Color palettes
by Ian Davis
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Archive for May, 2010
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Environmental Fill
The green movement is currently receiving a lot of attention. Corporations are under growing pressure to produce collateral that is attractive to the eye as well as sustainable. As companies try to illustrate their environmental commitment, warm basics — like the colors of sea grass, rattan and shades of khaki, moss and thyme — are becoming more prevalent.
Color is Crucial
By examining current color trends and popular shades used in communications, we can determine what puts specific customers in a buying mood and whether it’s appropriate to deliver a message in black or white or use a hint of color to reach the intended audience.
For the past few years, business has been mostly dire, with depressing financial forecasts and record job losses. Now, as the economy recovers, we’re starting to see the light at the end of the tunnel. Consumers are trying to maintain a brighter outlook and companies are beginning to change their marketing collateral, messaging and tone to provide confidence and optimism.
Last year, Pantone® selected Mimosa as the color of 2009. Described as embodying hopefulness and reassurance in a climate of change, the warm yellow tone garners attention, yet also creates a sense of relaxation. Yellow is seen before any other color and appeals to both men and women, making it the perfect shade for point-of-purchase displays and direct mail.
In 2010, Pantone® chose Turquoise as the color of the year. Inspired by water and the sky and considered a color of deep compassion, healing and truth, turquoise is a color most people respond to positively. It is universally flattering, appeals to both men and women, and translates easily to fashion, interior design and point-of-purchase displays.
The Business of Color
While you may think your buying decisions are based on more than just the color of a logo, package or communication piece, subconsciously we have predisposed notions of what colors represent that influence how we relate to products and messages.
In business, choosing the right color is just as important as determining the message. Color is the first thing that attracts a customer’s eye and it may determine the overall tone of a piece. It helps facilitate a message and create a stimulating visual that catches our attention. Because much of the human reaction to color is subliminal, it is important for businesses to recognize the emotions each color evokes and how to use color to their advantage.
Colors are an important part of how people view the world. While specific shades may bring about certain feelings based on an individual’s cultural or historic background, they are constantly evolving to illustrate the steady change in consumers and society.
For example, during this time of economic uncertainty we’ve seen muted tones of grays and off-whites. Now, as the U.S. economy recovers, more vibrant shades are emerging as companies adapt to this new time. Light greens, oranges and pinks are coming back, representing a sense of renewal and youth. Seen as fun, cheerful and energetic, these bright colors tend to attract a younger audience.
Understanding the meanings of color and what colors appeal to your target audience will help you transition your business and its communications.
How does color influence your mood, buying decisions or change your perspective? Do you think you would be more apt to support a business or purchase a product if their logo were a different color?
Chartreuse or Baby Poop?
Everyone has an opinion about color: One person’s chartreuse is another person’s baby poop. It is so subjective. My job is to make it objective.
When choosing a color palette for a project I don’t immediately head to the Pantone books. I find it most helpful to look at color in context so I go to the newsstand, paint store or mall for inspiration, trends and color combinations. Whether I’m doing competitive research online or perusing a stack of creamy J. Crew cashmere sweaters in the store, I have my client’s brand personality in mind, knowing that color is one of the most recognizable and differentiating aspects of their brand. I distill those visual references down to what is appropriate for my project, sometimes making a mini mood board, and then I choose a palette that works for the tactic or media space in which I am working. Finally, I present my color exploration and concepts along with a rationale that is in line with my client’s brand or communication objective. And if I’m successful, and sell you on chartreuse, you will be painting your home with it instead of smelling it.
The Power of Color-Coding
by Kari Chapman
A clear way to differentiate products on a shelf is to color-code the packaging. I love color-coding! What better way to see that there is something different among a line of products?
Below are four examples of how Go East has helped its clients color-code.
A great way to differentiate among food products is to use the product itself to color-code. Campbell’s® V8® Soup does a nice job of keeping green as their brand color but using the color of the vegetables to distinguish the varieties on shelf.
What is the World of Color?
We often wonder what yellow means in India or red means in China and look for resources to help us understand the meaning of color in different cultures.
David McCandless produced this wonderful infographic for the book, Information is Beautiful outlining the meanings of colors in different cultures. What I love about this infographic is that it demonstrates the similarities and disparities of meanings across cultures. Color meaning is not a cut-and-dry formula that designers plug into a solution. Instead, it is deeply embedded in cultural meaning and designers need to understand a culture before we can speak to it either symbolically or directly. At a glance, McCandless’ poster lets us trace the color of cruelty in America and see it is similar to the color of beauty in the same culture. And that is why color has such rich symbolism.
