The universal sign of excitement, passion, anger and stimulated appetites. Think stop signs, agitated bulls and fast food joints. Looking for loud, playful, youthful or modern? Red’s your go-to.

Orange is an invigorating, playful color, the love child of red (warmth) and yellow (joy). Go orange to stand out from the crowd. It’s used less often than red, but still packs an energetic punch.

All about accessible, sunshine-y friendliness. Yellow exudes cheer (think sunflowers and smiley faces). Choose yellow and your brand will radiate an affordable, youthful energy.

The ultimate in versatility. Green isn’t linked with specific personality traits, but it has strong cultural associations. It’s connected to nature, growth, rebirth and in the US … money and prosperity. So, whether you’re in finance or gardening, green may be for you.

The king of colors. Blue appears in over half of all logos because it represents intelligence, trustworthiness and maturity. Technology companies and large corporations lean towards blue’s steadfastness and security. True blue will make sure you’re taken seriously.

A warm and cool combination that blends the passion of red with the serenity of blue. Go with purple to appear luxurious, cutting-edge or wise. There’s just a hint of femininity in there, too.

Represents romance and femininity, but is also incredibly versatile. From millennial pink to neon magenta, pick pink for a modern, youthful, luxurious look.

Make your brand appear rugged, masculine or serious. Brown is very underutilized, so you’ll stand out from the competition

Black is the new black. Want to look slick, modern and luxurious? Time to go black. Rather be economical and affordable? Stay away from the dark side. White is the absence of color. White is youthful and economical, but can work for almost any brand. As a neutral color, consider white as a secondary accent.

Not quite dark, not quite light. Gray is the middleground of mature, classic and serious. Go darker to add mystery. Go lighter to be more accessible.