Page 33 - AV Presentations - Student Textbook

Latin America Orange is considered sunny; it is also associated with the earth in some countries because
of the reddish-orange ground color.

Middle East Orange is associated with mourning and loss.

Around the world The color can also have religious associations: It is the color of gluttony in Christianity.

Sharing red's energizing aspects, but to a safer degree, orange is a good way to add excitement to
visuals without severity. It is generally playful, and some claim it creates haste and plays on impulse. It
can even signify health, suggesting vitality and vibrancy.

3. Yellow
Yellow can be revitalizing or jarring
Happy, friendly, warning

Western cultures (North America and Europe) The bright cheery nature of yellow is the
predominant meaning in most Western nations. It is associated with warmth (the sun),
summer and hospitality. In the United States, specifically, the color is associated with
transportation — taxis and school buses are yellow as are many different types of street signage. Tea
maker Lipton, for example, uses yellow to market worldwide but there are changes in what colors
people are wearing in advertising material if you toggle between sites aimed at different countries. In
Germany, yellow is associated with envy (which is described as green in most other Western cultures).

Eastern and Asian cultures Members of the royal ruling class often wear this hue and the color is
considered sacred and imperial. In Japan, that definition is expanded to include courage (which is
expected of rulers) and is the color of commerce in India.

Latin America On the contrary, yellow is associated with death and mourning in many Latin cultures.

Middle East Though in Egypt, yellow is most closely associated with mourning (in much the same way as
Latin American nations), it is more widely connected to happiness and prosperity in the Middle East. The
associations with yellow are closely related to those of Western cultures.

Around the world In many African nations, only people with high rank in society can wear yellow. The
more gold variations of the color are universally associated with money, quality and success in most
world cultures.

Yellow is a strange color: it is often associated with happiness, but also activates the anxiety center of
the brain. Like red and orange, it's able to stimulate and revitalize – it's the color of warning signs and
taxis – but use bright yellow sparingly because of the potential negative connotations.

Lighter shades play on the happiness aspects, reminding users of summer and the sun. Darker shades,
including gold, add more weight and give a sense of antiquity.

The bright yellow-dominated color palette on the Post-it website is synonymous with the product itself.
It creates an energetic vibe and is instantly recognizable as that particular brand.

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