What is the symbol of red?

Research by the Institute for Color Research (a division of Color Communications Inc.) conducted in collaboration with the University of Winnipeg has shown that consumers only need 90 seconds to make an opinion about a product as to its value, reliability, etc., and that color counts for the value, reliability, etc. 62 to 90% in this result.1

Several theories and research on colour support this principle and demonstrate that colour has a great influence on our perception and behaviour in the face of a brand. In addition, color is the visual component that is best assimilated and remembers most, before forms and words.

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Each color has a hidden meaning and exerts its effects on an unconscious level.

Colours influence our attraction to a brand, product or content, regardless of the communication vehicle used by your organization: visual identity, leaflet, advertising, website, social media… You will be able to offer the best product, the best service offer or the most attractive promotion, a wrong choice of colors can prevent you from achieving your goals, because these colors transmit a different message than the one you want to broadcast.

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You should not choose the colors of your brand and communication tools solely according to your personal tastes; rather, this choice should follow a thorough reflection, as colors are an integral part of a strong visual communication strategy.

In this article, we demystify the visual perception, meaning and main uses of 12 widely used colors:


Visual Perception

Cyan blue is a primary color. Fresh in light tones, it becomes cold in sustained tones. It includes many shades, either saturated, such as ultramarine blue, or desaturated, like sky blue, or dark like midnight blue.

Interesting fact: Blue is the most beloved color in the world! This is the color most used for corporate visual identities.

Blue is the most complex color in terms of its meaning. Blue evokes sky, water, sea, space, air and travel. In dark tones, it exudes truth, trust, loyalty, intelligence and security. In lighter tones, it is associated with ideas of wonderful, freedom, dream and youth.

In negative context, blue suggests melancholy.

Use in visual communication

  • To represent the fields of technology, IT, aeronautics
  • To represent the field of travel and escape
  • To emphasize the corporate side
  • For frozen and refreshing products


Visual Perception

It is obtained by mixing magenta and yellow. Red is one of the two most popular colors in the world.

Interestingly : Red is a warm and protruding color, that is, red dots on a neutral background seem to stand off above the surface. This effect is even more striking and apparent when a red text has been placed on a black background.


Red is a symbol of love, warmth, sensuality and passion. It brings a feeling of warmth. It is the most powerful color, the most dynamic and with the highest potential for action.

Not to fall in negative meanings such as danger, revolt and blood, it is important to use it in a controlled way, sparingly.

Use in visual communication

  • For products intended to combat fire
  • For products with a virile connotation: sport, motor, shaving cream
  • For consumer products purchased impulsively
  • For food packaging
  • For all warnings and prohibitions
  • To draw attention to a specific item: discounts, promotion
  • For use with well-controlled dosage


Visual Perception

Yellow is a primary color. There are light yellows, mixed with white (desaturated); very desaturated, one will say ivory color; but there is no dark yellow, unless it is very pure. A yellow mixed with black or of gray is a beige.

Interestingly : Some fashion designers use yellow in their collections to enhance the complexion of people who wear the garment.


Yellow gives an impression of warmth and light. It is the color of good mood and joy of living. It symbolizes logic, personal power and humor.

Negative connotations associated with yellow are treachery, lie, deception.

Use in visual communication

  • To represent the areas of tourism and travel in sun destinations
  • To represent the agri-food sector
  • To represent insurance and credit
  • Brings a touch of cheerfulness and humanism


Visual Perception

We get the green in mixing cyan blue and yellow.

Interesting fact : Bright green, pure, is resting for the eyes.


Colour of hope, green is a carrier of luck. It invites calm and rest. It is a symbol of growth, health, freshness and nature. It represents stability and balance.

In a negative context, it can represent failure and misfortune.

Use in visual communication

  • To represent areas related to nature and the outdoors
  • To evoke an environmental and ecological side
  • For cleaning products
  • To represent the field of alternative medicines


Visual Perception

Violet is obtained by mixing cyan blue and magenta. In principle, washed with white, violet becomes a mauve; a reddened purple is a purple, and a pale reddened purple is a pink.

Interestingly : Purple is an ambiguous color, neither hot nor cold, and can also be either depending on the shade used and what surrounds it. Similarly, purple is a leaky color, that is, purple shapes on a neutral background seem farther than the background; but violets drawing more on red are colors that give relief, that is, shapes on a neutral background seem to be placed above the bottom.


Purple suggests delicacy, sweetness and dream. He refers to magic, fantasy, imagination. This colour conveys values of serenity and spirituality and can be associated with prosperity and nobility.

In a negative context, violet inspires melancholy, loneliness, sadness and jealousy.

Use in visual communication

  • To represent the spiritual realm and personal growth
  • To evoke an artistic aspect (arts, culture and music)
  • To refer to the imagination and the fantasy
  • To bring a feeling of soothing


Visual Perception

Orange is obtained by mixing a lot of yellow and a little magenta. The orange name of the color comes from that of the fruit. Orange is renowned for being the color that stands out best in many environments.

