Page 32 - AV Presentations - Student Textbook

used with green to represent Christmas. The multiple, and varying, Western associations with the color
are a combination of different meanings from other cultures.

Eastern and Asian cultures Red is the color of happiness, joy and celebration. It is often the color worn
by brides on their wedding day because it is thought to bring luck, long life and happiness. It is also a
color often associated with Chinese restaurants in the United States, because of the associations with
luck and happiness. Specifically, in India, the color relates to purity and in Japan it is associated with life,
but also anger or danger.

Latin America In Mexico and some other Latin American nations, red is the color of religion when used
with white.

Middle East Red evokes feelings of danger and caution. Some also consider it the color of evil.
Around the world Red is worn to celebrate the Chinese New Year to bring luck, good fortune and
prosperity.

As a dominating color, red adds gravity and heightened awareness – quite literally, as the color increases
blood circulation, breathing rates, and metabolism.

Red can take on a variety of meanings, associated with both love and war, but the unifying factor in all
meanings is a sense of importance. Think of the red carpet.

Red is a color best used cautiously. Its knack for attracting attention makes it a priceless tool for
designers but used excessively it will inhibit relaxation. Lighter shades emphasize the energetic aspects
of red – including youthfulness – while darker shades emphasize power, and even durability, such as a
brick wall.

The landing page for the game design company Playtika has an aggressive but potent flair. Playful and
stimulating, the red suits the cheetah logo – a powerful icon itself, softened by its cartoonish qualities
and anthropomorphic smile.

2. Orange
Epic uses orange as a highlight color on its website
Playful, energetic, cheap

Western cultures (North American and Europe) Orange is the color of harvest and
autumn. In the United States, for example, the color signifies the fall season beginning
in September with the start of school though to Halloween and Thanksgiving in late
November. It is also associated with warmth and citrus fruits. In The Netherlands,
where it is considered the national color, the most common use of orange is to signify
royalty.

The Clemson Tiger paws, a football team in South Carolina, uses the mascot of a tiger, normally with
orange stripes, to emphasize its energetic and powerful athletic program.

Eastern and Asian cultures The hue, especially saffron (a yellowish orange that matches the color of the
plant) is sacred in Indian cultures. In Japan, orange tones are symbolic of courage and love.

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