Colors, Their Meaning, And How To Use Them

Colors are everywhere, but not many people stop and think of the colors’ impact on us. There’s a science to colors. Whether it’s the calm blue skies, vast fields of green, or mouth-watering red and yellow at your local McDonald’s, every color has a meaning and affects emotions.

As a business owner, it is necessary to know how to use colors to lure customers. Color theory is a science and a career on its own. Understanding the effects of color on design can be instrumental in what you can offer your clients. Color choices are essential for branding elements like the logo, business cards, and stationery.

How Did Color Meanings Emerge?

Over millions of years, people associate certain emotions and objects with specific colors. Understanding these associations can give your business a leg up to people’s hearts, inciting particular emotions or behaviors.

The implications of colors are psychological and cultural. Feelings are more powerful than logic and statistics. This is why brands appeal to emotions rather than reason. Using color meanings and color symbolism will make branding and designs more effective.

The meanings of a few colors are deep-rooted because they’re around all the time. For example, Red is the color of fire, love, danger, passion, whereas green is the color of nature and warmth. We automatically pay attention to bright colors because we feel colorful animals and plants are harmful.

Other colors have cultural meanings that develop over time. Society has adopted these meanings. A simple example of this is the association of pink for girls and blue for boys. Here are a few things that affect the meaning of colors:

• Cultural Differences: Red is the color of luck in China and mourning in South Africa. Americans associate green with money and envy, whereas other cultures associate it differently. Black is used for mourning in Western countries, while white in some East Asian countries. Depending on where your business is, it is something you’ll have to be sensitive to.
• Time: The meanings of colors may change over time as well. For example, red was an intense color associated with masculinity, whereas blue was associated with femininity.
• Shades And Tones: While colors themselves are associated with specific meanings, each shade of the color might also have different associations. For example, the implications of lighter shades can vary dramatically compared to darker shades. There is a need for companies to look at specific associations of the different shades and tones.
• Color Combinations: If you use more than one color when branding, you need to know each color’s meaning and effects on the overall brand image. Color theory helps you understand how different colors can interact with each other.

• Red: Energy, Passion, And Danger

Red is the heat of energy, passion, blood, danger, anger, power, and love. It is a powerful color in branding. Red is the color of fire trucks, stop signs, Santa Claus, and appetite stimulation. Famous brands that use red in their logo are McDonald’s (combines red and yellow), Netflix, and Coca-Cola.

How To Use It

If you have loud branding, red is your color. The energy that red exudes makes it an excellent choice for caffeinated drinks, sports, and race cars. It is also perfect for restaurants due to its appetite-stimulating qualities. It is a color that’s apt for call-to-action on your website.

• Orange: Creativity, Youth, And Enthusiasm

Orange is a secondary color that combines red’s heat and warmth and yellows playfulness and joy.  It is as daring as red and is therefore used for traffic cones and high-visibility clothing. It makes people think of health and vitality due to its connection to oranges and vitamin C. It adds an element of vibrancy and fun.

Famous brands that use orange to connect with their audience are Nickelodeon, Gatorade, Hermès, and Fanta. Hermès picked orange as it was the only paperboard available during World War II! It is also confident and not associated with luxury.

How To Use It

Orange can add a creative touch to logos and be an excellent choice for a youthful and innovative brand that wants to stand out. It promotes activity and stimulation just like red. Therefore, it can be used as a way to call to action.

• Yellow: Happiness, Hope, And Spontaneity

Yellow for the sun, sunflowers, and smiles. It is a sign of happiness, youth, hope, and positivity. It attracts attention and can be used for caution, like red and orange. The arches of McDonald’s can be recognized from anywhere and are associated with fast food.

Famous brands that use yellow are McDonald’s, Best Buy, Ikea, Nikon, IMDB, and Lays.

How To Use It

Yellow represents happiness, health, fun, speed, and low cost. If these are the attributes you want for your brand, yellow is an excellent choice. Different shades of yellow signify other things. A bright yellow will grab people’s attention, a pale or warm yellow can look natural, and a neon yellow can be very artificial. Use these colors wisely.

• Black: Elegance, Power, And Sophistication

Black is very versatile and the most used. When used in branding, black exudes elegance, exclusivity, and power. It is a bold and mysterious color, making it perfect for luxurious and modern brands. Depending on the design, black can be used to give it a cold and stand-offish look.

Black is also a neutral color that works well when combined with other colors. It is used for typography and other grounding design elements. Brands that want to be intimidating and unapproachable can use black.

Famous brands that use black are Chanel, Dior, Nike, Adidas, Puma, Mini, and Apple.

How To Use It

If you wish to be a luxurious brand, you can’t go wrong with a black-and-white color pattern. You can also use black with bright colors for contrast. When combined with gold, purple, or silver, your brand exudes prestige and exclusivity. When combined with different powerful colors like red or orange, it can be highly impactful and thrilling.

Know The Meanings Of Your Colors

Color theory is not an exact science as it doesn’t take into consideration people’s preferences. Preferences override everything else. While cultures have different interpretations, symbolism changes over time, tastes and aesthetics remain constant.

Since you know the rules now, you can see what works for you. Rules can be amended or broken. Pick the perfect colors for your business and create the perfect brand! You can design anything as long as it’s intentional and not haphazard.