visual communications for raleigh durham chapel hill cary

How do you choose what colors to use in a design? Most people go with what colors THEY like the best. But your favorite color is not always the best choice: how YOUR audience reacts to your color scheme is the most important.

Consider the feelings different colors convey to others. Keep in mind that colors have different connotations in different cultures. For example, white represents mourning in China and purity in most of the Western world.

Red gives off a lot of energy. It can mean danger (like a stop sign) or it could mean passion (like a rose). Many restaurant interiors use a lot of red because red makes people hungry. Red burns hot like a fire.

Pink is sweet. Pink reminds us of flowers, candy and bubble gum. Pink is also considered very feminine and girly likely because of its association with Barbie. However, in the Victorian era, pink was the color for baby boys.

Orange feels fresh. It has a lot of the energy that red has but it doesn’t feel as serious. Orange is a playful energy.

Yellow is bright and sunny. Yellow can give us hope like the sun bringing in a new day or can make us feel sick with jaundice.

Green is growth. It can be very natural and remind us of the environment and fertility. Green can also be wealth — especially in the US where it’s literally the color of money.

Blue is the most popular choice for favorite color. Not surprisingly, it’s also one of the most popular choices for brands. Blue is trustworthy and calm like a clear sky or the ocean. But blue can also be sad like you’re singing the blues. It’s also cold like ice or a refreshing sip of water.

Purple is majestic and was once reserved for royalty. As a cross between the hottest color (red) and the coldest (blue), it feels unusual and creative, a part of two different worlds. Purple is the color of mystery.

Brown is warm and earthy. It can feel rich like chocolate, spicy like cinnamon or grounded like a tree. Brown can be comfortable like a old leather shoe. However, brown can seem dirty.

Black is the absence of color. Black can be gloomy and frightening. Dark like the night, black exudes the sophistication and drama of an exciting nightlife.

White combines all of the colors mdash; like a prism. Like snow, white feels clean and pure, but very cold. White seems almost weightless like a beam of light.

Sometimes just changing the tone of a color slightly can give a completely different feel. A yellow with a hint of green might be described as acid; a yellow with more orange could be more tropical.

Word association helps when thinking what a color conveys to your audience. Green could make you think of a green thumb or being green with envy. What color phrases do you use?