Color is the first thing customers will notice when introduced to your brand. Color is more likely to influence customer decisions than quality or content. Colors are produced by light emitting or reflecting off an object. Different colors are created by different wavelengths (frequencies) of light that our eye recognizes. Color psychology is the theory that color can influence how we think. For example, if a person feels cold, they may prefer warm colors like red, orange, and yellow. People who feel warm prefer cool colors like green, blue, and violet. Certain colors and make a person feel more comfortable or trigger a certain emotional response.
This guide is simplified into basic color terms. However, adjusting color properties allows us to create unique colors for specific solutions. The Hue is another term for “color,” Red, Orange, and Yellow are Hues. Value is the lightness (tint) or darkness (shade) of a color. Chroma is the intensity (saturation) of a color. Muted, less intense hues feel more comfortable to viewers than vivid and bright hues.
Red
Passion and Drama
Wavelength: 700 – 635 nm
Red attracts the most attention. It evokes strong emotions like love and anger. Red is universally used to signal danger, courage, strength, or power. This coler is stimulating, vibrant, and exciting. Red inspires desire with a strong link to sexuality and increased appetite. In Chinese culture, red represents luck and prosperity. Brands use red to inspire action. However, red can also trigger feelings of aggression, anxiety, and eye strain.
Emotion
- Excitement
- Energy
- Passion
- Courage
- Attention
Uses
- Stimulate
- Create Urgency
- Draw Attention
- Signal Caution
- Encourage
Industry
- Entertainment
- Food
- Sports
- Fire Protection
- Children’s Products
Orange
Encouragement
Wavelength: 635 – 590 nm
Use orange with red and yellow to convey excitement, warmth, and enthusiasm. Social and inviting, this is the color of the extrovert, exuding happiness and joy, releasing inhibitions. Orange can inspire action and give you a positive outlook on life. It’s motivating and encouraging, appealing more to young people. Orange stimulates the appetite and is associated with healthy food. However, orange can feel insincere, exhibitionist, and self indulgent.
Emotion
- Optimism
- Independent thinking
- Adventurous
- Creativity
- Fun
Uses
- Stimulate
- Communicate Fun
- Draw Attention
- Express Freedom
- Fascinate
Industry
- Art
- Entertainment
- Food
- Sports
- Transportation
Yellow
Optimism
Wavelength: 590 – 560 nm
Yellow is a compelling color that conveys youthful, fresh energy. Yellow is the color of sunshine and illumination and is associated with success and confidence. Yellow stimulates the creative parts of the brain, helping with clear thinking and quick decision making. The human is more sensitive to yellow wavelengths, just like green, so it can be used to grab attention. However, yellow induces anxiety that can cause you to be over-critical or cowardly.
Emotion
- Enthusiasm
- Opportunity
- Spontanaety
- Happiness
- Positivity
Uses
- Stimulate
- Relax
- Draw Attention
- Energize
- Influence Mood
Industry
- Food
- Sports
- Transportation
- Travel
- Leisure
Green
Growth and Health
Wavelength: 560 – 520 nm
In nature, green shows renewal and life. It is a refreshing and peaceful color that evokes feelings of abundance and a plentiful environment. Green feels restful and secure. However, green’s feeling of prosperity can be perceived as materialistic and possessive.
Emotion
- Safety
- Harmony
- Stability
- Reliability
- Balance
Uses
- Relaxation
- Balance
- Revitalize
- Encourage
- Possession
Industry
- Environment
- Banking
- Real Estate
- Farming
- Non-Profit
Blue
Trust
Wavelength: 490 – 450 nm
Blue is the calming color of the sky and ocean. It conveys tranquility, serenity, and peace. Blue instils confidence and inspires feelings of trust, loyalty, integrity, and responsibility. However, blue suppresses the appetite and can be perceived and distant or aloof.
Emotion
- Trust
- Responsibility
- Honesty
- Loyalty
- Inner Security
Uses
- Reduce Stress
- Create Calmness
- Relaxation
- Security
- Create Order
Industry
- Security
- Finance
- Technology
- Healthcare
- Accounting
Violet
Spirituality
Wavelength: 450 – 400 nm
Violet (purple) has the energy of red with the calmness of blue. It inspired reflection and self awareness. Violet can be sensitive, introverted, and compassionate Historically, it has been associated with royalty and luxury.
Emotion
- Imagination
- Spirituality
- Compassion
- Sensitivity
- Mystery
Uses
- Encourage Creativity
- Inspiration
- Wisdom
- Impress with Luxury
Industry
- Humanitarian
- Psychics
- Religion
- Non-Profits
Pink
Sensitivity
Wavelength: 700 – 635 nm
Pink combines the passion of red with the purity of white. It evokes tranquility and femininity. Pink is often associated with tenderness and nurturing while conveying a sense of safety and even vulnerability.
Emotion
- Compassion
- Love
- Immaturity
- Playfulness
- Admiration
Uses
- Communicate Energy
- Excitement
- Activism
- Fascinate
- Encourage Creativity
Industry
- Children’s Products
- Woman’s Products
- Beauty
- Fashion
Brown
Earth
Wavelength: 585 – 620 nm
Brown emanates a message of stability and a solid foundation. It is associated with things that are natural, simple, and neutral. Brown can be dull, but is reliable and wholesome. Although frugal and unsophisticated, brown feels safe and confident.
Emotion
- Reliability
- Stability
- Honesty
- Comfort
- Natural
Uses
- Stabilizing
- Common Sense
- Suppress Emotions
- Create Warmth
Industry
- Agriculture
- Construction
- Transportation
- Legal
- Food
Grey
Compromise
Grey is unemotional, detached, and avoids attention. It can convey gloom and depression. Grey is very conservative meaning it can feel stabilizing or neutralizing. However, Grey can feel frustrating.
Emotion
- Neutral
- Practical
- Maturity
- Conservative
- Quiet
Uses
- Depress Energy
- Timelessness
- Protection
- Formal Settings
Industry
- All Industries
- Commonly used as a secondary color
Black
Mystery
Black is scientifically the absence of color, but is still a valid branding option. It is a helpful secondary color that creates strong contrast to a primary color. Black covers, hides, and signifies a barrier. It is a formal and sophisticated color that is strong and powerful. Black can be sexy and secretive and can feel powerful and in control. However, black conveys pessimism and a lack of hope, it’s often used to show things that are scary, unfriendly, intimidating, or evil.
Emotion
- Power
- Control
- Authority
- Discipline
- Elegance
Uses
- Hide Feelings
- Intimidation
- Confidence
- Create Fear
- Mystery
Industry
- All Industries
- Commonly used as a secondary color