Chapter 6 presents findings from a study into the figurative use of colour and shape in app icons. The study explores the values that are conveyed by different colours and shapes and examines how these are used to express the personalities of different brands and products. Findings from the study show that there is a degree of systematicity in the colours and shapes that are selected for particular kinds of products and services, and there are figurative links between the colours chosen for the apps and the types of service they offer. This strategy works best when different figurative messages are combined through the use of two or more colours along with an iconic metonymic or metaphorical image. This creates a narrative through which the qualities of the app can be conveyed. Blue, white, and green apps tend to receive the most downloads, which is partially a reflection of the values that those colours connote, and partially a reflection of the fact that they feature heavily in communication apps, which are the most downloaded category.