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Chapter 7 ∣ Design and Layout
Copyright Goodheart-Willcox Co., Inc.
Green
In the United States, green has historically
been associated with money because of the color
of the dollar. Using green in a financial statement
design signals a positive financial report (red would
indicate the opposite). Also a symbol of naiveté or
inexperience, it is also the color of jealousy, as in
“green with envy.” Green has always been a sign of
life. Now, with the strong environmental movement,
green has become associated with saving energy,
nature, renewable resources, and anything that is
environmentally conscious. Because of the traffic
signal, green means go! Finally, green is often
associated with holidays such as Christmas and St.
Patrick’s Day, and Ireland is known as the Emerald
Isle. See Figure 7-18.
Yellow
A bright color that generates excitement,
yellow is for sunshine and cheerfulness, as well as
cowardice and deceit. With such a high visibility,
yellow is commonly used in high-profile areas such
as construction zones, hazard signs, and school
buses. In western countries, yellow is a sign of
hope. In Japan, it is a sign of courage, and in Egypt,
a sign of mourning.
Orange
Orange is a seasonal color that also signifies good
health. It gets noticed without being overwhelming.
Interestingly, studies have shown that it stimulates your
appetite, which may be why many restaurants use
orange in their décor. A playful and creative color, it is
common in the food and sports industries.
Purple
A color of royalty, purple is noble and spiritual.
Holding a special place in nature, many of our
common shades of purple are derived from their
plants, such as lavender, orchid, lilac, and violet.
Pink
Pink has always been a feminine color, often
associated with little girls. In 1991, the Susan G.
Komen® organization began handing out pink
©Jeremy Hamman
Figure 7-18. The Emerald Isle.