Showing posts with label colour. Show all posts
Showing posts with label colour. Show all posts

Thursday, June 22, 2006

The Psychology & Symbolism of Color in Logo Design

Great care should be taken in choosing the colors for your identity. Once a color is owned it will be forever associated with you and your company. It can be just as important to your identity as your logo. If a shape provides a symbol, you should know that color does the same.
It is important to understand the psychology behind color choices. A good color selection can help make an identity system more effective, while a poor color selection can actually damage your company's image in the eyes of the public.
Colors evoke feelings and represent ideas. In logo design-as in all things designed- knowledgeable and appropriate use of color is critical.
The power of color is something that most people are unaware of - in fact, few are unaffected by it. It is quite important that we live with the colors that best suit our personalities so that we can enjoy a more contented and healthier life. Colors affect people in many ways, depending upon one's age, gender, ethnic background or local climate. Certain colors or groups of colors tend to evoke a similar reaction from most people - the overall difference being in the shade or tones used.
Warm colors include Reds, Oranges and Yellows and create a mood of excitement & warmth, stimulating activity and creativity.
Cool colors have passive, calming qualities that aid concentration and can create a mood of peacefulness and tranquility, reducing tension. Energy, Passion, Power, Excitement Health, Regeneration, Contentment, Harmony Happy, Confident, Creative, Adventurous Honesty, Integrity, Trustworthy Wisdom, Playful, Satisfying, Optimistic Regal, Mystic, Beauty, Inspiration. Cool shades include Violets and Blues.
Green can be either warm or cool. When it's influenced by yellow, it becomes warm and when it's influenced by blue, it becomes cool.
Neutrals are great for adding stability and balance in a room. They include white, black, gray and colors that contain a significant amount of gray.
When choosing colors, it is also important to consider the effect of the lightness and darkness, or value of color. Lighter colors tend to be more active, and deeper colors tend to be passive.
The effects of color differ among different cultures, so the attitudes and preferences of your target audience should be a consideration when you plan your design of any promotional materials. For example, white is the color of death in Chinese culture, but purple represents death in Brazil. Yellow is sacred to the Chinese, but signifies sadness in Greece and jealousy in France. In North America, green is typically associated with jealousy. People from tropical countries respond most favorably to warm colors; people from northern climates prefer the cooler colors.
In North American mainstream culture, some colors are associated with certain qualities or emotions: Red colors can stimulate warmth, hunger, and excitement. Cooler colors such as green and blues, enhance calm and content feelings. Dark colors make objects seem heavier, while light colors make them seem lighter. Yellow may reflect a lack of worry, while black a troubled state. Of course not all colors mean the same things to all people. Yellow may sometimes mean cheap, Green may mean money or greed, black may mean elegance or death.
Psychologically, and on its own, white is the color of cleanliness and purity, truthfulness, youth, simplicity and innocence. White has become a very popular background color in web sites, because it offers the best readability onscreen, and as a "non-color," just about any palette works well against it.
Market researchers have also determined that color affects shopping habits. Impulse shoppers respond best to red-orange, black and royal blue. Shoppers who plan and stick to budgets respond best to pink, teal, light blue and navy. Traditionalists respond to pastels - pink, rose, sky blue.
Use the following charts to help you with color preferences for your logo design project.

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Wednesday, June 21, 2006

The Psychology of Colour

We all know that colour can affect our moods. We find some colours uplifting and inspiring, and others depressing. We often use terms such as "feeling blue," yellow-bellied," "green with envy," and "seeing red" without thinking of the meaning behind the words.

Our feelings and emotions are directly affected by the balance or imbalance of hormones in the body; since this is affected by colours they will also have a marked influence on our moods and feelings. Certain colours can calm our minds, while others stimulate mental activity. By restoring a balance of colour energy flowing to the pituitary, metabolic and emotional equilibrium can be restored. This can alleviate stress, tension, anxiety, and depression. Certain colours can help us deal with feelings of lonleliness, frustration, and greif.
Using colour to alter emotional energy also results in changed perceptions of the world, and our experience of it. Since colour directly links to the subconscious mind we can use it to diagnose and treat a problem at a deep level.

