Table 3.

Meanings and connotations of different colors in everyday life, especially in marketing

Colour	Connotation	References
	It symbolizes love, passion, energy, attracting attention, confidence, strength, power, and violence, rage, conflict, and danger	Smith (2019)
	It is related to enthusiasm, optimism, encourage communication, and attention seeker. It represents happiness, warmth, vitality, joy, hope, as well as caution and cowardice	Smith (2019)
	Orange is energetic, spiritual, and attention seeker color. It represents happiness, energy, enthusiasm, warmth, and excitement	Cherry (2020a)
	It represents healing nature, loyalty, bravery, dedication, trustworthiness, relaxation peaceful, and serenity, as well as depression and sadness	Smith (2019)
	It symbolizes royalty, luxury, creativity, power, nobility, dignity, and ambition. Light hue represents feminine power and delicacy, whereas dark hue induces feelings of sadness and frustration	Bourn (2011b, a)
	It is a sign of natural, tranquillity, good luck, motivating, health, creativity, and calm. It improves reading ability	Cherry (2021a, b, c)
	White is linked to cleanliness, innocence, peacefulness, purity, simplicity, and freshness. It expresses a sense of security	Cherry (2020b)
	Black represents power, elegance, formality, unity, seriousness, sophistication and mystery, and darkness, despair, and evil	Smith (2019)