Yellow

It’s the color of the sun and gold — the warmest hue on the spectrum.

Yellow is generally associated with happiness: fun, energy, joy, enthusiasm, originality, hope, cheerful, brightness, imagination, and optimism. On the downside, it can imply cowardice, illness, caution, illness, and anxiety.

HISTORICALLY

• In Ancient Egypt, gods were believed to have gold skin and bones, so yellow was used for their skin tone in art

• In medieval times, the homes of those charged with treason were painted yellow, representing deceit

• In fourteenth century Japan, it represented bravery, wealth, and refinement. Warriors wore yellow chrysanthemums as a pledge of courage to the emperor and royal family.

• In many African nations, yellow is a symbol of high rank due to its resemblance to gold, implying money, quality and success.

• In Greece it represents sadness, in France it represents jealousy.

SPIRITUALITY
Yellow symbolizes different things across spiritual traditions:

• Buddhism = Buddhist monks wear yellow representing renunciation, humility and the separation from materialistic society

• Christianity = eternal life, happiness, optimism, renewal, purity

• Hinduism = purity, victory chastity. Also, yellow is the color of Lord Vishnu, the god of preservation, the salvation of humanity. It’s also the color of the solar plexus chakra, our source of personal power, self-confidence, sight, and success.

• Islamic = peace, spirituality, one of the four colors of Ramadan. In some traditions, its forbidden for men to wear yellow

MARKETING
Wearing yellow can actually boost your mood, however finding a shade of yellow that is flattering can be challenging

The most visible color in daylight, its often the choice of fast food chains especially on signs. It also brings on feelings of friendliness, happiness, and with red it implies speed.

Drawing the eye quickly, its used as a highlighter in advertising.

Implies bargain prices, speed and fun — think McDonalds, Best Buy and Ikea.

Common phrases using red include:

• Mellow yellow = relaxed optimism

• Yellow bellied = cowardice

• Yellow journalism = writing that is sensationalist with questionable accuracy and taste

• Gold star = award of merit

• Golden child = someone who is favored, can do no wrong

• Golden opportunity = lucky chance

• Golden ticket = winner

• Gold digger = someone who gets romantically involved for wealth

• Heart of gold = supremely kind person

• Golden arches = McDonalds

This list just scratches the surface, but underscores the importance of really knowing your target audience. Its wise to understand cultural impacts of colors as we expand into an increasingly global society.