If used effectively, colour theory is one of the most powerful tools a designer can wield. Colours are a form of non-verbal communication that can speak volumes in a fraction of a second. They can instantly set a mood, convey an emotion, invoke a physiological reaction or inspire people to take action. When we harness the right color emotion to help tell a story, it can have a powerful effect. Below is a list of colours and their associated moods:

Deep Red

PMS Code 1945 c | CMYK 25 100 69 16 | RGB 166 9 61 | HEX A6093D

Positive: Rich, Elegant, Refined, Tasty, Expensive, Mature, Sumptuous, Cultivated, Robust

Brick Red

PMS Code 188 c | CMYK 34 92 71 40 | RGB 118 35 47 | HEX 76232F

Positive: Earthy, Warm, Strong, Sturdy, Established

Bright Red

PMS Code 186 c | CMYK 15 100 91 5 | RGB 200 16 46 | HEX C8102E

Positive: Exciting, Energizing, Sexy, Passionate, Hot, Dynamic, Stimulating, Provocative, Dramatic, Powerful, Courageous, Magnetic, Assertive, Impulsive, Adventurous, Demanding, Stirring, Spontaneous, Motivating

Negative: Overly aggressive, Violent, Warlike, Temperamental, Antagonistic, Danger

Bright Pink

PMS Code 205 c | CMYK 7 88 26 0 | RGB 224 69 123 | HEX E0457B

Positive: Exciting, Theatrical, Playful, Hot, Attention-getting, High energy, Sensual, Wild, Festive, Vibrant, Stimulating

Negative: Gaudy

Light Pink

PMS Code 1895 c | CMYK 1 35 3 0 | RGB 245 182 205 | HEX F5B6CD

Positive: Romantic, Affectionate, Compassionate, Soft, Sweet tasting, Sweet smelling, Tender, Delicate, Innocent, Fragile, Youthful

Negative: Too sweet, Too sentimental

Dusty Pink

PMS Code 693 c | CMYK 14 40 21 0 | RGB 215 163 171 | HEX D7A3AB

Positive: Soft, Subtle, Cosy, Dusky, Gentle, Composed, Nostalgic

Peach

PMS Code 162 c | CMYK 0 30 34 0 | RGB 255 190 159 | HEX FFBE9F

Positive: Nurturing, Soft, Fuzzy, Tactile, Delicious, Fruity, Sweet tasting, Sweet smelling, Inviting, Warm, Physical comfort, Intimate, Modest, Embracing

Coral

PMS Code 170 c | CMYK 0 59 49 0 | RGB 255 134 116 | HEX FF8674

Positive: Life force, Energizing, Flexibility, Desire

Tangerine

PMS Code 715 c | CMYK 0 54 93 0 | RGB 246 141 46 | HEX F68D2E

Positive: Vital, Juicy, Fruitful, Energizing, Tangy

Vibrant Orange

PMS Code 151 c | CMYK 0 60 100 0 | RGB 255 130 0 | HEX FF8200

Positive: Fun, Whimsical, Child like, Happy, Glowing, Sunset, Hot, Energizing, Active, Gregarious, Friendly, Good natured, Expensive, Spontaneous, Optimistic, Communicative, Jovial, Sociable, Self assured, Persuasive, Animated

Negative: Loud, Raucous, Frivolous

Ginger

PMS Code 180 c | CMYK 18 91 87 7 | RGB 190 58 52 | HEX BE3A34

Positive: Spicy, Flavorful, Tangy, Pungent, Exotic

Terra Cotta

PMS Code 7522 c | CMYK 24 65 67 8 | RGB 180 106 85 | HEX B46A55

Positive: Earthy, Warm, Countryside, Wholesome, Welcoming, Abundance

Tan

PMS Code 729 c | CMYK 26 50 76 7 | RGB 181 129 80 | HEX B58150

Positive: Rugged, Outdoor, Rustic

Chocolate/Coffee Brown

PMS Code 477 c | CMYK 42 70 78 47 | RGB 98 59 42 | HEX 623B2A

Positive: Delicious, Rich, Robust, Appetizing

Earth Brown

PMS Code 438 c | CMYK 56 65 57 40 | RGB 88 68 70 | HEX 584446

Positive: Earthy, Grounded, Steady, Solid, Rooted, Wholesome, Sheltering, Warm, Durable, Secure, Reliable, Natural, Traditional, Supportive

