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International Color Guide - United States

Like the Multi-Cultured, Multi-Hued Citizens of the United States, Colors of This Country Have Many Personalities.

The red and white, equal-width stripes are representative of the country's original 13 colonies. The blue field stands for the government, uniting the 50 states.

The 50 white stars on the American flag represent the 50 states in the union.

Perhaps due to extensive commercialism and marketing or perhaps due to its multi-cultural history, the United States has an extensive list of color associations. From red power ties worn by businesspersons to innocent pink bows worn by baby girls, and from the green freshness of spring to the cold, crisp greenback dollar, colors present an intricate language.

Most prominent are those in the country's flag, Old Glory: red, white and blue. Used in any combination - on clothes, in graphics, in food, anywhere - they say "patriotism." Marketing professionals exploit this particular color association extensively. But in recent years, they ignore previously honored conventions: For example, black or green used to be poor choices for food packaging. Today, they are used extensively. You can also take a more detailed look with our guide to the psychology of color in the U.S.

White is the color of purity, holiness, innocence and silence. It is associated with weddings, truth, peace, cleanliness, emptiness or even fright.

Black is a color for mourning and for formal wear. It is a serious color and can communicate sophistication. It also has high-tech connotations.

Red is a provocative color in the U.S. It can stand for warning or danger, love, courage, anger, heat, spiciness, embarrassment, sexuality, romance, Christmas, national holidays, and patriotism.

Yellow is associated with spring, joy, cowardliness, tartness, freshness, illness, caution, and the sun.

Blue is a male color; it suggests a corporate or conservative atmosphere. It is the most popular clothing color for young people. Blue can also suggest sadness, superiority (as in a first place ribbon), freshness, calmness, water,cleanliness, winter, and coolness.

Green is the color of luck in the U.S. It can also communicate the concepts of money, growth, jealousy, the environment, illness, spring, youth, inexperience and newness.

The color orange is related to the fall season, as well as to holidays during that time. It is an energetic color related to caution, tartness, vibrancy, energy, warmth, and cheerfulness.

Purple is related to luxury, power, mystery, religion, maturity, and richness.

Pink is a feminine color. It is associated with rosy health, grace, gratitude, admiration, innocence, and romance.