COLOUR : ELEMENT OF DESIGN

Color is not essential to a good design. Black and white and shades of gray can
create 'color' that is just as effective as reds, blues, and greens. However, color is an
added dimension that can evoke moods and make powerful statements when used
wisely

COLOR TERMINOLOGY

COLOR FACT : Colors may appear to change according to their surroundings. COLOR FACT:
Outline a color in black or a darker shade will enhance the enclosed color, giving it clarity
and richness.

COLOR: general term for the qualities of hue, intensity, and value observed in pigment or
light.

HUE: the name of a color, such as red, blue, green....

CHROMA: intensity, strength, or saturation of color, distinguishing the chromatic colors from
black and white.

SATURATION: degree of vividness of a hue from its concentration; used synonymously with
chroma.

More Saturation---------Less Saturation

VALUE: range from light to dark, including white, grays, and black; colors can be evaluated
on this scale. Values are often numbered on scales of 0 to 10. In one system 0 - black and 10
- white; another system reverses the designations and has 0 for white and 10 for black.
Generally, high values are considered to be light, and low values dark.

COLOR WHEEL: divided or sectioned circle with colors in a spectrum effect.

COLOR TRIAD: three colors spaced an equal distance apart on the color wheel, such as red,
yellow & blue or orange, green & purple.

COMPLEMENTARY COLORS: colors directly opposite each other on the color wheel such as
blue & orange, red & green, yellow & purple.
SPLIT COMPLEMENT COLORS: use of the colors on each side of a complementary color.

PRIMARY COLORS: (artists) red, yellow, blue (printing inks) magenta, cyan, yellow

SECONDARY COLORS: orange, green and purple, made from mixing the primaries: red and
yellow make orange, blue and yellow make green, and red and blue make purple.

TETRADS: color harmonies based on four colors; using every fourth color; the tetrads on the
Prang color wheel; yellow-orange, red, blue-purple, and green; orange, red-purple, blue, and
yellow-green; red-orange, purple, blue-green, and yellow.

TERTIARY COLORS: in contemporary usage, the intermediate colors are considered

tertiaries: yellow-orange, red-orange, red-purple, blue-purple, blue-green, and yellow-green;
in early color theory, the mixture of the secondary colors created a tertiary, as green mixed
with orange, orange mixed with purple, and purple mixed with green

COLOUR DYNAMICS
Example: color pair grey - red Structural meaning: "Impulsiveness" or "Ill-
Considered Action". With protective and concealing grey preceding the active red,
impulsive action tends to be of a rather covert nature, carried out with the hope of
being neither committed nor involved in consequences. Color theory (Book: Luscher
colortest)
The healing power of color
Color therapy or light therapy is based on the fact that by using coloured lamps we
can change our daily hormonal rhythms. Color changes state of the pineal gland in
the brain. Chromotherapy.
Physics
In physics color is electromagnetic radiation in the wavelength that is visible to the
human eye. The 3+3 color generators carrying opposite quantum numbers indeed
can be related to the six primary colors forming complementary pairs (with black and
white included). Color vision and super-canonical algebra

History of Color Psychology

Johann Wolfgang Goethe was one of the first who connect color and psychology.
Book: Theory of Colours. In 1947 Max Lüscher (born in 1923 Basel Switzerland)
presented his color test to an international conference in Lausanne. Dr. Lüscher
himself has been employed as a color consultant in such diversivied fields as
pharmaceuticals, packaging, flooring, architecture and advertising. " The Lüscher
Color Test, despite the remarkable ease with which it can be administered, is a
"deep" psychological test, developed for the use of psychiatrists, psychologists,
physicians and those who are professionally involved with the conscious and
unconscious characteristics and motivations of others.'"
(From the book: The Lüscher Color Test, Max Lüscher)
Color Theory Basics

What is color theory?

Color Theory is a set of principles used to create harmonious color combinations. Color relationships can be
visually represented with a color wheel — the color spectrum wrapped onto a circle.

The color wheel is a visual representation of color theory:

According to color theory, harmonious color combinations use any two colors opposite each other on the
color wheel, any three colors equally spaced around the color wheel forming a triangle, or any four colors
forming a rectangle (actually, two pairs of colors opposite each other). The harmonious color combinations
are called color schemes – sometimes the term 'color harmonies' is also used. Color schemes remain
harmonious regardless of the rotation angle.

Classic color schemes supported by Color Wheel Pro:

Monochromatic Color Scheme

The monochromatic color scheme uses variations in lightness and
saturation of a single color. This scheme looks clean and elegant.
Monochromatic colors go well together, producing a soothing effect.
The monochromatic scheme is very easy on the eyes, especially
with blue or green hues.
 Analogous Color Scheme
The analogous color scheme uses colors that are adjacent to each
other on the color wheel. One color is used as a dominant color
while others are used to enrich the scheme. The analogous
scheme is similar to the monochromatic, but offers more nuances.

Complementary Color Scheme

The complementary color scheme consists of two colors that are
opposite each other on the color wheel. This scheme looks best
when you place a warm color against a cool color, for example, red
versus green-blue. This scheme is intrinsically high-contrast.

Split Complementary Color Scheme

The split complementary scheme is a variation of the standard
complementary scheme. It uses a color and the two colors adjacent
to its complementary. This provides high contrast without the strong
tension of the complementary scheme.

Triadic Color Scheme

The triadic color scheme uses three colors equally spaced around
the color wheel. This scheme is popular among artists because it
offers strong visual contrast while retaining harmony and color
richness. The triadic scheme is not as contrasting as the
complementary scheme, but it looks more balanced and
harmonious.

