Choose the right color for your design [1]

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In this article we will address one of my favorite topics, which is looking at how colors unconsciously shape many aspects of our daily lives, a study which is used rigorously in advertising and graphic design, both print and online.

Furthermore, I will guide you in choosing the right colors and color arrangements for any type of graphic project. So, which arrangements should one avoid at all costs? And which are the ones considered “chromatically correct” arrangements? Let’s find out.

To begin with, science teaches us that color is nothing more than a visual elaboration generated from the nervous signals of the retina’s photoreceptors which are transmitted to the brain. In our case, we will not be elaborating on this concept, as it is beyond our scope and competency. Rather, we will look at something that I find much more interesting and stimulating.

Visual perception of seeing is generated entirely from our brain and as such it is able to condition certain emotional responses and different psychological tendencies. The study of this phenomenon, which shares an affinity with neurophysiology, is aptly named the “psychology of color”.

What does the psychology of color refer to?

Color is a sensation that is transmitted to the brain; this creates an effect on our body and especially on our own psychological attitude.

Our own “personal chromatic palette” is created based on our ability to perceive external colors and on the emotional ties we unconsciously place on each color. This process of associating a certain emotion to a specific color is based on our own personal experience as well as on the specific cultural nexus in which we live.

Some examples

Generally speaking, warm colors (yellow, orange, red) are stimulating and positive, but they can also be perceived as too impetuous and direct. Grey, black, brown, and white are elegant but passive colors: cold and detached, they are often associated to certain sensations and situations that are negative or undesirable. Subtle colors, such as pastel colors, are both reassuring and inspiring confidence. The same thing can be said for green and light blue.

Chromotherapy is a method based on these set of concepts. It is an interesting and controversial discipline which is based on the same principles that determine an individual’s color selection of clothes according to his or her state of mind.
According to chromotherapy, colors help the mind and body return to a sense of equilibrium.And chromotherapy can help stimulate the body and even cure it from certain pathologies by the physical and psychological effects created by these colors.

What does this have to do with advertising and graphic design?

It is known that emotions are intimately tied with the appeal of a certain product over another; these emotions can be evoked through the use of various visual elements, colors included.
For instance, red and orange are known for being colors which are intense and full of emotion, that can increase a person’s heart rate and breathing. Furthermore, these colors –which many people might not know – encourage consumers to eat more and more quickly if they are actually used in a food-related establishment.
They can be interpreted as stimulants for one’s appetite.

>> to be continued …

source : yourinspirationweb

Categories: trick-n-tips