As graphic designers, we often get asked why we chose a specific color over others within the design process. Most clients want specific colors such as purple because they like the color purple, but color has effects that reach far beyond personal preference. Thankfully, our friends at ColourFast have made it easy to understand some of the western meaning behind color and psychology with their infographic dedicated to logo design.
Key Takeaways and Statistics:
Color is influential
93% of purchasing judgments are made on visual perceptions.
84.7% of consumers state that color is their main reason for buying a particular product.
80% feel that color increases brand recognition.
Quick western color meaning
Red = Energy
Blue = Calm
Orange = Happy
Yellow = Logical
Green = Natural
Purple = Creative
Black = Luxury
Multiple Colors = Playful
Use the color wheel
Sir Isaac Newton developed the first circular diagram of colors in 1666. Today we have various color wheels that all have their own credibility. The key utilities of the color wheel are primary, secondary and tertiary colors.
Primary – Red green and blue. These are the three primary colors that can be mixed to create all other colors.
Secondary – Green, orange and purple. These are the colors created by mixing primary colors.
Tertiary – are hues created by mixing both Primary and secondary colors. Their result is blue-green, red-orange, ETC.
There are also formulas for color balance. These formulas are great for choosing two or more different colors to create a color scheme. Color schemes consist of complimentary, analogous and triad colors to name a few.
Complementary – Complementary colors lie directly across form each other on the color wheel.
Analogous – Analogous colors sit directly next to each other on the color wheel.
Triad – Triad colors run in thirds across from each other on the color wheel making a pie type connection.
Thankfully, in-depth knowledge of color can be surpassed with color wheels such as Adobe’s free Color CC tool. Start with your desired color code and play with the various options available within the wheels utilities.
We hope this infographic helps break down the meaning and usage of color within graphic design. This infographic also illustrates the difference between shapes and lines within logo creation.
When in doubt feel free to contact us to answer your questions about colors. If you are in the Columbus, Ohio area and need custom graphic design work, give us a shout for a free consultation and estimate. Thanks for reading and we hope you enjoyed this article. Thanks again to ColourFast for making an amazing infographic!