An executive for a paint company received complaints from workers in a blue office that the office was too cold. When the offices were painted a warm peach, the sweaters came off even though the temperature had not changed.

Color influences the way we think and how we make decisions far more than we are aware. Much research has been done on how different colors affect our subconscious mind and influence our decisions.

84% of consumers say that color was the primary influence when buying a product.

80% of consumers think color increases brand recognition.

Ads in color are read more often than the same ads in black and white.

Color improves reading, learning, comprehension.

It is clear that companies and designers need to pay close attention to color choices when analyzing their brand image.


Look at some of the color choices that well known companies have become famous for.

RED. Evokes strong emotions. Encourages appetite. Increases passion and intensity.

YELLOW. Increases cheerfulness, warmth. Stimulates mental and nervous activity, encourages communication.

BLUE. Associations: water, peace, sky, ocean. Preferred by men. Curbs appetite. Represents calmness/serenity. Increases productivity.

ORANGE. Shows warmth, excitement, enthusiasm. (We love our orange!) 

GREEN. Denotes nature. Symbolizes money. Health. Tranquility. Represents new growth.

PURPLE.  Shows royalty, wealth, success, wisdom. Soothing, calm.