|This box shows the color white.|
White is linked with light, goodness, innocence, purity, cleanliness and virginity. It is sometimes thought to be the color of perfection. The opposite of black, white usually has a positive connotation. White can stand for a successful beginning. In heraldry, white depicts faith and purity.
In advertising, white is linked with coolness and cleanliness because it is the color of snow. You can use white to show simplicity in high-tech products. White is an appropriate color for charitable organizations; angels are usually imagined wearing white clothes. White is associated with hospitals, doctors, and cleanliness, so you can use white to show safety when promoting medical products. White is often linked with low weight, low-fat food, and dairy products.