Understanding Color and Color Theory in Graphic Design Part 2
Written by: Peter Goulding | November 3, 2009
Welcome to part two of understanding color. We’re going to look at each individual hue and what they communicate. Each color has its own unique qualities that resonate with certain personality types, and when trying to design for a certain market this information can be invaluable. 
Sometimes, colors can mean different things to different cultures but generally they share common meaning. For example, traffic lights throughout the world use green for “GO” and red for “STOP”, these colors, establish an instant connection so understanding and establishing the right connections is critical when using color. Interestingly, scientists believe, our brain perceives color in the same way our stomach perceives food.
Black
Black communicates sophistication and power. Woman sometimes wear black because it makes them look thinner. It is considered stylish, mysterious and timeless. It also communicates submission, in western culture many catholic priest wear black to signify submission to God. Black can also be associated with evil, death and mourning. Villains or criminals in movies often wear black, witches or vampires are always depicted in black outfits. Black can communicate secrecy, in military terms ¨Black operations¨ are top secret missions. A black market is a secret or illegal trade in goods or money. People who wear black might consider themselves sophisticated, stylish or dignified. People who like black as a color are often moody people, who perform well under pressure or in difficult circumstances.
Blue
Out of all the colors, blue is probably the most popular. It communicates peace, tranquility, harmony, trust and confidence. It appeals to people who are sensible and responsible and is considered a safe color. It is found everywhere in the business world. It is the color of the sky and the ocean and triggers peaceful feelings. Because of its therapeutic and calming power it is often used in bedrooms. Studies show people are more productive in blue rooms. Bodybuilders are able to lift heavier weights in blue gyms. Blue is also considered to signify loyalty, someone who is ¨true blue¨is thought to be loyal and faithful. First prize is normally a blue ribbon. People who like the color blue are caring, loyal and reliable. Deeper blues may mean sadness or depression, ¨getting the blues¨.
Brown
Brown is the color of the earth and found everywhere in nature. It is the color of fertile soil and is mainly considered a neutral/conservative color but sometimes it can evoke feelings of warmth. It communicates steadfastness, simplicity and dependability. Its a popular color among men. People who like Brown are normally considered solid and steady with a good sense of responsibility. Light brown is considered genuine while dark browns can be considered sad, dull or even boring.
Green
Green symbolizes nature, growth, harmony and balance. Green stabilizes, its can’t be described as hot or cold. It communicates clearness and understanding. It is the easiest color on the eye and helps to relax people. Hospitals use predominately green color schemes to relax patients. Green is considered a healing color and communicates life and growth. Dark greens can imply masculinity and can be a sign of wealth. People who like green are usually balanced, stable and law abiding with a good morale back bone. Green can also mean jealousy and envy. Someone is said to be ¨green around the ears¨ is thought to lack experience.
Orange
Orange is happy, vibrant, big and alive. If your looking to stand out in a crowd wear orange. Orange appeals to almost everyone, its bright, healthy and juicy and is believed to stimulate appetite. Many food and drinks companies use orange to market their products. Its attention grabbing and stimulating. Wearing orange is considered confident and adventurous. People who like orange are outgoing, fun loving, determined and agreeable. They embrace new ideas, seek to explore and enjoy change. Orange is a warm color but less serious and aggressive than red.
Pink
Pink is red with aggression removed. It is sweet, innocent, and naive. Pink is the color of romance and love, it communicates feelings of tenderness and caring. It supports friendship and goodwill while calming and dissipating aggression. The symbol for hope in the fight against breast cancer is the “Pink Ribbon”. People who wear pink appear calm, non-threating and approachable. Its a feminine color and people who like pink are considered romantic, gentle, caring and lighthearted.
Purple
Purple is the color of the royal elite, it communicates luxury, creativity and wealth. Being the combination of two opposites, the warmest color (red) and the coolest color (blue) it is considered balanced and perfect. People who like purple are mysterious and intriguing. Its the favored color of Artists who see themselves as quirky and individualistic. A “purple heart” is a U.S. military decoration for soldiers wounded or killed in battle. Purple in a child’s room is common and is said to help develop the imagination.
Red
Red is the hottest of all the colors. Red speaks of extremes, intensity and passion. It evokes feelings of danger, heat, speed, excitement and aggression. To much red can be irritating and cause restlessness. Its dominating and powerful and can communicate confidence. ¨Seeing red¨is the term used to describe somebody who loses their cool and becomes extremely aggressive. Red can be sexy and lustful, if a woman wears a red dress it usually is associated with sex appeal. People who like red are passionate, energetic and sometimes suffer from emotional instability and a volatile temperament. Watch out for the guy wearing a red tie, he means business.
White
White is the color of innocence and purity. It can communicate cleanliness, openness and truth. White is probably the most used color because it is neutral, and goes with everything. Doctors and nurses wear white to imply sterility. A white flag is the universal symbol for truce. Angels are usually depicted wearing white robes. In most movies, the good character always wears white while the bad guy wears black. It’s considered good luck to be married in a white garment. People who prefer white tend to be clean, organized and shrewd business people, but can often be critical and picky.
Yellow
Yellow is an attention grabber, its the color of sunshine and communicates optimism. If overused it can be overwhelming or off putting. It produces sensations of brightness and warmth reminding us of sun and summer. Scientists believe if used correctly it can enhance concentration, check out the page color of A4 legal pads. Because it is visually striking its often used on road signs to warn of a danger or hazard. It is also the color used to signify a quarantined area. People who like yellow are intelligent and can sometimes be perfectionists. The shade of yellow determines the meaning. Yellow green can communicate deciet. If someone is said to have a “yellow streak,” that person is considered a coward. ¨Yellow journalism” refers to irresponsible and alarmist reporting.
And there you have it, color explained!!!
Topics: Graphic Design | View Comments
Posted on 03 November 2009 by Peter Goulding
Peter is a multi-disciplined graphic designer, specializing in branding, editorial design and layout, user interface design, advertising and typography. He currently operates as Creative Director of a Media and Design company based in Southern Spain. If you were to ask Peter for some good design advice, more than likely he would repeat over and over again ¨Good design is in the small details¨. You can connect with Peter on Twitter, Facebook and Linkedin.
Peter Goulding has written 10 articles for Cloud Mixer
