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WHITE

Positive Associations: Innocence, goodness, cleanliness, clarity, purity, simplicity, sophistication, freshness and humility, minimalism

"White is the reflection and absence of all colors. For this reason, it has long been a symbol of purity and innocence. In healthcare settings, white implies cleanliness and sterility. Outside of the hospital, it is an irrevocable indicator of the fairer seasons—rare is the fashion faux pas more egregious than wearing white after Labor Day.


White’s association with marriage and wedding dresses is deeply entrenched. It is also modern, leveraged by brands like Apple to denote a chic, sleek style. It is the most minimal of all the colors, imbuing a heightened perception of space.


White is the color of blank slates, symbolizing freshness and new, untarnished beginnings. The sterility that is positive for white in the healthcare sphere can count –against it elsewhere. Used haphazardly, white can bring to mind coldness, emptiness, and isolation."

WHITE
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