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Black is visually heavy. Its message is therefore very strong. Black's most common association is power, authority, and strength. It is for this reason that too much black can become overwhelming. In stories of good versus evil black and darkness is always symbolic of the villain (Darth Vader being a prime example). Other associations of black include intelligence (black horn-rimmed glasses), professionalism (suit and briefcase), mourning and mystery. As a deep and serious color, black can direct communication in a powerful way.
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White is considered safe and open. While black is symbolic of evil, white is directly linked to that which is righteous, good and peaceful (sticking with the Star Wars theme, Luke Skywalker is an effective example). Furthermore, white projects clarity, cleanliness (doctors in white coats), purity (wedding dresses) and salvation. White is said to promote creative thought (a blank whiteboard) and is also synonymous with fresh beginnings. As a positive, clear and open color, white can direct communication in a powerful way.
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