Colour Theory

Colour Meaning

Blue

The colour symbols Italy.

Sport: Italian sports and team players are usually called "gli azzurri" (the blue ones). History: the Savoia's blue, a king's dynasty from 1300.

Also liked by Italians because it reminds us of the sea (Italy is surrounded by beaches).

Capri's Blue: a fancy famous island.


  • Sport
  • Proud to be Italian
  • South of Italy
  • Winter activities

Red

One of the Italian flag colours.

Food: this colour is often related to food, probably because of tomatoes' colour, and one of the main Italian ingredients. Home decoration: often Italians choose red for decorations and detail elements. The official colour of the city of Bologna, Pompeii ancient city and Venice. Ferrari's car and Valentino's fashion brand official colour. Red is also the official colour of passion and romanticism.


  • Food
  • Love and romanticism
  • Home
  • Christmas time
  • History
  • Luxury

Green

One of the Italian flag colours.

Also because it reminds us of nature. Green is also a common colour for sustainable marketing tools. When used on food packaging, it conveys the impression of the product being organic.


  • Christmas
  • Nature
  • Sustainable products

Grey

Cars: the vast majority of Italians like grey because it's certainly synonymous with elegance. On the other hand it is also an "easy" colour.


  • Automotive
  • Business

Black

Italians love black on outfits, initially inspired by the British 80's fashion trend and now also by design nordic cultures. Black also means elegance and sophistication. It also symbolises death.


Yellow

This colour is usually associated with food, innovation and energy.

It is also used for promotional marketing pieces.

Catholic Church official colour.

Official colour of Naples and Parma cities.


  • Fashion
  • Design
  • Luxury
  • Food
  • Innovation and energy
  • Promotional
  • News, updates

Orange

Orange is a common colour used in branding for startup companies, educational content or invitations to friends.


  • Technology
  • Educational

Pink

Trendy colour in the Italian market, especially in the fashion industry.

Traditionally used to identify baby girls.


  • Fashion
  • Births
  • Love and romanticism

Top Colour Groups

Fresh and warm

  • Party and events
  • Food communication pieces and packaging
  • Sport


Wintery

  • Winter Holidays
  • Party and events
  • Business

Retro

  • Party and events
  • Food, sport, travel, arts
  • Business, presentations


Be careful with these colours

Violet

This colour is historically associated with superstition, but now still can be used for young people and trend designs.

Green and Red

Be careful when using these colours together, as these are the official Christmas tonalities.

Trending Design Colour Palettes

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White, bright blu, bright red, ​pink and black

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Natural, tan, beige, brown ​and dark brown

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Ochre, natural, pastel ​pink, orange

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These guides are made for our internal marketing teams to help with asset localisation that feel truly local.

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