Colour theory

colour wheel

The colours that we see in our everyday lives have different meanings to us, even though we may not realize it! Through the centuries colours and what they relate to have become embedded within our sub-conscious.

During the last hundred years or so (especially with the advent of consumerism), the way in which companies use colours (together with typography) in their advertising campaigns influences us to choose what to buy and who to trust.

Below is a brief example of what the most common colours are realized to represent.


  • Love and Romance
  • War, Danger and Power


  • Happiness and Joy
  • Sunshine and Warmth


  • Trust and Loyalty
  • Faith and Heaven


  • Greed and Jealousy
  • Safety and Harmony


  • Enthusiasm and Determination
  • Creativity and Success


  • Royalty and Nobility
  • Extravagance and Mystery


  • Elegance and Formality
  • Death and Evil


  • Innocence and Purity
  • Cleanliness and Perfection

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