Colors and how do they affect your brand?
The colors you choose while making your (website – app – visual identity – social media designs… etc),
Influence massively on how your clients sees your brand.
When you see something for the first time..
your mind analyzes so many inputs or information all in one time -less than a second-,
then gives you an impression or a perspective on that thing.
All of this happens automatically which may call instincts or subconscious mind work.
However, none of these results are taken blindly or messly, It’s all science!
In this article we are going to study one of those sciences which is “ Color Theory”.
This science studies all about color from their formulation.
Like usage, their relation to each other, and how they look when they are combined into many colored schemes.
To know how they affect the viewer or direct his emotions or thoughts,
the branch from color theory that studies that is “ Color psychology”.
First let’s find out what are their elements?
- Hue refers to the pure, saturated colors seen on the color wheel above.
- Tints are achieved by incorporating elements of white to brighten and desaturate a single hue. Tints of a it are often much calmer than their saturated counterparts.
- Tones are achieved by adding gray to a hue, dulling the overall chroma.
- Shades are achieved by adding portions of black to a single hue, creating a darker hue.
- Saturation refers to the overall intensity, or chroma, in a color. A pure hue is more saturated than its tint or tone.
- Value refers to the general lightness or darkness of a color. A lighter hue has more value than a darker hue.
Those elements are what controls the sort of colors in a nutshell
The color Wheel:
It’s a wheel that contains 12 different hues and divided into:
- Primary: Original Colors.
- Secondary: Primary Colors mixed together.
- Tertiary Colors: Primary + secondary mixed together.
The Most Important Thing You Need To Know When Making A Design For Your Company,
Is “What Do Different Colors Mean?”
Let’s Figure out Together:
We can divide them into:
Warm Colors:
Warmer set of them such as: Red, Yellow and Orange.
They represent emotions, and evoke cheerfulness and warmth with their vibrancy.
Because they remind us of things like the sun or fire.
1- Red: striking personality, brings out strong emotional response
indicates: vivid, power, confidence and youth.
2- Orange: Gathers between the fierceness of red and the cheerfulness of yellow
Indicates: casual, Friendly, warm, energetic and fresh.
3- Yellow: Like sunshine cheerful and evokes serenity in its purest form, it’s an eye- catcher color
that’s why we use it in traffic signs and rescue vests.
Indicates: Happiness, optimism, cheerfulness and warmth.
Cold Colors:
On the other hand, cooler ones like: blue, green and purple.
They show calmness and trustworthiness.
they varied in their usage.
1- Green: often associated with lush forests, fruitful harvests,
and prosperity instilling a sense of growth, safety, and recurrence.
Indicates: Peace, growth, health and eco-friendly.
2- Blue: known as an overall positive associate and a peaceful one
but sometimes it can go too calm as in depression.
Indicates: loyalty, calmness, security, and stability.
3- Purple: It’s a secondary hue which brings the stability of blue and the energy of red all together, making an aura of royalty and exclusivity.
Indicates: Luxurious, creative, peaceful and wise.
Achromatic Colors
They lack chroma and saturation, such as whites, grays, and blacks, are called achromatic.
Many artists prefer to work in achromatic environments,
because they provide direct indications of value through dramatic shadows and highlights.
Black. Reliable, sophisticated, and experienced.
White. Simple, calm, and clean.