As a graphic designer I spend a lot of time helping people choose the right colours for their logo and brand theme.

People have an emotional reaction to different colours so they play an important role in influencing brand perception.

Below are some guidelines based on the psychology of colour for key words that colours typically evoke.

There will always be a variance as when you combine different colour sets you can evoke different feelings and it can also be quite subjective depending on the personal tastes and experiences of your audience. The fonts, shapes and styles you use within your brand theme will also effect how your business image is perceived.

Here are my top tips for helping you choose the best colours for representing your business and attracting your ideal customers.

1) Start by choosing 8 Key Words of how you want your ideal customers to FEEL when they see your brand.  You will then be able to ensure using colours that evoke these feelings when designing your logo and choosing colours for your website and marketing.

2) Consider whether you are going to use blocks of colour or just an accent as it can make a big difference to
the emotional response evoked. Choose a palette of complimenting colours for your brand theme.

Key Words that Yellow typically portrays and evokes : Positivity, Joy, Hope, Encouragement, Friendship, Loyalty, New Journey, Optimism, Clarity, Warmth, Opportunities, Energy, Happiness, Active, Confidence, Creativity, Bold.

Key Words that Orange typically portrays and evokes : Positivity, Courage, Strength, Creativity, Confidence, Attraction, Energy, Fun, Warmth, Welcoming, Instinct, Intuition, Motivation, Social, Pleasure, Productivity.

Key Words that Red typically portrays and evokes : Powerful, Intensity, Passion, Love, Desire, Risk, Danger, Strength, Fearlessness, Excitement, Bold, Leader, Ambition, Physical, Active, Confidence, Established, Motivated.

Key Words that Pink typically portrays and evokes : Feminine, Gentle, Relax, Encouraging, Supportive, Imaginative, Passion, Balance, Love, Bliss, Caring, Welcoming, Creative, Warmth, Longevity, Possibilities, Growth, Nurture, Healing, Peace, Calm.

Key Words that Purple typically portrays and evokes : Positivity, Relax, Courage, Strength, Creativity, Spiritual, Confidence, Attraction, Energy, Instinct, Intuition, Unique, Individual, Respect, Compassion, Powerful, Empowerment, Wisdom, Luxury, Wealth, Healing, Peace, Calm.

Key Words that Blue typically portrays and evokes : Trusted, Information, Education, Established, Ambition, Responsible, Success, Structured, Productivity, Loyalty, Wisdom, Confidence, Logic, Secure, Peace, Calm.

Key Words that Turquoise typically portrays and evokes : Inspiration, Clarity, Empowerment, Joy, Healing, Discovery, Wealth, Enjoyment, Power, Creativity, Inspiration, Strength, Peace, Contentment, Spirituality, Communication, Unique, Welcoming, Longevity, Journey, Transformation, Sincerity, Prosperity, Relax.

Key Words that Green typically portrays and evokes : Healing, Balance, Growth, Sanctuary, Nurture, Nature, Discovery, Growth, Opportunities, Creativity, Peace, Calm, Encouragement, Supported, Trusted, Wisdom, Active, Transformation, Clarity, Prosperity, Connection, Relax, Peace.

I have lots of free resources for Creating Branding Designed For Success over on and I offer free branding advice calls so if you’d like to get some inside insight and inspiration please get in touch!

Ces Rosanna Price
Inspired To Inspire Design