ABSTRACT
The relationship between colors and social matters is a theme that has been too little analyzed in sociological literature. The colors themselves are symbols and therefore necessarily plurisemantic. In the world of artifacts, the same principle is valid in all cases where the choice of a single color is not transitory and is motivated not by technical-productive necessities but by symbolic or conventional factors. Yellow is associated with the pleasant warmth of the sun, and psychologically expresses the relaxation related to dilation. The thrust of the color yellow is, in any event, active, orientated optimistically towards the future. The positive values of yellow are to be found in the stimulating powers of many artifacts of this color. The characteristics of blue as a color that transmits sensations of freshness, distance, calm, and peace were propounded by Goethe in his well-known Theory of Colors.
