White is associated with light, goodness, innocence and purity. None of which embody high horsepower, but it is considered to be the color of perfection. Although technically, white is “the absence of color.”

White also means safety and cleanliness. As opposed to black, white usually has a positive connotation. It also represents a successful beginning.

In advertising, white is associated with coolness and cleanliness because it’s the color of snow. You can use white to suggest simplicity in high-tech products. It’s an appropriate color for charitable organizations; angels are usually imagined wearing white clothes. (Although probably with red underwear!)  White is associated with hospitals, doctors, and sterility, so you can use white to suggest safety when promoting medical products. White is often associated with low weight, low-fat food, and dairy products. You know, like the inside of a twinkie.