While reading Lidwell's Universal Principles of Design I came across a passage about color where the authors claim that there is no "substantive evidence supporting general effects of color on emotion or mood. Similarly, there is no universal symbolism for different colors - different cultures attach different meanings to colors. "I received this newspaper ad at home soon after and I think everyone can agree that color evokes mood and is used in combination with every functional item to create an identity or brand. Lidwell goes on to say that designers should "verify the meaning of colors and color combinations for a particular target audience prior to use."
I don't think the designer of this add was talking to me...
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