is a conservative colour and good for use as a background colour. They tend not to like people in general but they know they must mix with others and be bright and outgoing. or interest after another in the pursuit of happiness. . comfort. simplicity. They are practical and calm and do not like to attract attention. balanced existence. practical.
.Special Note: The neutral colours range from taupe and silver through to beaver fur are good used as a background design element for communicating stability and harmony.