If you’re red with anger and become blue with sorrow, does that mean there’s a period of being purple somewhere in the middle? Well maybe if you’re a chameleon, but for the rest of us, colors carry meanings that evoke emotions. Whenever you send out a printed piece, the colors, along with the design should make it easy for people to connect what they are seeing with your company and leave them with a lasting impression. Since continuity is important, the many printed pieces in your campaign need to feature the same colors so that your brand is easily recognizable. Here are some colors and their meanings, then consider how different color combinations will affect your audience.

Red- Communicates love and beauty. It increases stimulation, excitement, fun, attraction, anger and is the color of action. In Christianity, red symbolizes love, blood and martyrdom of Christ. Red also brings about feelings of security, trust, strength, ambition and leadership.

Orange- Represents enthusiasm, excitement and adventure. Orange is energy and brings a ‘get-it-done’ attitude. It typically symbolizes Hinduism and Buddhism emitting feelings of happiness and balance. Orange has less intensity than red and is calmed by the cheerfulness of yellow.

Yellow- The color of joy, gladness, delight, and the promise of a new beginning. It also represents warmth, playfulness, confidence. Being the color of the sun it evokes happiness, purpose, intelligence, idealism and the ability to follow one’s dreams.

Violet- Symbolic of power, majesty, spiritual goals, passionate beliefs, wisdom, visionary leadership, respect and wealth. It has been worn by emperors, military commanders and other high-ranking officials. In Christianity, purple means penitence; Thailand considers purple to be the color of mourning, which is not true in western culture.

Stay tuned for the second half of Colors That Evoke Emotion!