Tetradic (Double Complementary) Color Scheme

The tetradic (double complementary) scheme is the most varied
because it uses two complementary color pairs. This scheme is
hard to harmonize; if all four hues are used in equal amounts, the
scheme may look unbalanced, so you should choose a color to be
dominant or subdue the colors.

Color theory does not analyze tints, shades, and tones

Color theory analyzes only the relationships of pure colors; it does not take color lightness and saturation
into account. While your color scheme can use any tints, shades, and tones, color theory pays attention only
to the hue component.
Color theory considers both these schemes equal:

  

History of color theory

The first color wheel was invented by Sir Isaac Newton. He split white sunlight into red, orange, yellow,
green, cyan, and blue beams; then he joined the two ends of the color spectrum together to show the natural
progression of colors. Newton associated each color with a note of a musical scale.

A century after Newton, Johann Wolfgang Goethe began studying psychological effect of colors. He noticed
that blue gives a feeling of coolness and yellow has a warming effect. Goethe created a color wheel showing
the psychological effect of each color. He divided all the colors into two groups – the plus side (from red
through orange to yellow) and the minus side (from green through violet to blue). Colors of the plus side
produce excitement and cheerfulness. Colors of the minus side are associated with weakness and unsettled
feelings.

The current form of color theory was developed by Johannes Itten, a Swiss color and art theorist who was
teaching at the School of Applied Arts in Weimar, Germany. This school is also known as 'Bauhaus'.
Johannes Itten developed 'color chords' and modified the color wheel. Itten's color wheel is based on red,
yellow, and blue colors as the primary triad and includes twelve hues.

Classic Color Schemes

Monochromatic color scheme

Examples:

The monochromatic color scheme uses variations in lightness and saturation of a single
color. This scheme looks clean and elegant. Monochromatic colors go well together,
producing a soothing effect. The monochromatic scheme is very easy on the eyes,
especially with blue or green hues. You can use it to establish an overall mood. The
primary color can be integrated with neutral colors such as black, white, or gray.
However, it can be difficult, when using this scheme, to highlight the most important
elements.

Pros: The monochromatic scheme is easy to manage, and always looks balanced and
visually appealing.
Cons: This scheme lacks color contrast. It is not as vibrant as the complementary scheme.
Tips: 1. Use tints, shades, and tones of the key color to enhance the scheme.
2. Try the analogous scheme; it offers more nuances while retaining the simplicity and
elegance of the monochromatic scheme.

Analogous color scheme

Examples:

The analogous color scheme uses colors that are adjacent to each other on the color
wheel. One color is used as a dominant color while others are used to enrich the scheme.
The analogous scheme is similar to the monochromatic one, but offers more nuances.

Pros: The analogous color scheme is as easy to create as the monochromatic, but looks
richer.
Cons: The analogous color scheme lacks color contrast. It is not as vibrant as the
complementary scheme.
Tips: 1. Avoid using too many hues in the analogous scheme, because this may ruin the
harmony.
2. Avoid combining warm and cool colors in this scheme.

Complementary color scheme

Examples:
The complementary color scheme is made of two colors that are opposite each other on the color wheel.
This scheme looks best when you put a warm color against a cool color, for example, red versus green-blue.
The complementary scheme is intrinsically high-contrast.

When using the complementary scheme, it is important to choose a dominant color and
use its complementary color for accents. Using one color for the background and its
complementary color to highlight important elements, you will get color dominance
combined with sharp color contrast.

Pros: The complementary color scheme offers stronger contrast than any other color
scheme, and draws maximum attention.
Cons: This scheme is harder to balance than monochromatic and analogous schemes,
especially when desaturated warm colors are used.
Tips: 1. For best results, place cool colors against warm ones, for example, blue versus
orange.
2. If you use a warm color (red or yellow) as an accent, you can desaturate the
opposite cool colors to put more emphasis on the warm colors.
3. Avoid using desaturated warm colors (e.g. browns or dull yellows).
4. Try the split complementary scheme; it is similar to the complementary scheme but
offers more variety.

Split complementary color scheme

Examples:

The split complementary scheme is a variation of the standard complementary scheme. It

uses a color and the two colors adjacent to its complementary. This provides high
contrast without the strong tension of the complementary scheme.

Pros: The split complementary scheme offers more nuances than the complementary
scheme while retaining strong visual contrast.
Cons: The split complementary scheme is harder to balance than monochromatic and
analogous color schemes.
Tips: 1. Use a single warm color against a range of cool colors to put an emphasis on the
warm color (red versus blues and blue-greens, or orange versus blues and blue-
violets).
2. Avoid using desaturated warm colors (e.g. browns or dull yellows), because this
may ruin the scheme.

Triadic color scheme

 Examples:

The triadic color scheme uses three colors equally spaced around the color wheel. This
scheme is popular among artists because it offers strong visual contrast while retaining
balance, and color richness. The triadic scheme is not as contrasting as the
complementary scheme, but it looks more balanced and harmonious.

Pros: The triadic color scheme offers high contrast while retaining harmony.
Cons: The triadic color scheme is not as contrasting as the complementary scheme.
Tips: 1. Choose one color to be used in larger amounts than others.
2. If the colors look gaudy, try to subdue them.

Tetradic (double complementary) color scheme

Examples:

The tetradic (double complementary) scheme is the richest of all the schemes because it
uses four colors arranged into two complementary color pairs. This scheme is hard to
harmonize; if all four colors are used in equal amounts, the scheme may look unbalanced,
so you should choose a color to be dominant or subdue the colors.

