BLACK

Positive associations: Mystery, power, elegance, sophistication, security, authority, substance

Negative implications: Oppression, coldness, menace, heaviness, evil, mourning

"Black is the total absorption of all color. This fact alone has profound psychological implications. Black is a symbol of power. It is a barrier color: it absorbs energy and enshrouds the personality. It is essentially the absence of light, which gives it its ominous overtones.

There is no nuance to black, at least not conceptually. With its diametric partner in crime, white, black stands for sophistication, weight, and seriousness. Black is timeless and effortlessly stylish. Think the little black dress or a certain iconic black turtleneck.

Black is the color of sophistication, but also of mourning. Worn by both priests and villains, it can imply submission (to god) or nefariousness and evil."