Gold (Metallic)

PMS Code 871 c | CMYK 45 45 75 17 | RGB 132 117 78 | HEX 84754E

Positive: Bling, Rich, Glowing, Divine, Intuitive, Luxurious, Opulent, Expensive, Radiant, Valuable, Prestigious

Negative: Goudy

Amber

PMS Code 1385 c | CMYK 14 61 100 2 | RGB 213 120 0 | HEX D57800

Positive: Jewellery, Multi-cultural, Mellow, Abundant, Original, Autumn

Golden Yellow

PMS Code 130 c | CMYK 4 37 100 0 | RGB 242 169 0 | HEX F2A900

Positive: Nourishing, Buttery, Tasty, Sun-baked, Wheat, Hospitable, Comfort food

Bright Yellow

PMS Code 116 c | CMYK 1 18 100 0 | RGB 255 205 0 | HEX FFCD00

Positive: Illuminating, Joyful, Hot, Lively, Friendly, Luminous, Enlightening, Energetic, Sunshine, Stimulating, Innovative, Radiating, Awareness, Surprise, Caution

Negative: Cowardice, Betrayal, Hazard

Light Yellow

PMS Code 127 c | CMYK 6 8 70 0 | RGB 243 221 109 | HEX F3DD6D

Positive: Cheering, Happy, Soft, Sunny, Warming, Sweet, Easy, Pleasing, Babies

Chartreuse

PMS Code 584 c | CMYK 21 4 82 0 | RGB 210 215 85 | HEX D2D755

Positive: Artsy, Bold, Trendy, Startling, Sharp, Pungent

Negative: Gaudy, Tacky, Slimy, Sickening, Mold

Light Green

PMS Code 358 c | CMYK 34 0 56 0 | RGB 173 220 145 | HEX ADDC91

Positive: Calm, Quiet, Soothing, Neutral, Light weight

Olive Green

PMS Code 5767 c | CMYK 47 32 85 9 | RGB 138 141 74 | HEX 8A8D4A

Positive: Military, Camouflage, Safari, Classic

Negative: Drab

Lime

PMS Code 377 c | CMYK 58 22 100 4 | RGB 122 154 1 | HEX 7A9A01

Positive: Fresh, Citrusy, Youthful, Acidic, Tart, Refreshing

Dark Green

PMS Code 3435 c | CMYK 86 45 78 49 | RGB 21 71 52 | HEX 154734

Positive: Nature, Trustworthy, Refreshing, Cool, Restful, Stately, Forest, Hushed, Outdoorsy, Traditional, Reliable, Money, Prosperity

Foliage Green

PMS Code 349 c | CMYK 90 33 99 25 | RGB 4 106 56 | HEX 046A38

Positive: Natural, Fertile, Healthy, Balance, Life, Growth, Soothing, Harmony, Restful, Restoration, Reassurance, Environmental awareness, New beginnings

Bright Green

PMS Code 347 c | CMYK 85 13 100 2 | RGB 0 154 68 | HEX 009A44

Positive: Fresh, Grass, Irish, Lively, Spring, Renewal, Lush

Emerald

PMS Code 334 c | CMYK 84 17 68 2 | RGB 0 151 117 | HEX 009775

Positive: Luxurious, Jewel-like, Up-scale

Aqua

PMS Code 565 c | CMYK 37 1 24 0 | RGB 161 214 202 | HEX A1D6CA

Positive: Water, Refreshing, Cleansing, Young, Babies, Cool, Dreamy, Soft, Lightweight

Turquoise

PMS Code 3258 c | CMYK 64 0 39 0 | RGB 73 197 177 | HEX 49C5B1

Positive: Infinity, Compassionate, Protective, Faithful, Water, Coolness, Sky, Gemstone, Tropical, Oceans

Teal

PMS Code 315 c | CMYK 91 49 37 12 | RGB 0 103 127 | HEX 00677F

Positive: Serene, Cool, Tasteful, Sophisticated, Confident

Sky Blue

PMS Code 7458 c | CMYK 55 15 15 0 | RGB 113 178 201 | HEX 71B2C9

Positive: Calming, Cool, Heavenly, Constant, Faithful, True, Dependable, Restful, Contentment, Tranquil, Reassuring, Trusting, Serene, Expansive, Open, Infinity, Transcendent, Distance

