Why Colors are Important
Of our five senses (sight, hearing, taste, touch, and smell), sight is probably the most important to humans. There are so many things to see in our daily lives. It is said that a picture is worth a thousand words. Pictures with colors are worth even more, as we remember colored images more efficiently than those in black and white.
Color attracts attention and evokes emotional responses. Each color has a different emotional response and meaning. In general warm colors (red, orange, and yellow) are associated with energy, and cool colors (green, blue, and purple) are associated with calmness and security. Many articles and books have been written about the psychology of color. You can find an interesting infographic which describes the emotions and meanings for the basic colors on Brand Magazine’s website.
Color attracts attention and evokes emotional responses.
Richard McKinley, a well-known pastel artist and teacher, likes to remind his students that “value does the work and color gets the glory”. This is so true. People see the colors first.
Color is a very powerful marketing tool. It is the first thing a consumer will notice about your logo. Color increases brand recognition and is closely aligned with a company’s brand. When creating a logo, the color choices need to be meaningful. What is the message you want to communicate?
It is important to be aware that the perception of color is subjective, represents different things in various cultures, and that males and females have different color preferences. Who is your audience?
Using the same colors in your logo, website, printed and digital materials, and products will achieve the highest impact. Colors is key in printed materials. You only have a certain amount of time to grab the customer’s attention before they turn the page of a magazine or drive by a billboard. If you want to get a customer to click on a button on your website, then contrast is key. It is more likely that you customer will see a red button on a green background, then a green button on a green background.
The colors you use are important, so choose your colors wisely!
Author: Annette M. Lange, website and graphic designer at Lange Art & Design