Graphic
Design Using Color
Color is everywhere and conveys
a message even if we don't realize it. While this
message can vary by culture it pays to know what
colors "say" in your own corner of the
universe, and even what color means to your target
market.
If you don't think that color speaks
just complete this sentence, "red means ----
and green means ?" even a child will know
what red means stop and green means go. If such
simple ideas work for all of a given culture or
market what could it mean to the graphic design
of your website, brochure, or product if you know
some of this information.
First let's start with the basics.
The color wheel. We've all seen it. The color
wheel shows the basic colors, each wheel is different
in how many shades of each color is shown, but
they are essentially the same.
Color harmony, colors that go together
well. These will be colors that are next door
to each other on the color wheel. Such as blue
and green. In reference to clothes these colors
match each other. Instinctively most of us know
which colors go together when we dress ourselves
every morning.
Color complements, colors that set
each other off, they complement each other. These
are colors that are opposite on the color wheel.
Such as blue and orange.
Color depth, colors can recede or
jump forward. Remember that some colors seem to
fall back such as blue, black, dark green, and
brown. Other colors will seem to step forward
such as white, yellow, red, and orange. This is
why if you have a bright orange background it
may seem to fight with any text or images that
you place on it. The orange will always seem to
move forward.
Now you have the basics so let's
go further. Just because to colors go together
or complement each other doesn't mean that yo
necessarily want to use them on your project.
I opened this article with the meaning of colors
now here is an example, keep in mind this is one
example from western culture.
Color Survey: what respondents said
colors mean to them.
Happy = Yellow Inexpensive = Brown
Pure = White Powerful = Red (tomato)
Good Luck = green Dependable = Blue
Good tasting = Red (tomato) High
Quality = Black
Dignity = Purple Nausea = Green
Technology = Silver Deity = White
Sexiness = Red (tomato) Bad Luck
= Black
Mourning = Black Favorite color
= Blue
Expensive = Gold Least favorite
color = Orange
So in designing your project it's
important to know what colors mean. You can now
see why a black back ground with green type would
be bad, beyond being nearly impossible to read,
if your target market thinks that black represents
mourning and green makes them sick. There are
exceptions to every rule of course.
So you may want to include some
research in what colors mean to your target market.
Colors that would get the attention of a teen
would probably annoy an older person and the colors
that appeal to the older person wouldn't get a
second look from a young person.
Color may be one of the most overlooked
aspects of design.
Copyright 2004 Kelly Paal Kelly
Paal is a Freelance Nature and Landscape Photographer,
exhibiting nationally and internationally. Recently
she started her own business Kelly Paal Photography
(www.kellypaalphotography.com).
She has an educational background in photography,
business, and commercial art. She enjoys applying
graphic design and photography principles to her
web design. |
