People react very emotional to the wide range of different colors. By looking at one we connect it with our memories to associate the color with personal experiences. Especially for marketing activities colors are perfect to arouse emotions. Interesting: Colors can have three different effects.
Three color effects
This effect is based on your personal experiences. For example the connection between yellow and “holiday”, “heat” and “freshness”.
“Sky-blue” is a good example for the symbolical effect. Such colors can be associated with a specific object.
Some colors have different meanings in cultures. The color white, for example, is usually associated with pureness and innocence in the western culture. In eastern culture it is the color for the death and sadness.
The meaning of colors
In general associated with: joy, happiness, intellect, energy, comfort, liveliness, cowardice, hunger, optimism, overwhelm, Summer, conflict
Yellow is the color of sunshine. It has a warm effect to the viewer, arouses cheerfulness and stimulates the mental activities. It is a good attention-grabber, so that’s why the color of taxicabs is often yellow. Use it to mark the most important things on your product or your next greeting card. But be careful: Too much yellow has a disturbing effect.
Light yellow stands for: intellect, freshness, joy
Dull yellow stands for: caution, decay, sickness, jealousy
Most suitable for the following business areas: childcare, food & drink, entertainment, new technologies, automotive, e-commerce
In general associated with: energy, war, danger, strength, power, determination passion, desire, love, warmth, anger, boldness, excitement, speed, strength, courage, socialism
Red is the color of fire and blood. It has a very emotionally intention and a high visibility. That’s why important street signs, stoplights and fire equipment are usually contain elements of the red color. The high visibility can also help to highlight important things in a text or an image. So, use it for business projects to stimulate people to make quick decisions. In the world of advertisement, red is often used to evoke erotic feelings or for promoting something with a lot of energy.
Light red stands for: joy, sexuality, passion, sensitivity, love
Dark red stands for: vigor, willpower, rage, anger, leadership, courage, longing, malice, wrath
Pink stands for: romance, love, friendship
Most suitable for the following business areas: food, clothing, fashion, cosmetic, sport, properties, entertainment, healthcare, emergency services, marketing, public relations
In general associated with: depth, stability, trust, loyalty, wisdom, confidence, intelligence, faith, truth, heaven, peace, professionalism, reliability, honor, melancholia, boredom, coldness, Winter, conservatism
Blue is the color of the sea and the sky. It has a calming effect and helps people to relax. Use it to integrate cleanliness into your ad, design or bathroom. Because blue is linked to consciousness and intellect, you can also use it to suggest precision (for example for high-tech products). Furthermore blue is a very masculine color.
Light blue stands for: health, healing, tranquility, understanding, softness
Dark blue stands for: knowledge, power, integrity, seriousness
Most suitable for the following business areas: medicine, sciences, energy, government, healthcare, high-tech, human resource management/recruiting, commerce, consulting, law, information science
In general associated with: growth, harmony, freshness, fertility, safety, money, durability, reliability, environmental, luxurious, optimism, well-being, nature, calm, relaxation, Spring, honesty, optimism
Green is the color of nature and has a healing power. It can help to improve your vision skills, stands for freedom and helps to spread safety and positive messages. Use a darker version of color for products and messages in the financial world.
Dark green stands for: ambition, greed, jealousy
Yellow-green stands for: sickness, cowardice, discord, jealousy
Olive green stands for: peace
Most suitable for the following business areas: medicine, sciences, government, human resource management/recruiting, bionomics, tourism
In general associated with: joy, sunshine, enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, stimulation, cheerfulness, low cost, affordability, aggression, food, halloween, liberal (politics)
Orange is a combination between the energy of red and the happiness of yellow. It can increase oxygen supply to the brain to produce an invigorating effect. It is often connected with healthy food and is able to stimulate the appetite. Like red, orange has a high visibility, so you can use it to catch attention and highlight important elements.
Dark orange stands for: deceit and distrust
Red-orange stands for: desire, sexual passion, pleasure, domination, aggression, thirst for action
Gold stands for: illumination, wisdom, wealth, high quality
Most suitable for the following business areas: human resource management/recruiting, catering, entertainment, sport, childcare, education
In general associated with: royalty, power, nobility, luxury, ambition, wealth, extravagance, wisdom, dignity, independence, creativity, mystery, magic, elegance, sophistication, artificial
Purple is a combination between the stability of blue and the energy of red. The results of a survey show that almost 75 percent of young children prefer purple to all other colors. A light version of purple is good for a feminine design.
Light purple stands for: romantic, nostalgic feelings
Dark purple stands for: gloom, sad feelings, frustration
Most suitable for the following business areas: body, spirit, soul, astrology, tarot, aromatherapy, massages, yoga, healing, spirituality
In general associated with: relaxing, confident, casual, reassuring, nature, earthy, solid, reliable, genuine, Autumn, endurance
Brown symbolizes stability, structure and support. In combination with wood and leather it has a warm and comfortable effect.
Light brown stands for: friendliness, honesty
Dark brown stands for: sadness, depression
Beige stands for: reliability, loyalty, regularity
Most suitable for the following business areas: roadwork, animal, finance, properties, mining, ecology
In general associated with: power, elegance, formality, death, evil, mystery, sophistication, strength, illegality, depression, morbidity, night
We often associate black with fear and death. Be careful when you use it for your design to avoid too much negative elements. But black can also be very elegant and formal (black ties, suits). In combination with bright colors black is able to create a very aggressive color scheme.
Most suitable for the following business areas: roadwork, finance, mining, oil, fashion, cosmetic, marketing, consulting, production, commerce
In general associated with: light, goodness, innocence, purity, virginity, perfection, cleanliness, newness, peace, innocence, simplicity, sterility, snow, ice, cold
As opposed to black, the white color is often associated with positive messages. White is very effective to communicate the simplicity in high-tech products and its purity can be find in the visual style of charitable organizations. Because of the fact that white is often connected with health services, you can use this color to suggest safety when you want to promote medical products.
Most suitable for the following business areas: medicine, science, high-tech