The document discusses the meanings and associations of different colors that can be used in branding. It lists several colors - red, purple, blue, green, yellow, orange, brown, black, white, and gray - and provides 2-4 words to describe the traits, feelings, and impressions each color commonly represents, such as red representing power, passion and confidence, and blue representing trustworthiness, responsibility and reliability. The colors and their traits can help inform what message and values a brand projects to its audience.

1. What Colors
Can Say
About Your
Brand

2. RED
action, power, energy, speed,
passion,
strength, courage,
attention,
drive, determination,
spontaneity, assertiveness,
confidence

3. PURPLE
individuality, creativity,
intuitive
humanitarianism,
selflessness , femininity

4. BLUE
loyalty, trustworthiness, integrity,
tact, concern,
reliability and responsibility,
conservatism and perseverance,
idealistic and orderly,
authority,
peace and calm

5. GREEN
growth, renewal, self-reliance,
reliability, tact, calm, family
oriented, practical, down to earth,
sympathetic, compassionate,
nurturing, generous, kind, loyal
adaptable, flexible,

6. YELLOW
cheerfulness, happiness,
optimistic, uplifting, logical,
clarity, confident, original,
creativity, academic, analytical,
logical,
communication of ideas

7. ORANGE
adventurous, risk-taker, vibrant,
stimulating to the senses,
affordable, warm, sociable,
optimistic, enthusiastic, cheerful
self-confident, independent,
creative, warm-hearted,
agreeable, informal

8. BROWN
practical, down-to-earth, giving
comfort, reassuring, strong,
secured, simple,
reliable, dependable, credible,
friendly and approachable,
homely,
wholesome

9. BLACK
authority, power, control,
protection and comfort,
strength, formal
sophisticated

10. WHITE
equality, complete and whole
simplicity,
self-sufficient, pristine and
open
new beginnings

11. GRAY
intellect, knowledge, wisdom,
security , perceived as long-lasting,
and classic,
sleek, professional, mature
refined, dignified, conservative
controlled and inconspicuous
color of compromise - between
black and white
neutral, contemporary

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