Nucleus - Marketing and Design Newsletter

Here in the Midwest, nature puts on a grand finale in autumn; a colorful last hurrah before winter takes hold with its monochromatic palette. Blue skies, orange pumpkins, forests of red and gold leaves… color has an incredible visual impact.

The same is true of color in the marketing world. Understanding the emotions behind a color can help you create more impact – whether it’s in your corporate logo, your lobby or your marketing materials.

RED, the color of stop signs and fire trucks, signifies energy, danger, strength and power. It’s also associated with passion, desire and love. No wonder red stops us in our tracks!

YELLOW epitomizes joy, happiness and energy. Keep in mind that men tend to see yellow as an frivolous color; a darker gold has more masculine appeal because of its association with wealth.

ORANGE combines the energy of red and the happiness of yellow. It indicates creativity, strength and endurance. Orange is often associated with health and is very effective for promoting food products.

GREEN represents growth, freshness – and in recent years, eco-friendliness. It is recognized as a sign of safety; green means go whether you’re on Sesame Street or at the Indy 500. The color of money, green is also associated with finance, banking and Wall Street.

BLUE symbolizes trust, loyalty, wisdom, confidence and intelligence. In its darker versions, it is the preferred color for corporate America. In its lighter versions, it is associated with health, healing, tranquility and softness. And blue is often used to promote products and services related to water and sky – from mineral water and water purification systems to travel by air or sea.

PURPLE combines the stability of blue and the energy of red. Since ancient times, it has been considered the color of royalty, representing luxury, wealth and extravagance. It is also associated with wisdom, creativity, mystery, and magic.

WHITE means safety and purity. In advertising, white is associated with cleanliness and is frequently used to reflect sterile, healthcare environments and medical expertise.

BLACK is associated with power, elegance and mystery. A formal, prestigious color, black is often tied to luxury products.