Color is everywhere and conveys a message even if we don't realize it.
While this message can vary by culture it pays to know what colors "say"
in your own corner of the universe, and even what color means to your
target market.
If you don't think that color speaks just complete this sentence, "red
means ---- and green means -" even a child will know what red means stop
and green means go. If such simple ideas work for all of a given culture
or market what could it mean to the graphic design of your website,
brochure, or product if you know some of this information.
First let's start with the basics. The color wheel. We've all seen it. The
color wheel shows the basic colors, each wheel is different in how many
shades of each color is shown, but they are essentially the same.
Color harmony, colors that go together well. These will be colors that are
next door to each other on the color wheel. Such as blue and green. In
reference to clothes these colors match each other. Instinctively most of
us know which colors go together when we dress ourselves every morning.
Color complements, colors that set each other off, they complement each
other. These are colors that are opposite on the color wheel. Such as blue
and orange.
Color depth, colors can recede or jump forward. Remember that some colors
seem to fall back such as blue, black, dark green, and brown. Other colors
will seem to step forward such as white, yellow, red, and orange. This is
why if you have a bright orange background it may seem to fight with any
text or images that you place on it. The orange will always seem to move
forward.
Now you have the basics so let's go further. Just because to colors go
together or complement each other doesn't mean that yo necessarily want to
use them on your project. I opened this article with the meaning of colors
now here is an example, keep in mind this is one example from western
culture.
Color Survey: what respondents said colors mean to them.
Happy = Yellow Inexpensive = Brown
Pure = White Powerful = Red (tomato)
Good Luck = green Dependable = Blue
Good tasting = Red (tomato) High Quality = Black
Dignity = Purple Nausea = Green
Technology = Silver Deity = White
Sexiness = Red (tomato) Bad Luck = Black
Mourning = Black Favorite color = Blue
Expensive = Gold Least favorite color = Orange
So in designing your project it's important to know what colors mean. You
can now see why a black back ground with green type would be bad, beyond
being nearly impossible to read, if your target market thinks that black
represents mourning and green makes them sick. There are exceptions to
every rule of course.
So you may want to include some research in what colors mean to your
target market. Colors that would get the attention of a teen would
probably annoy an older person and the colors that appeal to the older
person wouldn't get a second look from a young person.
Color may be one of the most overlooked aspects of design.
Copyright 2004 Kelly Paal Kelly Paal is a Freelance Nature and Landscape
Photographer, exhibiting nationally and internationally. Recently she
started her own business Kelly Paal Photography
(www.kellypaalphotography.com). She has an educational background in
photography, business, and commercial art. She enjoys applying graphic
design and photography principles to her web design.
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