Application of the coloratives modar and plav(i) to denote the blue colour in Serbian and Croatian

The article considers the manifestation of semantic characteristics of the coloratives modar and plav(i) in the Serbian and Croatian languages, depending on the context used and the influence of the syntactically subordinate main word semantically related to the coloratives in question. The cultural and psychological peculiarities of applying these lexemes to denote the same concepts and features in the languages under study are evaluated in order to identify the sign of connotations.