For most people, color is the first thing that informs us of the physical world and how we perceive it. Color provides the primary feedback to our sense of sight to evoke emotions and thought processes, many times unconsciously to us.
In the advertising world, designers use “Color Theory” to push an idea, product, or concept to consumers in a way that makes them feel or view the design in a specific context. It’s an actual science to use colors to say something without using words. That is why color pairings like black and red, or black and light blue evoke a sense of seriousness, class, or in modern times technology. Conversely, lighter colors or pastels are “softer” and are typically used to convey relaxation, peacefulness, or confections like bakery and dessert food items. [ See examples at right ]
Primary and secondary colors are also paired as they create visibly pleasing contrasts, which is why you see most sports teams use this type of color combo. A dark primary color with a lighter secondary color creates a dynamic effect. And let’s not forget “Tertiary” colors that are made by combining primary and secondary colors to create a spectrum of hues…the most known example probably being orange. That’s just the tip of the color iceberg! (Or wheel). Color Theory permeates every industry where visible design is required, from fashion or food to corporate, automotive, and services. Trusting your agency to deliver expert color theory concepts can be the edge that builds your brand recognition and boosts your sales.
There are approximately 10 million colors in the visible light spectrum, with experts proposing there could be ten times that many! Creating harmony between the ones used for your business is important. Pairing two colors is one color theory; there’s also creating a monochromatic palette from one base color, or complimentary color combinations – think Red & Green for Christmas – to name the most common ones.
One of the biggest elements of Color Theory is the “symbolism” of a color. Some examples:
Red : Passion / Energy / Warmth / Danger
Blue : Serenity / Honesty / Responsibility / Technology
Yellow : Happiness / Creativity / Intellect / Cowardice
Green : Growth / Freshness / Harmony / Greed
Purple : Royalty / Wisdom / Imagination / Compassion
Black : Power / Authority / Mystery / Fear / Loss
Knowing cultural differences can also be effective. Example: White means purity and innocence for most cultures, however white historically signifies death, mourning, or the spiritual in many Asian cultures.
Whether you have a specific targeted demographic or want to cast a wide net, using Color Theory and its vast scope opens a very wide door of possibilities for your next project or brand build, giving you limitless ways to stir excitement and draw in potential customers.
Remember: Color Theory can work in reverse! Using the wrong color combinations for your brand can tank your idea or product! Utilize your agency’s knowledge and experience to deliver excellent Color Theory for your design projects.