Red, the single most dynamic and passionate color, symbolizes love, rage and courage. Demanding attention, red has great emotional impact. Those who select red are aggressive, impulsive and strive for success. The desire to experience the fullness of living leads to constant activity.

Red is a powerful colour that has always been associated with vitality and ambition. It can help overcome negative thoughts. However, it is also associated with anger; if we have too much red in our system, or around us, we may feel irritable, impatient, and uncomfortable.
Pink is emotionally soothing and calming, and gives a feeling of gentle warmth and nurturing. It lessens feelings of irritation and aggression, surrounding us with a sense of love and protection. It also alleviates loneliness, despondency, oversensitivity, and vulnerability. While red relates more to sexuality, pink is associated with unselfish love.

Pink, emotional in character, connotes a sensitive heart. Universally representing caring and sharing, pink indicates a strong personality. The affectionate and concerned individual prefers pink. Gently, you offer love, attention and nurturing to those in distress.

Orange is the color of autumn, spice form and design. In bright tones, orange is jovial, cheerful and playful. Deepened, it becomes exotic and exciting. If orange is your choice, you have abundant energy with an eye for structure and organization. Your social nature finds you surrounded by family and friends.

Orange is a joyous colour. It frees and releases emotions and alleviates feelings of self-pity, lack of self-worth, and unwillingness to forgive. It stimulates the mind, renewing interest in life; it is a wonderful antidepressant and lifts the spirits. Apricot/peach is good for nervous exhaustion

Brown, sensuous in nature, represents an importance of hearth and home. It symbolizes physical comfort, ease and contentment. Should you seek brown, you are conscientious, steady and dependable. Your inner security, honesty and high virtue show that you take life seriously.

The colour of Mother Earth, brown brings a sense of stability, alleviating insecurity. However, it also relates to bottling up of emotion, a retreat from and a fear of the outside world, and also narrow-mindedness. This often results from a lack of self-worth.

Yellow is truly joyous and virtuous in its purest form. Yellow exudes warmth, inspiration and vitality, and is the happiest of all colors. Yellow signifies communication, enlightenment, sunlight and spirituality. If your favorite color is yellow, this indicates that you look forward to the future, and that you are intellectual, highly imaginative and idealistic. You tend to have a cheerful spirit and have an expectation of greater happiness.

Yellow is also a happy, bright, and uplifting colour, a celebration of sunny days. It is associated with the intellectual side of the mind, and the expression of thoughts. It therefore aids the powers of discernment and discrimination, memory and clear thinking, decision-making and good judgement. It also helps good organization, assimilation of new ideas, and the ability to see different points of view. It builds self-confidence and encourages an optimistic attitude. Conversely, dull yellow can be the colour of fear.

Green is the color of life, and represents freshness, security and tranquility. Green creates an atmosphere that is calm and restful, and characterizes the intense power of nature. If you selected green, you seek stability, balance and persistence. You are a moral and affectionate individual.

Green has a strong affinity with nature, helping us connect with empathy to others and the natural world. We instinctively seek it out when under stress or experiencing emotional trauma. It creates a feeling of comfort, laziness and relaxation, calmnes, and space, lessening stress, balancing and soothing the emotions. Dark green is helpful for emotional uncertainty.
But when green becomes muddy, dull, or olive, it indicates decay. Just like fallen leaves when they return to the Earth, muddy green represents the onset of death and is nondescript, unassertive, a negation of life and joy. Lime and olive-green can have a detrimental effect on both physical and emotional health since sickly yellow and green are associated with the emotions of envy, resentment, and possessiveness.

TOSCA/Turquoise. We associate blue-greens with the refreshing and cool ocean. It is therefore invigorating, cooling, and calming. Like green, turquoise is good for mental strain and tiredness or feeling washed-out. It is an elevating colour that encourages us to make a sparkling fresh start. Turquoise is also helpful for feelings of loneliness, since it heightens communication, sensitivity, and creativity.

