why it matters
Research shows that that consumers make subconscious judgments within 90 seconds of initially viewing a person, place or thing, and up to 90% of that assessment is based on color alone — meaning a brand palette could make or break a consumers' decisions on where to shop, what brands to trust, quality and reliability.
so, what colors work best for your brand?
Here's a breakdown of color meanings and what each says to a consumer:
red
Attracts Attention
Universal Representation of Love
Evokes Strong Emotions
Increases Appetite
Great for Creating a Sense of Urgency in Calls-to-Action
orange
Represents Friendliness & Enthusiasm
Eye-Catching in Nature
Activates Brain Activity
Promotes Happiness
Great for Making Calls-to-Action Stand Out
yellow
Represents Happiness & Positivity
Quickly Grabs Attention
Evokes a Sense of Playfulness & Affordability
Encourages Communication
Great for Relaying Caution to Consumers
green
Represents Growth & Healing
Creates Connection
Evokes Positive Emotions with Money & Nature
Promotes Balance & Tranquility
Great for Environmentally Friendly Brands & Campaign
blue
Represents Tranquility & Security
Universally Popular with Men & Women
Evokes Security & Trust
Promotes Productivity
Great for Brands in the Financial, Medical & Mental Health Industries
purple
Represents Wealth & Luxury
Activates Imagination
Evokes Feelings of Wisdom & Creativity
Promotes a Soothing Identity
Great for Promoting Luxury Brands & Products
pink
Represents Femininity & Cheer
Activates a Craving for Sweets
Evokes a Sense of Fun & Playfulness
Promotes an Energetic Identity
Great for Calls-to-Action Targeting Females or Promoting Sweets
gray
Represents Neutrality
Creates a Calm Setting
Evokes Unbiased Feelings
Promotes Practicality Over Emotion
Great for Universal Brands, or as a Background or Secondary Logo Color
black
Represents Seriousness & Elegance
Creates a Sense of Exclusivity
Evokes Feelings of Sophistication
Promotes Elegance & Class
Great for Promoting Luxury Brands