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BRANDING - VISUAL DESIGN

Brand Colors

Color

Selecting Brand Colors

Selecting a brand color palette is a key decision in the visual design of your website. All of your brand’s design assets should be consistent.  That includes your website design, but also other design assets.

Many studies have been done on the correlation between colors and human emotions.

Below is a list of colors, and the properties that are generally associated with them.

When selecting colors for your brand’s visual design, consider the emotions you would like customers to correlate with your brand. Also, consider the industry your business is in, and whether your target customer demographic is more youthful or mature, of average means or more affluent. Study other brands and competitors to understand their choice of colors.  And, consider your brand’s personality or “archetype” to ensure your color choices are on brand.

Use this page as a guide: while there are some industry guidelines on how to use and combine colors, sometimes brands break the rules and come up with unique colors palettes that still work.

Color Wheel - Color Psychology

Red

Qualities of Red: Action, Bold, Confident, Control, Courage, Disruption, Drive, Energy, Excitement, Food / Appetite, Important, Impulse-Buys, Impulsive, Love, Lust, Passion, Power, Speed, Strength, Tenacity, Victory

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Orange

Qualities of Orange: Energy, Enthusiasm, Excitement, Friendship, Fulfillment, Gregarious, Hospitality, Joy, Outgoing, Pleasure, Stimulation, Uniqueness, Vitality, Warmth, Welcoming

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Yellow

Qualities of Yellow: Adventure, Awareness, Cheerfulness, Competence, Enlightenment, Enthusiasm, Freedom, Friendly, Happiness, Joy, Non-Conforming, Novelty, Optimistic, Outgoing, Extroverted, Playful, Positivity, Social, Success, Warmth

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Green

Qualities of Green: Affluent, Awakening, Balanced, Change, Eco-Friendly, Environmental, Expertise, Financial, Good Taste , Growth, Health, Intelligence, Learning, Natural, Organic, Prosperous, Renewal, Stable

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Turquoise

Qualities of Turquoise: Balance, Calming, Creative, Discovery, Empathy, Intuition, Loyalty, Open, Serenity, Sophisticated, Understanding

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Blue

Qualities of Blue: Calm, Competence, Conservative, Corporate, Dependable, Efficiency, Grace, High- Quality, Intelligence, Masculine, Openness, Peace, Recovery, Reliability, Reliability, Respect, Responsible, Safety, Traditional, Tranquility, Trustworthy

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Pink

Qualities of Pink: Clarity, Compassion, Discernment, Feminine, Glamorous, Hope, Insight, Kindness, Originality, Perception, Self-Improvement, Self-Knowledge, Sentimental, Simplicity, Sincerity, Sophistication, Vision,
Young

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Purple

Qualities of Purple: Authority, Collaboration,
Creativity, Decadence, Destiny, Dreams, Extravagant, Imagination, Intuition, Luxury, Magical, Mystery, Originality, Power, Quality, Richness, Romance, Royalty, Sensual, Sophistication, Spirituality, Vision, Wisdom

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Brown

Qualities of Brown: Credibility, Dependable,
Down-to-earth, Earthy, Genuine, Grounded, Honest, Industrious, Resilient, Ruggedness, Sincere, Steadfast, Sturdy, Trustworthy, Unpretentious

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Beige

Qualities of Beige and Taupe: Comfort, Elegance, Neutral, Simplicity, Softness, Traditional, Relaxed, Warmth

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Gray

Qualities of Gray: Elegant, Formal, Modern, Neutral, Sophisticated, Traditional

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Black

Qualities of Black: Authority, Classy, Control
Edginess, Elegance, Expensive, Formal, Independence, Intelligence, Mystery, Power, Professional, Prosperous, Rebellion, Sleek, Sophistication, Timeless, Wealth

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White

Qualities of White: Beauty, Cleanliness, Faith,
Freshness, Happiness, Innocence, Innovation, Integrity, Minimalist,  Neutral, New, Possibility, Purity, Safety, Simplicity, Sincerity, Virtue

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