Cool and constant, teal indicates stability and resistance to change. If teal is your favorite color, you are a sensitive individual, and have excellent taste. Optimistic and trusting, you have a high degree of faith and hope, easily trusting others.

BLUE The color of tranquility, blue is cooling, soothing and orderly. The color of royalty, blue brings comfort and serenity to our lives. If you choose blue, you have a basic need for a calm, harmonious and tension-free existence. Capable, conservative and sensitive to others, you make a loyal and trustworthy friend.

Blue is a cool, calming colour and is associated with a higher part of the mind than yellow. It represents the night, so it makes us feel calm and relaxed as if we are being soothed by the deep blue of the night sky. Light and soft blue, make us feel quiet and protected from all the bustle and activity of the day, and alleviates insomnia. Blue inspires mental control, clarity, and creativity. Midnight blue has a strong sedative effect on the mind, allowing us to connect to our intuitive and feminine side. Too much dark blue can be depressing, however.

Violet, Indigo and Purple, the color of luxury, indicates sensuality, passion and depth of feeling. This lavish color creates an unusual atmosphere and provides an unexpected essence. If you like violet, you tend to be unique, highly sensitive and observant. Creative and artistically talented, you tend to have a complex personality.

Indigo, violet and purple have a deep affect on the psyche and have been used in psychiatric care to help calm and pacify patients suffering from a number of mental and nervous disorders. These colours balance the mind and also help transform obsessions and fears.
Indigo is a powerful, psychic colour associated with the right side of the brain, and stimulates intuition and imagination. It is also a strong sedative. Violet and purple are colours of transformation at a very deep level, bringing peace and combating shock or fear. They have a cleansing effect in emotional disturbances. They are also connected with artistic and musical impulses, mystery, and sensitivity to beauty and high ideals, stimulating creativity, inspiration, sensitivity, spirituality, and compassion. Violet can exert strong psychic influences, however, and a person attracted by it has to guard against living in a fantasy world. Purple is associated with psychic protection.

GREY The cold influence of grey keeps it foreign, remote and distant. Grey is preferred by those individuals who put their noses to the grindstone. If grey is your favorite color, you tend to be a careful, articulate individual who is focused and dedicated to your commitments.

Associated with independence, self-reliance, self-control, gray acts as a shield from outside influence. However, gray generally has a negative feeling - thick gray clouds, fog, and smoke. Gray is the colour of evasion and noncommitment since it is neither black nor white. It relates to walling everything off, remaining separate, uncommitted, and uninvolved, inevitably leading to loneliness. It also denotes self-criticism.

White suggests goodness, purity and innocence. Its elusive nature provides serenity and the essence of perfection. The individual who chooses white as a favorite color seeks excellence and enlightenment in all philosophies. Simplicity, purity and recognition are a constant endeavor.

The colour of ultimate purity is white. It is an all-round colour of protection, bringing peace and comfort, alleviating emotional shock and despair, and helping inner cleansing of emotions, thoughts and spirit. If you need time and space to reflect on your life, white can give you a feeling of freedom and uncluttered openness. Too much white, however, can be cold and isolating, because white separates us from other people.

Magenta. When we are feeling despondent and worried about our condition, or are feeling angry and frustrated, magenta draws us our out of this attitude and lets our spirits soar. It is a spiritual colour but also with practical overtones, associated with a compassion, support, and kindness.
From a negative perspective, magenta, like violet, makes us desire to be lifted out of the demanding world and avoid challenges. It can also be too relaxing. So avoid magenta if you are chronically depressed or introverted.

Black. This colour is both comforting, protective, and mysterious. It is associated with silence, the infinite, and the feminine life force - passive, uncharted, and mysterious. Black can also prevent us from growing and changing. We often cloak ourselves in black to hide from the world.

Silver is the colour of the moon, which is ever-changing. It relates to the feminine principle and the emotional, sensitive aspect of the mind. It balances, harmonizes, and is mentally cleansing.

