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Which colour should you use?

Colours play a big role in how we perceive and feel about everyday things on a subconscious level. They can be interpreted differently throughout the world due to various cultures and the meanings they can associate with them.
That being said, here is a list of colours with the emotions and associations that they will typically evoke.

Cold Colours

Blue

It is the most soothing colour and a darker tone is often used to communicate a sense of authority while a lighter tone is friendlier and open.
Associations:
  • clarity
  • security
  • peace
  • harmony
  • freedom
  • inspiration
  • serenity
  • calmness
For a business, a darker blue can mean wisdom, loyalty, authority, reliability, stability, trustworthiness and professionalism. It is a very non-threatening, traditional colour often used to present a more conservative, professional image online.
Some negative associations with this colour can be sadness, loneliness, cold and impersonal.

Green

A calming colour that often represents health and nature. It is an optimistic colour that energises and refreshes people.
Associations:
  • growth
  • good fortune
  • idealism
  • life
  • balance
  • harmony
  • creativity
Some negative associations with this colour can be envy, greed, inexperience and sickness.

Purple

A less popular colour because of its ambiguity. 
Associations:
  • magic
  • mysticism
  • style
  • rarity
  • secrecy
  • spirituality
  • royalty
  • wealth
  • creativity
  • imagination
  • enlightenment
For websites, it can be a unique colour to emphasise to people originality and creativity. Some negative associations with this colour can be arrogance, over-extravagance, uncertainty, unnatural and artificial.

Warm Colours

Red

This is the colour which has the strongest reactions whether positive or negative. It will be the colour that is most likely to encourage someone to take action in some way which is why it is often seen in advertisements.
Associations:
  • passion
  • love
  • sexuality
  • courage
  • strength
  • power
  • energy
  • joy
  • impulsivity
  • persuasion
Some negative associations with this colour can be blood, danger, aggression, stress and dominance.

Orange

An energetic colour that sets an enthusiastic and joyful tone.  
Associations:
  • optimism
  • confidence
  • enthusiasm
  • warmth
  • motivation
  • ambition
  • agreeableness
Some negative associations can include a feeling of insincerity, being cheap and overbearing.

Yellow

A friendly colour often used in light-hearted, playful settings.
Associations:
  • happiness
  • optimism
  • energy
  • idealism
  • imagination
  • philosophy
  • hope
  • friendship
  • luck
Some negative associations with this colour can be cowardice, dishonesty, betrayal, illness, danger and jealousy.

Neutral Colours

Black

Associations:
  • serious
  • dramatic
  • elegance
  • classic
  • neutral
  • modern
  • mysterious
  • power
  • bold
  • functional
  • businesslike
  • factual
  • luxury
Some negative associations with this colour can be darkness, gloominess, sadness, death, mourning and loneliness.

White

Associations:
  • elegance
  • neutralality
  • cleanliness
  • purity
  • perfection
  • honesty
  • peace
  • innocence
  • space
  • wisdom
  • healing
  • spirituality
Some negative associations with this colour can be a sense of coldness and a sterile, empty space.

Grey

Associations:
  • formal
  • practical
  • sophistication
  • calming
  • neutralality
  • modern
  • intelligence
  • calm
  • reliable
  • refined
  • stability
Some negative associations with this colour can be a feeling of indiference, conformity, indecisiveness, characterless, boredom and misery.

Brown

Associations:
  • warmth
  • nature
  • dependability
  • traditional
  • safety
  • groundedness
  • honesty
  • health
  • sustainability
  • strength
  • comfort
  • protection
  • simplicity
Some negative associations with this colour can be dirtiness, death, boredom, dullness, decay, emptiness, shyness, isolation and old fashioned.