The folks at Pantone Inc. have forgotten more color theory than I’ll ever know, so when the results of their consumer color preference survey, which measured color associations in both marketing and non-marketing settings, appeared in my e-mailbox, I put my own gray matter in gear.
Now, my associations with color are very basic: Red is danger or medical. Green is nature or wealth. Morbid black is the color of imminent deadlines. But what confused me were the names of the 44 colors Pantone put before its audience.
Take Pantone’s four most favored colors
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