Color Corner: Cool Hues
Few things have as strong of emotional connection as color does. Color can subconsciously take to you to a place of calm, of excitement, of intimidation, or of sophistication. Knowing what sort of message you want to share with your customers can truly help inform you of which colors to choose for your brand!
Today we are going to focus on cool colors: blue, green, and purple. In general, I would call these “calm” colors: they communicate trust, comfort, growth, and renewal. Let’s hop in!
Blue
Communicates a sense of trustworthiness, peace, and calm. It’s an ageless color—it rarely feels super young or overly mature. It can both create an authority while providing reassurance.
We see blue in a lot of tech/social media (think: Facebook, HP, Dell, old Twitter) and banking (think Chase, PayPal) because it is of utmost importance to establish trust. It can really provide a nice balance to most any other color.
Favorite pairings: red to create passion, green to create growth, or purple to create more luxury.
Green
Associated with growth, prosperity, and eco-friendliness. It’s often used when trying to indicate something is natural or plant-based, or sustainable; or when making a connection to money.
Sometimes brands will be accused of “greenwashing”—using green to indicate something is healthy or natural, when in truth it is not.
Favorite pairings: gold to create an elevated feel, blue to create a calmness, or orange to create excitement.
Purple
Used to signal luxury, mystery, sophistication, and mindfulness. Historically, it’s been a color of royalty, which means some brands use it to indicate their product is a premium or luxurious option. It can also sometimes connect with femininity.
Favorite pairings: with blue to create calm, with yellow/cream to create joy, or black to create sophisitcation.
Do any of these colors seem like a good fit for your brand? If you need help bringing it all together, please contact us!
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