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Neutral Explained

The color of purity, innocence and completion.

White In Combination

Monochromatic White

Analogous White

Complimentary White

Triadic White

White For You

White Hues

White Tints

White Shades

White Tones

White In Nature

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White In Psychology

In color psychology, white showcases innocence, goodness, cleanliness, and humility. Keep in mind, that this is the meaning in North American culture. In some parts of the world, white has the opposite meaning. You’ll want to keep this in mind based on the target audience you serve. The color meaning white also has a negative side where it symbolizes sterility and cold. On an eCommerce website, white tends to be the most used color. You’ll likely use it as the background color for your product photo. Your pages will likely have a white background with black font. This is because the black font on a white background is the best color combination for readability.

White is the color ASOS and Adidas uses in their marketing. On ASOS, the words in the header, logo, and background are white. When the background is grey or black, the font is white and when the background is white the font is black. On Adidas’ online store, the top navigation is black. The use of a white logo helps create contrast. Since their background is white, they’ve chosen to use grey as a background for product photos to add another tone to the mix. Many brands that have white as a central color tend to pair it with black or grey.

White In History

Because of its link with light, white has laid deep roots in the human psyche. Like anything divine, it simultaneously inspires awe and instills terror in the human heart. White is an exciting pigment because it’s tricky to make. You have to start with a special white pigment, lead white being highly toxic but very effective.

White has been intricately connected with money and power. Fabrics, including wool and cotton, had to be heavily processed to appear white. Only the very wealthy could afford to keep the white pristine. This connection still holds true. Someone wearing a snow-white coat telegraph’s a small visual message that “I do not need to take public transportation.”

For many, white is seen as positive, having a transcendent, religious quality. White is the color of death and morning in Chinese traditions. In Japan and the West, it symbolizes sexual purity. In Christian culture, the white dove represents the divine.

Despite white being so ready to show the dirt, it has become associated with cleanliness. White goods, tablecloths, lab coats are all defiant of their spotless and practicality, daring users even think about spilling anything. American dentists had to create a new teeth whitening palette to appease the unrealistic expectations for consumers to have sparkling clean teeth. Many believed the classic Greek and Roman ruins were white – it wasn’t until the mid-nineteenth century that researchers discovered they were likely painted in vibrant colors.

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