Cool colors

Blue, green and purple are cool colors. They recall water, sky and plants, and tend to feel calm, steady and trustworthy.

That calm, reliable feeling is one reason many banks, health services and productivity tools build their brands around blue or green.

Blue has also been the default color for text links on the web for decades, so people often read blue text as clickable. Pro tip: if you use blue text for decoration, make sure it does not look like a link.