Cool colors are popular choices for branding. Blue is the most popular cool color worldwide. Other cool colors include green and purple, along with all of their variations. The concept of cool colors appeared even before warm by French art historian Roger de Piles in 1708.

Cool colors are commonly seen in nature — in water, the sky, and plants. These colors evoke feelings of calmness and relaxation, as well as loyalty and trust (another reason they’re so popular in branding). Blue is also widely associated with text links in UX design.