There are 3 types of colours – primary, secondary and tertiary with different meanings and feelings associated with each.

Primary Colours – Red, Yellow and Blue – are typically associated with cheaper, no fuss brands such as fast food, banks, and discount stores.

Red is the color of fire and blood, so it is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love.

Yellow is the color of sunshine. It’s associated with joy, happiness, intellect, and energy.

Blue is the color of the sky and sea. It is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven.


Secondary colours are Orange, Green & Purple and are typically associated with premium and more luxurious brands

Orange combines the energy of red and the happiness of yellow. It is associated with joy, sunshine, and the tropics. Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation.

Green is the color of nature. It symbolizes growth, harmony, freshness, and fertility. Green has strong emotional correspondence with safety. Dark green is also commonly associated with money.

Purple combines the stability of blue and the energy of red. Purple is associated with royalty. It symbolizes power, nobility, luxury, and ambition. It conveys wealth and extravagance. Purple is associated with wisdom, dignity, independence, creativity, mystery, and magic.


Tertiary colours above are colors made by mixing either one primary color with one secondary color, or two secondary colors together.

Black and white are not colors, they are tones. If black and white were combined the result would be a shade of gray. Pure black and pure white can therefore be thought of as the far left and the far right extremes of gray.

White is the color produced by the combination of all the colors of the visible spectrum. As a symbol, white is the opposite of black, and often represents light in contrast with darkness. White is associated with light, goodness, innocence, purity, and virginity. It is considered to be the colour of perfection.

Black is the result of the absence of or complete absorption of light. It is the opposite of white and often represents darkness in contrast with light. Black is associated with power, elegance, formality, death, evil, and mystery.

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