Pros: The tetradic scheme offers more color variety than any other scheme.
Cons: This scheme is the hardest scheme to balance.
Tips: 1. If the scheme looks unbalanced, try to subdue one or more colors.
2. Avoid using pure colors in equal amounts.

Visual vs. Mixing Color Wheel

Mixing (red-yellow-blue) color wheel

Traditionally, artists used a color wheel composed of the primary colors red, yellow, and blue. Currently, the
mixing color wheel is commonly accepted as a visual representation of color theory. This color wheel was
invented by Johannes Itten, a Swiss color and art theorist. According to Itten, the primary use of his color
wheel is for mixing pigments. However, many artists use this color wheel to create visually harmonious color
combinations.

Visual (red-green-blue) color wheel

As opposed to the mixing version of the color wheel, the visual color wheel is based on the primary colors
red, green, and blue. The RGB primaries are used for computer monitors, cameras, scanners, etc. The
secondary (subtractive) triad of the RGB wheel is CMY (cyan, magenta, yellow), which is a standard in
printing. Also, the human eye contains RGB receptors. Because of this fact, many artists believe that the
visual RGB color wheel should be used instead of the traditional RYB wheel to create visual complements.

Which wheel to choose?

The purpose of Color Wheel Pro is to create visually harmonious color schemes, but not to teach you to mix
pigments. So we recommend that you use the visual RGB wheel because it reflects human color perception
correctly. Of course, you can experiment with both types of the color wheel.

COLOR SCHEMES

MONOTONE: using a single neutral color such as black, light to medium grays, beiges,
taupes, and off whites. Gives a feeling of calm, quiet quality or a classic understated look.
Very subtle and very appealing for use in more expensive products. Not good for signage,
packaging, advertising or any other graphic application because the monotones are so subtle
that they appear unreadable, so some contrasting color or texture is needed.
MONCHROMATICS: using one color family in various values of intensities. Very effective in
imparting subtle nuances such as the refreshing quality of contrasting green foliage or the
deliciousness of rich chocolate melting into a creamy mocha color. Also called
monochrome/monochromatic.

ANALOGOUS: neighboring families on the color wheel. Colors that are closely related such as
blue, blue-green, and green; three or four colors that are adjacent (touch) on the color wheel.
Total harmony with analogous colors is not necessarily a good thing because a too subtle use
of color may lack impact. Expanding the group by adding touches of another neighboring color
will get more attention. (blue-purple, purple, red-purple, and red)

COMPLEMENTARY: colors directly opposite each other on the color wheel, such as yellow &
purple, red & green, blue & orange. The red family appears redder when contrasted with green
as will orange with blue and yellow with purple. Complementary colors balance as they are
opposites — one warm, one cool. In their brightest intensities, complements literally command
attention so are especially effective in packaging, advertising, point-of-purchase, banners,
sports uniforms or any other usage where exuberant and instant attention is important. In
softer or deeper values, the effect is more subtle.
SPLIT COMPLEMENT: use of the colors on each side of a complementary color, such as
yellow, red-purple & purple-blue; red, yellow-green & blue-green; blue, orange-yellow & red-
orange; orange-yellow, blue & purple; red-orange, green & blue; red-purple, yellow & green;
purple-blue, orange & yellow; blue-green, orange & red; yellow-green, red & purple.

COLOR TRIAD: three colors spaced an equal distance apart on the color wheel, such as red,
yellow & blue; orange, green & purple; yellow-green, purple-blue & red-orange; blue-green,
red-purple & orange-yellow.

TETRADS: color harmonies based on four colors; using every fourth color; the tetrads on the
Prang color wheel; yellow-orange, red, blue-purple, and green; orange, red-purple, blue, and
yellow-green; red-orange, purple, blue-green, and yellow.
Let Carnright Design be your graphic design team member to help create memorable
marketing and advertising materials and strengthen your brand.

COLOR WHEELS
MODERN DAY COLOR WHEEL

Legend: P=Primary S=Secondary T=Tertiary

NOTE: yellow mixed with black will generate various shades of green, In pigments black is the
combining of all colors and white is the absence of color. In the spectrum white is the
combination of all colors and black is the absence of color.

yellow mixed with black

warm----------------------------------- cool

yellow mixed with blue

COLOR AWARENESS :PSYCHOLOGICAL USE
Does seeing red bring to mind passion, anger, fire? Does
blue inspire trust, conservatism, or depression? How
does gray affect you? Does orange give you energy,
excite you, or remind you of something really tacky?
Does brown make your mouth water, remind you of
nature, feel at home or bored silly? Have you ever
noticed how infants seem to prefer colorful objects or
young children favor color to form? How we feel
influences how we see colors. From infancy when our
eyes first perceive colors, we start to formulate color
associations that carry through adulthood.

What we learned about color as children is with us our

entire lives. We may not be aware or even remember our childhood color associations with a
specific incident but our brains do and we continue to respond in either a positive or a
negative way.

When we reach the intense, peer pressure teenage years, the tendency is to use “in” colors
because of the status and recognition those colors give us. Moreover, color is an avenue of
being outrageous. Consider the purple, orange, or flaming red hair seen on many teenagers
today or the very black clothing mixed with a little red. In the US, the red and black
combination is often associated with dark forces or vampires. When we think of motorcycle
gangs, we often think of black leather. When we think of street gangs, there are specific colors
associated with each gang bringing a negative connotation to selected colors. On the positive
side, cotton candy is always baby blue or pink. Mouthwatering chocolate candies are always
shades of brown. The basic black dress has always been classic and timeless. As we age, self-
expression and trends still influence part of our color choices but personal tastes and
preferences are equally important.

