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The psychology of color as it affects the viewer through individual associations with color significance such as: white=purity, cleanliness, innocence, new beginnings and spiritual excellence; black=absence of color, formal affairs, elegance and mystery; red-bold, energetic, intense, impulsive, daring and pulsating; green=fertility, growth, rebirth, persistence, life and hope; yellow=enlightenment, loyalty, optimism, idealism and represents a challenge; blue=peaceful, calm, cool, confident ...
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www.onealliance.com/client_access/graphic_glossary.htm
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Additional Resources:
http://www.goodellgroup.com/color.html
http://www.color-wheel-pro.com/color-meaning.html
Color Theory