Page 37 - AV Presentations - Student Textbook

8. Brown

Earthy, sturdy, rustic

Western cultures (North America and Europe) Brown is earthy but can be
associated with either health or barrenness. In the United States, it is the
color most often used for packaging (think of the highly successful transport company UPS) and food
containers. Brown is stable, dependable and wholesome, as association which comes from the color of
grains.

Eastern and Asian cultures The most common color association is that of mourning. In Chinese
horoscopes, brown is used to represent earth.

Latin America Contrary to the uses of brown in North America, the color has the opposite effect in
South America. Brown actually discourages sales in Colombia and is considered disapproving in
Nicaragua.

Middle East Brown is harmonious with earth and comfort.

Around the world The meanings associated with brown may be among the most universal in the
rainbow; it is frequently called a non-color because of its neutral tendencies and general appeal in
design.

While not a popular choice in web design, brown can, under the right circumstances, be effective
nonetheless. As the color associated with the earth and trees, brown can add an outdoorsy feel,
maximized by a pairing with green. The tree connotations also give a sturdy and reliable feeling.

In web design, brown is often used in conjunction with wood texturing, giving the same old-fashioned
and rustic atmosphere of a wooden cabin.

While tech websites are typically dominated by stronger, bolder shades, the microsite for B&O Play uses
brown to great effect. The muted tones suggest a classier, more human side to the technology on offer.
Natural connotations also remain: wood and leather feature prominently in the hero video, while a
marble effect is used in the background.

9. Black

Black creates a real impact on Nike website
Powerful, sophisticated, edgy

Western cultures (North America and Europe) Black is the color of finality, death, formality and
mourning in North American and European cultures. It is also considered powerful and strong and can
imply control or force. (Consider the strong look associated with using reverse type.)

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