Color Coordination and Color Emotion in Business Card Design
1. The Dynamics and Stillness of Colors
Because red can concretely evoke associations with fire, blood, and the sun, it can also abstractly evoke associations with passion, danger, and firepower. Orange can concretely remind one of lighting, citrus fruits, and autumn leaves, and abstractly evoke warmth and joy. Yellow can concretely bring to mind light, lemons, and forsythia, and abstractly evoke brightness, hope, and happiness. Therefore, red, orange, and yellow give people a sense of excitement and are active colors. Blue can specifically remind one of the sea, sky, and water, and abstractly evoke calmness, making it a static color. In the contrast between pure colors and gray tones, pure colors appear more dynamic, while gray tones appear more tranquil.