Each color can trigger certain emotions and behaviors in different audiences, according to the International Journal of Research in Social Sciences. Here are nine common trademark colors and their meanings:
1. Blue
According to color psychology studies, blue is the most favorite color of the world’s population. This global preference and its environmental associations make blue non-threatening, conservative and traditional. On the other hand, for example, weight loss plans often suggest you eat food from a blue plate as you can eat less.
| Positives | Negative |
|---|---|
| Trust | The cold |
| Loyalty | Sadness |
| Peace | Unfriendly |
| The logic | Unpleasant |
| Calmness | Distance |
2. Yellow
Yellow is commonly used to describe fresh ideas and creative projects.It represents sunshine, which can evoke optimism or happiness.It is the most visible color, with its visibility associated with joy and warmth.Many brands use this color in summer to promote a seasonal sale or product line.Some also use it to mean a warning, but generally it creates a positive feeling.
| Positives | Negative |
|---|---|
| Optimism | Impulsiveness |
| Power | Fear |
| The joy | Careful |
| Creativity | Nightmarish |
| The intellect | Fear |
3. Purple
Purple signifies royalty, which usually associates it with luxury, power, or wisdom. Most brands use it in moderation or as an accent color. Lighter shades evoke feminine or romantic feelings while darker shades can represent sadness and disappointment. Some people may associate the color purple with the cosmos, space or time.
| Positives | Negative |
|---|---|
| Wisdom | Decline |
| Luxury | Pressing |
| Wealth | Inferiority |
| Curiosity | Fantasticality |
| Sophistication | Availability |
4. Gray
Many companies use this color as a symbol of balance and neutrality. Consider using gray to complement other colors as it can look boring on its own. You can use it for headlines or fonts as it appeals to a wide audience. Many people interpret this color as sophisticated, luxurious and powerful, so technology and automotive companies usually use it.
| Positives | Negative |
|---|---|
| Balance | Insecure |
| Duration | The humidity |
| Neutrality | Depression |
| Credibility | Hibernation |
| Intelligence | Lightness |
5. Orange
Orange can represent success, creativity and enthusiasm.If you want to brighten up a graphic or portray a vivid image, consider adding orange to it.You can also display orange calls to action on your website as it sets an encouraging tone.Since you can see orange in leaves and pumpkins, many associate it with the fall season to promote fall sales or items.
| Positives | Negative |
|---|---|
| Optimism | Unsociable |
| Courage | The frustration |
| Warmth | Immaturity |
| Innovation | Ignorance |
| Friendship | Insincerity |
6. Black
Black can be a symbol of power.Since black is the absence of light, it looks ominous, mysterious or elegant.Sometimes using black alone can bring out feelings of sadness or anger, so consider pairing it with more vibrant colors to provide balance.Some brands use black text on top of bright colors to enhance the background of a message, but it can cause poor readability.Black text on a white background provides optimal contrast values.
| Positives | Negative |
|---|---|
| Sophistication | Depression |
| Safety | The cold |
| The power | Negativity |
| Elegance | Importance |
| Authority | The bad |
7. Green
Many elements of nature are green, so people tend to think of it when they see green.Environmentally friendly companies often use green.This color also associates people with success, as it represents generosity and health.Many health and fitness companies use it in their marketing materials.However, too much or the wrong shade of green can evoke feelings of stagnation and isolation.
| Positives | Negative |
|---|---|
| Hope | Boredom |
| Optimism | Envy |
| Freshness | Materialistic |
| The logic | Immaturity |
| Prosperity | Diseases |
8. Red
Red is commonly used to evoke strong emotions, to generate excitement and immediate action.Red is recommended for successful businesses that feel confident about their marketing strategies.Softer shades of red help brands appear less aggressive.Consider making your product buttons or clearance labels red to highlight these powerful emotions.
| Positives | Negative |
|---|---|
| Power | Outrage |
| Action | Revenge |
| Passion | Violence |
| Force | The danger |
| Pain |
9. White
White color is the absence and reflection of all colors.Many healthcare companies use it to imply cleanliness to attract patients.Some tech brands also use white to represent a modern style.Since it’s the most minimal color, it increases people’s perception of space and gives the eyes plenty of time to rest, which is why your marketing materials should regularly have plenty of white space.
| Positives | Negative |
|---|---|
| Cleanliness | Infertility |
| Independence | The cold |
| Cleanliness | Unfriendly |
| Simplicity | Seclusion |
| Innocence | Indecision |