In the past several months, there has been an explosion of online resources relating to color theory. For instance, we've seen various sites similar to ColourLovers who offer charts, tools, patterns, schemes, showcases, and inspirational websites relating to color selection and usage. These online resources essentially provide designers with an easy and simple alternative of selecting and creating color palettes that can be used as strategic branding and marketing tools simply because human beings tend to respond to colors.
However, with so many color palettes and patterns online, how does a designer determine which color combination to use for a certain project? Is it better to use gray/dark or bright hues? What colors are the competitors using? What message is being conveyed?
Choosing a color palette for a project is more than just about making designs look attractive. Like many successful projects, creating a proper color palette relies on extensive research where the designer must determine its meaning and relevance. According to Lisa U. DeVonn of the Los Angeles Business Journal, colors elicit a variety of consumer emotions and responses. Thus, is extremely important to be aware and research the connotations of color in different cultures and industries before developing color pallets for a project in order to avoid misrepresentation. The end result could heavily impact the project’s success.
Therefore, each client should opt for attractive and non-monochromatic color palettes and color combinations that will allow them to identify with their industry. For example, after conducting research on websites belonging to corporate America, we've noticed that blue, white, and black were most frequently used palettes. Why were these particular colors selected? According to Color Wheel Pro, blue often signifies expertise, stability, and confidence. Blue is often the most preferred color for corporate America. White typically signifies perfection, clarity, and good faith. Meanwhile, black is associated with formality and authoritative power.
1 comments:
Actually, it is about more than just which colors or color combination is selected? Is the color a PMS color or a mix? What substrate will be used in printing? Will a varnish? Will the paper be gloss or matt? Will the image be viewed under fluorescent lights or traditional lighting.
The medium is also important. The colors of a printed piece and the colors from on computer moniter can be quite different.
Warm colors tend to bring you closer, and cool colors seem farther away.
The best advice is to get lots of options and choices. See which one looks best, and once it is selected, don't deviate in its use.
Larry
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