Yellow-  Often portrayed as being a cheerful attention getter, and is often associated with liveliness and being energetic. Yellow is also difficult for the eye to take in heavy doses, so it can easily overpower a palette if overused.

Orange- Associated with energetic warmth and ambition. Orange is a vibrant color which often denotes new beginnings, enthusiasm, and creativity. Paring hints of orange with cooler blues often create an exciteful pop.

Red- The most emotionally intense color of all! Red is an extreme color often associated with boldness, love, and life(blood). Red also can denote a warning (think traffic/sign/alarm) so be careful of overuse.

Green- Symbolic of natural and organic materials. Green is one of the easiest colors on the eye and is often further associated with safety, optimism, growth, harmony, wealth, luck, and stress relief.

Blue- One of the most commonly used colors. Blue is the color of the sky and is often associated with tranquility, depth, honor, trust, and productivity. Blue is also said to decrease one's appetite.

Purple- Historically connected to royalty, nobility, power and wealth. Purple can also be associated with spirituality but due to its rarity in nature, purple can often appear artificial.

Pink- Often attributed to femininity, love romance, and tenderness. Pink has also been known to produce a calming effect.

Brown- Solid dependable, and confident are often traits attributed to brown. It can be thought of as being both conventional and sophisticated depending on its intended use.

Grey- Usually associated with being conservative, traditional and serious. Shades of grey also act as good base to provide more visibility to bolder colors such as red and orange.

Black- A symbol of power and authority. Black is also used as a color of sophistication and elegance, often provoking emotions of mystery. Black is also associated with evil, taboo, depth, and gloom.

White- Signifying purity, cleanliness, sterility, and youth. White is also known to project absence of color, lending itself nicely to providing negative space in the design.