Interestingly : The associated adjective is invariable in French, being the abbreviation of “the color of orange (the fruit)”. So we will say “orange flowers”, implied “flowers of the color of orange”; the mark of plural applies only to the fruit.


Stimulating, orange is associated with energy and action. It evokes the sun, heat, fire, light and autumn. Orange conveys values of communication and creativity. It transmits joy, pleasure and optimism. It is also synonymous with vitality, strength and endurance.

Use in visual communication

  • To represent the fields of sport, fitness and fitness
  • To represent the field of entertainment and communications
  • To represent the field of sales and mobility
  • To report hazards in many areas
  • To suggest creativity
  • Bring a touch of dynamism and vitality


Visual Perception

Pink is a chromatic field grouping red washed with white. The term pink can be specified by adjectives such as pale or intense.

Interestingly : Pink is the only case where the washed color of white does not bear the same name as its dominant hue; it is not called pale red, but rather pink.


Rose is synonymous with tenderness, softness and happiness. This is the color of romanticism, femininity and compassion. It is also associated with childhood.

This color should be expertly used so as not to look too childish or cheesy. Or reserved for girls.

Use in visual communication

  • To represent the confectionery and pastry industry
  • To represent the field of childhood
  • To represent creative hobbies, such as drawing, painting, knitting…
  • For cosmetic and beauty products for
  • women


Visual Perception

Turquoise is a mixture of blue and yellow. Turquoises are called pale blue colors pulling slightly on the green. They also say turquoise blue or turquoise green, depending on the shade.

Interestingly: Originally, the turquoise pigment would have been obtained by grinding the turquoise stone.


Turquoise exudes a sense of purity and fluidity. It brings a refreshing and therapeutic side. It suggests regeneration, the needs for evolution and transformation, as well as the need for change.

Use in visual communication

  • To represent the aquatic world
  • To represent the therapeutic field
  • For hygienic products
  • To suggest purity


Visual Perception

Brown is a warm dominating tertiary color. It is a mixture of the three primary colors (yellow, magenta and cyan).

Interestingly: In France, the word brown is used in common language to indicate brown colors, with the word brown reserved for furs and hair.


Male, brown is associated with earth, wood, warmth and comfort. It is also imbued with softness and recalls the raw appearance and naturalness.

It is a neutral color that, when used on a large scale, gives an impression of blow, without any special appeal.

Use in visual communication

  • To represent the cultural environment and history
  • To represent the culinary domain (chocolate and coffee)
  • To represent sustainable development and ecology
  • For male products
  • For local products


Visual Perception

Black is a saturated mixture of all colors. Darkness is described as black where one cannot distinguish details, but where one can discern a slight tendency towards another color.

Interesting fact : Blacks were the first pigments prepared by man.


By its impenetrable character, black exudes a dimension of mystery. It brings rigor by its simplicity. It exudes a sophisticated side from black that makes it a perfect colour to suggest distinction, elegance, refinement and luxury.

In some contexts, black can be devaluing and evoke death, mourning and sadness. It can suggest darkness and nothingness.

Use in visual communication

  • To represent the field of cinema, arts and photography
  • For high-end products
  • Very useful to cause contrasts, it highlights the colors that take place alongside it


Visual Perception

White is defined as the brightest of the gray values. In visual communication, white is the starting color, and it is often the color of the medium. The bracket must have a brightness of more than 90% without any colouring to be white. The addition of a light coloring directly affects the whiteness depending on the color.

Interesting fact : A tint of white tending slightly towards blue is perceived as whiter than another.


White suggests purity, cleanliness and perfection. Considered a cold color, it brings shine and shine. It is also a symbol of innocence and virginity.

White has few negative connotations except, perhaps, when associated with the blank page. Used in too much, it can also cause glare or be associated with a lack of content.

Use in visual communication

  • To represent the domain of marriage
  • To evoke cleanliness, sharpness
  • To accompany all colors, it is a tone enhancer
  • To bring areas of visual rest

The golden

Visual Perception

Gold or gold is composed of yellow pulling on orange. It is also called golden yellow.

Done interesting: Due to its brilliance, polished gold is not seen identically by both eyes. Because of this, its appearance is impossible to reproduce faithfully. The representation of more or less arbitrary reflections on a golden yellow flat is often used.


Golden is synonymous with prestige, wealth and luxury. It is related to fertility. The view of the golden gold warms the heart and mind by bringing a traditional side. It also refers to power.

In a negative context, it can represent greed. Used overly, it can become stuffy and tocard.

Use in visual communication

  • To represent the field of confectionery, perfumeries
  • To represent the field of jewellery, cosmetics
  • For luxury products
  • To bring a touch glamorous
  • To add shine and shine


In visual communication, it is important to carefully choose the colors that will represent your organization, products and services. Rather than choosing colors you like or fashionable hues, it’s important to take the time to study their respective meanings well in order to make wise choices.

The colors that will represent your organization need to be in direct line with your mission and values so that they are reflected in your communications and play their role in attracting the customers you are looking for and helping you close sales.


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