I love Amazon- Their prices amaze me! This hardcover book only sold for $16.96 USD and I’m not even blogging to promote it- This really is the best bargain purchase I’ve ever made in my design career and oh so very necessary.
Without this book, it’s really difficult to ensure the accuracy of colours in new graphic designs. Especially as I am a fan of the RGB colour system and have been taking on more and more digital design projects, I want the colour that appears on my screen to be exactly the same as the one in the prints.
It’s often said that people who don’t have OCD cannot be a designer. I know that’s a joke, but seriously- It sure does reflect the attention to detail and level of accuracy that is believed to be essential by designers. Even though we sometimes need to compromise on the customers requirements, we still always aim for perfection.
People often ask me, is it really a matter of one pixel or one bit of colour that can make such a great difference? And the reality is, that in almost all design cases, YES! Even though people don’t notice; My answer is yes. Even if it doesn’t register to the eye, if you ever break this rule, you can’t continue to hold-up the same standards anymore.
Here are 3 things that you mightn’t have known about how colours interact with graphic design:
You mightn’t have realised before, but each colour has associations and preferences that are centuries old and include close-knit ties with both tangible and intangible thought forms in life.
Let’s discuss blue so you can get an idea, and how choosing to use the colour blue might affect the mind of the consumer when using it as a colour for your brand:
Blue has several prominent associations including: royalty, art, military, business and the ocean. According to American surveys, it is often a highly popular choice amongst both men and women.
The colour blue was first recorded in use in Ancient Egypt and later became prominent in the renaissance period when the colour pigment was crushed and used as the expensive paint colour ‘ultramarine.’
It had moments in various hues in artworks including stained glass windows of the middle ages, blue and white porcelain in China and then became notably applied by famous artists such as Renoir and Van Gogh.
Upon looking at it; Blue is thought to be associated with trust, serenity and productivity. It is most popular amongst brands that specialise in technology, finances and medical industries. For this reason you may choose to include or exclude the colour blue in your final brand colour decision.
The meaning and associations of a particular colour differ when travelling to different parts of the world. This can greatly affect the decision to choose a colour for your brand.
For example- If you are considering the colour red, there are lots of things to think about and whether or not they collide with your vision for a brand-image.
In Western cultures (North America and Europe) red is the colour of love, passion and excitement. It is frequently used to warn people about danger, in love-hearts or things representing passion and is also highly associated with communism. Red also has associations with Power and some religious presences such as Christmas. This is varied to Eastern and Asian cultures in which red is worn to celebrate Chinese New Year, and brings luck, good fortune and prosperity to the wearer. It is also thought to be the colour of happiness, joy and celebration. It can be worn by brides to bring luck, long life and happiness…..In India- It is representative of purity and in Japan- It is representative of life.
How might using the colour red affect any of your other final colour decisions?
Today’s graphic designers are hardly working with primary colours and instead have adapted to work with anything in-between. Hue’s, tint’s, tones and shadows are all apart of our make-up
pack. Working with in-between colours as opposed to the original colours themselves are said to make a much better on screen or print impact.
Getting into the Designers Dictionary of Colour will introduce you to working with a few key things to know about colours:
He is the artist's term for ‘colour.’ It includes the primary colours as well as any kind of ‘hue’ that can be found in-between. Think of moving your mouse around a computer colour-choice wheel; All of them are included!
Tone, tints and shadows come to fruition when black, white or grey come into the mix. Tone is what you get when mixing any hue with grey, black or white. The tone is just a different shade of the same colour. Tint? That’s when you mix a hue with white. Think of preschool mixing red with white to make pink- It’s all about making colours lighter and brighter. Shadows are created when you mix- yes, you guessed it- A colour with black! These create the moodier shades of the mix.
When it comes to getting the colours of your website and brand right- It’s always best to work with somebody who is colour obsessed and leans towards the OCD side of perfection. It’s no joke that getting the best results for your site will likely be made by somebody with this level of attention to detail. At YNW We work with you to achieve the look that you feel best represents your business to appeal to the widest possible range of customers.
If you would like to find out how an eye-for-detail and a passion for colour can lift the brand-image of your business- Please feel free to get in contact.