The Importance of Colour in Design

The Importance of Colour in Design.

If you listen to a graphic designer talk, you’ll notice that they discuss colour in a different way to most people. It’s not just ‘orange’, it could be ‘carrot orange’, ‘peach’, ‘coral’, ‘burnt orange’, or even ‘atomic tangerine’, like the names assigned to a big box of Crayola crayons. Designers are obsessed with colour, and the specifics of colour. But why is that so important?

Whether it’s branding, packaging, or website design, the colours used are specifically chosen to play a major part in reflecting your brand. It’s a simple, visually obvious, yet subtle application, and can have a significant impact on how your brand is perceived by the public. Think of Coca-Cola, and the colour red comes to mind, or the orange of EasyJet.

You may be aware of Pantone, a company that is best known for a colour matching system used by designers of every medium worldwide. The system ensures that the colours assigned by a designer are exactly matched during manufacture of packaging, or logos and signage. Every year, Pantone announces a ‘Colour of the year’, in 2019 it was ‘Living Coral’, and in 2020 it is set to be ‘Classic Blue’.

“Instilling calm, confidence, and connection, this enduring blue hue highlights our desire for a dependable and stable foundation on which to build as we cross the threshold into a new era,” says Pantone. It’s an evening sky, meant to inspire calm, and a clear peaceful mind. Living Coral represented warm mornings and sunlight.

We can view these colours and feel the effect they have on us. While still important to have branding that stands out, and makes an impact, the colours of which are considered and chosen to create a feeling and mood, even an emotion. The combination of colours is also vitally important.

Designers know that colour can create a focal point, and change the mood of prospective customers. The human psyche subconsciously assigns a certain feeling associated with different colours. Colour is a very powerful tool for graphic design.

Reds indicate passion and power, joy, leadership. Black is powerful, mysterious, functional, and sophisticated. Yellows are childlike, optimistic, fresh, and somewhat arrogant. Green relates to nature, and money, healing, and calm. Blue is security, trust, wisdom, and confidence. The saturation and the tone of the colours can also vary the implied perception.

Everyone reacts to colours in different ways, for example red can also indicate danger, and a warning. But generally colours have characteristics that lend themselves to ideas and traits. Graphic designers know these characteristics and how to manipulate and use them in their work, and for the benefit of the clients.

If you’re in need of graphic design, website design, and branding, then expert designers in Scotland will be able to guide you through entire spectrum of what can be done to meet your requirements, so get in touch with us today.

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