Color association refers to the psychological and emotional connections people make with different colors. For example, the color red is often linked to feelings of passion or anger, while blue is associated with calmness and tranquility. These associations can vary across cultures and contexts, influencing how individuals perceive and react to colors in their environment. In marketing and design, color association plays a crucial role in shaping consumer behavior. Brands often choose specific colors to evoke desired emotions or convey messages. For instance, green is frequently used to represent eco-friendliness or health, while yellow can evoke feelings of happiness and optimism. Understanding these associations helps in effective communication through visual elements.