Yellow. What do we know about yellow? Well, once again, yellow, just like red, it is very bright. And it attracts a lot of attention, especially with black. Very visible. There's a reason for all those workers having very bright yellow outfits, signals caution. But, quite unlike red, people generally dislike yellow. So if you like yellow, well, better luck there. Very narrow target audience. And this is the least favorite color for females and the second least favorite color for males. I don't know, I would recommend to avoid yellow. If you want to use yellow, I'd rather use something like orange. However, golden yellow, of course, is everybody's favorite color. Golden yellow signals status because of its association with gold. Also, yellow is good in the context of skin color. Tan means healthy for some reason, I don't know. Also, I don't know, just a funny fact, 75% of all the pencils sold in the world are yellow or orange. I don't know why is that but seems like a very good color if you are a pencil. So, yellow attracts attention, especially in combination with black. Golden yellow signals status and it is bad for almost everything else. So I would recommend avoiding yellow or choosing orange instead. Green, green is very close to yellow. In Russian, [FOREIGN], very close semantically. In English green, grass, grow are related words. And green, of course, will mean peaceful, calm, and natural. And green is an excellent color for everything associated with nature, and for everything that has to do with our bodies. And this is perhaps the reason why McDonald's tried to go green. Short exposure to green fosters creativity in human beings. If you are exposed to a flash of green before solving a creative task, you are more likely to produce more solutions and more creative solutions to a task. Long term exposure reduces stress. If you want to reduce stress, go out on a walk to a park. So green signals naturalness. It is calm and relaxed and it stimulates creativity and in this regard it is very close to blue. Well, blue is civilization. Blue means civilization. Blue is open and creative and non-aggressive and non-domineering and honest and all things good. It is friendly, it is peaceful. The only thing it is bad for, well, seems to be, is food. Blue food generally means spoiled food. Blue is linked to competence, it is associated with intelligence, communication, trust, efficiency, duty, and logic. Many experiments have found that. If you google business people or businessmen, this is what you will see. Imagine all those people wearing red, it will be a disaster. Very good color for business. A number of years ago, there were experiments by Mehta and Zhu and people were solving anagrams. And allegedly they were selling much faster anagrams like prohibit and danger on red colored paper. And words like welcome and exploration were solved much faster on blue colored paper. However, this is one more example of experiments failing to replicate. But alas, there's still great amount of other experiments to confirm that blue is a color of intelligence and sophistication. Like for example this one, very recent experiments, this is like 2016. And here, people are solving creative tasks on blue colored paper with a much better accuracy. And in fact, the only thing red is better for is for simple detail oriented tasks. And people in blue outfits are perceived as much less aggressive, much less domineering compared to people in red. If you want to have friends, blue is your color. Red Facebook looks weird and I think the reverse is also true. If you want to have a page full of hateful comments, well, red YouTube is your friend. While blue YouTube looks just weird, way too friendly, does not look like television at all. So blue means friendship, blue means non-aggression. Non-dominating, friendly, creative, intellectually sophisticated. Perhaps not very good for food. And to conclude, one huge table where red is associated with excitement, blue is associated with competence. Black is associated with sophistication and brown is associated with ruggedness, which we didn't discuss. But seems obvious in the hindsight because brown is the color of soil. And favorite colors for males and females, blue is the favorite color in both domains, then goes green. And then violet for females, men perhaps are just not able to discriminate. And then red and orange and black. So, choose the color that you like. I know that many people are trying to manipulate the audience. They try to come up as friendly when they are not. Come on, you will have to live with this color for, I don't know, several months at least. So go ahead and choose the color that you like, that you think communicates your personality, whether it is aggressive or friendly. Thank you.
