Effective use of colour in your logos and prints can maximise engagement with your audience and can put you light years ahead of competitors in creating successful designs. Colour theory is the art of understanding how colour creates meaning. Building these key concepts into your design process can help you to choose appropriate colours, tones and combinations for your next project.
Cool, calm colours such as blue, green and purple are the colours of nature, of rivers, brooks and streams, of night skies and of open fields.
Using blue as an example of a cold colour, we can begin to understand its versatility. As well as creating a sense of calm, blue can also symbolise sadness in western cultures. The tone of the colour you choose can change your design from being refreshing and open to bold, or even cold. Blue is often used by professional companies, as it creates a sense of aloof detachment and competence. Incorporating blue into your brochure printing can be an effective way of portraying professionalism and trust. Purple is a popular choice, too; as the colour is representative of monarchy and wealth in the west it can symbolise value and importance.
Orange, red and yellow are warm colours. Being evocative and atmospheric, they are the tones of fire, sunset, warmth and energy.
By looking at one warm colour, we can see the range of emotional associations that are available to you in your designs. Red connotes heat, passion and emotion. It’s associated with war and with love, with valentines hearts as well as the pumping of blood. As well as having strong emotive connotations, red can have a tangible physical impact, making your heart beat faster on sight. For more information about how colour can affect your psychology, read this article: Colour Psychology: Does it Affect How You Feel?
Understanding how colour works in different markets is important for cross-cultural publications and marketing. For example, the associations with red that we’ve talked about are western – in the east, the impact of using red will be quite different. For example, in China, red symbolises luck and wealth. In South Africa, however, red is traditionally a funereal colour.
Something to think about
Good design requires more than just thinking about colour but it’s a good place to start. Learning about the science of colour can put your business ahead and make sure your publications and materials have the impact you’re hoping for. Contact us today to learn more about how to use colour to create successfully printed publications. PrintUK.com
PrintUK.com is a long established family-run print company based in the Tees Valley. Specializing in high quality lithographic and digital print. Our machinery is state of the art and is continuously updated to offer the best in print quality.
We pride ourselves on customer service and relations in terms of responsiveness, dependability and competitive prices. Our friendly team of experienced and specialised staff are flexible to the needs and requirements of the customer.
We continually asses all company activities in order to lessen our carbon footprint, and in recent years we have reduced our non-recyclable waste by 66%.
By advising clients on stock, size, pagination and finish, we aim to minimize inefficiencies and wastage on their jobs, also providing them with direct financial savings.
We are certified with the FSC (Forest Stewardship Council) and World Land Trust, which ensures that our specified papers are from sustainable, legal and well-managed forest sources, and therefore we are able to bear the FSC logo on your printed products.
Continuous innovation and progression in raising our industry standards has helped provide better print and minimize our environmental impacts.
For more details and insight into our business you can visit our website at: www.PrintUK.com
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