Colour is in everything we see and we subconsciously associate colour with preconceived meanings.
Using the right colours for the right situation is paramount to success when designing web or print media. Designers use colour and their meanings to influence your perceptions especially when creating a company logo and branding.
McDonald’s logo is red and yellow depicting energy (red) and youthfulness (yellow). Starbuck’s logo is green signifying organic, natural and fresh. Amazon’s logo includes orange for friendliness. You may have noticed before how the walls of some doctor’s offices are yellow. This is not a coincidence. Yellow is a relaxing colour and puts you at ease.
Colour can make or break a design. Whether designing a logo or website make sure you know what feeling and atmosphere you will create by using specific colours.
Below are colours and their related meanings to help you promote the qualities you want in your designs. You will note that sometimes more than one colour represents a quality.
What does each colour mean to you?
| Red | Blue | ||
| Allure Anger Danger Daring Dynamic Energy Evocative Excitement Hunger Immediacy |
Love Passion Power Sale Stimulating Stop Style Thrill Urgency Warmth |
Calmness Cleanliness Confidence Conservative Credibility Dignity Faith Healing Integrity Intellience |
Loyalty Protection Serenity Sincerity Smart Stability Tranquility Trust Understanding Wisdom |
| Green | Purple | ||
| Balance Eco-friendly Envy Fertility Freshness Generosity Good luck Growth Healing Jealousy |
Money Nature Neutral Organic Relaxation Renewal Restful Revitalizing Safety Youth |
Creativity Dignity Eclectic Elegant Enlightenment Imaginination Independence Luxury Magical Mystery |
Nostalgia Passion Professional Re-balance Respect Royalty Spirituality Transformation Wealth Wisdom |
| Yellow | Brown | ||
| Action Attention Calming Caution Cheer Cheerfulness Childish Cowardice Creativity Dishonesty |
Energy Hope Idealism Imagination Joy Jubilant Liberal Light Optimism Philosophy |
Adaptive Anticipation Comfort Earth Endurance Friendship Genuine Honesty Masculinity Nature |
Random Reactive Realiability Rebellious Rustic Safety Simplicity Structure Support Volatile |
| Pink | Orange | ||
| Affectionate Beauty Calming Caring Compassion Compassionate Delicacy Enchanted Faithfulness Female |
Fidelity Friendship Intimate Love Romance Sensitive Sexuality Softness Sympathy Tenderness |
Ambition Attraction Autumn Balance Creativity Energy Enthusiasm Fascination Flamboyant Friendliness |
Fun Happy Health Inviting Retro Solar Stand out Thirst Wealth Youthful |
| Gray | Silver | ||
| Authority Calm Conservative Elegant Formal Futurism Impartial Intellect Maturity Modesty |
Neutral Quiet Reliable Reserved Security Stability Subdued Strength Technology Unconcerned |
Fluid Emotional Mysterious Sensitive Illumination Reflection Prestige Wealth Feminine Power |
Calm Soothing Lifeless Negativity Dignity Responsibility Maturity Respectable Coldness Sophisticated |
| Black | White | ||
| Accurate Agression Authority Bold Death Elegance Emptiness Evil Fear Fierce |
Fomality Inconspicuous Intense Mystery Power Prestigious Rich Sexuality Strength Unhappiness |
Angelic Cleanliness Coolness Death Freshness Goodness Health Hope Indifferent Innocence |
Meditative Philosophical Precision Professional Purity Rebirth Safety Simplicity Sterility Technology |
Colours evoke a reaction. The reaction may be conscious or sub-conscious and will influence how you feel about a particular brand. Designers use this to their advantage and attempt to create something that will appeal to a wide audience which will hopefully convert into customers. Designers use a variety of colour tools to help create a colour scheme that works. It is important to bear in mind that not all colours mix well together.
Look around you. Look at the logos and colour schemes on the products near you. How do they make you feel? What do you imagine the company or product to be like based upon their colour? Think about your own logo and branding. Which colours does it use? Do they give the correct feel and image of your business? What do your colours mean to you?
Share this post and your thoughts!
I hope you have found this article useful and now have a few more tools in your web designer’s bag. I would be very interested to hear how you use color so please comment below.
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