Positive associations: sunshine, hope, happiness, freshness, positivity, clarity, energy, optimism, cheerfulness, enthusiasm, fun, enlightenment, remembrance, intellect, honor, loyalty, good-humored, confidence, originality, creativity, challenging, academic and analytical, wisdom and logic

Negative associations: caution, sickness, jealousy, being critical and judgmental, overly analytical, impatient and impulsive,  egotistical, pessimistic, having an inferiority complex, spiteful, cowardly, deceitful, non-emotional and lacking compassion

Culture: 

China: colors corresponded with the five primary elements, the directions, and the four seasons. Yellow was associated with earth and the center (in relation to direction). The Chinese have placed a predominance upon the color yellow not seen elsewhere in the world. It was the color of emperors during both the Ming dynasty and the Qing dynasty. Huangdi, also known as the Yellow Emperor, is thought to be the founder of Chinese civilization, due to the tremendous amount of inventions that took place during his reign.

India: yellow is the color of the Vaisya caste, or farmers, and is the color Hindus wear to celebrate the Festival of Spring.

France: the doors of traitors and criminals were painted yellow.

Japan: during the 1357  “War of Dynasty,” warriors wore a yellow chrysanthemum as a pledge of courage.

Aztec:  yellow symbolized food because it was the color of corn, the primary food of the Aztec people.