[Princeton]

lighter colors are by far more successful ... this is because light colors tend to put you in a better mood ... also, light colors reflect light for better vision (details) while dark colors absorb light (think of a black hole)

Light Colors:

• reflect light
• makes everything appear bigger

Dark Colors:

• absorb light
• makes everything appear smaller

(something like that)

there are times when a dark color is the better option...
for example, I did an ecommerce site for a client in black to showcase their military shields (brass/gold) ... another example, is showcasing jewelry on a black background