Emotional Color Chooser Chart


Use this Cheat Sheet to Select Your ‘Ideal’ Brand Colors and to Subliminally Instill Your Brand’s Message into the Mind of Your Soon-to-Be Customers

During my time in the packaging industry a color chemistry professor told me a story. He proceeded to inform me that it was recorded somewhere that more couple’s are likely to fight and divorce if they have yellow painted walls, over any other colored walls.

The professor’s story argued the reason being the color yellow puts the human eye under more strain than any other color and if you’re already stressed out, the additional strain might just be a tipping point!

You could argue that it makes sense when you understand the human biology behind how the eye functions. Who would have thought that a simple color could have such a dramatic effect on our mood.

The professor went on to explain that apparently there’s been many a study about the physiological effects of color on a customers buying mood and the perception of a brands identity – (this theory of color is widely taught in universities color science classes APPARENTLY!).

As you might already know, I dropped out of university because I believe the trenches of real life will ultimately teach you what you need to know although I’m not going to disagree with the University Professor..

.. so it will definitely be worth taking the extra time to choose your brand colors wisely using a systematical approach.

Know What Your Colors Are Saying About You

Blue: Blue is perceived as trustworthy, dependable, responsible and secure. Blue is also associated with the sea and sky and its a popular favorite color amongst large diverse groups of people. Blue is an especially popular color with corporate businesses and banks and it sends a message of stability and trust.

Red: When looking at red it stimulates a part of your brain that controls hormonal glands and this can increase your heart rate, causing more rapid breathing. This human response to this color makes red an aggressive, energetic, provocative and attention-grabbing color, (hence the phrase ‘He’s Seeing Red’). You can rely on red to create a passionate response, although not always a favorable one. For example, in some instances red represents danger. Although depending on the environment it is seen, it can stimulate boldness and excitement.

Green: Represents health, growth and peacefulness. However, green’s meaning varies with its many shades. Deeper greens are associated with elite or wealth, while lighter greens represent calming. We also associate the color green with nature.

Yellow: It is a fact that to look at the color yellow induces more eye strain than other colors although yellow is associated with the sun in almost every culture around the world. It communicates optimism, positivism, light and warmth. Certain shades of yellow seem to motivate and stimulate creative thought and energy. The eye sees bright yellows before any other color, making this color stand out and a great color for point-of-purchase displays.

Purple: Purple is a color that is perceived as creative. With its blend of bold and exciting red and tranquil blue, it instills wisdom, sophistication and imagination. Lavender represents sentimentality and nostalgia.

Pink: Pink’s send variety of messages deepening on its intensity. Hot pink conveys energy, youthfulness, fun and excitement and are sometimes particularly favored by women or girls. Dusty pinks appear rather sentimental whereas lighter shades of pinks are seen to be more romantic.

Orange: Orange evokes cheerfulness, fun and friendliness. With the drama of red plus the bright cheer of yellow, orange is viewed as sociable or often childlike. Lighter shades are said to appeal more to an upscale market whereas the peachier tones of orange can work well with health care, food outlets and beauty salons.

Brown: This color conveys durability and stability as it represents the earth and ground beneath us. Its consumer value can be very effective if used correctly although if used carelessly it can also initiate a negative response from those consumers who might relate to it as a ‘dirty color’. Certain shades of brown, like terracotta, can be perceived and give an up market impression. Its also a color with real function since brown tends to hide and blend in with dirt, making it a logical choice for some rugged outdoor types of products .

Black: Black is color that represents power and sophistication. It is also both a serious and classic color. Black can work very well for expensive or luxurious products especially if a gold color or platinum color is added to the mix, but black can also make a product look dull if overly used in the wrong place.

White: White portrays cleanliness, purity and simplicity. The human eye views white as a brilliant color, so it immediately catches the eye. White is often used with health-related or medical products.

A Lesson From the ‘Not-So-Dumb1 Corporate Giants

Amazon is just one example of company who integrates colors into their brand..


Orange and Blue are Amazon’s Primary Colors

Amazon’s colors including orange signifies optimism, warmth, and clarity whilst the blue signifies trust, dependability and strength – it makes sense why they would chose these for a highly trustworthy and pleasant shopping experience right!

Below you’ll see an emotional color guide chart showing the perceived value of the different colors and how the big brands use these colors in their logos.

color emotion guideTIP! Choose the colors that MOST represent your brands image – revert to your brand message and decide want your brand stands for. Check to ensure that your brands colors are working with and match your brands message.

Keep colors to a minimum, using one or two colors in your brand logo and theme is a good place to start when developing your first brand.


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