Color Theory 101: Warm and cool colors and what they say about your brand

Warm Colors

Close your eyes and visualize a cloudless, sunny day. Next, imagine being in the middle of a golden wheat field. Now, think of sitting around a campfire and being warmed by the red and orange flames. What do you feel? Warm colors remind us of comfort, passion, and, of course, warmth! Generally, these colors, red, yellow, and orange, reflect happiness, positivity, and good energy.

• Red can symbolize heat, violence, importance, anger, love, passion, and danger! Research shows that the primary color red can have a visceral effect on humans, like heightened blood pressure and respiration rates. Red can be overwhelming if used too much, so use it wisely and sparingly!
  • Choosing a darker red for your brand can convey elegance, maturity, or stability, while lighter reds have a youthful and energetic feel.
• Orange can be a very vibrant design choice. With the secondary color orange, audiences can glean creativity, energy, youth, and movement in your design. Because of its association with the fruit of the same name, the color orange is related to health. It’s friendly, inviting, and electric.
• Yellow is bright, hopeful, and happy! The primary color yellow is often associated with sunshine but can also reflect danger. On the other hand, a pale yellow can convey peace, while a dark, earthy yellow projects elegance and opulence.

Cool Colors

If warm colors remind us of sunlight, fire, passion, and danger, then cool colors offer us a respite. Think of a rural night sky or the rhythmic expanse of the ocean. These colors, green, blue, and purple, invite us to unwind, breathe deeply, and slow down. Cool colors can convey safety, tranquility, and responsibility.

• Blue is a primary color that represents calmness and responsibility. In its lighter forms, blue can be refreshing, friendly, and playful. In its darker forms, blue embodies strength, reliability, and trustworthiness.
• Green is often synonymous with growth and new beginnings. In design, this secondary color is often used for its balancing and harmonizing quality. However, green has another side! It has historical associations with envy, jealousy, or amateurism.
• Purple is a secondary color that encapsulates the moods of its two parent primary colors, red and blue. Purple can be creative, passionate, and friendly. It is a rich color in its darker forms that has a historical association with luxury, royalty, and wealth