Some Common Color Associations

Red = passion
The most familiar color in branding. Attracts attention; youthful; pink can be romantic; deep red is aristocratic.

Green = tranquility, pastoral
A fickle color, it can suggest spring and fertility (trees, grass) but can also express jealousy. Deep green can be deep and quiet like a pine forest.

Blue = calming, yet powerful
Strongest familiar color following red; in lighter shades can be youthful and sporting; darker shades like navy can suggest wealth and dignity.

Purple = sophistication
Think royalty. Not used too often in branding work, although it’s common in fashion.

Brown = rich, fertile; sad, wistful
Rustic and natural; earthy. Darker browns suggest hardwoods and leather.

White = purity, innocence
Some negative connotations include hospitals, sterility, and winter.

Black = night, death; wealth, elegance
An anti-establishment color, so it often has a surprising, unorthodox appearance.

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