Blue is the color of trust. It’s a very universal color and brings about feelings of responsibility, reliability, and confidence.
It also elicits calm and peaceful feelings. It’s a good color to have surrounding us during a one-on-one conversation.
Blue is also considered a conservative color, making it suitable for insurance companies, banks, and attorneys/law firms since it projects trust.
Blue is the most universally favored color of all and therefore the safest to use. It relates to trust, honesty and dependability, therefore helping to build customer loyalty. Yet, too much blue can be rigid and boring.
It is a more mature color. However, young children and youth may find baby blue or electric blue more appealing.
Blue combined with gray is good for a company promoting computer technology, which is a fairly conservative field.
Websites promoting technology, medical equipment, cleanliness, male and female products should use some blue in their colors.
Blue should not be used for food-related businesses (except for blueberries), because it has a tendency to decrease the appetite. Although, a light blue shade can be used in advertisements and packaging involving sugar, since it can evoke sweetness.
Additionally, a lighter shade of blue is good to use for travel-related businesses (like airlines) and relaxation, healing industries that promote physical and mental relaxation.
On the other hand, dark blue is a serious color and suitable for institutions, legal firms, political, and religious organizations.
On a spectrum of light, medium to darker shades of blue, one will find that it reflects, a creative side (beginning with light blue) and as the spectrum gets darker, to a more authoritative stance (think navy blue).
Blue projects a message of trustworthiness when used on marketing materials.