What white means in branding

1. 50
2. 100
3. 200
4. 300
5. 400
6. 500
7. 600
8. 700
9. 800
10. 900
11. 950

Surveys in Europe and the United States link white with perfection, the good, honesty, cleanliness, the beginning, the new, neutrality and exactitude. In many Asian cultures it is also the colour of mourning.

Four palettes from white

Worked out in OKLCH from the swatch above. Open one to get the light and dark themes, the contrast check and the code.

• Analogous
• Complementary
• Triadic
• Split

History

• Priestesses in ancient Egypt and Rome wore white as a symbol of purity, and Romans wore white togas as a sign of citizenship.
• The pope has worn white since 1566.
• From the 18th century, neoclassical government buildings were built white, and 20th century modern architecture used it as a symbol of modernity and simplicity.

Sources

• Wikipedia: White

The swatch is my own pick of white, not an official value.

Other colours

• Redheat, activity, passion, anger, love, joy
• Orangeamusement, warmth, energy, activity, extroversion
• Yellowamusement, gentleness, humour, happiness, spontaneity
• Greennature, life, health, youth, hope
• Blueharmony, confidence, knowledge, intelligence, calmness
• Purplerarity, royalty, luxury, ambition, mystery
• Pinksweetness, innocence, femininity
• Brownearth, nature, reliability
• Blackelegance, authority, secrets, force