The Great Gatsby Color Chart

Red

Orange

Yellow

Green

Blue

Stimulates the appetite, raises the blood pressure, attracts attention, creates excitement and takes
control. It is forceful, bold, extreme, aggressive, impulsive, and energetic. It suggests physical strength,
rejuvenation, self-confidence, love, passion, sensuousness, danger, courage, vitality. It is the first color
the eye sees upon awakening. The arbiter of our deepest feelings. is excitement, drama, urgent passion,
strength, assertiveness and an appetite stimulant. Its the color of the Valentines Day heart or the rose
of love, the red apple and the fire engine. Its the red of a Coca-Cola can that promises excitement and
good times. Its also the color of the Devil! Lots of casinos pair red with yellow (so what does that say
about McDonalds and Burger King -- theyre gambles?) and have discovered people are happier to risk
their money under red light. In most commercial applications, it seems folks respond best to red when
it is used as an accent or highlight. Strong preferences for red are linked demographically to those who
feel most secure -- both economically and personally. Men favor yellow-reds; women prefer bluereds.
It is friendly, cheerful, happy, associated with thirst and refreshment, an energy color, associated with
movement. It creates a sense of order and equality without power and control. It is an antidepressant,
conferring respiratory and intestinal health. It is bold, decreases hostility and irritability, with a social,
gregarious, active, jovial, fickle and extroverted side. Considered warm and uplifting (like the soft rays
of the sun). Sometimes primitive. While orange may suggest fire, vitality, warmth and energy, all
lovely associations, its the color most-detested by Americans (it is more popular in Europe and has
particularly strong appeal in Latino and French cultures). But the research suggests if youre going to
use orange, its best tolerated when you are evoking a natural association. Like carrots. That, or go for
a deeper orange that is earthier.
Stimulates memory, mental clarity, with uplifting feelings of optimism, warmth, cheerfulness, wisdom
and brightness. It aids digestion, stimulates circulation but signals frustration, caution. Yellow is the
most difficult color for the eye to process and see. Associated with higher powers Apollos chariot, Ra
the Egyptian sun God. Also considered intellectual. Its bright, sunny (as in light as well as powerful),
welcoming, cheerful, and the color most visible to the human eye. Lots of its associations are
positive: deities with glowing halos and golden hair, enlightenment, and precious metals. But it
evokes a few negative responses as well in associations with dishonesty, cowardice, egoism, betrayal
and caution. When its paired with black, it suggests warning -- think stinging insects, all those traffic
caution signs, and labels for hazardous materials.
Confers a sense of relaxation and comfort, represents health and prosperity and refreshes the spirit. It is
the most well-liked color and the easiest for the eye to see. It suggests balance, harmony,
replenishment, heart health, growth birth, envy, inexperience, wealth, refreshment, compassion,
rejuvenation, moderation, concentration and security. Associated with life itself, represents newness.
Its the color of nature, a sign of growth, the harbinger of Spring and warmer weather. Green represents
optimism, good luck, freshness, fertility and suggests that things are getting better or healing. As the
color of money , it has strong associations with finance, business, economic stability and entitlement.
And then theres hunter green or British racing green -- rooted in tradition, classic, affluent. Green is
actually the most restful color on the eye, and human eyes can discern more shades of green than any
other color. But green has its downside. Green is linked with envy, sickness, slime and decaying food.
Yellow-green chartreuse is the second most-hated color in America! The best favored shades of green
across all consumer lines, including gender, are the blue-greens. One group of people who respond very
well to green are the influencers, those opinion leaders to whom folks go for advice. They also
happen to be about the only segment of the American audience that responds well to orange!
Is non-threatening and is a symbol of trust and longevity. It is refreshing, soothing, calm, dependable,
anti-inflammatory, and insomnia and headache relief. It slows metabolism, lowers blood pressure,
decreases heartburn and indigestion and is associated with travel and leisure, authority and strength. It
is the most popular color in the US. Creates an optical impression that objects are farther away than
they really are. But its the number one customer favorite regardless of shade -- although men favor a
darker shade of blue than women. Blue is the preferred color for evoking a soothing, calming
tranquility in a frantically fast, often insecure world. It is no accident that so many corporate color
schemes, think IBMs Big Blue image, incorporate blue (which is also the second-most favorite color
for business suits). Blue is also the color of the local policemans uniform, which suggests power and
authority, but also inspires confidence, a sense of safety and trustworthiness. For some cultures, blue is
the color that wards off evil spirits, the ultimate color metaphor for protection. And red, white and
blue, together are still the biggest best-selling combo for packaging in the US. Lets hear it for the
power of color and national pride (for the Irish is it green, white and orange?).

