One of the most important elements of design is color. Colors are essential in decorating objects and creating an impressive visual for your digital marketing. However, colors can also be used to evoke emotion. Graphic designers understand this significance and they make use of it to appeal to the emotions of their target audience.
The big question remains – ‘how do you determine which colors provide the right impact?” In graphic design, colors are linked to the temperament and character of an object or person. An interesting fact about colors is that they can influence the buying decision of consumers. Lots of graphic designers are coming to terms with this knowledge and are making use of it to create logos, websites, brochures, and many other works.
Contrary to what people believe, colors are not a product of luck in graphic design. They are a product of thorough research and analytical thinking. They can also leave a long-lasting impact on your graphic works.
The Psychology of Colors in Graphic Design
Businesses and brands make use of colors differently in their product design, packaging, and websites. In graphic design, colors are chosen to represent the business brand and objectives. In using colors, the graphic designer’s goal is to evoke the right senses from consumers.
Graphic design also takes into consideration the various cultural differences of business brands and how consumers perceive the product. It is surprising to find out that a particular color means different things to various individuals.
For example, the color white is used to signify purity in the United States, but in Japan and some Asian countries, white signifies mourning. To avoid sending out the wrong message in your graphic works, choose your colors wisely.
What is The Role of Colors in Graphic Design?
A dab of color makes all the difference in graphic work. For example, with the right color, you can make images stand out. An understanding of the role of color can produce an effective design.
Every piece of art has three important properties: hue, saturation, and value. Hue describes the color of an object, saturation describes the amount of white/black added to the object, and value describes the brightness (light/dark) of the object.
Hue is divided into three categories: primary, secondary, and tertiary. These colors are shown on the color wheel. When graphic designers mix the colors on the color wheel, they will come up with several types of hues.
In graphic design, it is imperative to understand what the client needs to do with the design. This knowledge will inform the choice of color to be used in the graphic work.
Color Palette for Graphic Design
Colors are not used in isolation in graphic design. The colors must be able to complement one another. In creating a cohesive color scheme, graphic designers choose colors that are suitable together. Any mistake in the combination of colors for a graphic design will leave a negative impression on the audience.
- Color wheel: This is a circle with different sections that are used to show the relationship between primary and secondary colors. The primary colors are red, blue, and yellow while secondary colors are orange, green, and violet. Secondary colors are created by mixing two different primary colors.
- Complementary colors: These are two colors that are placed on the opposite side of the color wheel. In graphic designs, complementary colors are used to provide high contrast and impact combination.
- Analogous colors: They are the easiest colors to find on the color wheel. Analogous colors are usually four different colors used together in graphic design. To prevent the graphic design from being chaotic, graphic designers are to use one main color and use the other three colors as accent colors.
The Emotional Impact of Colors
Colors are not just for decorative purposes. They are also used to evoke emotional responses from individuals. Graphic designers make use of colors to elicit specific responses from the target audience. To this effect, colors are not used randomly to avoid making a mistake that will affect the graphic work.
Every color has its uniqueness in graphic design. For this purpose, graphic designers do not make use of colors without understanding their significance. Some of the emotional impacts of colors are:
- White – Relaxation, calmness, and complacency
- Red – Danger, failure, mistake, warmth, affection
- Black – Sorrow, hopelessness
- Blue – Safety, happiness, trust
- Green – Abundance, peacefulness
- Purple – Security, prestige, sensitivity
- Orange – Hunger, vitality
- Brown – Relaxation, positivity
- Light Yellow – Cheerfulness, optimism
As a technology solutions company, Twin State Technical Services creates exquisite designs using appropriate colors for your businesses. We pay attention to the details of your color scheme and correlations to help your brand stand out in the crowd. Contact us, let’s color your world!