You may have color preferences and feel inclined to use your favorites in a brand, but color connotations vary depending on context and have different meanings to different demographics and individuals, and you have to keep its psychological effects in mind before committing to specific colors for your project.
Thankfully, color theory borne from numerous color psychology studies means we can outline some general understandings.
That there are different shades, tints, and tones within each color, with their place on the color wheel (more on that later). That means that there is scope for a whole range of associated emotions within the category’ red’.
Let’s take a look at each color to give you a better idea.
Red is a warm color commonly used for stop signs, sales tags, negative finances, and call-to-action buttons. It’s one of the most striking, stirring colors.
Use it with care as it can trigger powerful emotions — both positive and negative.
Red Attributes & Personality
The positive attributes associated with red include:
The negative attributes associated with red include:
When To Use Red In Branding (or Not)
One of the most famous brands in the world, Coca-Cola uses the color red to stir power, passion, and energy.
Red creates a sense of urgency, making it an effective color for sales while it also encourages appetite, which wasn’t lost on McDonald’s.
Red also evokes a feeling of excitement which is why fast cars and lingerie are popular in red.
On the flip side, its negative connations are danger, fear, and anger.