What are some zesty, tangy foods? You might think of pink grapefruit, pomegranate, and tart berries. For example, let’s say you want to evoke feelings of energy and zest. Use Multiple Senses to Pick ColorsĮiseman recommends thinking about other senses, like taste, to inform your color palette. “Sloth” License this image via Elena Schweitzer.īonus: 4 General Tips That Works Across All Color Families 1. If you’re looking to promote dependability or durability for your brand, try using neutrals - unlike other trendy colors, they’ll never go out of style. According to Eiseman, they feel classic, reliable, and timeless because they are associated with the durability of ancient buildings and monuments. Neutrals are colors like gray, beige, cream, and taupe. “Winter Snow” License this image via Botond Horvath. If you add slight red or yellow undertones (warm colors), white can feel friendlier. Pure white can feel cold and stark, but off-white shades like cream or eggshell feel warm, soft, and rich. We associate pure white with purity, cleanliness, innocence, and simplicity. “Leopard” License this image via Donovan van Staden. Eiseman suggests the most effective “power” color combination is black paired with another hue, like yellow (reminiscent of stinging insects), deep blue, or a dark, charcoal gray. It also feels tremendously powerful, authoritative, and strong-even steely and intimidating. “Sunset” License this image via Vibrant Image Studio.īlack embodies elegance, luxury, prestige, and sophistication think American Express Black Card, black-tie attire, and black limousines. If you’re looking for a meditative and transcendent mood, try adding more midtone shades of purple. Purple conveys a sense of spirituality and, if darkened, majesty and royalty. These light colors feel romantic, soft, feminine, and tender. If your product promises a sweet fragrance or taste, or it has an overall delicate feel to it, Eiseman suggests trying colors like ballet slipper pink, lavender, lilac, and peach. “Sahara” License this image via Virginija. Red feels stimulating and passionate, even aggressive orange feels playful and childlike yellow feels cheerful and mellow. Together, warm colors evoke feelings of comfort, warmth, and happiness. We associate them with the heat of fire and sunshine, and they feel decidedly more energetic. Meanwhile, eye-catching colors like red, orange, and yellow are warm colors. Depending on the shade, it can also feel lush and elegant ( emerald green), calming ( seafoam green), or energetic ( kelly green). Green is usually associated with nature and plants, so it feels fresh. “Sea Wave” License this image via Sailorr.īlue typically feels trustworthy and reliable but, depending on the shade, it can also feel dramatic ( royal blue), childlike (baby blue), or upscale ( Tiffany Blue - the famous robin’s egg blue). Think of mint-flavored gum-it’s usually in blue or green packaging. If your product promises cool refreshment, try using colors like turquoise, green, aqua, or blue. Why? Because we universally associate them with the sky, water, and nature. Each color family has its own emotional meanings and psychological associations, so it’s useful to be aware of them-this way, you can pick a color that aligns with your product’s message.īlue and green are cool colors that have a refreshing, calming feel to them. Who is your target audience, and what needs are you fulfilling with your product? License this image via Andrekart Photography.įor marketing to be truly effective, Eiseman recommends using colors that correlate with whatever consumer need or want that your product fulfills. According to Eiseman, you must first think about the mood and message you want to convey to consumers.
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