Have you ever looked at a logo and felt drawn to it instantly? Or you are watching a motion design and you simply fell in love but you are not sure what is it? It could be the motion of the image or how the pictures are placed on the logo, but then again it may just be the colours used on the logo and in the graphic. Think about it for a second. Ok times up. What I am getting at, is colour plays a very important role in our everyday lives and it impacts how we feel about some things. It is the same with graphics and logos. The colour used plays on our emotions and often dictates whether or not we are going to like it. This is called ColourPsychologyand if you do not believe me look at a logo in your favourite colour and look at the same logo in a colour that you don’t like and see how you feel. According to a study done by Will Erstad, colour psychology is the study of how colour affects our emotions and behaviours. It may depend on your upbringing, cultural background and personal preference. What Erstad is saying here, is that colours play on people’s emotions and when applied properly have the potential to invoke the desired response from the reader/ viewer. In research done by the New York Academic Film Academythey highlighted that different colours have different meanings and one colour may have multiple meanings. For example: there at the stoplight means to stop or danger however for Valentine’s Day it reflects a symbol of love and passion. “It (colour) is about using certain colours to effectively market a brand and subtly persuade the customer to trust it, thereby influencing their purchasing decisions,” the study revealed. This is what graphic designers use when creating a brand for a company. So for example; yellow is a bright colour and often promotes memory and focus. (Eryn Stubblefield)“Yellow opens the mind and draws attention to its surrounding elements.”Further in Stubblefield’s study, he explained what others colours such as green and blue may mean in design“Green is very calming and gives a sense of peace and serenity. Many people find nature calming because of the green undertones found in plants, trees, water, insects, and natural habitats. Blue is also a calming colour. It promotes productivity and trust. Blue is a very dependable colour. Most people associate blue with integrity and sincerity making it an excellent choice for most professional and large corporate branding.”So next time you see a design or logo take the time to access what the colours mean to you and how it appeals to you. Until next time have fun, reading about colours.
- Erstad, W(2018, January01)TheGraphic Designer’s Guide to the Psychology of ColorRetrieved from:https://www.rasmussen.edu/degrees/design/blog/psychology-of-color/
- NewYorkFilmAcademy(2017February13)What is Color Psychology and How to Use it in Your Graphic DesignRetrieved from:https://www.nyfa.edu/student-resources/what-is-color-psychology-and-how-to-use-it-in-your-graphic-design/
- Stubblefield, E(nd)An Introduction To Graphic Design: The Psychology of ColorRetrieved from:https://www.freepik.com/blog/an-introduction-to-graphic-design-the-psychology-of-color/
- For further reading(2015 April 3)Symbolism Of Colors And Color Meanings Around The WorldRetrieved from:https://www.shutterstock.com/blog/color-symbolism-and-meanings-around-the-world