Colors and the Emotions Behind Them

List of Colors With Some Emotions and Symbolizations They Can Cause

A Western View

  • Black space, night, authority, luxury, prestige

  • Blue sky, water, travel, freedom, truth, authority, calm

  • Brown wood, comfort, strength, warmth

  • Green money, safe, calm, envy, greed, go

  • Orange autumn, youthfulness, fire, strength, stimulation

  • Pink romantic, affection, sensuality

  • Purple royalty, dignity

  • Red love, excitement, passion, stop

  • White purity, peace, perfection, virtue

  • Yellow light, purity, understanding, cowardice, caution

Use the Right Colors in Your Promotional Materials

As colors generate subconscious emotional reactions, play a substantial role in purchases, branding and emotional marketing.

Colors are strong emotional and memorable differentiators.

According to the University of Loyola, Maryland, color increases brand recognition by a whopping 80%. The study Exciting Red and Competent Blue also confirms that purchasing intent is greatly affected by colors due to the impact they have on how a brand is perceived. Additional studies have revealed that our brains prefer recognizable brands, which makes color incredibly important when creating a brand identity. Color Research & Application suggests that it is of paramount importance for new brands to specifically target logo colors that ensure differentiation from entrenched competitors

Its very important to know which emotions or symbolizations will trigger your target audience to buy your product or service. The use of the right colors in your promotional materials in your logo, marketing brochures, your product packages, or on your web site can actually increase your sales. When people see certain colors they can change their emotions or they can symbolize things related to the colors.

For example, if you're selling a money-making product you should use green and brown colors, as they represent money and strength, and bring out the emotion of greed and comfort respectively.

Analyze what colors your competitors use. Avoid using colors already associated with your competitor if you wish to position your product effectively in the mind of your prospects.  

Case Studies DuPont

A US-based multicultural team at DuPont gained around US$45 million in new business by changing the way decorating materials are developed and marketed. The changes included new colors that team members new, from their experience within other cultures Download PowerPoint presentation, pdf e-book, would appeal unconsciously more to their overseas customers.  >>>




Chinese Opera Make-Up

Chinese opera facial make-up utilizes the colors of red, purple, black, white, blue, green, yellow, dark, red, gray, golden, and silver.

Each color symbolizes a unique stereotype character.


Six Thinking Hats

Thinking Colors

Invent and Pitch

How To Pitch Six Thinking Hats




Red symbolizes utter devotion and loyalty

Purple embodies fortitude and resourcefulness

Black manifests faithfulness and integrity

White implies craft

Blue represents valor and vigor

Green signifies justice and chivalry

Yellow exemplifies cruelty




Dark red is reserved for loyal old generals

Golden and Silver are used for Buddha, gods, ghosts, demons


Cultural Differences





Universiti Technologi Mara, Malaysia

The logo of the University incorporates four main colors: Dark Blue, Purple, Yellow and White that symbolise the core values of UiTM... More



Brand Attributes