INSIGHTS


Q2 • 2024


03


require a different palette than one aiming to communicate a similar vibe to an older, female audience.


Try these AI-driven color palette generators to help create unique color schemes for your brand, website, or graphic. Colormind:


www.colormind.io Huemint:


www.huemint.com


Do understand color psychology. Certain colors are almost universal in the feelings they evoke. Blue, for instance, is a calming hue in virtually all cultures. Red, on the other hand, is universally stimulating (due in part to its having the longest wavelength of all the colors visible to humans, which has a physiological effect). When determining your palette, as well as which will be your main colors and your secondary ones, you need to keep this in mind. Here’s a quick cheat sheet:


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B UE—in addition to representing


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groceries brand Hive. To emphasize its organic and ethical qualities, as well as to speak to its beginnings selling honey, nut butters, and similar pantry items, creative strategist Rob van Wyen opted for a brand palette of warm, found-in- nature yellow, green, brown, and tan. Part of understanding a brand includes knowing its audience. A company that wants to communicate fun to young, male consumers might


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serenity (it has been shown to lower heart rates), calls to mind authenticity and loyalty (“true blue”). More people around the world choose it as their favorite than any other color, so it’s also a safe choice.


RED—in comparison, can be polarizing. It’s associated with love, energy, and passion, but also with danger and anger.


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GREEN— unsurprisingly, evokes nature, along with feelings of satisfaction and contentment.


ORANGE—also unsurprisingly, is associated with sunshine and joy.


PURPLE—has long been associated with royalty, wealth, and luxury.


The tone and intensity of the color can


generate additional associations. A soft, peachy orange, for instance, is comforting and inviting, while a citrus orange is energizing and even disruptive.


YELLOWYELLO —is another color that can give off contradictory messages. Exposure to it can boost levels of the neurotransmitter serotonin, which in turn can increase happiness. But too much yellow, or too bright a shade, can induce stress.


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