5. RED
Motivates us to take action
Means: passion, courage,
energizing, pioneering
spirit, leadership
Opposite: angry, nervous
Fun facts:
• Red means “beautiful” in Russian.
• Chinese brides often wear red
wedding gowns for good luck.
• It is King’s color – represents the
highest ranks and positions of
officials.
6. Orange
Is the color of social
communication and
optimism. It relates to instinct
reactions.
It represents strong
emotions, radiates warmth
and energy
Opposite meaning: pessimism
and superficiality
Fun facts:
• During the Elizabethan era in
English history, only nobility were
allowed to wear orange clothing.
• Frank Sinatra once said: “Orange
is the happiest color.”
7. Yellow
Is the color of the mind, intellect,
acquired knowledge.
Represents: optimism, cheerful,
fun, uplifting
Opposite: impatience, criticism,
cowardice
Fun facts:
• In Japan yellow means courage
• In Egypt it is used for mourning
• Why were post-its originally
yellow?
8. Green
It means balance, growth,
harmony, nature, youth.
It is an emotional positive
color which relates to counselor,
the good listener, the worker.
Opposite: possessiveand
materialistic.
Fun facts:
• Green is often used as a symbol of
sickness
• Before 1950’s Santa’s suit was
green
• It was a sacred color in Ancient
Egypt
9. Blue
- trust, honesty, loyalty,
peace and tranquility
Color blue denotes reliability and
responsibility.
Opposite: inflexible and
nostalgic
Fun facts:
• In Ancient Rome blue was worn by
the servants
• In India blue is thought to bring
bad luck
• Owls are the only birds who can
see the color blue
10. Purple
It is the color of imagination,
spirituality and harmony.
It represents the future,
encourages creativity,
inspiration and originality.
Opposite: depression
Fun facts:
• February is the month associated
with purple
• Amethyst is the best known purple
precious stone in the world
• Purple denotes virtue and faith in
Egypt
11. Now that we found out what is
the meaning of every color,
let’s see some
insights on how they play a
role in persuasion:
1. Color branding
2. Color preferences by gender
12. Color branding is one of the most important issues relating color perception.
13. ...but…
The truth is that color preferences are mostly determined by experience.
Which means that our experiences with objects determinate how we feel about
the colors of the objects
14. Don’t worry!
Messaging patterns revealed that colors play an important role in purchases
and branding.
90% of snap judgments made about products are solely based on colors.
15. There are five core dimensions that have a role in a brand’s
personality, that are vital to consider:
Sincerity - domestic, honest, genuine, cheerful
Excitement – daring, spirited, imaginative, up-to-date
Competence – reliable, responsible, dependable, efficient
Sophistication – glamorous, presentation, charming, romantic
Ruggedness – tough, strong, outdoorsy, rugged
16.
17. …..so….
Before starting the branding process you should ask yourself: does the color
fit what you are selling?
18. Don’t forget that your brand’s
colors have to support the
personality you want to portray.
Don’t try to align it with cliché
color associations.
Example:
Green = calm
…BUT…
sometimes it is used to
environmental issues or financial
spaces.
19. Remember!
The Isolation Effect
An item that is unique and
stands out it is more likely to be
remembered, this is why
consumers prefer palettes with
contrasting accent colors.
20. Another helpful insight that you should consider in your branding
process is color preferences by gender.
21. What colors men like:
Blue
Green
Black
Red
Grey
White
What are their least favorite colors:
Brown
Purple
Yellow Orange
22. What colors women like:
Blue
Purple
Green
Red
Black
White
What are their least favorite
colors:
Orange
Brown
Yellow Grey
23. • men prefer bold colors with a little black
• women prefer soft colors, tints colors
with a little white