Gold. Like yellow, gold is associated with the sun and is therefore related to abundance and power, higher ideals, wisdom, and understanding. It is mentally revitalizing, engergizing, and inspiring, and helpful for fear, uncertainty, and lack of interest. Pale gold is excellent for depression and sharpens the mind.

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Thursday, May 11, 2006

Colours for your Bridesmaid

Best friends and sisters come in all shapes, sizes, colourings and personalities, so how do you choose one dress that will suit all your bridesmaids? Or do you select your bridesmaids to suit your dresses? How many young ladies have been passed over in the competitive world of the 'would be' bridesmaid?

But is this really necessary? Or are there compromises to be made in the name of friendship? Just how can you dress your dearest friends, so they all look their best as they follow you down the aisle?

One method of narrowing down the colour choice is to make use of a colour palette or possibly the colour guides given away free in DIY stores where they mix any shade of paint on the premises. Select from the wide range of colours and cross out any you definitely do not like, then hand the charts around to your bridesmaids, so that each one in turn can cross off any colours she dislikes - then see what is left.

Once the colours have been narrowed down to a few, obtain material samples for the gowns, if they are being made specially, and try again. There are some colours that will suit most colourings, for instance cream, eau-de-nil or a delicate shade of blue, but all these are rather understated hues and may not be as striking as you wish. Silver could be a daring choice, especially if the bride was wearing a fashionable gold wedding gown. But what else will do?

There is no reason why all the bridesmaids have to wear the same colour, it can be visually stunning to create a rainbow effect with a shimmering cascade of shades. The same dress, the same material but a carefully selected compatible range of colours.

Look around you for inspiration:
- Rainbow colours
- Sweet peas
- Jewels
- Sugared almonds
- Firelight
- Shades of a single colour, from dark to light
- Ice creams
- Spring flowers
- Water - from ice blue to sea green


To enhance your colour scheme, each bridesmaid's posy could echo the colours of her individual gown.

Flowers come in every shade these days, the florist can even dye them to the correct colour, and the addition of ribbons or artificial flowers can also increase the range of colours available.

Alternatively, the posies could contain a mix of all the colours chosen, so creating a unifying effect. Small bridesmaids can have patterned dresses, echoing the colours of the older bridesmaids, maybe a white ground with small motifs or a coloured sash helping to unify the overall colour scheme.

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Personality and Colour

Different personality types are believed to be influenced by different shades and tints of colours.

Some of us have externally motivated personalities and are strongly influenced by our perception of what other people think and feel. Whereas internally motivated personalities are more self-contained.
Each type can vary in the strength of the personality, either light or intense. This leads to four basic group types, each of whom relate favourably to a specific range of colour shades.

Which type are you?

Type one personality:
Externally motivated, light and outgoing, enthusiastic and eternally youthful. Preferred colours: Warm toned (mainly yellow based) colours that are light in intensity. Examples: sunshine yellow, peach, cream, also aquamarine, turquoise, lilac, light grey and sky blue.

Type two personality:
Internally motivated, light, sensitive, artistically gifted, elegant and sometimes shy. Preferred colours: Cool (blue based) and delicate. Examples: powder blue, rose pink, plum, sage green, lavender, taupe, navy and oyster.

Type three personality:
Externally motivated and a more intense character. Interested in people, love of philosophical debate, passionate and efficient. Preferred colours: Warm and rich, shades rather than primary colours. Examples: Burnt orange, flame, butter yellow, burgundy, forest green, teal blue, peacock and warm browns.

Type four personality:
Internally motivated, strong and intense. A born leader, self-assured and objective. An instinct for style, demands quality and hates clutter.Preferred colours: Cool and strong. Primary colours, extreme tints and shades and includes black and white. Examples: Crimson, shocking pink, lemon yellow, pistachio, midnight blue, royal purple, cyan and jade green.

(For a more in depth look at this subject there is a book 'The Beginner's guide to Colour Psychology' by Angela Wright, which will expand the ideas.)

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