Published By : Vimal
Colours are the essence of any design; be it a logo, brochure, catalogue or website design. If you think being a prospect buyer, which kind of content attracts you the most? Surely; it is the graphics, GIFs, animated pictures, Videos and any interactive media instead of the text media. Thus, graphics has become an important part of advertising & marketing in order to make the product design attractive and intuitive and colour choice plays the vital role in the design process, which defines values, emotions and philosophy of the brand or company.
Do you want to understand the colours deeply, their meaning and a systematic approach while choosing colours? If you are a designer, then definitely yes!
Let me take you through the simple process of choosing the right colour for your design but before that you must have some knowledge about colours and their compositions.
Let’s discuss the colours now!
Colours are predominantly of three types: Primary, Secondary and Tertiary colours.
Primary colours are those colours which can’t be prepared by mixing two other colours. There are only three primary colours and that is Red, Blue and Yellow. These colours are combined to create secondary colours.
Now, what are Secondary colours? As explained above, secondary colours are formed by combining primary colours. There are three secondary colours which are the result of primary colours as follows:
Red + Blue = Purple
Blue + Yellow = Green
Yellow + Red = Orange
The Final is Tertiary colours, which are further created by combining primary colours with the secondary colours. It is a more complicated combination which results in more variety of colours.
Properties of colours
Now; these colours have various properties which come into effect when we add white, black and grey to the original colours. When we mix white, black and grey to original colours; it results into lighter and darker variant of colours. At this phase; you will dig deeper of some more colours’ terms.
Hue is a term used for actual colours either primary or secondary.
Shade denotes the lighter and darker versions of a hue. It is a result of adding black colour to the actual colour.
Tint is antonym to Shade. We found colour tint when we add white colour to an actual colour.
Tone is the term used for saturation which is often used in digital imaging. When we mix both white and black to an actual colour it end up with a tone.
Colours influence emotions and values
Businesses put a great attention in choosing right colour which fits its consumer base and business. Colours are crucial to effect emotion and build an emotional connection with the consumer. Let’s take a look at different colours and how they define some of the big brand’s values and emotions.
Red is a primary colour and a symbol of love, passion, emotion, aggressiveness and activeness. Big brands like Youtube, Pinterest, Red Bull or Coca Cola have red theme logo which fits with their millennial consumer base.
Blue denotes clarity, trust, detail, understanding and calmness in thoughts. Brands like Samsung, HP, Visa and Ford have blue logo design which clearly signifies the detail and trust they deliver in their product and services making them trustworthy.
Yellow colour is associated with energy and joy. It is a symbol of freshness. If you look into the brand design of McDonalds, Flipkart, Porsche, and Ferrari have the yellow theme which delivers the feeling of fresh energy in their products to attract energetic consumers.
Now coming to secondary colours!
Green always is a symbol of nature. It denotes the simplicity, calmness, freshness and peace of nature. Global brands such as Animal Planet, Android, Whatsapp and Starbucks have green symbol denoting the freshness and simplicity of their services.
Purple is a symbol of luxury and royalty. It associates the product with the power, glamour and uniqueness. Some brands like Yahoo, Cadbury have the purple colour theme which signifies the feeling of royalty and power while using these products.
Orange colour symbolizes creativity, enthusiasm and happiness; which is why brands like Fanta, Nickelodeon and Candy Crush are a rage in consumers. When people are bored they use them to be happy.
Apart from that black and white colours are also widely used. Black symbolizes the mystery, formality and luxury which attract more young consumers just like black theme logos of Apple, Disney, Adidas are doing; while White is a symbol of peace.
So now you have understood that each colour is associated with some emotion and can be used to attract required consumers.
Tools for choosing colours
There are various tools which help an amateur person to choose right and attractive colour sets for their design. These tools have inbuilt presets which make it very easy to choose the right colours. But if you are more experimental; you can play with a large set of colour combinations to choose an amazing and distinct colour set for your design. These tools make it really easy to apply all theories of colour combination.
There are hundreds of tools but following three tools are widely used for choosing colours for your design.
First is Adobe Colour which is an online tool to create amazing colour combinations as well as it has hundreds of premade colour sets to choose from.
Second is Mudcube Colour Sphere, which is also similar to Adobe colour.
The third tool is Preset colour which is widely used in Microsoft Programs like MS PowerPoint.
These preset colours can be used to create a really attractive design
While choosing right colour sets; you must keep following points in mind:
· Use Preset colour schemes but don’t stick to them.
· Try one colour at a time and save any colour scheme you have tried.
· Practice will make you more perfect.
So, we conclude that colours are very crucial part of any design process. Right and specific colour must be chosen for a targeted and connected brand design.
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