The use of color in design is one of the most enjoyable aspects of the creation process. But, like everything related to design, it’s incredibly subjective.
People basically like all different kinds of colors for all different kinds of reasons and people respond differently to color—individually, and to some extent, culturally (Western culture equates death with the color black; some eastern cultures equate death with the color white, for example.). As you can imagine, this can present various design dilemmas. Sometimes we need to try to pull client’s back from their personal preferences if those preferences don’t seem to positively support the image they may be shooting for in a given work. Sometimes what they like personally is exactly in line with what they present professionally, and that’s always a relief.
Various studies show that majorities of people tend to respond to certain colors in somewhat predictable ways. There’s always the group of exceptions though; there’s never 100% consensus. Red is stimulating, exciting, and off-putting if used to excess. Blue is soothing, exudes dependability, can be boring. Green evokes nature, which appeals to some people, and it also evokes money, which also appeals to people. Black can be austere, sophisticated, hip, menacing. Context is everything.
Pretty much like life.