Ever wondered what people think and see whenthey see your brand or product? Color is a keyindicator of brand perception and theunconscious associations people form whenpresented with items. As intellectual beings wetend to attach meaning and stigmas to certainitems and ideas. In terms of the colors you chooseto use in order to brand your product or service itis important that you keep in mind the followingassociations.

Blue: Cool blue is perceived as trustworthy, dependable,fiscally responsible and secure. Strongly associatedwith the sky and sea, blue is serene and universallywell-liked. Blue is an especially popular color withfinancial institutions, as its message of stabilityinspires trust.

Red: Red activates your pituitary gland, increasing yourheart rate and causing you to breathe more rapidly.This visceral response makes red aggressive,energetic, provocative and attention-grabbing. Counton red to evoke a passionate response, albeit notalways a favorable one. For example, red canrepresent danger or indebtedness.

Green: In general, green connotes health, freshnessand serenity. However, green's meaning varieswith its many shades. Deeper greens areassociated with wealth or prestige, while lightgreens are calming.

Yellow: In every society, yellow is associated withthe sun. Thus, it communicates optimism,positivism, light and warmth. Certain shadesseem to motivate and stimulate creative thoughtand energy. The eye sees bright yellows beforeany other color, making them great for point-of-purchase displays.

Purple: Purple is a color favored by creativetypes. With its blend of passionate red andtranquil blue, it evokes mystery, sophistication,spirituality and royalty. Lavender evokesnostalgia and sentimentality.

Pink: Pink's message varies by intensity. Hotpinks convey energy, youthfulness, fun andexcitement and are recommended for lessexpensive or trendy products for women orgirls. Dusty pinks appear sentimental. Lighterpinks are more romantic.

Orange: Cheerful orange evokes exuberance, fun andvitality. With the drama of red plus the cheer ofyellow, orange is viewed as gregarious and oftenchildlike. Research indicates its lighter shades appealto an upscale market. Peach tones work well withhealth care, restaurants and beauty salons.

Brown: This earthy color conveys simplicity, durabilityand stability. It can also elicit a negative responsefrom consumers who relate to it as dirty. Certainshades of brown, like terracotta, can convey anupscale look. From a functional perspective, browntends to hide dirt, making it a logical choice for sometrucking and industrial companies.

Black: Black is serious, bold, powerful and classic. It creates drama and connotes sophistication. Black works well for expensive products, but can also make a product look heavy.

White: White connotes simplicity, cleanliness and purity. The human eye views white as a brilliant color, so it immediately catches the eye in signage. White is often used with infant and health-related products.

All the colors above can be categorized into twobasic categories: warm and cold. In general,warm colors, like red and yellow, send anoutgoing, energetic message, while cool colors,like blue, are calmer and more reserved.However, brightening a cool color increases itsvibrancy and reduces its reserve.