Most of us probably never think about the roles colors play in our daily lives. For example, what color would you generally associate with danger? Probably red. Even children recognize what certain colors generally represent; for example, blue is associated with boys, while pink generally signifies girls. The study of hues as a determinant of human behavior is called color psychology. Color psychology is frequently employed in marketing and branding in hopes of influencing potentials buyers’ emotions and perceptions of goods/services offered. Below is a brief list of characteristics we associate with different colors, and examples of some brands that utilize those colors.

Red – Have you ever heard people mention red as a “power” color? Red generally signifies a pioneering spirit and leadership. Like the bold color that it is, red is also tied to confidence and spurring into action. Coca-Cola, which has long dominated the non-alcoholic beverage industry, is recognized by its signature red logo.

Orange – When we think of the color orange, we might associate it with cheerfulness or friendliness. In nature, Vitamin C-rich tangerines, oranges, and clementines grow out orange, and both have come to be connected with life and energy. Some sports teams, such as the San Francisco Giants, use their orange logos to convey energy, motivation, and activity.

Yellow – In our childhood, yellow was ingrained into our heads as the color of the sun, which is associated with warmth, light, and happiness. This positive color is also very eye-catching, which is why taxi cabs are usually painted yellow. McDonald’s famous golden arches have come to be a symbol of their “golden standard” and warm customer service.

Green – A mix of yellow and blue, green is considered a stable color because of its balance of warm and cool colors. Green, the color of nature and vegetables, also signifies freshness and the outdoors. Starbuck’s green logo communicates calmness and sophistication, and its coffee has come to symbolize comfort.

Blue – The color blue suggests cleanliness, safety, and trust. Many airlines, such as JetBlue, which has even included the color in its name, incorporate blue into their brand identities because it’s also a connection to clear skies.

Purple – Purple has long been associated with royalty, nobility, and prestige, making it invoke a sense of value. In addition, purple is also symbolic of bravery, as demonstrated by the Purple Heart award. New York University’s primary school color, violet, displays its rich heritage and powerful academics.