When creating a design or building up a brand it is important to keep color at the forefront of your mind. It can make a huge difference in any work you do. Any experienced designer knows when developing a brand the psychology of color can actually make or break a new company. Researching and exploring other brands and competition may hinder creativity to an extent, but it can also give you clues on how the industry chooses its colors.
Color has many different meanings in many different cultures. When working with a foreign culture it is important to research and understand what particular colors mean to them.
Here are some key colors and the meaning they can hold within a project:
- Gray and Silver evoke balance, cold temperatures, innovation and science.
- Brown is associated with earthiness, simplicity, and durability.
- White represents purity and cleanliness. White is often used to creating brand identities in the medical or bridal industries.
- Blue is the most popular color used in brand creation. It usually puts people at ease as it relates to natural areas like the sky and ocean. The color blue may symbolize security; trust worthiness, stability, courage, preservation, confidence, wisdom, and friendliness.
- Red is a color that evokes a passionate and instinctual response. Red can symbolize Energy, passion, joy, activity, leadership and courage.
- Green is for wealth, trees, calmness, money, generosity, eco friendly, and completion.
- Yellow can help create feelings of optimism, childishness, freshness, education, and arrogance.
- The color black evokes feelings of mystery, power, elegance, sophistication and functionality.
- Orange evokes feelings of hunger, pleasure, enthusiasm, creativity, and fun.
- Purple is a mysterious yet sophisticated color.
- Pink is an affectionate color which lends itself to identifying products and services geared towards women or young girls. Sensitivity, compassion and beauty often associate themselves in the world with pink.
Here are some more key combinations of colors, their definitions and examples.
Monochromatic: The monochromatic or monotone color scheme uses variations of shades of a single color. (Red, dark red, and pink.) It’s associated with clean, elegance and balance.
Analogous colors: The Analogous colors are groups of three colors that are next to each other on the color wheel, with one being the dominant color. This color tends to be a primary or secondary color. Red, orange, and red- orange are examples of this theme.
Complementary: Complementary colors are colors that are directly opposite to each other in the color spectrum. Examples are red and green or blue and orange. When combined in the right proportions, they produce white light. (Cool and warm)