As shown above, colors should be used to transmit ideas, feelings, sensations.

• Light grey, this color is seen as practical, timeless, transmits reliability and security
• Green, this color is the color of ecology, is also the easiest color for the eyes to process. Calming, instructional, adventurous and often associated with wealth.
• Light blue, clean, calming, focused and professional. Creates a sensation of trust and security. Often seen in legal and corporative institutions as well as in banks.
• Purple, used to calm and soothe. Often used in beauty products and anti-aging products.
• Yellow, used very often to grab attention of people
• Orange, creates a call to action, subscribe, buy even sell. Can be seen as aggressive.
• Red, transmits energy, increases heart rate and creates urgency. This color is often seen in clearance sales.
• Dark grey / anthracite, Powerful and sleek, used to market luxury brands and items. Is precise, direct and defines strength.
  
  Woman have shown preference for green, purple and blue colors while men go for green, blue and anthracite.