According to the Institute for Color Research, the average person makes a subconscious judgment about a product, person or the environment within 90 seconds. More than 2/3 of that judgment is based on color which is a huge part of the design, and that is all about the first impressions. So these choices are very much important, and probably one of the first that you have to make once you start blog, product or branding design. I also ask my clients what colors represent them and their brands the best at the very beginning of a design questionnaire, so from my own experience I have learnt, that this task can be real hard sometimes. There’s a philosophy behind each color, and it’s not only about your favorite colors. Of course these things matter cause you gotta like the color you put to represent you and your brand. But you also have to be aware of what exactly this color means and if it actually passes the right message and attracts your ideal audience! In this post I’ll help you to choose the right color palette & show you some quick and easy ways to do that! So ya better click through for more :)
So what exactly does the color:
• Color increases memory.Color helps us to process and store images more efficiently than colorless (black and white) scenes, and as a result to remember them better, too.
• Color Engages and Increases Participation. Ads in color are read up to 42% more often than the same ads in black and white (as shown in study on phone directory ads).
• Color Informs. Color can improve readership by 40%, learning from 55% to 78%, and comprehension by 73%.
• Color Attracts Attention – Frequently Cited “Facts”. Tests indicate that a black and white image may sustain interest for less than two-thirds a second, whereas a colored image may hold the attention for two seconds or more.
The power of color:
• 92% Believe color presents an image of impressive quality.
• 90% Feel color can assist in attracting new customers.
• 90% Believe customers remember presentations and documents better when color is used.
• 83% Believe color makes them appear more successful.
• 81% Think color gives them a competitive edge.
• 76% Believe that the use of color makes their business appear larger to clients.
Anatomy of a color:
• Red implies passion, energy, danger or aggression; warmth and heat. It has also been found to stimulate appetite, which explains why it is used in so many restaurants and food product logos.
• Orange is often seen as the colour of innovation and modern thinking. It also carries connotations of youth, fun, affordability and approachability.
• Yellow requires cautious use as it has some negative connotations including its signifying of cowardice and its use in warning signs. However it is sunny, warm and friendly and is another colour that is believed to stimulate appetite.
• Green is commonly used when a company wishes to emphasise their natural and ethical credentials, especially with such products as organic and vegetarian foods. Other meanings ascribed to it include growth and freshness, and it’s popular with financial products too.
• Blue is one of the most widely used colours in corporate logos. It implies professionalism, serious mindedness, integrity, sincerity and calm. Blue is also associated with authority and success, and for this reason is popular with both financial institutions and government bodies. And here I am, with my Don’t Tell Anyone brand :)
• Purple speaks to us of royalty and luxury. It has long been associated with the church, implying wisdom and dignity, and throughout history it has been the colour of wealth and riches.
• Black is a colour with a split personality. On the one hand it implies power and sophistication, but on the other hand it is associated with villainy and death.
• White is generally associated with purity, cleanliness, simplicity and naive. In practical terms, a white logo will always need to stand in a coloured field to make it show up on a white background. Many companies will choose to have a coloured version and a white version of their logos; for example, the Coca-Cola word mark appears in white on its red tins and brown bottles but is used in red when needed on a white background.
• Brown has masculine connotations and is often used for products associated with rural life and the outdoors.
• Pink can be fun and flirty, but its feminine associations means it is often avoided for products not specifically targeted at women.
How to choose the right color palette:
• Know Your Audience. Color choice should resonate with the audience. For example pastel yellow or pink can work just perfect for females, but it definitely won’t attract males. The chosen colors must also represent the emotions that your brand intends to elicit. The colors should match the positioning.
• Follow the 60-30-10 rule. I frequently use the 60-30-10 rule on my client projects which suggest that I choose three different colors and use them in a ratio of 60%, 30% and 10%. This rule provides a simple way to create a professional color scheme for your brand and can be very useful in a future also!
• Analyze your competitors. Whether you want to convey belonging within the traditional guard of your industry, or you want to stand out from the competition with your color scheme, getting a sense of the tones and textures used by comparable companies or brands is a great start in your planning process for online branding. Take a look at the logos, websites of your competitors – analyze them!
• Think psychologically. Look for colors that give a psychological response to an audience, especially for an online brand that looks to drive traffic. Just keep in mind your target audience and the type of feeling they would like to be experiencing when surfing your site.
• Think big. Go with colors that set you apart, while keeping away from what’s popular right now, as fads usually fade!
As for the color palette – I know how sometimes it can be hard to match the right color with the other. I still sometimes struggle with this part, tho I really love discovering those color palettes and here the most handy thing that I’ve been using for quite awhile now is the Adobe Capture app! It’s super fun, easy and interesting to use not only for colors, but also for patterns and shapes. Yeah, it’s definitely one of my favorite apps and design friends, as you can link this app with your Adobe Illustrator or Photoshop, and transfer all the saved color palettes, patterns and shapes and that makes my work very pleasant! You should also try the color wheel by adobe, design-seeds.com and coolors.co which are all great also!
I hope you will find this post helpful, and that you have learnt something about the color! :) There’s so much about that, and that makes the design part really interesting. And yeah, color is definitely one of my favorite parts when it comes to work as I love seeing how color attracts and affects my readers and clients! Let me know if you have any other questions, or if you would love to chat more about them colors. I’m also always here to help you to decide on these particular design things. So do not hesitate, gimme a shout if ya need something! :)
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