Don’t be afraid to be bold—after all, did you know colour determines 62-90% of how your buyer will react to your business’s product? Every colour has different perceived meanings and connotations, so how do you know how to use them? Read our quick guide on colour: when to use it, and how!

1. RED

Red is an eye-catching colour that promotes action. It’s a warning colour, sharply bringing you out of a calm state and attracting attention.

How does it work?:
Red affects someone’s physiology: it stimulates the nervous system and slightly increases blood pressure.

Remember:
In electronic media, red is subconsciously perceived as a mistake—so it’s better not to use this colour for brands related to education, finance and IT.

Fits:

  • food / drinks
  • the medicine
  • beauty
  • sport
  • transport
  • real estate

2. BLUE

Blue is the colour of serenity, calm and dimension (think the sea and sky). As well as reliability and purity. It’s still a restful colour, and isn’t overbearing or unpleasant when used as bright shades. 

How does it work?:
Affects emotions: calms, balances, controls.

Remember:
Blue is a universal colour that suits almost everyone. Ideal for travel brands – blue is reminiscent of the sky, sea and mountains.

Fits:

  • transport
  • finance / business
  • IT / digital
  • real estate
  • medicine
  • tourism
  • family / children

3. YELLOW

An energetic, warm and inviting colour. Take a look at some of the world’s most iconic brands—Mcdonald’s golden arches are a recognisable symbol anywhere on the planet. 

How does it work?:
Yellow stimulates brain activity and improves performance. Gold denotes success, worthiness and value.

Remember:
Bright yellow is associated with childhood, and gold is best used for luxurious, high status businesses.

Fits:

  • clothes
  • sport
  • entertainment
  • tourism
  • family Children
  • art
  • education
  • animals 

4. GREEN

Green is the undeniable colour of nature, peace and freshness.

How does it work?:
It’s said to soothe the nervous system, lower intraocular pressure and sharpen vision.

Remember:
Often green is associated with sustainable causes and ecological benefits, making it a good match for food brands. Also associated with money (as it’s the colour of the dollar) and is suitable for the financial sector.

Fits:

  • food / drinks
  • education
  • IT / digital
  • real estate
  • the medicine
  • tourism
  • family / children
  • animals
  • finance / business

5. BLACK

In branding, black is the colour of order, professionalism and clarity.

How does it work?:
It denotes high cost, luxury and functionality—in the 19th and 20th centuries, equipment and machines were often first produced in black.

Remember:
Black (like most colours) has different cultural meanings: for example, in Russia, it is the colour of mourning and, in Japan, the colour of joy.

 

Fits:

  • beauty
  • art
  • clothes
  • real estate
  • education
  • sport
  • finance / business
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