Characteristics of color:
Hot: Hot refers to red in full saturation of the color wheel: this is red at its strongest. Hot colors project outward and attract attention. For this reason, red is often used in graphic signage and design. Hot colors are strong and aggressive and seem to vibrate within their won space. The power of hot colors affects people in many ways. Such as increasing blood pressure and stimulating the nervous system.
Cold: Cold refers to fully saturated blue. At its brightest it is dominating and strong. Cold colors remind one of ice and snow. The feelings generated by cold colors – blue, green, and blue-green and the direct apposite of those generated by hot colors: cold blue slows the metabolism and increases one’s sense of calm. When placed next to each other, cold and hot colors vibrate like fire and ice.
Warm: All hues that contain red are warm. It is the addition of yellow to red that makes warm colors substantially different from hot colors. Warm colors, such as red-orange, orange, and yellow-orange, always contain a mixture of red and yellow in their composition and encompass a larger part of the emotional spectrum. Warm colors are comforting, spontaneous, and welcoming. Like an Arizona sunset, the warmth of these hues radiates outward and surrounds everything in reach.
P Pink is the colour of delicacy femininity, innocence and romance, think Barbie dolls for little girls
Orange is the colour of youth, light-heartedness, enthusiasm and fun, think Fanta™
A purple logo is synonymous with regal status, nobility and royalty – such as Hallmark™
Blue impresses upon a customer authority, dignity, serenity and confidence – Helwett-Packard’s HP™
Green is about health, healing, the environment and nature. Many banks have their logos done in green
Red gets the blood coursing through veins faster, it’s the colour of danger, but also of action, excitement and adventure and it’s bold. Think Coco-Cola. Most fast-food restaurants have red as their main colour.
Conclusively, colour arouses certain emotions in human beings, causing customers to pick one brand over the other. Now that you are aware of the scientific process, make use of colour selection to invoke the exact emotions and meanings you wish to convey in order to draw more customers to your products.