IMAGEMAKER

Color is powerful. Color is dangerous. Used correctly, color digs deep inside of us, urging us to act, pouncing on our instincts, and releasing our emotions into the wild. Most of us experience raw reactions to color, even if we’re not conscious of color as that catalyst. Many of these reactions are illogical, stemming from passionate or painful memories long past. In other words, our life experiences change our  opinions on color . Think about your favorite colors, then think about the colors of your favorite brands. Do your lists overlap? Aside from personal preferences, every color casts a unique impression that unites groups of us because of our mutual experiences as human beings. For example, black can been seen as authoritative and powerful – or classic, elegant and sophisticated – or even mysterious or scary. Blue is often listed by many of us as a favorite color (especially men). Blue can be viewed as trustworthy, dependable and productive – but to others, blue feels s...