Green is one of the most versatile colours in the colour wheel, thanks to its widespread use in everyday life. Money, trees, food and traffic lights all use green and the shade of green you choose can convey vastly different messages. Its ties to nature can lend your natural food brand or yoga studio an organic, healthy feel, while a brighter hue is often used in financial applications. “Toned down, it can be really soothing and relaxing, but if it’s a super-vibrant green, it’s more refreshing and energetic,” adds Ackerman.
Blue is calming, soothing and friendly. It’s often a fail-safe, neutral choice and can take on a professional or friendly tone, depending on how you use it. Blue is a trustworthy colour and scores of brands in all industries capitalise on this colour to build a positive image for themselves.
Alternatively, blue can evoke sadness, evidenced in common phrases such as “feeling blue” or “having the blues.” This is partially because blue is on the cold end of the colour spectrum, as opposed to warm colours like red and orange. But again, different shades of blue evoke different emotions; keep this in mind when you choose a palette.
“Purple is a very elegant colour. It signifies loyalty, so any time you want to build trust, the colour purple is a great option,” says Ackerman. In addition to trust, purple is often seen as mysterious. This rich colour is traditionally feminine and also has ancient ties to royalty and luxury.
A colour’s historical implications should by no means dictate how you use it, but you should be aware of how deeply ingrained or even subconscious associations like these can unintentionally alter your message.