The colour yellow is generally associated with happiness, optimism, clarity and warmth. It is a rich colour that is associated with gold and it is also a warm colour that is associated with the sun and brightness. This colours stands out amongst other colours. It has mostly been used by the food and automotive industries.

Red is the expression of love, passion, life, activity, confidence, youth, positivity, power and affection. It is an exciting colour that has been shown to increase people’s pulse rates! It is excellent for use in the entertainment industry. Red conveys a sense of urgency in that it may compel customers to buy , it is for this reason that most sale signs are red. This colour works well in retail, food, health, and beauty industries.

Orange represents being friendly, warm, youthful, energetic, extroverted, playful, tough and orange is attractive. It is used by the art, technology, logistics, sports and fitness industries and since it stimulates the appetite it is used by the food industry.

Green conveys the idea of peace, growth, abundance and health. Green reflects nature and the environment therefore it is a popular colour for eco-friendly companies such as solar power and recycling businesses. Other businesses that utilise green are agricultural, outdoor and landscaping companies.

Blue denotes trust, security, loyalty, intelligence, competence, duty, efficiency and stability. Blue is the colour of dependability and is suitable for a business that prides itself on professionalism and reliability. This is a highly versatile colour and can be used by the banking and financial sectors, software firms, government and pharmaceutical industry. The most common colours of Fortune 500 companies is Blue.

Purple portrays wisdom, opulence, luxury, feminism, authenticity, beauty, creativity, celebration and mysticism. Purple is regarded as the colour of royalty and has been used by many religious and educational institutes. Some technology companies and design companies also choose this colour.

Black shows the brand is reliable, sophisticated, bold, fashionable, trendy, professional and experienced. It can also depict authority. It is used mainly by the fashion, automotive and finance industries and generally attracts the high end audience and youth.

White is alluded to being simple, calm, pure, spiritual, sincere and clean. It is used brilliantly in negative spacing logo design. The medical and wellness industries as well as technology companies have a tendency to use white. A combination of black and white in a logo creates a simple yet elegant design.

Brown is used in legal, construction and agricultural companies since it shows earthiness, masculinity and dependability. Coffee, confectionery and chocolate businesses also have a preference for this colour.

Pink is regarded as nurturing, feminine and soft therefore it is common among beauty, fashion and toy companies.