The color of security, protection and material wealth. The color brown is a serious, down-to-earth color signifying stability, structure and support. Relating to the protection and support of the family unit, with a keen sense of duty and responsibility, brown takes its obligations seriously. It encourages a strong need for security and a sense of belonging, with family and friends being of utmost importance. In the meaning of colors, brown is the color of material security and the accumulation of material possessions. The color brown relates to quality in everything - a comfortable home, the best food and drink and loyal companionship. It is a color of physical comfort, simplicity and quality. From a negative perspective it can also give the impression of cheapness and stinginess in certain circumstances. Brown is friendly and approachable. It is loyal, trustworthy and dependable in a practical and realistic way. In color psychology, brown is honest, genuine and sincere. It relates to the hardworking, the industrious and reliable, with both feet planted firmly on the ground.