Colour Theory

Colour Meaning

Red

This colour represents love, passion, flamenco, football, revolution, food, wine and blood. A darker shade of red is one of the colours of the Spanish flag and is often used to represent the country.


Beware of left-wing political involvement.

Recommended use:

  • Valentine's day
  • Christmas
  • National football team
  • Flamenco
  • Food
  • Sales

White

This colour represents purity, peace, cleanliness, simplicity, calm and relax. It also has a coast and summer vibe as it's the colour of the houses in the south coast and in the islands.

Recommended use:

  • Weddings
  • Spa and Wellness
  • Yoga and pilates
  • Beauty
  • Religion
  • Summer fashion

Black

Black is a classic colour commonly used everywhere from fashion to home decoration. It represents elegance, formality, minimalism, and also death and grief.

Recommended use:

  • Rock, metal and punk
  • Funerals
  • Premium marketing
  • Night, disco and pubs
  • Black Friday
  • Gym
  • Tech

Blue

This colour represents the sea, sky and serenity. A lighter shade is commonly used for children and a darker shade for corporate and business.


Beware of right-wing political involvement.

Recommended use:

  • Beach and tourism
  • Sea and sky activities
  • Spa and Wellness
  • Kids games and content
  • Business and corporate

Yellow

This colour represents the sun and summer, food and joy, all key in the Spanish way of life. But is also has negative connotations as it's known as the colour of bad luck and the way to refer to tabloids and sensationalist media (yellow press).

Recommended use:

  • Sun and tourism
  • Signs
  • Sales
  • Luxury, jewelry (gold)
  • Premium communications (gold)

Green

Green is known as the colour of hope. It represents nature and the environment and it's used for anything related to a healthy life style. Also, it's the colour used to advocate for public education.


Beware of far right-wing political involvement.


Recommended use:

  • Earth day
  • Environment
  • Sustainability and recycling
  • Healthy food and habits
  • Education

Purple

Purple represents women and feminism as it's the colour used to advocate for gender equality. It's also one of the most traditional colours in Catholic liturgy. Also, it's used for fantasy and magic themes.


Beware of left-wing political involvement as it is one of the colours used to advocate for republicanism and federalism.

Recommended use:

  • Feminism
  • Fantasy
  • Easter (Holy Week)

Pink

This colour represents innocence, joy, sensitivity and kindness. If it's a fuchsia pink, it's also used for dynamism, strength and energy.

Recommended use:

  • Sweets and desserts
  • Breast cancer awareness
  • Gossip magazine (called "pink press" in Spain)

Orange

This colour represents sunset, summer, joy, enthusiasm and fruits. It is used to attract attention.

Recommended use:

  • Summer
  • Sales and offers
  • For youth communications

Top Colour Groups

Bright colours

  • Celebrations
  • Clothing and lifestyle brands
  • Magazines


Monochrome colours with a bright accent

  • Corporate and modern brands
  • Promotions
  • Impactful messages and posters

Minimal neutral

  • Sustainable brands and designs
  • Feminine themes
  • Food and travel related subjects

Be careful with these colours

Avoid using colours and combinations that promote gender stereotypes

Don't use pink for themes and topics traditionally related to women and blue for those traditionally related to men.

Avoid using the combination of colours of the Spanish flag

It is stereotypical and controversial. It might be perceived as a sign of extremism in politics.

Trending Design Colour Palettes

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Blues, ochre, and oranges

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Bright and primary colours

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Earth tones

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Printing press colours

Global Services

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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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