When it comes to selecting a color scheme for a project, it's important to understand what specific emotions each color can evoke. Color makes the world vibrant, and combinations of various colors can elicit emotions. But if you're deciding on a monochrome palette for a project, it's best to know which colors elicit which emotions.
Cool colors are on the low end of the spectrum—purples and blues and quite a few greens. These colors can be calming or sinister, depending on context and their use. Use these colors when you want to evoke negative or calming emotions.
Green's biggest associations are with nature and money. The environment, plant life, and growth are all associated with the color green. Organic and sustainable brands often use green in their branding colors. Lighter shades also represent vitality and renewal.
On the money side of things, green also represents stability and wealth. American dollar bills are green. Darker shades of green represent prestige and abundance.
Blue is the most versatile color when it comes to emotions. I can represent royalty and the military, with sharp blue uniforms on soldiers and officers. Business suits are also blue. So blue is a color that represents authority and trustworthiness.
Emotionally, blue can be either calming or sad. Blue is the color of harmony, as it is also the color of the sea and the sky. Think of a vast expanse over the ocean, or watching clouds in a clear blue, sky. Peaceful, right? Blue also represents sadness. The term "feeling blue" is a common idiom for a reason.
Purple is not a common color when it comes to branding, but it can be versatile in art for its use in shadow. Psychologically speaking, purple represents royalty, the occult and mystery. Darker shades bring to mind luxury and opulence, while lighter shades are more sentimental and nostalgic.