Yellow #FFFF00

Yellow is hard to ignore, which is why it's used for warning signs, New York taxis, North American school buses, and highlighter pens. In daily life its first job is to get noticed.

It also carries a lot of good feeling. Sunlight, sunflowers, and the smiley face make it shorthand for happiness and optimism in much of the world. Too much of it can tire the eye, though, and large fields of bright yellow can feel anxious. In the US, yellow ribbons tied around trees welcome people home, which adds a note of hope and remembrance.

Meanings shift by culture. In imperial China yellow was reserved for the emperor. In English, "yellow" can mean cowardly, and in parts of Europe the color has been tied to jealousy. Check the context before using it heavily in international work.

Pure yellow is better as a highlight than a background. A full screen of #FFFF00 is tiring, but a yellow badge, underline, or callout draws the eye at once. Black or very dark text is the right pairing; white text on yellow is close to unreadable, and yellow text on white fails too. Brands built on yellow usually pair it with black, navy, or red for weight. In social posts, a yellow background with bold black type stands out in a feed. Interiors tend to choose a softer yellow for walls and keep the pure shade for accessories.