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Colours and expectations

Colours play a big role in branding. They create expectation in people’s minds before they process an image, or read a word.

This expectation is hugely important to consider when designing a logo, and developing a brand. Colours are often used across everything you eventually have made for your business, so it’s worth selecting them carefully.

Different shades of the same colour apply to this too; some examples are below:

LIME GREEN
Environmental, fresh, energetic.

DARK GREEN
Historical, classy, professional.

PASTEL PINK
Feminine.

ORANGE
Energy, positivity, warmth.

MID BLUE
Clinical, medical related.

NAVY BLUE
Corporate.

BRIGHTS (MULTI)
Fun, friendly, child-based.

This list could go on forever, but you will see how even a different shade can hold different expectations to your customers. Instead of fearing a list like this, embrace it: knowing what colours mean can make your brand more engaging to the right people.