Yellow is the color of sunshine. It's associated with joy, happiness,
intellect, and energy.
Yellow produces a warming effect, arouses cheerfulness, stimulates mental
activity, and generates muscle energy. Yellow is often associated with
food. Bright, pure yellow is an attention getter, which is the reason
taxicabs are painted this color. When overused, yellow may have a disturbing
effect; it is known that babies cry more in yellow rooms. Yellow is seen
before other colors when placed against black; this combination is often
used to issue a warning. In heraldry, yellow indicates honor and loyalty.
Later the meaning of yellow was connected with cowardice.
Use yellow to evoke pleasant, cheerful feelings. You can choose yellow
to promote children's products and items related to leisure. Yellow is
very effective for attracting attention, so use it to highlight the most
important elements of your design. Men usually perceive yellow as a very
lighthearted, 'childish' color, so it is not recommended to use yellow
when selling prestigious, expensive products to men – nobody will
buy a yellow business suit or a yellow Mercedes. Yellow is an unstable
and spontaneous color, so avoid using yellow if you want to suggest stability
and safety. Light yellow tends to disappear into white, so it usually
needs a dark color to highlight it. Shades of yellow are visually unappealing
because they loose cheerfulness and become dingy.
Dull (dingy) yellow represents caution, decay,
sickness, and jealousy
Light yellow is associated with intellect, freshness, and joy
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