Understanding color and its impact isn’t just visual but can increase brand recognition and loyalty. Making these decisions is difficult because of the color of every individual filters color with their own conscious and subconscious associations. Understanding these associations within the audience for whom your work, service, or product is intended is essential to making smart color decisions, bridging the gap between what you are trying to communicate and what is actually perceived. We explored this reality with the color blue, the color red, the color green and the color yellow. Let’s now address two colors that go hand-in-hand: black and white. Before exploring how black and white speak, let’s first deal with the “elephant in the room.” Some of you may have seen the title of this post and said, “But wait, [black or white] isn’t a color, it’s the absence of all colors!” If that’s you, we suggest that you keep reading here