Document Type : Research Paper



Aim: Colors as main visual stimulator, not only assist recognition, but also create ideas. Whenever words do not suffice, color, as a universal language has always been able to pass messages through cultural borders of nations and connect people in a social setting. The aim of the present article is to study the specifications of colors and their potential ability in developing recognition, as well as ability to link human beings non-verbally, regardless of where they come from.
Method: Based on the graphic knowledge of the authors, literature was reviewed and experts’ works were consulted. First, the components of verbal and non-verbal communications were identified and described. Then, the significant position of color as a medium was studied, considering the correct application and combination of colors in relation to time and place, and their impact on mind and memory.
Conclusion: limited choice of colors for the purpose of communication requires existence of some familiar codes agreed upon by the source and the receiver of the message, to facilitate its exact perception. Hence, a graphic designer with a sufficient understanding of the receiver and his/her psychological and sociological characteristic should decide on choosing appropriate colors. In advertisements, since color messages are tacit by nature, and the general audience does not know about their psychological and hidden implications, the information thus received by the designer enables them to succeed in expanding the usage of a product, or draw the public attention towards it.