Why Color Theory Is Important

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Importance of Color in Design
Antoni Commodore Research Paper Art 420 27 March 2013 Color can be used in many different ways in design. In branding and marketing color offers a immediate method for conveying meaning and message without words. In interior design the color of a room or office can affect moods, feelings and emotions. Color choices inside a residence or workplace can even save money on energy costs. Color can also be subjective. What evokes an emotion in one person may not evoke the same in another. That can be due to personal preference or cultural background. Most people don’t realize the subconscious impact that the color choices of websites, stationary, packaging, retail and office space, marketing materials and ads have on our everyday experiences. When designing for a brand and its marketing materials it is important to consider the psychology of color and your target audience. Color used correctly can be a tool to add to the appearance of the design and influence behavior. Visual appeal is important but uninformed color choices could send the wrong message to the people viewing it. A common mistake is using colors, that through association, suggest that your product is something it is not. For example, don’t use purple just because it is your personal favorite color. It may not be the best choice for your business. Specific colors are known to cause anxiety, create hunger, soothe nerves and generate excitement or happiness. When it comes to color psychology, some questions to ask when choosing and using color to represent your brand, product and/or service are? • When clients see your logo, your website and your marketing materials, how do the colors make them feel? • Do the feelings evoked in your client, align with your brand and your business goals? • Is your color palette in contrast to the meaning of your brand, product or service? • Are your colors in-line with your company’s value statement and fit within your industry? How we...
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