Although not an exact science, colors can certainly influence consumers' perceptions, mood and purchasing decisions.

Blue-based Reds are associated with more expensive products, whereas Yellow-based Reds help downplay a high price.

Orange plays up friendliness and affordability.

Yellow is the first color the eye sees, especially when used in conjunction with dark colors for high contrast.

Green conveys possibility and hope while Blue communicates confidence and safety which makes it a great color choice for financial and medical institutions.

Purple is the hot color of the moment, although is best used for high fashion, sports teams and sweet treats.

Black conveys a strong sense of power and promise, commanding even more attention when a sheen or matte finish is used.

White implies sophistication and formality, as well as a high-end price point.

Source: Color Communications, Inc.

Tags: design | Branding | Michela