Good graphic designers don’t pick colors just because they’re “pretty.” They know that the color palette used in a company’s branding and marketing plays a direct role in how consumers think and act by evoking an emotional response; therefore, it’s important to put aside personal preference and select colors that will convey the unique value of your company to your specific target audience.
Emotional Response: calmness, relaxation, rested
Natural Elements: water, sky
Examples: blue, green, purple and turquoise
Typical Industries: spa, finance, religion
Emotional Response: excitement, happiness, energy
Natural Elements: sunlight, heat
Examples: red, pink, yellow, orange
Typical Industries: food, fitness, sales
Emotional Response: balance, flexibility
Natural Elements: mountains, rocks
Examples: brown, beige, black, gray, white
Typical Industries: commonly used across all industries, paired with a cool or warm palette
Want to see some of our favorite warm, cool and neutral color palettes? Head on over to our Color Inspiration board on Pinterest!