Red
Red stands for passion, excitement and anger. It can signify importance and command attention.
Orange
Orange stands for playfulness, vitality and friendliness. It is invigorating and evokes energy.
Yellow
Yellow evokes happiness, youth and optimism, but can also seem attention-grabbing or affordable.
Green
Green evokes stability, prosperity, growth and a connection to nature.
Indego
Dark blue stands for professionalism, security and formality. It is mature and trustworthy.
Blue
A light shade of blue exudes tranquility, trust, openness. It can also signify innocence.
Pink
Pink stands for femininity, youth and innocence. It ranges from modern to luxurious.
Purple
Purple can signify royalty, creativity and luxury.
Grey
Gray stands for neutrality. It can look subdued, classic, serious, mysterious or mature.
Brown
Brown creates a rugged, earthy, old-fashioned look or mood.
Black
Black evokes a powerful, sophisticated, edgy, luxurious and modern feeling.
White
White evokes cleanliness, virtue, health or simplicity. It can range from affordable to high-end.
Keep in mind that the effect of your branding colors depends on the style and design they are used in, as well as the color combinations you choose. This is an abridged version, our connection to color goes lot deeper than this—for example, too much yellow can actually cause anxiety. If you want to learn more about these intricacies, read our full guide on how color impacts emotions and behaviors.
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