Light Blue

PMS Code 283 c | CMYK 40 13 0 0 | RGB 146 193 233 | HEX 92C1E9

Positive: Calm, Quiet, Patient, Peaceful, Cool, Water, Clean

Periwinkle

PMS Code 7452 c | CMYK 50 38 0 0 | RGB 128 148 221 | HEX 8094DD

Positive: Genial, Lively, Sprightly, Convivial, Cordial

Bright Blue

PMS Code 285 c | CMYK 84 54 0 0 | RGB 0 114 206 | HEX 0072CE

Positive: Electric, Energy, Brisk, Vibrant, Stirring, Impressive, Aquatic, High spirits, Exhilarating

Deep Blue

PMS Code 2747 c | CMYK 100 96 23 20 | RGB 0 26 114 | HEX 001A72

Positive: Credible, Authoritative, Basic, Conservative, Classic, Strong, Reliable, Traditional, Uniforms, Service, Nautical, Loyal, Confident, Professional, Thought provoking, Introspective

Negative: Aloof, Distant, Melancholy

Lavender

PMS Code 264 c | CMYK 23 35 0 0 | RGB 193 167 226 | HEX C1A7E2

Positive: Romantic, Nostalgic, Fanciful, Lightweight, Lightly scented

Mauve

PMS Code 5145 c | CMYK 42 57 26 2 | RGB 155 119 147 | HEX 9B7793

Positive: Wistful, Sentimental, Thoughtful

Amethyst

PMS Code 2573 c | CMYK 29 54 0 0 | RGB 184 132 203 | HEX B884CB

Positive: Curative, Protective, Peace of mind

Blue Purple

PMS Code 267 c | CMYK 78 97 0 0 | RGB 95 37 159 | HEX 5F259F

Positive: Contemplative, Meditative, Spiritual, Soul-searching, Intuitive, Mysterious, Enchanting

Deep Purple

PMS Code 2627 c | CMYK 85 100 31 34 | RGB 60 16 83 | HEX 3C1053

Positive: Visionary, Rich, Royal, Prestigious, Subduing, Distant, Introspective

Negative: Aloof

Neutral Gray

PMS Code 423 c | CMYK 49 38 40 3 | RGB 137 141 141 | HEX 898D8D

Positive: Classic, Sober, Corporate, Practical, Timeless, Quality, Quiet, Neutrality, Logical, Unobtrusive, Deliberate, Reserved, Fundamental, Basic, Modest, Efficient, Dutiful, Methodical

Charcoal Gray

PMS Code 425 c | CMYK 66 55 53 28 | RGB 84 88 90 | HEX 54585A

Positive: Steadfast, Responsible, Staunch, Accountable, Conscientious, Resolute, Restrained, Conservative, Professional, Classic, Sophisticated, Solid, Enduring, Mature, Business-like

Negative: Dull, Conformist, Detached

Taupe

PMS Code 7536 c | CMYK 37 32 48 1 | RGB 166 159 136 | HEX A69F88

Positive: Classic, Neutral, Practical, Timeless, Quality, Basic, Authentic, Organic, Versatile, Inconspicuous, Understand, Discreet, Compromising, Modest

Negative: Bland, Tasteless

Ivory

PMS Code 7401 c | CMYK 4 9 42 0 | RGB 245 225 164 | HEX F5E1A4

Positive: Classic, Neutral, Soft, Warm, Comforting, Good taste, Creamy, Smooth, Subtle, Natural, Bridal

Silver Metalllic

PMS Code 877 c | CMYK 49 39 38 3 | RGB 138 141 143 | HEX 8A8D8F

Positive: Sleek, Classy, Stylish, Modern, Cool

Black

PMS Code none | CMYK 75 68 67 90 | RGB 0 0 0 | HEX 000000

Positive: Powerful, Empowering, Elegant, Sophisticated, Mysterious, Heavy, Bold, Basic, Classic, Strong, Expensive, Invulnerable, Magical, Night time, Sober, Prestigious, Stylish, Modern

Negative: Depression, Death, Mourning, Underworld, Evil, Oppression, Suppression, Menacing

White

PMS Code none | CMYK 0 0 0 0 | RGB 255 255 255 | HEX FFFFFF

Positive: Pure, Clean, Pristine, Spotless, Innocent, Silent, Lightweight, Airy, Bright, Bridal, Ethereal, Clarity, Simplicity, Arctic, Efficient

Negative: Sterile, Cold, Clinical