Chapter . Springtime

Using color to evoke emotion

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AFTER A COLD WINTER filled with monotones, Boér Attila woke to the first clear, sunny day of spring and found the colors to be uplifting, energetic, and joyous. This shift from winter to spring inspired aspects of Attila’s visual design, especially the color choices.

That color induces a variety of human emotions has long been established. This is why we do things like define red as being a hot color. We relate red to a flame, or red-hot peppers. We then allow those ideas to influence the way we use color in design—for example, ...

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