Here are some examples of negative and positive associations

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The main task of colors in identity is to evoke the necessary associations. Each person, regardless of age, gender and race, has a set of associations formed during evolution. For example, orange evokes only positive associations with warmth and sun. It has no negative associations. Therefore, the color is often used by companies planning to work in the international market.

The perception of orange does not change across cultures and countries.
The perception of orange does not change across el salvador telegram number database cultures and countries.

Other colors have both positive and negative associations. Therefore, when choosing a color for identity, in addition to the first association, it is important to consider the context.

Thus, in China yellow was considered a privilege of the imperial family. In Japan it is a symbol of courage, in Brazil it is a symbol of despair, in Mexico and Syria it is a symbol of death.