Cultural backgrounds and traditions also influence our learned responses to colors. African and
tropical cultures bring to mind bright colors. Kings and Queens through the centuries have
worn either purple or navy blue robes. Virgins wear white thus the white wedding dress.
Indian mystics believe green brings great harmony. In the US, there is a saying “Green with
envy.” Red is often associated with red-blooded, red-light district, to be in the red. Blue is
blue-chip stocks, feeling blue, blue blood, etc. Whatever your culture or traditions, the color
family you choose will evoke responses however and wherever it is used.

Consequently, each culture has its own unique heritage of color symbolism making it
necessary to do your homework on the backgrounds and perceptions in any given culture. As
people move around the world, they often carry with them their color baggage. However,
some people try very hard to fit in with new surroundings by emulating the colors they see, so
it is wise to never make assumptions that all people from particular cultural backgrounds will
have the same reactions to any one color.

With increased communications and shrinking barriers, color exchanges become similar as
companies reach out to broader worldwide markets. Old color concepts are changing. An
example of this is the color white. In China, historically white is the color of mourning. Today,
white is in everything from T-shirts to wedding gowns to airplanes. These changes in attitude
are especially true for the younger generation who has fewer ties to tradition and are more
open to change.

Whatever the culture, whatever the geographic location, there are some generalities in the
human response to color. Red always attracts attention. It is the first color named after black
and white. The psychological association goes back to the beginning of time to blood and fire,
two important elements necessary to sustain life. Red also represents danger thus making it a
color to pay close attention to as it triggers a “fight or flight” response and encourages us to
act accordingly. Throughout the ages, we have learned a reaction to colors and although we
may not necessarily flee from red, we definitely pay attention to it.

Do your homework for your target market. You will be glad you did as color does affect the
success or failure of your business.

Let Carnright Design be your graphic design team member to help create memorable
marketing and advertising materials and strengthen your brand.

EMOTIONAL AND PSYCHOLOGICAL

IMPACT OF COLOR

Look around. What do you see? Do you see color? How

could you not? It is everywhere, from the green grass to
the blue sky to the black night. Interwoven into the very
core of our existence, we often ignore what is right in front
of us. Color affects and influences us both emotionally and
psychologically on all levels, whether it is personal or
business. Certain colors have the ability to raise our blood
pressure, cause our breathing to become rapid, increase our pulse rate, adrenaline, and
Galvanic Skin Response (GSR). Beyond our control, transmitted to the brain is a chemical
message that releases the hormone epinephrine that causes these physiological responses. In
business, smart entrepreneurs use this uncontrollable response to their advantage by studying
the emotional impact specific colors have on the buying market. They understand that color
influences every level, from the brand logo, image, signage, display, print materials, and the
product itself. According to Leatrice Eiseman, director of the Eiseman Center for Color
Information and Training, executive director of the Carlstadt, NJ-based Pantone Color
Institute, and author of the Pantone Guide to Communicating With Color and Colors for Your
Every Mood, "… 60 to 70 percent of the buying decision is made at the point of purchase. With
so many products vying for the consumer's money and attention, the effective use of color is
one way to capture their attention. Consumers are in an emotional mode when they shop. And
when they are in an emotional mode, they are more visually attuned." With that in mind, let
us explore the emotional impact different colors have on the buying market.

Remember: Choosing the wrong color(s) guarantees failure, choosing the right
color(s) can close the sale.
 NEXT

Let Carnright Design be your graphic design team member to help create memorable
marketing and advertising

EMOTIONAL IMPACT OF COLOR CONTINUED

RED - Red sets the pituitary gland going at a rapid pace. Any design in red
takes on a persona that is exciting, passionate, provocative, and dynamic.
Aggressive in nature, it commands attention and demands action. Seen as the
sexiest of all colors, red is equally seductive in the marketplace. Deepen the
red tones to shades of burgundy and they still maintain the inherent
excitement of the "mother" color but are more subdued. Consumers respond
well to wine tones. They see them as rich, refined, expensive as well as more authoritative,
mature, lush, opulent, and elegant than a vibrant red. The result: burgundy is an excellent
choice for expensive products.

PINK - Depending on its value or intensity, pink has various mood swings
being either romantic, youthful, happy, or sweet. If you are looking for the
same high energy as red, then vivid, shocking or hot pinks create a feeling of
movement and wild abandon. Although these colors are fun and exciting, they
are riskier to use than red because they are often thought of as faddish and do
not age well. These colors are used for less expensive items such as toys or
plastic novelty goods. Bubble-gum pinks are immature, artificial, and seen as
tacky on items that are more expensive. The cosmetic industry favors dazzling, voluptuous
pinks because they create attention at the point of purchase when a sultry, upscale, and
sophisticated look is the goal. Do you want a more "grown up" look? Then magenta or fuchsia
give the impression of sensual and theatrical. Less saturated pinks watered down to the point
that red is almost gone give a romantic mood whereas dusty pinks and mauves are soft,
subtle, and sentimental. Seen as sweet and healthy (pink cheeks), pinks are excellent choices
for the food and beverage industry, cosmetics, perfumes, bath products, facial salons, and
health care products.

