Ok, ok, we’ve gone over the basics and the relationship between color and brand. While informational and important, what you really want to know is the personality of your brand and how you can use color to your benefit. I have excellent news for you, continue reading and you will get some insights. Don’t worry, we won’t make you take a test at the end.

First up – warm colors.

Warm color – what does that mean? When we discuss a color as having a warm quality, we mean that it is stimulating, exciting and suggests heat.

These colors:

• Communicate optimism or ferocity depending on how they are used
• Are associated with daylight and the sun
• Advance off the page
• Can increase your heart rate and make you breath more rapidly

Industries that use warm colors:

• Retail
• Fast Food
• Healthcare Advocacy
• Automotive/Transportation

The bottom line – warm colors are your go-to players when you really want to get psychological stimulation going.

On to our next subject – cool colors.

Feel that? The soothing, melodic feeling of complete comfort and ease? You guessed it! Cool color is at your service.

These hues:

• Are closely tied with evening and nighttime
• Visually recede on the page
• Are known to calm and soothe
• Inspire trust, sturdiness and masculinity

Industries that use cool colors:

• Financial institutions
• Law enforcement
• Technology
• Hospitality
• Healthcare

The bottom line – if tranquility and trust are your goal, pull cool colors out of your toolkit.