Millions of years of biological conditioning have created certain associations between colors and objects or emotions, while some associations may be more recent. Feelings are much more powerful than rational thoughts based on facts and figures and applying color meanings and color symbolism will make your branding efforts and designs much more effective.
Color meanings stem from psychological effects, biological conditioning and cultural developments. Red is associated with the heat of energy, passion and love. Netflix uses red to attract users to its platform, with red calls-to-action to join or sign in.
If you have a loud brand and want to stand out, then red could be the color for you. Its high energy makes it a great choice for caffeine drinks, fast cars or sports.
As a secondary color, orange combines the warmth and heat of red with the playfulness and joy of yellow. It attracts attention without being as daring as red, and is used for warning signs like traffic cones and high-visibility clothing.
A good example of using orange to connect with a young audience in a fun way is Nickelodeon. To promote energy and activity, Gatorade uses an orange lightning bolt, while orange is also a popular color for tropical drinks like Fanta. Orange can be a great choice for a youthful and creative brand that wants to be a bit different to the mainstream.
Yellow is the color of the sun, smiley faces and sunflowers. Yellow is a great choice if speed, fun and low cost are attributes that you want associated with your brand. Green is universally associated with nature, linked as it is to grass, plants and trees. It also represents growth and renewal, being the color of spring and rebirth. In the US, green and especially dark green is also associated with money and so represents prosperity and stability. Green is also often seen as a fourth color on top of the primary red, yellow and blue think Microsoft and Google , bringing a sense of visual balance and, as a result, a soothing and relaxing influence.
The connection to nature makes green a natural choice see what I did there? As with yellow, be wary of the fact that while muted or lighter shades of green can represent nature, neon versions will have the opposite effect and will feel more artificial and less harmonious.
Blue is a serene and calming color that represents intelligence and responsibility. Blue is cool and relaxing. Light baby blue is peaceful, while dark blue can signify depth and power. It is the most popular color in the world, both when it comes to personal preferences for both genders and usage in business logos. Interestingly, blue is the color of choice for many other social networks too. Facebook is blue—apparently because founder Mark Zuckerberg is red-green color blind and blue is the most vivid color that he can see.
If you want to be immediately associated with professionalism and trust, then blue is the color for you. Its association with calm and tranquility means that blue is also a good fit if your business is in things like relaxation, therapy or meditation.
Because of its associations with royalty, purple is inherently prestigious and luxurious. Purple dye was historically expensive, which meant that only wealthy rulers could afford it. The ruling classes and kings and queens of old would wear purple and Queen Elizabeth I even forbade anyone outside of the royal family from wearing it.
Purple is also associated with religion and spirituality, since the ancient rulers were thought of as descendants of the gods and the color holds a special meaning in religions including Catholicism, Judaism and Buddhism. Funnily enough, brands are not always as strategic in choosing colors as they should be. Yahoo, as the story goes , ended up purple because that was the cheapest paint color available to renovate the offices back in the early days.
You can see a more typical use of purple in the Asprey brand, a British luxury company with a heritage that goes back to the s and a Royal Warrant for every British monarch since Queen Victoria. Or use it when you want to add a dash of mysticism and spirituality to your brand. Add some green for a really striking contrast or with pink to emphasize the feminine. Pink represents femininity and romance, sensitivity and tenderness.
Together with brown, pink is among the least common colors in logos. Wedding companies and other feminine brands often favor a lighter pink. Less typical uses include Lyft and TMobile —both challenger brands, who aim to stand out from their competitors and bring an element of playfulness and approachability.
You can also use it in unexpected ways to stand out versus your dull and dreary competitors or add a surprising element to an otherwise sophisticated design. Brown is a natural color, associated with the earth and as a result giving a sense of stability and support.
Given its link to the earth and nature, brown brings to mind farming and agriculture and other outdoorsy activities. Brown is not used that often in logos. When it is, it tends to represent utility. Although blue is the typical corporate color, UPS has used brown to represent dependability along with a later addition of yellow to bring an element of warmth and friendliness.
Men usually perceive yellow as a very lighthearted, 'childish' color, so it is not recommended to use yellow when selling prestigious, expensive products to men — nobody will buy a yellow business suit or a yellow Mercedes. Yellow is an unstable and spontaneous color, so avoid using yellow if you want to suggest stability and safety. Light yellow tends to disappear into white, so it usually needs a dark color to highlight it. Shades of yellow are visually unappealing because they loose cheerfulness and become dingy.
Dull dingy yellow represents caution, decay, sickness, and jealousy. Light yellow is associated with intellect, freshness, and joy. Green is the color of nature. It symbolizes growth, harmony, freshness, and fertility. Green has strong emotional correspondence with safety. Dark green is also commonly associated with money.