ORANGE - The hottest temperature of all colors, orange is glowing, vital, and high arousal
that is associated with autumn's shimmering foliage or radiant shadings of
sunset. In its most vivid intensity, it is a color not taken seriously because it
then becomes playful, expressive, happy, and childlike. Bright orange is an
excellent choice for toys, games, inexpensive plastics, and any novelty
products that appeal to children or the young-at-heart. When used in graphic
applications, it becomes comedic and cartoon-like so it is not a good choice if
you want to convey a serious message. Quite a few people view bright,
fluorescent orange as loud and many dislike the neon intensities. However, vivid or neon
orange are highly visible and excellent point of purchase colors. More subtle tones of orange
radiate warmth and vitality. These shades lend themselves well to "ethnic" Mexican or Indian
themes or products. Peach, apricot, coral, and melon are pleasing to the eye and are
outstanding choices for the upscale, affluent markets. These colors are nurturing,
approachable, tactile colors that people want to reach out to touch or taste making them first-
rate choices for healthcare products, dining areas, food services, or food packaging. Other
first-class uses of these colors are makeup salons, beauty spas, and in beauty products and/or
packaging.

YELLOW - Warm, sunny, luminous yellow equals splendor and the heat of
the sun in every society. It is optimistic, creative, encouraging, imaginative, has
an aura of enlightenment, and gives a feeling of well-being. However, if a
person is emotionally fragile with low-self esteem yellow can upset them.
Yellow is the most visible and luminous color of the spectrum plus is the first
color the eye process. In lighter shades, consumers see yellow as cheerful,
mellow, and soft to touch. The more saturated yellow is the brighter it
becomes unlike other colors that deepen with saturation. Various shades of
yellow are associated with delicious foods such as banana cream or custard. Lemon yellow is
happy with a sweet, citrus taste although less sophisticated than cream yellow. Most
Americans prefer cream or sun-baked yellows while green-yellow is not popular. Asian cultures
accept all shades of yellow, especially the green-based hues. Green-yellow is often associated
with tart, acidic tastes such as the lime. Proceed with caution. In nature yellow and black is
the most unignorable color. They are a predatory and dangerous color combination seen in
stinging insects such as the wasps, killer honeybees, and other exotic creatures. Mix black
with yellow and the result is various shades of green, which expands a color palette with just
two colors. Think of yellow and black road signs. An industrial strength color combination for
signage, it is the "pow" in powerful and commands attention on store shelves, signage, or in
design

BROWN - Rustic, sheltering, rich brown is associated with hearth and

home, substance and stability, and earth. More than any other color, think of
brown in terms of usage and context. Connected to the earth, various tones of
brick, brown, tan, clay, and terra cotta are rooted, protective, and secure
combinations. Earthy colors generally give a positive response. However,
browns can also give the impression of something dirty, which is not a
pleasant thought and is a challenge to the fashion industry. Browns have
earned greater visibility and respect due to designer coffees and brown leathers in the
fashions and interiors industries. In the food industry, browns have been successful for many
years. Think of brown breads, rice, grains, and cereals—healthy, wholesome, and organic. On
the other side is chocolate—mouthwatering, delicious, and a comfort food. Whether related to
wholesome and healthy or satisfying your sweet tooth, brown relates to good taste and is
appropriate to foodstuffs or food service environments.

BLUE - Constant, quiet, serene, dependable, reliable, trustworthy, committed, cool blue is
the most popular color and is strongly associated with sky and water. On the positive side,
depending on the intensity, blue is constant, encourages intellectual activity, calms the mind,
or stimulates thought. On the reverse, it may appear cold or unfriendly. Inspiring confidence,
blue is an ideal color for corporate identities, web sites, packaging, and products where these
messages are important. Restful and calm, humans are soothed and replenished when viewing
blue. Darkening any color moves it closer to black and gives the color power. Deep navy blue
is very serious and is the most powerful of all the blues giving instant authority and credibility
to any business. However, concentrated and over-abundant black can look ominous.
Therefore, navy blue is a more friendly and approachable color. Do you want to add a
completely new dimension to your color scheme? Brilliant, electric blue is dynamic and
dramatic, expressing exhilaration. Periwinkles are warm and playful, carrying undertones of
purple that bring in some of the energy of red. Teal blue is rich, unique, and definitely an up-
scale hue, pleasing to the eye and combining well with many other colors. If you are looking
for a color appropriate to both men and women, teal is it as it is equally appealing to both
genders.

GREEN - Soothing, nature, refreshing, fresh, healing green is at the center of the spectrum
and offers the widest range of choices and is the most restful to the eye.
"Mother" blue green always elicits pleasant responses representing the best
qualities. Combined with white, blue-green is cool and clean with an
underlying element of warmth as if you are floating in warm, tropical waters
with the sun shining down so you can see the ocean floor below. Blue-greens
and aquas are first-rate choices for packaging or the colors for personal
hygiene products or beauty products as they are flattering to every skin
color. Associated with nature, consumers respond to mint greens (refreshing and fresh), bright
greens (grass, first buds of spring, and renewal), emerald greens (elegant), and deep greens
(stately tall pines, refreshing scents, and the silence of the forest, money, prestige, security,
feeling safe). Trustworthy deep green is an excellent choice for promoting banks, lending
institutions, and other businesses where prestige and/or security are considerations. Yellow-
greens relate well to gardening/floral motifs. However, vivid yellow-green is associated with
nausea and illness. Kids and adolescents love bright yellow-green simply because adults hate
it making it a good selection for kid or adolescent related products or services. Although
chartreuse is trendy, it does get people's attention and works very well in capturing the eye.
Olive green is a color that does not rate well unless combined in an interesting, complex way
and then only appeals to upscale buyers. If yours is a food industry, use typical vegetable
colors; spinach, lettuce, broccoli, etc. Because we are accustomed to those colors, they are
not offensive unless you happen to dislike a specific vegetable. Use vegetable greens for food
service, dining areas, or packaging "healthy" foods. Seafoam greens are non-invasive, cooling,
and calming to consumers.

