As we should all know color is complex and can be difficult to use. As soon as you think you have a good idea about color theory another level is piled on, but color can be difficult to use not only because of the theory. One color can have many different connotations especially between different cultures around the world. One color can have several different meanings depending on the experiences of an individual as well. The audiences can have very different reactions wether they live in separate hemispheres or if they live on the same street. It all depends on the past experiences on the individual and the cultural influences.
“The psychological properties of color […] depend highly on the viewer’s culture and personal experience. Many cultures equate red with feelings of hunger, anger, or energy because red is closely associated with meat, blod, and violence. By contrast, vegetarians might associate green with hunger. In western cultures, which are predominately Christian, Black is associated with death and mourning, but Hindus associate the color white with death. Christians associate white with purity or cleanliness. Because of the history of Western civilization, violet conveys authority, status, and luxury to members of that culture. Most cultures respond to blue with an association of water and therefore, of life. Blue is also often perceived as deeply spiritual or contemplative, perhaps because of this particular association.
Design Elements A Graphic Style Manual . Timothy Samara. pg111.
color symbolism: This site shows a few cultures and the associations of some colors
