COLORS: WHY, WHERE, & HOW WE USE THEM
Be sure that no colors are chosen haphazardly — the colors we choose to represent our brands in the logos and material we design for our clients always portray an obvious yet subtle visual implication of the brand’s character. The colors we choose will always have a significant impact on the way a brand is perceived by the public, both at a conscious and subconscious level.
The fact that colors inspire or instil particular feelings in people is also not an unbacked theory. Psychologists and professionals have been studying color-related theory for centuries, if not millennia, and now, in the 21st century, there are guidelines we follow when it comes to using color to generate the right kind of subconscious reactions in others. For example:
Blue: Security, Trust Worthy, Stability, Loyalty, Wisdom, Confidence, Trust, Friendliness, Preservation, Courage, Science.
Green: Wealth, Money, Calming, Trees, Ambition, Endurance, Healing, Calm, Generosity, Natural, Completion, and Protection.
Red: Energy, Power, Vigor, Leadership, Courage, Passion, Activity, Joy.
Yellow: Optimism, Childish, Freshness, Law, Education, Arrogance.
Pink: Romantic, Feminine, Love, Beauty.
Orange: Cheerful, Passion, Pleasure, Enthusiasm, Fascination, Creativity, Fun.
Black: Powerful, Mysterious, Elegance, Sophistication, Functionality.
It’s also not unusual that sometimes, we break the rules and go against the popular theory. The simplest example to give is the age-old tradition of dressing baby boys in blue, and baby girls in pink… as designers exploring new ways for brands to stand out amidst the visual pollution that has bombarded today’s marketplace, we can’t opt for the safety of tradition anymore. Sure, we can fall back on them and generate new ideas from them, but in a world where products that are trying to get our attention at every corner, it's often necessary to tamper with the rules.
This is only because while color affects the senses at a basic level, there’s a whole lot more to design and how those colors are uses. After color, our senses are influenced by symbols, shapes, and words. By selecting the right color or color combinations for your brand, we’re able to take the first step in growing a favorable acceptance in a given industry.
When picking colors, and using them alongside shapes and symbols and words, our goal is to create brand recognition — creating designs as such will make an entity succeed faster or fall faster.
-- Haitham Othman, Head of Design