COMMUNICATIONS Colour in Design Colour is a critical element of design. It connotes different moods, feelings and impressions that can either complement or compete with the intended message of your article, brochure or newsletter. When choosing colour for printed material, it is important to consider the impact. Here is a short guide to some colour interpretations: Green: represents newness, is whimsical and fun Orange: feels warm and uplifting Blue: seems fresh and vital White: represents cleanliness and an absence of pain Black: can inspire fear, but can also feel calming due to its solidity Purple: is the colour of the Muse, passion and royalty Yellow: relates to intellectualism, random thought and innocent happiness Red: evokes powerful emotions, whether love or hate, and represents life force Gold: connotes wealth, luxury and desire, and also represents our highest achievements Pink: can make us feel young and joyfully alive or gentle and calm Grey: invokes a sense of wisdom and longevity Turquoise: feels vibrant and spirited, and implies athletic tension Brown: is a cozy colour that allows for rest and recovery Remember that there are different cultural interpretations of colour. For example, in Chinese culture, white represents death and mourning, while red is a sacred and vitalizing colour used on festive occasions.