The Power of Colour

Colour plays a huge part in our lives although most of the time we don’t even realise it. It has the power to relax, stimulate, agitate and cajole. It acts on our subconscious and takes us naturally into varying states of mind. So how do graphic designers utilise it to convey a message or communicate an idea?

Template’s Creative Director, Ian Rawlings and Senior Designer, Paul Canny shed some light on this most vibrant of subjects.

Why is colour important in graphic design?

IR: It’s important because it’s the first visual signal that your brain receives when you look at something. Before you’ve even had the chance to unravel the meaning of a certain design it’s communicating a whole raft of information based purely on the colours that have been used.

Do different colours convey different feelings?

IR: Absolutely. Red suggests excitement and danger, blue serenity and coolness whilst yellow is warm and cheerful. From black to brown to purple to pink each has a very distinct personality that we utilise as graphic designers.

PC: That doesn’t necessarily mean that certain colours are a definite fit for a certain sector. For example the frozen food retailer Iceland has a bright red and orange logo. If I had been approached with that original brief I may well have gone for blue to represent the nature of the product. As it happens the bright red and orange indicates value to a mass market. It works very well for them as their continued success shows.

How do you choose a certain colour?

IR: This depends entirely upon the client. There may well be a whole host of different factors in play such as the company’s corporate guide, logo and the subject matter. Although as Paul has already mentioned that depends on how and to whom the campaign is going to be pitched.

So, there are no rules?

IR: It’s our job to convey a message using graphic design and in order to do that we have to use every weapon in our armoury. If that means challenging the norm through deft changes of palette then we’ll always do that. Our business is all about getting the best possible solution for the client. The design needs to be clean, succinct and it has to do its job in a nanosecond. Colour plays a huge part in communicating that immediacy and we rely upon our instinct and expertise to make sure that we get that just right.

Case Study

Client: Art Projects for Schools

Brief: The Design of a New Logo

When designing the new logo for Art Projects For Schools, one feature that was used throughout every one of the designs pitched was a rainbow spread of vivid colours. This was done to convey a sense of fun and endless creativity - a prime consideration in representing a company involved in promoting art to schools.

In the finalised design, this spectrum is utilised in the logo's hand icon, with a single colour chosen for the typographic element of the logo. Purple was decided upon as the ideal solution because;

1. it imparts a feeling of authority and wisdom

2. it works in a strong and complementary way with the spread of rainbow colours.

3. it adds a subtle point of difference to the more obvious choice of dark blue, which would have been equally applicable.

Furthermore, if any one of the vibrant colours from the rainbow is taken and used as a graphic device or colour scheme on its own (e.g as a background, band or border) the purple is an ideal choice to work alongside it, either as the text colour or as another design element.

Psychological Properties of Colour

Red: Extrovert, courage, strength, warmth, energy, basic survival, stimulation, masculinity, excitement.

Blue: Communication, trust, efficiency, serenity, duty, logic, cool, reflection, calm.

Yellow: Optimism, confidence, self-esteem, extraversion, emotional strength, friendliness, creativity.

Green: Balance, harmony, refreshing, universal love, restful, environmental, equilibrium, peace.

Violet: Spiritual aware, vision, luxury, authenticity, truth, quality.

Orange: Positive, physical comfort, food, warmth, security, sensual, passion, abundance, fun.

Pink: Tranquil, nurturing, warmth, feminine, love, sexuality, survival of the species.

Grey: Neutral.

Black: Sophisticated, glamour, security, emotional safety, efficiency, robust.

White: Clean, pure, clarity, simplicity, sophistication, efficiency.

Brown: Seriousness, warmth, Nature, earthiness, reliable, support.