Green has great healing power. It is the most restful color for the human eye; it can improve vision. Green suggests stability and endurance. Sometimes green denotes lack of experience; for example, a 'greenhorn' is a novice. In heraldry, green indicates growth and hope. Green, as opposed to red, means safety; it is the color of free passage in road traffic.
Use green to indicate safety when advertising drugs and medical products. Green is directly related to nature, so you can use it to promote 'green' products. Dull, darker green is commonly associated with money, the financial world, banking, and Wall Street.
Dark green is associated with ambition, greed, and jealousy. Yellow-green can indicate sickness, cowardice, discord, and jealousy. Aqua is associated with emotional healing and protection. Olive green is the traditional color of peace. Blue is the color of the sky and sea. It is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven.
Blue is considered beneficial to the mind and body. It slows human metabolism and produces a calming effect. Blue is strongly associated with tranquility and calmness. In heraldry, blue is used to symbolize piety and sincerity.
You can use blue to promote products and services related to cleanliness water purification filters, cleaning liquids, vodka , air and sky airlines, airports, air conditioners , water and sea sea voyages, mineral water. As opposed to emotionally warm colors like red, orange, and yellow; blue is linked to consciousness and intellect. Use blue to suggest precision when promoting high-tech products. Blue is a masculine color; according to studies, it is highly accepted among males.
Dark blue is associated with depth, expertise, and stability; it is a preferred color for corporate America. Avoid using blue when promoting food and cooking, because blue suppresses appetite. When used together with warm colors like yellow or red, blue can create high-impact, vibrant designs; for example, blue-yellow-red is a perfect color scheme for a superhero. Light blue is associated with health, healing, tranquility, understanding, and softness.
Dark blue represents knowledge, power, integrity, and seriousness. Purple combines the stability of blue and the energy of red. Purple is associated with royalty.
It symbolizes power, nobility, luxury, and ambition. It conveys wealth and extravagance. Purple is associated with wisdom, dignity, independence, creativity, mystery, and magic.
According to surveys, almost 75 percent of pre-adolescent children prefer purple to all other colors. White represents the body of Christ.
Black represents sin in Catholic liturgy. Gray is the color of ash and this represents repentance in Catholicism. Purple is the liturgical color for the seasons of Advent and Lent. Heaven is described as having a lot of gold in buildings and streets. White and silver are used in liturgy during Christmas and Easter. The Bible says that many in the Middle East and Rome valued colored gems and jewelry. Red and white coral was used for Beads and ornaments.
Red rubies and light blue turquoise were given as gifts. Ezekiel Use in Medicine and Therapy:. Colors are sometimes used in therapy Also called Chromotherapy.
Colors have a huge effect on people who have brain disorders or who are emotionally troubled. The color blue has a calming effect on many people and lowers respiration and blood pressure.
Red has the opposite effect. Some therapists use green to sooth and relax emotionally disturbed people who suffer from anxiety or depression. Some claim that the color violet is good for migraines and in "cases of cellulitis caused by a poor elimination, heaviness or sluggishness after eating, disorders of the spleen, bladder and kidney. Color in World Culture. Color means many different things to different people and cultures. We all have our own favorite colors. People like different colors like they like different foods.
Color also represents feelings, people, countries, cultures, and color symbolism. In the western world, the color red is seen frequently of symbolizing anger or aggression. Some car insurance companies charge more for red cars because some of the owners of red cars are more aggressive or take more risks.
Books about Color. Black: The History of a Color - Black-- favorite color of priests and penitents, artists and ascetics, fashion designers and fascists- has always stood for powerfully opposed ideas: authority and humility, sin and holiness, rebellion and conformity, wealth and poverty, good and bad.
In this illustrated book, the acclaimed author of " Blue " now tells the fascinating social history of the color black in Europe. The phenomenon of color is examined in new ways in John Gage's latest book. His study is informed by the conviction that color is a contingent, historical occurrence whose meaning, like language, lies in the particular contexts in which it is experienced and interpreted.
By using insights from archaeology, linguistics, art history, and conservation, the book charts over two millennium of color use in a region celebrated for its aesthetic refinement and high degree of craftsmanship. Pantone Guide to Communicating with Color - This authoritative guide presents hundreds of color combinations and color principles needed to create effective designs. Every lesson is demonstrated by example, enabling designers of all specialties and levels of experience to make the best color choices for every type of design.
Wet Canvas - There are many color related lesson plans here on color. Artschool Online - With eight lessons on color. Lesson 2. Lesson 3. Lesson 4. Lesson 5. Lesson 6. Lesson 7. Lesson 8. Arty Factory - A page with 6 color lessons.
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