What it means: “Quality, luxury, and decadence” are all associated with purple , as is royalty. However, it can sometimes come off as tacky, too whimsical, or not in touch with reality, and depending on the company, this can be detrimental to the message the brand wants to send.

Which brands use it: Cadbury’s trademark purple pairs well with its rich chocolate products. Pop singer Prince is also known for being decked out in purple.

 What it means: Brands that use yellow are “expressing a personality of happiness, optimism and friendliness.” Yellow is also the most visible color in daylight, making it difficult to overlook brands that use the color.

Which brands use it: McDonald’s uses yellow in the big yellow ‘M’ raised high above the streets. Contrasted against a blue sky, it pops out at people driving by. IKEA also uses yellow in order to tell consumers that shopping at IKEA is a fun, happy experience.

What it means: Orange is powerfully bright. Companies using orange are seen as “fun, playful and enjoying social interaction.” Orange can also represent physical comfort, like food and warmth. But be cautious when using orange, she says, because some brands that do “come across as frivolous” and unable to take things seriously.

Which brands use it: The kids’ TV network Nickelodeon is branded with a bright orange splat. It’s a good choice for the brand because it stands out to kids, and the programming they present is all about having fun.

What it means: Pink may be an obvious color to associate with certain qualities. Pink stands for femininity, as well as “love, nurturing, and caring.” A lighter pink is sweet, usually marketed towards little girls, whereas a brighter pink holds sex appeal.

Which brands use it: Victoria’s secret is a prime example of a pink-branded company. They even have a line of products called PINK. Many charities related to breast cancer, such as Susan G. Komen, color themselves pink, along with the recognizable awareness ribbons worn during Breast Cancer Awareness month.

 What it means: Chocolate is something that first comes to mind when you think of brown, but the deeper meaning behind the color is warmth, safety, reliability, and dependability.

Which brands use it: UPS is a brand consumers want to trust to get their mail and packages from point A to point B on time. Brown is a great color choice for them. On the chocolate side of things, original M&Ms come in the easily identifiable brown packaging, and all the warm feelings of the sweet chocolate are there in the brand.