Using colour theory in design.27 Sept 2016
Colour is everywhere. In our daily lives, we are constantly surrounded by colours. These colours can influence our emotions, how we feel about something, even how we think about certain brands. But we all see colour differently. One cultural group associates white with life and another group, with death.
Marketers have been using this psychology of colour for decades and are often used to draw an emotional response from the customer. Let's take a look at some colours below, and how you can apply them in your own campaigns to get your message across.
Green – the colour of life. We often associate green with nature, health and vitality so it's no wonder we see this colour again and again in environmentally friendly products or natural beauty and health products. Use nature inspired hues in your designs to convey a natural feel.
Red – red is powerful colour and can convey many different emotions and feelings depending on its context. It can invoke passion and love in some but anger and rage in another. Universally, red is a colour of strength and brands often use this colour to show power, even dominance. My first thought when it comes to red and branding is Coca Cola, and I'm sure no one would argue against their domination of their market.
Blue – some see blue as a calming colour while others associate it with sadness. It has of course long been a colour to denote masculinity, often campaigns associated with mens health overwhelmingly use the colour blue. A dark navy blue is often used in business campaigns as it conveys a sense of seriousness and professionalism. Use navy blue in your design for that corporate feel and conservative look.
Purple – a traditionally royal colour, purple has been associated for centuries with royalty and majesty. Purple will always be a colour of luxury and this colour is often used to show opulence or expense. To give your designs a luxury feel, incorporate purple throughout.