PURPLE - Regal, spiritual, elegant, mysterious purple is a complex color

preferred by creative and eccentric types. Purple is an enigma that has many
meanings—from contemplative to regal to sensual, depending on the
background or cultural heritage of the consumer. It is a combination of the
excitement and sexuality of red and the tranquility of blue. The result:
conflicting forces that need handling with care and daring. It is a polarizing
color. People either hate it or love it. It is also the hardest color for the eye to
discern. Purple, in its more radiant intensities relates to spiritual, New Age philosophies and
speaks well for products involving newness or cutting edge technologies. Many people view
deeper royal purple as regal and majestic especially in the European market or for people of
European backgrounds or sensibilities. Grayed undertones give more sophistication and
subtlety to the color. Watered down purple becomes softer, sentimental, nostalgic, and
genteel. Think of Lavender tints in terms of as delicacy, refinement, sweet tastes, and sweet
scents especially floral scents. Grape and purplish berry shades are associated with sweet,
fruity tastes. However, some shades of Lavender make people physically ill and should not be
used in anything related to food stuffs or food services.

NEUTRALS - Timeless, natural, classic, quality, quiet neutrals or monotones

are achromatics—literally without color. Beige, gray, and taupe impart the
psychological message of dependability. Identified with durability, time, and
antiquity neutrals are solid, enduring, timeless, and classic. Think in terms of the Rock of
Gibraltar or ancient monuments or the sands of time. Neutrals lend these qualities to products
and environments. Use these colors whenever the message is one of durability, permanence,
or dependable performance whether it is for interiors, packaging, clothing or other products or
services. Regarded as "safe" and non-offensive, they do not date a product or service because
they will always be in style. However, there are many nuances to neutrals due to their
undertones, which can radically shift the temperature and change the psychological impact.
Warm gray is never serious but cool gray is calm and collected. Warm sandy beige is friendlier
than cool white. The most non-committal of all colors is light to medium grays. These grays
are the most neutral of all neutrals and are highly recommended for work surfaces where color
matching is taking place as they are non-competitive with other colors and highly
recommended as buffers between bright colors to reduce intensity of brilliance. Deepen grays
with more black and they take on the black's power and presence. However, charcoal grays
are never threatening or overpowering as total black sometimes is, especially in living
environments, clothing, or packaging. Silver gray is a futuristic, techno color connected to
minimal, spare, and sleek imagery.

WHITE - Lightweight, pristine, pure, bright, innocent white implies purity

and simplicity. The human eye sees white as a brilliant color so it works well
for contrast, in signage, in point of purchase, in packaging, or any other usage
that catches the eye. However, pure white can cause glare and optical fatigue.
When a message needs to give a sense of clarity and cleanliness, white is the
obvious choice. White is often used in infant products, and products involving
hygiene and health. White is the absence of color in terms of dyes and
pigments. However, Sir Isaac Newton discovered in his experiments with prisms that white
light contains all the colors of the spectrum while black had none. Unrelieved white can create
starkness without any sense of warmth or welcome. Symbolically, pure white is absolute
minimalism, the clean paper against which all other colors may contrast. It is the ultimate
contrast to black. However, in print, packaging or product design white can give a generic
non-descript impression unless enhanced with smart graphics and/or a bit of another color.
Warm off-whites are friendly especially when the undertone is from the warmer colors.
Creamy whites are delicious and vanilla white suggests light, pleasant scents and tastes.

BLACK - Powerful, mysterious, strong, classic, elegant black is associated

with magical mysteries of the night. The opaque, powerful, after-dark soul of
black is seen in every product category as sophistication and style. Consumers
perceive black as powerful, dramatic, elegant, and expensive. In food
packaging, consumers will pay more for a black "gourmet image." Too much
black, however, sometimes gives the feeling of something ominous as in some
cultures it is associated with mourning or the Mafia or the occult. All black
interiors can look foreboding without other colors to relieve it. Packaging, signage, and
advertising should never be completely black as the message would be somewhat lost to the
consumer. Appearing a heavy color, black gives the message of strength, power, potency, and
longevity. The weight of the color makes it a good choice for appliances or equipment or any
product that needs to tell consumers it is solid and durable. Black and white is the classic
combination of strength, clarity, power, and purity. Although black is powerful and classic, it is
not necessarily trustworthy. It is important to identify the message of your business in relation
to your targeted market demographics and choose your color scheme accordingly. Do no make
the mistake of choosing based on your personal preference.
Communicate with Your Customers
with Color

When you see the colors red, blue, or yellow, how do

you react? Does your heart race? Do you feel happy?
Do you feel sad? Do you feel at peace? Do you feel
angry?

Subconsciously, we react to certain colors depending on

our culture, our religion, our upbringing, and/or our
personality. Color is vitally important when doing business and is the first visual impression
and most instantaneous method of communication for conveying your marketing message and
meaning. It helps distinguish your business from your competitors and is an integral part of
the identification process. It helps you keep or lose potential customers by swaying their
thinking and changing their actions and reactions. Without color, every business would look
the same and it would be difficult to differentiate the subtleties of different products and/or
services—what sets your products or services apart from another's.

Color functions on several levels simultaneously, stimulating and working in synchronization

with the senses. It symbolizes abstract concepts and thoughts, expresses fantasy and wishes,
and recalls other times and places, and produces emotional or visual responses. Color also
functions as the primary structural element of corporate identities and brands. It creates
appropriate spatial and navigational effects as a whole — following the rules of design. As a
primary aesthetic tool, color creates a sense of visual harmony that sustains and enhances
your customer's interest.

