Colors are subconsciously tied to emotions and states of mind, and their meanings vary depending on where your business (and your audience) are in the world. It goes without saying that selecting the right color for your organization can help you position your brand for success.
Discover the different meanings of colors worldwide and which ones best suit your brand and audience.
Yellow
Yellow is known to be the most visible color from a distance, otherwise recognized as a cautionary color. However, in most cases, yellow transmits the idea of joy and positive energy, as well as mental clarity and intelligence.
In Latin America yellow represents death and mourning, while in Germany it represents jealousy and envy (think ‘green with envy’, only with yellow instead).
In terms of business, yellow usually emits the idea of affordability, youthful energy and can induce warmth to your audience. In addition to endorsing positivity, yellow is known to, like red, stimulate hunger. This color may be a good option for youth-targeted businesses or anything related to the food industry.
Green
Green is often associated with nature, freshness and the environment, as well as everything around health and well-being. Although it’s a highly visible color, it’s not too ‘out there’, so it also conveys stability and moderation. In the US, green can also portray wealth, as it’s associated with the color of money.
In terms of business, green’s health connotations can be fitting for organizations like hospitals, pharmacies, energy and pharmaceutical companies, or any campaign that’s associated with a healthy lifestyle.
In digital marketing, green is said to convert better because it’s associated with “go”. That’s why call-to-action buttons such a “download” or “buy now” are often green, to instigate those actions from users.
Blue
Blue is known to be the most common ‘favorite color’ universally, which probably stems from the fact that it promotes both loyalty and authority. As a conveyer of reliability, communication and trustworthiness, this color is very versatile and can be found as the primary identity of organizations in many different sectors.
In terms of business, blue is used to denote communication (social media, tech companies and electronics), reliability (banking and insurance groups, airlines, auto manufacturers) and well-being (pharmaceuticals).
Purple
Purple is known as the “royal color”. Back when textile dyes came only from natural products, the natural dye for purple came from sea snails, and was the most intricate to extract. Thus, only royals could afford it. Broadly speaking, purple is considered to emphasize wealth and luxury. There are, of course, exceptions. In Italy and Brazil for example, purple stands for death and mourning.
In terms of business, purple is often used for women and children’s products, but also to portray academic brilliance and wisdom. The color’s visually calming properties are also helpful to convey disruptive tech advances and topics related to healthcare and finance. Acolad’s own purple builds our brand personality with originality, ingenuity and visionary thinking.
Red
Red has a number of different contextual connotations, and if carefully used in terms of branding, can be highly impactful. The color red has the ability to portray opposing emotions: from danger and anger to love and passion. But red can also signify confidence, power and help you stand out from the crowd. Keep your audience in mind when using this color in Turkey and in most African countries though, where red signifies death and mourning.
In terms of business, red can evoke: loud, playful, youthful and modern. It’s an energizing color that’s eye-catching, and some say that it even stimulates hunger. In marketing, red is a color that’s often used for timed sales offers or last-minute campaigns to evoke a sense of urgency and get people to act quickly.