The Meaning of Color for Designers
Janine Horak (Specific color information from color-wheel-pro.com)What Is Color? What’s the difference between RGB and CMYK? Which colors should I choose for my design? Read more to glean useful tips on color design.
What Is Color?
Color is the byproduct of the spectrum of light, as it is reflected or absorbed, received by the human eye and processed by the human brain. It's also a great design element!
Because color is a function of light and biology - no two people see color exactly the same. Color isn't an exact science, but understanding color will enable you to better utilize it in your specific application.
What’s the difference between RGB and CMYK?
We describe color differently when it is printed than when projected. Projected color is additive (television and computer monitors) and designers use an RGB (red, green, blue) color model for these applications. Printed color is subtractive (printed photographs, brochures, signs, banners) and designers usually use a CMYK (cyan, magenta, yellow, black) color model when designing for this purpose.
It is important to know the application of your design. If the final product is going to be projected - like web design; the design, proofing and approval process should primarily be conducted using projected light - like a computer monitor. If a client approves a website design based on a printed screenshot, there will be far greater color discrepancies than if they were to view the design on a monitor. Likewise, approving a printed brochure based on a projected proof (i.e. viewing it on a computer monitor without printing the design) will inevitably result in frustration.
A word of caution, no 2 monitors are exactly alike, as are no 2 printers! Accurate color proofing for printed media relies on industry standard tools such as the Pantone Color Matching System (PMS).
Which colors should I choose for my design?
It's not good enough for graphic designers to say, "I chose the color orange because it looks good with __________" or because the color is popular or trendy, etc. When designing, you should have reasons for the colors you choose. Below are just some of the meanings associated with color:
Black
authority, submission, power, elegance, formality, mystery, evil, foreboding, fear, darkness, night, death
Black is the color of authority and power. Black gives the feeling of perspective and depth, but a black background diminishes readability.
A black or gray background is often used when designing an art or photography gallery as it contrasts well with bright colors. Combining black with red or orange – other powerful colors – creates a very aggressive color scheme.
White
purity, goodness, snow, innocence, sterile, cleanliness, light, neutral, perfection
White means safety, purity, and cleanliness. White can represent a successful beginning. In heraldry, white depicts faith and purity.
White is associated with coolness and cleanliness in advertising, because it's the color of snow. You can use white to suggest simplicity in high-tech products.
White is an appropriate color for charitable organizations; angels are usually imagined wearing white clothes. White is associated with hospitals, doctors, and sterility, so you can use white to suggest safety when promoting medical products. White is often associated with low weight, low-fat food, and dairy products.
Red
fire, love, passion, desire, strength, determination, energy, revolution, war, anger, power, debt, danger, heat, warning, intense
Red is the color of fire and blood; it is an emotionally intense color. It enhances human metabolism, increases respiration rate, and raises blood pressure. Red has very high visibility, which is why stop signs, stoplights, and fire equipment are usually painted red. In heraldry, red is used to indicate courage. It is a color found in many national flags.
Red brings text and images to the foreground. Use it as an accent color to stimulate people to make quick decisions; it is a perfect color for 'Buy Now' or 'Click Here' buttons on Internet banners and websites.
Red is often used to evoke erotic feelings in advertising (red lips, red nails, red-light districts, 'Lady in Red', etc). Red is widely used to indicate danger (high voltage signs, traffic lights). This color is also commonly associated with energy, so you can use it when promoting energy drinks, games, cars, items related to sports and high physical activity.
- Light red represents joy, sexuality, passion, sensitivity, and love.
- Pink signifies romance, love, and friendship. It denotes feminine qualities and passiveness. Pink is tranquilizing. Sports teams sometimes paint the locker rooms used by opposing teams bright pink so their opponents will lose energy.
- Dark red is associated with vigor, willpower, rage, anger, leadership, courage, longing, malice, and wrath.
- Reddish-brown is associated with harvest and fall.
- Brown is the color of earth and is abundant in nature. Brown can also be sad and wistful. Men are more apt to say brown is one of their favorite colors.
- Light brown implies genuineness.
Blue
sky, ocean, water, religious feeling, peace, faith, stability, melancholy, trust, loyalty, wisdom, tranquility, integrity
Blue produces chemicals that calm and soothe the mind and body. For this reason, blue is one of the most popular color choices for bedroom walls.
Studies show that the color blue inspires productivity in people - weightlifters are able to handle heavier weights in blue gyms. Some fashion experts suggest that wearing blue to a job interview is positive because blue makes a statement about loyalty.
