So, when picking a color to use in a design, whether it be for marketing and identity, or a piece of fine art, or a technical illustration, it's important to recognize that color brings out feelings in the viewer, or customer. Alexandra Engelson at the website janinejust.com posted this great graphic that helps break down the most common emotions and meanings associated with colors:
Let's look at a common logo…Subway. And let's look at it without that fresh, healthy green that they use on all of their marketing:
What about other uses of color? The color your paint your walls, the color of the petunias in the front porch hanging basket, the sweater you decided to wear to work this morning, all demands an emotional response. As anyone who knows me well, knows that I surround myself in bright or bold colors. My office is a rich purple. My favorite shoes? Bright coral patent leather. I have a trench coat in the same coral. It makes me happy.
Not sure what colors to use? Start with a basic guide like I posted above, and pick the words that seem to best fit what you're trying to convey. Then, try different shades of the colors associated with the words in designing your logo, or swatches on your wall, whichever the case may be. Is the blue more soothing? Or the green? Is the orange exciting enough? Or should you go bold and try the red? How does it make YOU feel? Then, ask people you know and trust for their opinions. How does your choice make THEM feel?
Getting the right color, and therefore the desired emotional response, is key in successful Branding for your business!