Green is one of the most versatile colors in the color 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 color, and scores of brands in all industries capitalize on this color 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 color spectrum, as opposed to warm colors 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 color. It signifies loyalty, so any time you want to build trust, the color purple is a great option,” says Ackerman. In addition to trust, purple is often seen as mysterious. This rich color is traditionally feminine and also has ancient ties to royalty and luxury.
A color’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.