Yellow = Cancer

Yellow has some strong associations. In cycling it is the colour of the leader's jersey in the Tour de France. In power tools consumers associate it with DeWalt. It is also the colour used by the DHL courier, and the now bankrupt Kodak.

When it comes to diseases, people link yellow with cancer.

From the millions of silicone rubber "Livestrong" wristbands sold by Lance Armstrong's Livestrong Foundation, to the Canadian Cancer Society's long-term connection with daffodils, yellow is the colour that people in North America associate with cancer.

This association is an enormous benefit when it comes to both awareness and fundraising. And if you think back to the AATPRP model (Awareness-Attitude-Trial-Purchase-Repeat Purchase), the connection that people make between yellow and cancer must make the Canadian Cancer Society's job of building awareness much easier.

And awareness is the first step on the road to fund raising.