Shades of Success — Sherburne

“Blue, on the other hand, is a cooler color. It is America’s favorite color and one that corporations have historically viewed as a safe business color—IBM and AT&T are examples,” she continues.

Another color that has been gaining popularity recently is orange. You’ve seen the Vonage and Cingular commercials, and France Telecom’s mobile division is even named Orange. Brown adds, “We have seen a big pickup in the use of orange, especially for packaging. It is warmer, vibrant and, as a combination of red and yellow, shares a lot of attributes of those colors. Orange conjures up energy, warmth and the sun. It is not as intense or aggressive as red, but carries a lot of the cheerfulness of yellow. Both are stimulants, so it can even conjure up appetite.