Colour In Design & Marketing
Colour (hue) is a very powerful tool in the world of graphic design. The effect that it can have on your target audience when used properly in branding, marketing and advertising campaigns can be very rewarding, or NOT. The emotions evoked by using certain colours and colour combinations can be either positive or negative. Also very important whether a particular colour is saturated (bright) or unsaturated (dull) in regards of how it can change the mood of your audience from one of relaxation to excitement. Colour theory is a very in-depth and vast topic so we are simply going to scrape the surface. This topic is so vast that one could have a booming lifelong career completely focused on the psychology of colour and its effects on human emotions. So, we will keep it simple and to the point.
This range in this colour spectrum covers red, orange and yellow including variations of these colours. These colours remind us of natures warming and peaceful sunsets, autumn leaves and warm glowing campfires. Warm colours advance meaning the eye picks up on these colours first based on the theory of the wavelength of different colours. Warm colours stimulate our senses, evoke feeling of passion and make us feel energized in a positive manner.
Inn this colour spectrum, cool colours include everything from green to blue to purple and all combinations thereof. These colours generally evoke feelings of calmness. They are more grounded in our reference to nature such as luscious green grass, aqua tinted waters and clear baby blue skies.
These colours are not part of the warm or cool colour spectrum at all. Blacks, browns, greys and whites are colours that fall into this category and are not normally found on a colour wheel. Neutral colours are highly affected by their surrounding colours. Combining the right colours with these neutrals can maximize contrast, direct attention or create stylish and sophisticated designs.
Mood and Feelings of Colour
Action, passion, energy, excitement, strength, adventure, enthusiasm and love.
Optimism, enthusiasm, freedom, original, kindness, pleasure adaptability and youth.
Clarity, cheerful, curios, inspiring, confidence, joy, vital, high spirited and fun.
Nature, luck, harmony, growth, peaceful, prosperity, success, ambition and health.
Trust, power, confidence, devoted, loyalty, honour, security, understanding and purpose.
Mystery, fantasy, imagination, royalty, spirituality, justice, healing and high ideals.
Femininity, creativity, respect, softness, gratitude, intuition and calm.