Every December, The Pantone Colour Institute divides the internet with the announcement of its Colour of the Year. Since the year 2000, the company has come together to analyse all sorts of global trends and influences; from film and tv to fashion and everything in between. It often represents the general mood and hopes of the population for the year to come, bringing people together through colour.

After this years’ slightly disappointing announcement, we asked around the office to find out how we’d rank our top 10 Colours of the Year, and here are the results.

Spoiler alert – 2026’s Cloud Dancer didn’t make the cut.

Colour is one of the most important tools a graphic designer has. It has the ability to evoke emotions, influence decisions and communicate meaning without using a word. Whether you’re starting a brand, building a website or planning an advertising campaign, colour theory is an essential aspect that can help your audience connect on a deeper level.

What is colour theory?

Colour theory is the study of how colours interact and the effect they have on our emotions. It’s a framework for designers to choose a harmonious colour palette and understand the psychological effects they have.

Colour psychology

Different colours elicit different emotions. Here’s a breakdown on how colours are perceived:

Red: Passion, energy, urgency, love, or danger. Often used in advertising to grab attention or evoke excitement.

Blue: Trust, calmness, stability, and professionalism. Popular in corporate branding and healthcare.

Yellow: Happiness, optimism, and warmth. However, overuse can lead to feelings of anxiety or caution.

Green: Growth, harmony, and nature. Often associated with health, sustainability, and wealth.

Purple: Creativity, luxury, and mystery. Frequently used in branding for premium products.

Orange: Playfulness, enthusiasm, and energy. Great for evoking a sense of fun and accessibility.

Black: Sophistication, power, and elegance. Often used in luxury or minimalist designs.

White: Purity, simplicity, and cleanliness. Ideal for creating a sense of space and clarity.

How to use colour to evoke emotion

Choosing an effective colour palette requires you to understand your brand or message, for example, a sports brand could use red to communicate strength and energy, whereas a medical brand could use blue to express a sense of calmness and trust.

Looking at popular brands and how they use colour to communicate to their audience can help to influence your decision making. Take a look at how these brands apply colour theory:

Coca Cola: Coca Cola’s iconic red branding is synonymous with energy, passion and excitement. It’s a prime example of colour being used to reinforce brand identity.

Spotify: Spotify’s vibrant green logo reflects creativity, growth and community, coinciding perfectly with its mission to connect people through music.

FedEx: FedEx combines two colours to communicate its messaging. By using purple they are able to convey professionalism and reliability while the orange adds energy and a sense of speed which is a perfect example of colour theory for a delivery company.

Colour theory is more than just a technical skill. By understanding how colours interact with each other and what emotions they can evoke, you can create designs that resonate and leave a lasting impression on your audience. The right colours can transform a good design into a powerful experience.