Color is a vital key element in communicating, enticing, and attracting people to your product
or service. Often called the "silent salesperson," color attracts your customer's eye, conveys
the message of what your product/service is all about, creates brand identity, and, most
importantly, helps you make a sale.

Color works for your business by:

 emphasizing, highlighting, and leading the eye to important points

 identifying recurring themes

 differentiating your business or elements of your business
 symbolizing and triggering emotions and associations

Conversely, color can also hurt your business by choosing the wrong colors. When
choosing your color scheme, it is vitally important to keep in mind just who your target
demographics are — men, women, age range, geographic location, culture, etc. Although you
may love a special color scheme, your potential customers may not. If you are planning to
include a web site into your marketing strategy, then you are dealing on a global level that
may have disastrous results. What color works in one country or industry may not work in
another. Consider the color purple. It works very well as a creative symbol for Adobe's
PageMaker packaging. However, it is a polarizing color and people either love it or hate it.
Globally, it could have potentially hazardous repercussions to your business. In the United
States, purple symbolizes spirituality, mystery, aristocracy, and passion. In Brazil, it
symbolizes mourning, death, nausea, conceit, and pomposity. EuroDisney made a disastrous
mistake using the color purple for its European signage. The color purple was intended to out
do Coca Cola's red. However, in Catholic Europe, purple symbolizes death and the crucifixion
of Christ. The result was visitors thought the signs were morbid. How did this happen? The
CEO liked purple. As simple as that. What does this tell us

 Personal preferences and "avant-garde" tactics usually cause marketing disasters.

Using the wrong color especially on the Internet extends the damage to a global
audience.

 It is necessary to look at the symbolism of any color scheme that you choose. Take
purple for example: it symbolizes spirituality, mysticism, magic, faith, the
unconscious, dignity, mystery, creativity, awareness, inspiration, passion, imagination,
sensitivity, aristocracy & royalty, conceit, pomposity, cruelty, mourning and death. It
is also the hardest color for the eye to discriminate. Consequently, purple is not a
good color choice for the food industry but is an excellent choice for astrology, magic
or spiritual businesses.

Interpreting a color's impact on a targeted market depends on culture, profession, and

personal preferences. For example, in Western cultures white symbolizes purity while in China
white is the color of death. Yellow is sacred to the Chinese but signifies sadness in Greece and
jealousy in France. In the US, green is the color of money, grass and jealousy but the people
in the tropical countries generally respond to warm colors and people in the cooler climates
prefer the cooler colors.

Color is an irreplaceable, powerful form of communicating your business. Therefore, it is

important to investigate the influence it will have on your targeted demographics. Do not
make the mistake of choosing a color scheme solely on your personal preferences. After all is
said and done, you are not buying your product/service — your potential customers are.

Color is a universal language that crosses not only cultural boundaries but also the boundaries
of our electronic/technical/satellite linked "Global Village." It persuades and induces the
customer to respond in a positive way to your marketing message. Convey your message
properly using color psychology in the following areas:

 Graphic images and brand name

 Packaging as represents the qualities of the product

 Point-of-purchase where it competes with the competition's products/services and
must gain attention
 All forms of advertising: print, point-of-purchase, TV, web sites, direct mail, billboards,
etc. where color must convince and appeal, especially in a matter of seconds
 In signage, at the company site or other suitable areas
 Company logos and IDs
 In your product itself

Remember, choose a color scheme for your business targeted for your demographic. They are
the ones purchasing your product or service, not you.
ADDITIONAL READING

Color Meaning

  Red

Red is the color of fire and blood, so it is associated with energy, war, danger, strength, power,
determination as well as passion, desire, and love.

Red is a very emotionally intense color. It enhances human metabolism, increases respiration rate, and
raises blood pressure. It has very high visibility, which is why stop signs, stoplights, and fire equipment are
usually painted red. In heraldry, red is used to indicate courage. It is a color found in many national flags.

Red brings text and images to the foreground. Use it as an accent color to stimulate people to make quick
decisions; it is a perfect color for 'Buy Now' or 'Click Here' buttons on Internet banners and websites. In
advertising, red is often used to evoke erotic feelings (red lips, red nails, red-light districts, 'Lady in Red',
etc). Red is widely used to indicate danger (high voltage signs, traffic lights). This color is also commonly
associated with energy, so you can use it when promoting energy drinks, games, cars, items related to
sports and high physical activity.

Light red represents joy, sexuality, passion, sensitivity, and love.

Pink signifies romance, love, and friendship. It denotes feminine qualities and passiveness.
Dark red is associated with vigor, willpower, rage, anger, leadership, courage, longing, malice, and wrath.
Brown suggests stability and denotes masculine qualities.
Reddish-brown is associated with harvest and fall.

  Orange

Orange combines the energy of red and the happiness of yellow. It is associated with joy, sunshine, and the
tropics. Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success,
encouragement, and stimulation.

To the human eye, orange is a very hot color, so it gives the sensation of heat. Nevertheless, orange is not
as aggressive as red. Orange increases oxygen supply to the brain, produces an invigorating effect, and
stimulates mental activity. It is highly accepted among young people. As a citrus color, orange is associated
with healthy food and stimulates appetite. Orange is the color of fall and harvest. In heraldry, orange is
symbolic of strength and endurance.

Orange has very high visibility, so you can use it to catch attention and highlight the most important
elements of your design. Orange is very effective for promoting food products and toys.

Dark orange can mean deceit and distrust.

