color meanings (or at least some guidelines). Here’s a summary of brand color meanings and the effect that different branding colors can have on people:

Red — Red stands for passion, excitement and anger. It can signify importance and command attention.
Orange — Orange stands for playfulness, vitality and friendliness. It is invigorating and evokes energy.
Yellow — Yellow evokes happiness, youth and optimism, but can also seem attention-grabbing or affordable.
Green — Green evokes stability, prosperity, growth and a connection to nature.
Light Blue — A light shade of blue exudes tranquility, trust, openness. It can also signify innocence.
Dark Blue — Dark blue stands for professionalism, security and formality. It is mature and trustworthy.
Purple — Purple can signify royalty, creativity and luxury.
Pink — Pink stands for femininity, youth and innocence. It ranges from modern to luxurious.
Brown — Brown creates a rugged, earthy, old-fashioned look or mood.
White — White evokes cleanliness, virtue, health or simplicity. It can range from affordable to high-end.
Gray — Gray stands for neutrality. It can look subdued, classic, serious, mysterious or mature.
Black — Black evokes a powerful, sophisticated, edgy, luxurious and modern feeling.
Keep in mind that the effect of your branding colors depends on the style and design they are used in, as well as the color combinations you choose. This is an abridged version, our connection to color goes lot deeper than this—for example, too much yellow can actually cause anxiety. If you want to learn more about these intricacies, read our full guide on how color impacts emotions and behaviors.

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