Select Page

Choosing colors for your business or brand can be challenging. Which colors set the right tone? Which color will send the right message? Psychologists have been studying color for a long time to try to answer these questions.

A large amount of research shows that color influences the way people think and even behave. Below are some scientific insights relating to different colors. So, before you make your next marketing or branding decision, think about how you may be able to apply these colors to your own business.


As a cool color, green is best for calm, mature, and professional brands. Green has been shown to reduce blood pressure and even heart rate in viewers. If your business is best described as mature or professional, keep this color in mind. Common associations include:

  • Balance
  • Environment
  • Finances
  • Good luck
  • Growth
  • Harmony
  • Health
  • Renewal
  • Soothing
  • Wealth


Blue is thought of as being a primary and even masculine color. It’s often associated with trustworthiness. But there is much more to blue. A few other associations include:

  • Calmness
  • Peace
  • Refreshing
  • Relaxation
  • Responsibility
  • Sadness
  • Stability
  • Tranquility


Orange is a warm and cheerful color with a few traits in common with red, like warmth and high energy. Orange is bright and fiery but with less intensity and piercing energy than red. Other associations people tend to make with the color orange are:

  • Affordability
  • Friendliness
  • Humor
  • Autumn
  • Vitality
  • Youth


Optimism and affordability are colors that are associated with yellow. It’s unique in its characteristics because it can be both bold and light at the same time. People often describe yellow with these words:

  • Cheerfulness
  • Danger
  • Energy
  • Happiness
  • Playfulness
  • Warmth
  • Youth


What color has been associated with the mystical and mysterious? It’s also not a color that is often seen in nature. The answer is purple. Common associations that consumers have with purple include:

  • Imagination
  • Intrigue
  • Luxury
  • Magic
  • Mystery
  • Royalty
  • Spirituality
  • Wealth


Unlike green, red is known to actually boost the metabolisms and blood pressure of viewers. If your business is exciting, or even feels a little dangerous, consider red in your signage, banners, and printed materials. Associations include:

  • Anger
  • Confidence
  • Danger
  • Fire
  • High energy
  • Love
  • Passion
  • Warfare
  • Warmth


It’s true that pink has many associations! If you have a playful brand or business, it just might be perfect. It can also be a great accent color. For example, it works well at pastries because, as a color, it represents sweetness. See the following associations: 

  • Delicate
  • Fun
  • Girly
  • Peaceful
  • Romantic
  • Sweet
  • Upbeat


Some say that black is technically the absence of color. And yet it can be very powerful and also bold. These are some of the many associations that people have with black:

  • Control
  • Darkness
  • Elegance
  • Formality
  • Luxury
  • Mystery
  • Mystique
  • Power


Consumers think of white as fresh and new. It’s essentially the “blank slate” of colors. As a foundational color, it is often the background of sales and marketing materials:

  • Blankness
  • Cleanliness
  • Honor
  • Peace
  • Purity
  • Simplicity
  • Youth


Along with blue, brown is a color of trust. At the same time, it can also feel very natural and earthy. In advertising and marketing, brown often means:

  • Dependable
  • Earthy
  • Masculine
  • Natural
  • Old-fashioned
  • Reliable
  • Warm