Color choice is important in brand identity systems because colors have psychological effects on humans and can trigger specific emotions and associations. For this reason, I included an entire section on brand identity and color choice in my Brand Aid book.
Here is some of the latest research on colors.
These meanings are often associated with these colors:
- Red: Love, passion, sex, lust, excitement, power, confidence, speed, aggression, intensity
- Pink: Soft, reserved, feminine
- Purple: Royalty, luxury, glamor, mystery, magic, spirituality, bravery
- Blue: Wisdom, hope, reason, peace, calming, relief, competence, dependability/reliability, trustworthiness, tranquility, loyalty, stability, high quality, corporate
- Green: Nature, growth, freshness, eco-friendly, harmony, contentment, good taste, health/wellness, money
- Turquoise: Creativity, self-expression, cleanliness, recharging the spirit, replenishing energy levels
- Yellow: Hope, joy, happiness, optimism, youth, inexpensive, low quality
- Orange: Warmth, kindness, joy, comfort, autumn, affordability
- White: Truth, purity, clean, fresh, simplicity, innocence
- Silver: Modern, high-tech
- Gray: Subtle, quiet, neutral, practical, balance
- Black: Mystery, cold, sadness, fear, elegance, expensive, powerful, professional
- Brown: Strength, stability
- Red makes a bold statement and is chosen by people who want to stand out.
- Blue is chosen by those who value consistency, reliability and stability.
- Black connotes power and is chosen by those who want to be perceived as powerful and professional. This is the color most often chosen for luxury vehicles.
- People who choose silver tend to be forward-thinking and value technology. It can communicate sophistication and wealth.
- White represents purity, simplicity and cleanliness. It is chosen by people who like a fresh, timeless look.