Brands can spend millions on the right logo and image, with good reason as the logo alone can identify a brand.

For a millennial like me, whose main vision of a brand is from their online presence, colour in particular can influence as much as an 80% change in motivation when shopping, seeing adverts and marketing campaigns. The colour of your brand will be echoed through the majority of the campaigning you do, and is not to be decided upon lightly as colours in themselves are a commentary. Here’s what your colours are saying about you:

Yellow

A somewhat contradictory colour of curiosity and caution, used to grab attention and to create a sense of warmth and happiness, it stands for caution, cheer, cowardice, curiosity, happiness, joy, playfulness, positivity, sunshine, and warmth.

White

The universal colour of peace and purity, it stands for cleanliness, innocence, purity, refinement, simplicity, surrender, and truthfulness.

Orange

Potentially odd and outlandish when used in daily life, for logos it combines yellow and red’s attributes to create playfulness, stimulate emotions, or even appetite. It stands for affordability, creativity, enthusiasm, fun, joy, high-spirits, and youth.

Red

A strong colour that can evoke war and anger, to passion and love. It grips viewer attention, and has been known to increase blood pressure. It stands for action, adventure, aggression, blood, danger, drive, energy, excitement, love, passion, strength, and vigour.

Pink

Associated with femininity, delicateness, and innocence. Often used in logos to add a feminine flare, it shows appreciation, delicacy, femininity, floral, gentle, girly, gratitude, innocence, romantic, tranquil, and softness.

Colours should be picked not simply by a brand’s fondness of them, but also for how they want to be perceived.

Purple

A once exclusively royal colour, it implies luxury, mystery, spirituality, and sophistication. As the mix of red and blue it has their properties as both a hot and cold colour. Usually found in education and luxury related products, it stands for ceremony, expense, fantasy, justice, mystery, nobility, regality, royalty, sophistication, and spirituality.

Blue

A calm colour that denotes success and security. Widely liked it is the most popular colour for logos, seen in medical, government, and fortune 500 companies. It stands for authority, calm, confidence, dignity, established, loyalty, power, success, security, serenity, and trust.

Green

Represents life and renewal, whilst a soothing and calm colour it can also represent jealousy. A favourite for companies that wish to appear environmentally conscious. It shows environmental, crisp, fresh, harmony, health, healing inexperience, money, nature, renewal, and tranquility.

Brown

A woody and natural colour which denotes utility. Usually found in construction and legal logos for its simplicity, warmth and neutrality. It stands for calmness, depth, earth, natural, roughness, richness, simplicity, serious, subtle, utility, and woodsy.

Grey

Works well with other colours and is neutral. It signifies authority, corporate, dullness, humility, moody, practicality, respect, sombreness, and stability.

Black

Symbolises menace or evil, and is popular for denoting power. Found in logos for its boldness, simplicity, and sophistication. It shows authority, bold, class conservative, distinctive, formality, mystery, secrecy, serious, and tradition.

As it stands, colours should be picked not simply by a brand’s fondness of them, but also for how they want to be perceived. The design of a logo can be dramatically altered by the use of colours, so get colourfully creative and think about how your brand can benefit from colour.

For more information, check out Colour Psychology:

What Do Your Brand Colors Say About You?