It is difficult to dispute the importance of color to branding-related endeavors. Color is evocative, creates an attraction between consumers and products and is capable of boosting recognition of a brand significantly.
The fact of the matter is that colors have the ability to produce feelings of happiness or sadness, sensations of thirst or even fatigue. Designers need to grasp the ways in which different colors can psychologically impact everyday people, including the audience a client intends to reach. It is worth reviewing the manner in which color guides our decisions, emotional reactions and moods.
Sitting adjacent to one another on the color wheel are hues of yellow, orange and red. These are known as warm colors, and they are known to bring about a feeling of energy, gladness and hopefulness. It is also necessary to note that orange and yellow may cause irritation to some people's eyes, and they can work to boost appetites.
Consider some of the more popular fast food establishments and their frequent use of red and yellow in packaging, logos and the like. What is the reason for this? The goal is to prompt feelings of hunger and an impulse to eat something immediately.
Dynamic and warm in nature, red routinely sparks the full emotional spectrum. Many think of it as a color of love and passion, but also of risk and rage. This is a color that can set heart rates racing and generate a sense of real excitement. If a design element needs to receive a significant amount of attention, such as an online security alert, it is wise to render it in red. Used as an accent, however, red should be applied moderately, since it has a tendency to feel overwhelming at times.
This is a color grouping that generates happy, vital feelings in those who see it. It is an attention-grabbing hue, but it does not feel quite as powerful as red. Orange is forceful, but maintains balance and friendliness. For effective calls to action and invitations to subscribe to or purchase a product, orange can be an ideal choice.
In terms of the warm color family, yellow might just be the tone with the most energy. It conjures thoughts of sun, laughter and light. Yellow accents are great for producing an optimistic vibe in viewers. Of course, yellow does reflect large amounts of light and may feel harsh or irritating at times. Thus, this color should be used in a measured way in order to draw attention just where it is needed.
Purple, green and blue comprise the cool color family. These tones generally produce feelings of calmness and serenity, though they can also be seen as somewhat sad. Many feel that purple is great for promoting creativity, given that it blends relaxing blue with fiery red. Clients needed to generate an aura of beauty, healthfulness or safety ought to think about using these types of colors.
This color has long reflected feelings of wealth, health and regeneration. Green is pleasing to the eye and can help in the creation of balanced designs.
Tranquility, spirituality and trust are all feelings elicited by the color blue. While darker blues are great for generating a professional look for corporate clients, when used to excess, the effect can be rather cold. Lighter tones of blue create an approachable and friendly vibe.
Long recognized as a color connected to royalty and wealth, purple tends to lend a soothing air. Therefore, it is a popular choice for cosmetic and personal care products. Deep purples are perfect when a sense of luxury is required.
White, tan, black, gray and brown are essential colors for the backgrounds of great web design. White, black and gray are great for pairing with bright tones. When texture is part of the design scheme, brown or tan backdrops are key.
Designers must always remember that responses to color are very subjective and may differ substantially depending on the cultural background of the viewer. Because of this, designers must never fail to research their intended audience and make deliberate color choices based on their findings.