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White in Business

In using the color white in business applications you need to understand the traits, qualities and mood of the color along with the psychological meaning.

The messages the color sends to your customer base can have a major impact on your business success.

In color psychology white is the color of new beginnings, wiping the slate clean, so to speak. It is the blank canvas waiting to be written upon. While white isn't stimulating to the senses, it opens the way for the creation of anything the mind can conceive.

Physiologically, white is calming as it creates simplicity, organization and efficiency out of chaos. It clears the way forward.

White's basic feature is equality, implying fairness and impartiality, neutrality and independence. It is a reassuring color which helps to create order and proficiency.




White amplifies everything in its way and too much of it can give an impression of sterility, coldness, disinterest and detachment.


White is useful in businesses where cleanliness is imperative, such as dental surgeries and medical centres, but these businesses need some green or pink to assist in healing and to create a calm and caring atmosphere for patients.


For more on the psychology of the color white……


Keywords for White

Positive Color Meanings in Business:

  • innocence
  • purity, cleanliness
  • equality, complete and whole
  • simplicity
  • immaculate and neat
  • self-sufficient, pristine and open
  • new beginnings


Negative Color Meanings in Business:

  • sterile, stark
  • fastidious
  • empty, isolated
  • cautious, critical and boring



Using White in Business

White is probably the best color to use as the background color for websites. It allows all other colors to reflect from it and makes all colors except yellow and pastels to be very readable.

Using white for negative space on your website makes it look clean, open and uncluttered.

With its suggestion of simplicity, cleanliness and safety, white works well for businesses promoting hi-tech products, kitchen appliances, bathroom items, infant and health related products and those promoting order and efficiency.

Depending on the business, it is advantageous to add other appropriate colors which will reflect the individuality of the business as, on its own, white is sterile and cold.


For more on using color in your business


For more on using these colors in your business:  red, orange, yellow, green, turquoise, blue, indigo, purple, magenta, pink, gold, silver, black, gray, or brown.



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