Colors also have a functional impact on readability, eye-strain, ability to attract attention, ability to be seen at night, etc. This is important in choosing colors for signing, website pages, prints ads, and other marketing media.
They discuss the role color in detail, citing the direct psychological link to color, and how human behavior is influenced by color. (Hint: ever wondered why fast food restaurants sport the decidedly uniformed colors of yellow, orange or red? There’s a compelling reason behind such color choice…).
The most legible of all color combinations are black on yellow, green on white, and red on white. It is no surprise that most traffic signs use these color combinations.
Black on white is the easiest to read, on paper, and on computer screens.
Hard colors (red, orange and yellow) are more visible and tend to make objects look larger and closer. They are easier to focus upon. They create excitement and cause people to over-estimate time. Soft colors (violet, blue and green) are less visible and tend to make objects look smaller and further away. They aren’t as easy to focus upon. They have a calming effect, increase concentration, and cause people to under-estimate time.