GRAY

Positive associations: Balance, neutral, calm, timelessness, reliability, intelligence, strength.

Negative implications: Lack of confidence, dampness, depression, hibernation, lack of energy, blandness

"Pure gray is the one color that’s been shown to have no dominant psychological characteristic, but that doesn’t mean it’s not powerfully suggestive.

Gray is modern and sophisticated, a hue that has worked well for technology and luxury brands. Its inherent subtlety can be both a strength and a weakness.

Skillful use of gray evokes power and sophistication; it is a crisp slate on which bold concepts thrive. Gray is the color of ominous but powerful weather—a cloak over the existence of color rather than the absence of it. It has a profound effect on the colors around it, working both to balance tones and establish negative space in lieu of white."