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Large sums of money have been spent by businesses and promoters on research about how people respond to colors. In general, people find warm colors (Red, Orange, and Yellow) more exciting than cool colors (Violet, Blue and Green). A list of common characteristics or "moods" conveyed by each color is provided below.

white	WHITE: Pure, clean, youthful, frank, light
black	BLACK: Depressing, gloomy, ominous, negative, deadly, dark
brown	BROWN: Sturdy, reliable, shrewd, earthy, conservative
red	RED: Active, vigorous, hot passionate, impulsive, sexual
orange	ORANGE: Lively, cheerful, mellow, jovial, warm
yellow	YELLOW: Vital, cheerful, radiant, sunny, warm
green	GREEN: Quiet, withdrawn, peaceful, balanced, cool
Blue	BLUE: Sober, subdued, sedate, contemplative, restful, cold
Violet	VIOLET: Dignified, mournful, pompous, sensitive, cool

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