How to Choose a Colour

Using the correct colours isn’t always about choosing your favourite, although it can be a good place to start. If you HATE green for example you definitely would not use it for your logo as YOU wouldn’t have trust in it. The same goes for using the wrong colour for the wrong type of business. Here’s a quick guide to the symbolism of each main colour group:

RED

Red is a strong colour, it evokes passion, love, anger and blood.
The hex code for red is #FF0000
Red is: primary, warm, strong, strawberries, raspberries, apples, tomatoes, poppies, rubies, passion, love, war, anger, blood, attention seeking, seduction, sexuality, eroticism, sin, the devil, murder, in Buddhism it has the power to resist evil, red is also an auspicious colour according to Chinese beliefs, it is stop signs, it is warning signs, it is sale signs, military, uniforms, the Byzantine Empire used it to denote authority, in ancient Egypt it was associated with life, health, and victory, it is associated with dominance in a numerous animal species, and Mars is the red planet.

Complementary: Green
Analogous: Orange and Pink
Triad: Blue and Yellow
Famous brand usage: Coca-Cola, YouTube, Netflix

ORANGE

Orange is a hot colour, it portrays fire, autumn leaves, pumpkins and creativity.
The hex code for orange is #FFA500
Orange is: tertiary, warm, oranges, carrots, pumpkins, sweet potatoes, autumn leaves, saffron, spices, tigers, fire, unconventional, extroversion, warmth, fire, energy, activity, creativity, Protestantism, inflatable life jackets, in Buddhism the colour of illumination, visibility, the Netherlands, and is the most sacred colour of Hinduism.

Complementary: Azure Blue
Analogous: Red and Yellow
Triad: Green and Purple
Famous brand usage: Nickelodeon, Dunkin Donuts, B&Q

YELLOW

Yellow is a happy colour, it reminds us of the sun, holidays and optimism.
The hex code for yellow is #FFFF00
Yellow is: primary, warm, bright, the Sun, sunflowers, bananas, lemons, daffodils, optimism, fun, happiness, amusement, gentleness, humour, happiness, spontaneity, poison, gold, envy, jealousy, duplicity, moneylenders, high visibility, virtue and nobility.

Complementary: Purple
Analogous: Orange and Green
Triad: Red and Blue
Famous brand usage: McDonalds, IMDB, Shell

GREEN

Green is an earth colour, it shouts Spring, new life and nature.
The hex code for green is #00FF00
Green is: tertiary, plants, nature, leaves, Spring, new life, mould, apples, broccoli, limes, camouflage, armies, regeneration, rebirth, gardens, seaweed, renewable, recycling, the Earth, “GO!”, freshness, hope, newness, vegetarianism, calm, tolerance, harmony, balance, envy, dragons, faeries, poison, sickness, money, emeralds, Ireland, the traditional colour of Islam, in Paganism, green represents abundance, growth, wealth, renewal, and balance.

Complementary: Red
Analogous: Yellow and Blue
Triad: Purple and Orange
Famous brand usage: Starbucks, Land Rover, Waitrose

BLUE

Blue can be cold but also reliable, it is the colour of the sea, the sky and can be grounding.
The hex code for blue is #0000FF
Blue is: primary, cold, calm, reliable, sea, sky, water, sapphires, turquoise, denim, bluebells, kingfishers, Roman mourning, holiness, humility, virtue, Delft porcelain, uniforms, Royal Navy, blue is usually male.

Complementary: Orange
Analogous: Green and Purple
Triad: Yellow and Red
Famous brand usage: Barclays, Ford, Facebook

PURPLE

Purple was the colour of royalty, it is warm, strong and superior.

The hex code for purple is #800080

Purple is: tertiary, strong, royal, expense, blackberries, lavender, ultra violet, Women’s Suffrage movement, counter-culture, psychedelics, pretentious, assertiveness, confidence.

Complementary: Yellow
Analogous: Blue and Pink
Triad: Green and Orange
Famous brand usage: Cadbury chocolate, FedEx, Aussie

PINK

Pink is a fun colour and can be thought as feminine, it reminds us of flower blossoms.
The hex code for pink is #FFC0CB
Pink is: feminine, roses, flamingos, charm, politeness, sensitivity, tenderness, sweetness, childhood, girly, romance, sunrises, coral, cherry blossom, sweets / candy, breast cancer awareness, innocence, joy, in Thailand pink is associated with Tuesday.

Complementary: Lime Green
Analogous: Purple and Red
Triad: Pale Blue and Light Orange
Famous brand usage: Barbie, Johnson & Johnson, Cosmopolitan

BROWN

Brown is solid, but can be boring, it is earthy, warm and a great background colour – it’s basically dark orange.
The hex code for pink is #964B00
Brown is: warm, soil, plainness, rustic, chocolate, coffee, toffee, simplicity, nature, poverty, in Wicca, it represents endurance, solidity, grounding, and strength.

Famous brand usage: M&Ms, UPS, Nespresso

BLACK

Black is strong, dark and mysterious, it can be perfect for both main and accent colours.
The hex code for black is #999999
Black is: strong, expensive, simple, all consuming, night, darkness, evil, magic, ritual, mourning, secrets, elegance, the colour of Anubis, Yin in Taoism, power, sleek, social rebellion, formal, humility, penitence, dignity, force, stability, authority and protection.

Famous brand usage: Hotel Chocolate, Adidas, Chanel

WHITE

White goes with everything, it is purity and cold, the white space in a layout or logo is as important as the focus elements.
The hex code for white is #000000
White is: snow, ice, chalk, milk, pure, reflection, good, honest, clean, neutral, wedding dresses, simple, plain, empty, virtue, the moon, innocence, calm, light, polar bears, doves, the Pope, doctors coats, clouds, divinity, serenity, ghosts, Yang in Taoism, blank, bleak, surrender, peace.