As a designer, I am often asked about the meaning of colour in business and marketing. It's actually a very important question that should be addressed whenever a branding or marketing project is being developed.

The colours you choose to represent your business can say a lot about you. Politicians, fashion designers and brand managers will pay serious attention to colour trends and colour psychology. They understand that colour can play a large part in how their audience reacts to them.

Choice of colour isn't just about personal preference. There are some colours that are rather obviously associated with particular industries - such as blue for water companies and green for environmental agencies. However the choice of warm vs cool colours can also play a part in our perceptions. For example, the owner of a bed and breakfast could opt for the coziness of browns, burgundys and mustard yellow in their marketing materials. On the other hand, they might want to create an ultra modern, sleek look with silver, teal blue and crisp white - all very cool colours.

It is also important to find colours that reflect your company image while differentiating you from your competition. Look at the major banks - chances are most of us could quite easily tell you which colour each one is associated with: CIBC red, Royal Bank blue, TD green. It's no coincidence that they have chosen very distinct colours to differentiate themselves. Ultimately, your choice of colour will be influenced by your company's goals, philosophy and the image you want to portray. When designing, you should not use colour without a specific plan or goal.

Various sources suggest these interpretations of colour:

RED: urgency, passion, heat, love, blood

PURPLE: wealth, royalty, sophistication, intelligence

BLUE: truth, dignity, power, coolness, melancholy, heaviness

BLACK: death, rebellion, strength, evil

WHITE: purity, cleanliness, lightness, emptiness

YELLOW: warmth, cowardice, brightness

GREEN: nature, health, cheerfulness, environment, money, vegetation

Lastly, be aware that colour interpretation is a tricky subject as it is influenced by cultural perceptions and by the media. Just something to keep in mind for your next marketing project...