Color usually depends on our own personal experiences and preferences but there are also some universal signals they portray. Choosing a color scheme sometimes can be a very challenging task. Personal preferences can vary based on gender, age and culture.

In a study titled “Impact of color on marketing,” researchers found that up to 90% of first impressions about products can be based on color alone. A study titled “Exciting red and competent blue” also confirms that purchasing intent is greatly affected by colors due to their effect on how a brand is perceived.

What does your brand say about your company?

If you’re creating a brand, use this guide to find the perfect colors for your company.

WHITE

Positive: Hygiene, sterility, clarity, purity, cleanness, simplicity, sophistication, efficiency.

Negative: Sterility, coldness, barriers, unfriendliness, elitism.

GREY

Positive: Psychological neutrality.

Negative: Lack of confidence, dampness, depression, hibernation, lack of energy.

BLACK

Positive: Sophistication, glamour, security, emotional safety, efficiency, substance.

Negative: Oppression, coldness, menace, heaviness.

YELLOW

Positive: Optimism, confidence, self-esteem, extraversion, emotional strength, friendliness, creativity.

Negative: Irrationality, fear, emotional fragility, depression, anxiety, suicide.

ORANGE

Positive: Physical comfort, food, warmth, security, sensuality, passion, abundance, fun.

Negative: Deprivation, frustration, frivolity, immaturity.

BROWN

Positive: Seriousness, warmth, Nature, earthiness, reliability, support.

Negative: Lack of humor, heaviness, lack of sophistication.

PINK

Positive: Physical tranquility, nurture, warmth, femininity, love, sexuality, survival of the species.

Negative: Inhibition, emotional claustrophobia, emasculation, physical weakness.

RED

Positive: Physical courage, strength, warmth, energy, basic survival, ‘fight or flight’, stimulation, masculinity, excitement.Negative: Defiance, aggression, visual impact, strain.

VIOLET

Positive: Spiritual awareness, containment, vision, luxury, authenticity, truth, quality.

Negative: Introversion, decadence, suppression, inferiority.

GREEN

Positive: Harmony, balance, refreshment, universal love, rest, restoration, reassurance, environmental awareness, equilibrium, peace.

Negative: Boredom, stagnation, blandness, enervation.

BLUE

Positive: Intelligence, communication, trust, efficiency, serenity, duty, logic, coolness, reflection, calm.

Negative: Coldness, aloofness, lack of emotion, unfriendliness.

Choosing an appropriate color combination in the design process is considered one of the most important (yet often overlooked) elements in creating a successful website.

**Quick tips**

• Focus on the target audience, not the colors you personally like
• Be mindful of the background color as well as the font color, they shouldn’t clash
• Color chooser tools can be very helpful
• Don’t use too many colors, usually 2–4 are enough
• Get some inspiration from looking at top websites in your industry

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