Blue means trust. Green means growth. Red means energy. It is the most repeated advice in branding and it is mostly noise.

Colour carries meaning, but that meaning is set by context, culture and category far more than by any universal code. Red is danger in one setting and celebration in another. The same green reads as fresh on one product and cheap on the next.

We choose colour from the job it has to do: stand apart in your category, survive a bad screen, work in one ink when it has to, and still feel like you at a glance.

A palette that photographs well and prints cleanly beats a palette with a beautiful backstory nobody ever hears.