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Colors in Design: Why They Matter

As one of the most important aspects of any design, color MATTERS.  It is the first thing a user sees, the first impact you can make to a client.  Most people on average will decide if they like a brand based on color alone.  So when a design begins, you need to figure out a few things.  Is this an established brand/company?  Do they have a current color scheme?  What emotion is this brand trying to convey to its customers?

 

Emotion

Humans are very sensory beings, and colors evoke various emotions in us.  Blue, for example, is a great calming color, but can also represent stability, cleanliness, and trustworthiness.  This is why you see it quite commonly with the medical field and many corporations.  Another example is red.  Red is passionate, powerful, and intense, and is used to evoke strong emotions and/or to bring attention to something.

When a user sees a brand, these colors come into play by making that person remember it.  Some great examples of well known brands with bold colors:

John Deere - the green is playful and makes you think of healthy green grass, and the yellow is very happy feeling.

The Home Depot – the powerful orange color that the Home Depot uses in all their branding not only has high visibility, but is very energetic and creative as well. 

 
 

Conveying the message

Green is a restful, rejuvenating color.When designing, trying to convey a target message is key.  Color is half of the equation!  A spa, for example, would definitely not want their logo/design to be all black or red.  Think of the message that would send!  When people think about spas, they think of relaxation, rejuvenation and growth.  Instead, a spa would want to use a lively green color, a tranquil blue, or even a splash of energetic yellow.

Another example could be a restaurant.  Restaurants will go for bright bold colors, which are on menus or branding.  Bright orange can stimulate appetite, while any shade of green can be used to promote healthy foods.

 

In sum, when designing for a client, take into consideration their clients and overall message.  Figure out what color choices best fit their industry and what emotion/color will best register with their clients.  Understanding your audience is half the battle of design, but if you get it right you have the opportunity to truly make a lasting impression.  Please contact us to learn more!