You can use blue to promote products and services related to cleanliness (water purification filters, cleaning liquids, vodka), air and sky (airlines, airports, air conditioners), water and sea (sea voyages, mineral water). Blue is linked to consciousness and intellect - use blue to suggest precision when promoting high-tech products.
Blue is a masculine color; according to studies, it is highly accepted among males. Dark blue is associated with depth, expertise, and stability; it is a preferred color for corporate America.
Avoid using blue when promoting food and cooking, because blue suppresses appetite. When used together with warm colors like yellow or red, blue can create high-impact, vibrant designs; for example, blue-yellow-red is a perfect color scheme for a superhero.
- Light blue is associated with health, healing, tranquility, understanding, and softness.
- Dark blue represents knowledge, power, integrity, and seriousness.
Yellow
energy, sun, happiness, cheery, creativity
Yellow produces a warming effect, arouses cheerfulness, stimulates mental activity, and generates muscle energy. Yellow is often associated with food. Bright, pure yellow is an attention getter, which is the reason taxicabs are painted this color. When overused, yellow may have a disturbing effect; it is known that babies cry more in yellow rooms. Yellow is seen before other colors when placed against black; this combination is often used to issue a warning. In heraldry, yellow indicates honor and loyalty. Later the meaning of yellow was connected with cowardice.
Use yellow to evoke pleasant, cheerful feelings. You can choose yellow to promote children's products and items related to leisure. Yellow is very effective for attracting attention, so use it to highlight the most important elements of your design. Men usually perceive yellow as a very lighthearted, 'childish' color, so it is not recommended to use yellow when selling prestigious, expensive products to men – few will buy a yellow business suit or a yellow Mercedes. Yellow is an unstable and spontaneous color, so avoid using yellow if you want to suggest stability and safety. Light yellow tends to disappear into white, so it usually needs a dark color to highlight it. Shades of yellow are visually unappealing because they loose cheerfulness and become dingy.
- Dull (dingy) yellow represents caution, decay, sickness, and jealousy.
- Light yellow is associated with intellect, freshness, and joy.
Orange
joy, sunshine, creativity, determination, success, encouragement, energy, autumn, construction
Orange is associated with joy, sunshine, and the tropics. To the human eye, orange is a very hot color, so it gives the sensation of heat. Nevertheless, orange is not as aggressive as red. Orange increases oxygen supply to the brain, produces an invigorating effect, and stimulates mental activity. It is highly accepted among young people.
As a citrus color, orange is associated with healthy food and stimulates appetite. Orange is the color of fall and harvest. In heraldry, orange is symbolic of strength and endurance.
Orange has very high visibility, so you can use it to catch attention and highlight the most important elements of your design. Orange is very effective for promoting food products and toys.
- Dark orange can mean deceit and distrust.
- Red-orange corresponds to desire, sexual passion, pleasure, domination, aggression, and thirst for action.
- Gold evokes the feeling of prestige. The meaning of gold is illumination, wisdom, and wealth. Gold often symbolizes high quality.
Purple
royalty, power, nobility, dignity, luxury, spirituality, independence, ambition, wisdom, mystery, magic, creativity
Purple combines the stability of blue and the energy of red. Purple is associated with royalty and symbolizes power, nobility, luxury, and ambition. It conveys an impression of wealth and extravagance.
According to surveys, almost 75 percent of pre-adolescent children prefer purple to all other colors. As purple is a very rare color in nature; some people consider it to be artificial.
- Light purple is a good choice for a feminine design. You can use bright purple when promoting children's products. Light purple evokes romantic and nostalgic feelings.
- Dark purple evokes gloom and sad feelings. It can cause frustration.
Green
money, growth, environmentally friendly, fertility, envy, spring, freshness, stability, loyal, healing
Green is the color of nature. It symbolizes growth, harmony, freshness and fertility. Green has strong emotional correspondence with safety. Dark green is also commonly associated with money.
Green has great healing power. It is the most restful color for the human eye; it can improve vision. Green suggests stability and endurance. Sometimes green denotes lack of experience; for example, a 'greenhorn' is a novice. In heraldry, green indicates growth and hope. Green, as opposed to red, means safety; it is the color of free passage in road traffic.
Use green to indicate safety when advertising drugs and medical products. Green is directly related to nature, so you can use it to promote 'green' products. Dull, darker green is commonly associated with money, the financial world, banking, and Wall Street.
- Dark green is associated with ambition, greed, and jealousy.
- Yellow-green can indicate sickness, cowardice, discord, and jealousy.
- Aqua is associated with emotional healing and protection.
- Olive green is the traditional color of peace.
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