---
# System prepended metadata

title: associations

---

# associations
perceptual(cultural/psychological) association/ associative meaning.

## with [colors](https://www.linkedin.com/learning/introduction-to-graphic-design-3/color-associations?u=2194065)
Color is a powerful communication tool that can convey information and influence feelings and moods.

### for showing importance, attracting attention, or differentiating information, use..


**[complementary colors:](https://github.com/learninglab-dev/the-resources/blob/master/data/resources/projects/infographics/moves/color/key-color-terms.md)** 2 colors opposite one another on the color wheel, they make each other pop and can signify two important elements.


**[triadic colors:](https://github.com/learninglab-dev/the-resources/blob/master/data/resources/projects/infographics/moves/color/Color-Triads.md)** 3 colors evenly spaced on the color wheel. They create a sense of vibrancy and can be uplifting. All 3 colors will pop, so this can signify 3 important elements.

**[split complimentary colors:](https://github.com/learninglab-dev/the-resources/blob/master/data/resources/projects/infographics/moves/color/Color-Triads.md)** a color and the two colors adjacent to the color’s complement. That first color will pop, so it should be used for an important element. This still creates contrast and attracts attention, but creates less tension than complimentary colors.

**[value contrast:](https://github.com/learninglab-dev/the-resources/blob/master/data/resources/projects/infographics/moves/color/attracting-focus-w-value-contrast.md)** placing a light color (closer to white) next to a dark color (closer to black) will cause the light color to pop and lurch forward. Viewers will likely look at this first.

**[saturated color:](https://github.com/learninglab-dev/the-resources/blob/master/data/resources/projects/infographics/moves/color/highlighting-info-w-saturated-color.md)** saturated colors allow you to highlight certain elements of your infographic or image. Viewers will be directed to colors that are more highly saturated.

### for demonstrating change or differences within categories, use...
**[value scales:](https://github.com/learninglab-dev/the-resources/blob/master/data/resources/projects/infographics/moves/color/representing-change-with-value-scales.md)**  incremental changes in a color’s value (e.g., light blue to dark blue). Useful for demonstrating changes over time/space, sequential data, or differences within categories. 

### for a sense of calm or flow, use...

**[analagous colors:](https://github.com/learninglab-dev/the-resources/blob/master/data/resources/projects/infographics/moves/color/Color-Triads.md)** 3 colors adjacent on the color wheel. Often found in nature, they induce a feeling of serenity, provide a sense of flow, and are pleasing to the eye.


## with typography

## with shapes
**[The Bouba-Kiki Effect:](https://www.youtube.com/watch?v=rQX1ax96l7Y)** when given the choice between the words Bouba and Kiki, people associate  rounder shapes with Bouba and more pointy shapes with Kiki. This demonstrates that we link shapes to sounds, like spiky objects to sharp words. 


# with texture