color
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positive associaton
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negative association
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Preferred application in web design
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white
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minimalist, sleek, neutral, peaceful, modern
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empty, cold, sterile
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Given the strong effect it has when combined with other colors, white is generally considered to be appropriate for any sort of website. There are, however, some sectors that seem to use white more than others. These are: religion, medicine, law, science, luxury items.
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black
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professional, elegant, classic, smooth, objective, functional, modern, authoritative
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lonely, sad, gloomy, evil, illegal
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As is the case with white, the effect of black’s use strongly depends on which colors it is combined with. Fashion, cosmetics, luxury items, or certain music genres particularly gravitate toward black.
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grey
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timeless, upscale, premium, competent, professional, objective, neutral
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dreary, murky, clinical, distant, old
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Grey is generally ideal for business oriented websites or luxury articles.
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brown
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natural, mature, fertile, warm, down-to-earth, snug, cozy.
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old fashioned, heavy
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animal, nature, and environmental topics
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red
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Striking, passionate, noticeable, tempting, amorous, warm, dynamic, powerful, brave
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dangerous, aggressive, loud, arrogant, wrathful
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emergency services, fashion, entertainment, sports, food industry
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orange
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friendly, happy, young, warm, energetic, inviting, good value
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unprofessional, pushy, restless, cheap
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cars, entertainment, technology, food industry
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yellow
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happy, friendly, young, optimistic, cheerful
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poisonous, pushy, volatile, cowardly
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Due to its intensity, yellow is not often used. Moderate use, however, may be worthwhile when working with a specific brand or industry (e.g. a taxi company or a beekeeper)
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green
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natural, lively, fresh, happy, hopeful, positive, generous, relaxing, peaceful
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poisonous, inexperienced, immature, angry, envious
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animal, nature, and environmental topics. science, tourism, medicine
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blue
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reliable, strong, competent, professional, harmonious, friendly, relaxing, quiet
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cold, heavy, distant, depressing
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economy, law, management, science, high tech, medicine and pharmaceuticals
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purple
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Imaginative, spiritual, creative, extraordinary
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unnatural, artificial, subjective
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fashion, luxury items, cosmetics
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