The Great Gatsby Color Chart

Purple

Black

White
Gray
Brown

Gold
Pink

Turquoise

Contains elements of surprise and magic. It is philosophical, and represents royalty. It suggests
romance, imagination, passion. It suppresses appetite, and fosters love, wisdom, reverence, inspiration,
spirituality, an enlightened feeling and quietness. It eases the mind and overactive glands, conveying
elegance and artistic creativity. Is a complex color, both in terms of its associations and the reactions
different people have to it. Interestingly, its also the hardest color for the human eye to discriminate.
It can be magic, or intense and ephemeral like the final glow of a sunset, or brave like a Purple Heart. It
can be regal and full of authority, rich and jewel-like. Purple is a color that suggests intelligence and
creativity, but it also suggests cruelty, and in some cultures, purple is the color of mourning. If the
purple is on the blue side, people tend to associate it with mystical qualities; if its on the red side, the
associations are more sensual. Red-purples grab peoples attention more effectively than blue purples.
Those between the ages of18 to 29 are especially partial to this color.
Suggests sophistication, elegance, dignity, power, worldliness, aloofness, intimidation and mystery.
Considered the forever color inspire fear through its association with nothingness. Also orderly and
solid -- it sets off specific contrast associations when paired with other colors. Black can be an
extremely influential color. Its the color of mystery, of things not yet revealed. It is a strong color,
unequivocal. Black is a polarizing color that suggests an opposite: empty/full, dark/light, evil/good.
Black also carries positive and negative connotations, and you should consider its use judiciously. On
the one hand, black can be sophisticated, elegant and representative of modernism. This is an
association especially true for wealthy, achievement-oriented women. On the other hand, it can
symbolize corruption, emptiness and depression - for many socio-economic groups and cultures, black
is before all else the color of mourning, grief and death.
Indicates purity, innocence, cleanliness, youth and naivet. Is the color of the dove of peace, crispness,
tidiness, innocence, moral purity and cleanliness -- after all, the goal of laundering is whiter whites! It
can also connote sterility and blandness. Off-white is a neutral, but pure white is considered a brilliant
color (capable of producing optical fatigue) and is highly visible to the human eye.
Lacks assertiveness but suggests intelligence, guarded behavior, a sense of discipline. Can feel warm or
cool or no temperature at all. It represents the rock solidarity and support. Gray is nondescript.
Color of wisdom and longevity.
Conveys warmth and comfort, solidarity, positive food associations (from the orange family) and
evokes less intense behavioral responses. Security and contentment. Allows for rest and recovery. Is
the earth, roots, giving of life. It is also linked with wealth and a subtle but expensive taste, particularly
fur shades. Its a secure color, a home-grown color, a grounded color. However, brown is also
associated with things that are dirty and unclean. The enormous appeal of chocolate and coffee has
given brown a bit boost in popularity, evoking qualities of comfort and satisfying aroma.
** Beige the arbiter joining ideas together.
Old world reverence and true depth of emotion. Calls to mind wealth, luxury, and desire, yet also
relates to satisfaction and intimacy. Represents our highest achievement.
Depending upon its intensity, can evoke feelings of youth and life or calmness. It is innocent and
playful often associated with the feminine side of our nature. Also represents garishness in its hotter
intensities. Makes most people round here think of baby girls, so youd think a lot of feminist types
wouldnt be too keen on it. But heres something to chew on -- along with yellow, pinks are considered
the warmest and most cheerful of colors -- and pink is the more popular of the two. Soft pinks generate
simple, uncomplicated emotions (hot pink, just like most fluorescent colors, is low in popular appeal).
In fact, pink is so successful at eliciting gentler reactions that it is a color often used in prison cells
A high powered blue that isnt as restful as its near neighbors on the color wheel. It is vibrant and
spirited enough represents kinesthetic athletic tension. Reminding us of ancient intrigues and
mysticism.