Red-orange corresponds to desire, sexual passion, pleasure, domination, aggression, and thirst for action.
Gold evokes the feeling of prestige. The meaning of gold is illumination, wisdom, and wealth. Gold often
symbolizes high quality.
   Yellow

Yellow is the color of sunshine. It's associated with joy, happiness, intellect, and energy.

Yellow produces a warming effect, arouses cheerfulness, stimulates mental activity, and generates muscle
energy. Yellow is often associated with food. Bright, pure yellow is an attention getter, which is the reason
taxicabs are painted this color. When overused, yellow may have a disturbing effect; it is known that babies
cry more in yellow rooms. Yellow is seen before other colors when placed against black; this combination is
often used to issue a warning. In heraldry, yellow indicates honor and loyalty. Later the meaning of yellow
was connected with cowardice.

Use yellow to evoke pleasant, cheerful feelings. You can choose yellow to promote children's products and
items related to leisure. Yellow is very effective for attracting attention, so use it to highlight the most
important elements of your design. Men usually perceive yellow as a very lighthearted, 'childish' color, so it
is not recommended to use yellow when selling prestigious, expensive products to men – nobody will buy a
yellow business suit or a yellow Mercedes. Yellow is an unstable and spontaneous color, so avoid using
yellow if you want to suggest stability and safety. Light yellow tends to disappear into white, so it usually
needs a dark color to highlight it. Shades of yellow are visually unappealing because they loose
cheerfulness and become dingy.

Dull (dingy) yellow represents caution, decay, sickness, and jealousy.

Light yellow is associated with intellect, freshness, and joy.

  Green

Green is the color of nature. It symbolizes growth, harmony, freshness, and fertility. Green has strong
emotional correspondence with safety. Dark green is also commonly associated with money.

Green has great healing power. It is the most restful color for the human eye; it can improve vision. Green
suggests stability and endurance. Sometimes green denotes lack of experience; for example, a 'greenhorn'
is a novice. In heraldry, green indicates growth and hope. Green, as opposed to red, means safety; it is the
color of free passage in road traffic.

Use green to indicate safety when advertising drugs and medical products. Green is directly related to
nature, so you can use it to promote 'green' products. Dull, darker green is commonly associated with
money, the financial world, banking, and Wall Street.

Dark green is associated with ambition, greed, and jealousy.

Yellow-green can indicate sickness, cowardice, discord, and jealousy.
Aqua is associated with emotional healing and protection.
Olive green is the traditional color of peace.

  Blue

Blue is the color of the sky and sea. It is often associated with depth and stability. It symbolizes trust, loyalty,
wisdom, confidence, intelligence, faith, truth, and heaven.

Blue is considered beneficial to the mind and body. It slows human metabolism and produces a calming
effect. Blue is strongly associated with tranquility and calmness. In heraldry, blue is used to symbolize piety
and sincerity.
You can use blue to promote products and services related to cleanliness (water purification filters, cleaning
liquids, vodka), air and sky (airlines, airports, air conditioners), water and sea (sea voyages, mineral water).
As opposed to emotionally warm colors like red, orange, and yellow; blue is linked to consciousness and
intellect. Use blue to suggest precision when promoting high-tech products.

Blue is a masculine color; according to studies, it is highly accepted among males. Dark blue is associated
with depth, expertise, and stability; it is a preferred color for corporate America.

Avoid using blue when promoting food and cooking, because blue suppresses appetite. When used together
with warm colors like yellow or red, blue can create high-impact, vibrant designs; for example, blue-yellow-
red is a perfect color scheme for a superhero.

Light blue is associated with health, healing, tranquility, understanding, and softness.
Dark blue represents knowledge, power, integrity, and seriousness.

  Purple

Purple combines the stability of blue and the energy of red. Purple is associated with royalty. It symbolizes
power, nobility, luxury, and ambition. It conveys wealth and extravagance. Purple is associated with wisdom,
dignity, independence, creativity, mystery, and magic.

According to surveys, almost 75 percent of pre-adolescent children prefer purple to all other colors. Purple is
a very rare color in nature; some people consider it to be artificial.

Light purple is a good choice for a feminine design. You can use bright purple when promoting children's
products.

Light purple evokes romantic and nostalgic feelings.

Dark purple evokes gloom and sad feelings. It can cause frustration.

  White

White is associated with light, goodness, innocence, purity, and virginity. It is considered to be the color of
perfection.

White means safety, purity, and cleanliness. As opposed to black, white usually has a positive connotation.
White can represent a successful beginning. In heraldry, white depicts faith and purity.

In advertising, white is associated with coolness and cleanliness because it's the color of snow. You can use
white to suggest simplicity in high-tech products. White is an appropriate color for charitable organizations;
angels are usually imagined wearing white clothes. White is associated with hospitals, doctors, and sterility,
so you can use white to suggest safety when promoting medical products. White is often associated with low
weight, low-fat food, and dairy products.

  Black

Black is associated with power, elegance, formality, death, evil, and mystery.
Black is a mysterious color associated with fear and the unknown (black holes). It usually has a negative
connotation (blacklist, black humor, 'black death'). Black denotes strength and authority; it is considered to
be a very formal, elegant, and prestigious color (black tie, black Mercedes). In heraldry, black is the symbol
of grief.

Black gives the feeling of perspective and depth, but a black background diminishes readability. A black suit
or dress can make you look thinner. When designing for a gallery of art or photography, you can use a black
or gray background to make the other colors stand out. Black contrasts well with bright colors. Combined
with red or orange – other very powerful colors – black gives a very aggressive color scheme.