Have you ever thought that the pasture is greener on the other side or have you ever painted the town red??? After reading this you know what I mean and here I am not talking about colours, literally!! Such is the impact of the colours on our lives that we have ended up forming idioms based on colours, be it black is the new red or go green with envy. In both the above sentences red colour is associated with happiness or freedom whereas green has been associated with lushness or being envious. Colours define the way we perceive things and the way we take actions.
Colours influence, impact and evoke emotions and guide behaviour. With the world being more and more digital with each passing year, visual cues are often used for getting across the message or for communicating. Bright and bold shades of colour are attention grabbing whereas pastels often cheer up our mood and are quite refreshing. Colours also have a psychological effect on human minds. Each colour carries a message and has a meaning. In a digital world where visuals are used to stimulus, choosing the right colour as well as the right shade is very important. Let’s take a look at the important things which impact our daily lives and where in colours play a major role.
Product Packaging or Labelling
Product packaging or labels can make or break a product. Studies show that often a colour coordinated packaged product ends up getting picked. Let me explain with an example regarding a skincare product. If a skincare product has a coffee or coffee infusion as the main ingredient in it, chances are I would pick it up instantly if the packaging shows coffee beans or is brown coloured as opposed to the green, pink or yellow. Here also visuals come in picture and help me make a decision. How? The packaging itself screams or says that I have coffee ingredient. Would it have been green or some other coloured I would have felt being deceived?
Website designing and colour schema
How often do you end up visiting a website and then immediately closing it most of the times? Having a good colour scheme along with a balance of white space makes a website stand out. Some websites are so alluring that we end up browsing them for hours. Good websites often have a balance between colours and white space and send out vital information to the end user helping them make a decision. Being a developer, I would often end up working on my code whereas I would ignore the designing part, although we had a dedicated design team. My manager would often laugh at me saying ‘Who will use the functionality of the website when the design of the website is goofed up?’ 😂😂.
Logo Designing and Branding
Logo designing makes a brand stand out from their competitors. The logo is the piece of visual which makes us remember the brand or its products. It has to be unique, specific to the brand and its purpose. As logo is a small visual, what makes it stand out is the right shade of the colour, which acts as stimulus making us think of the brand. Let’s see the example of Facebook or Twitter. Whenever we see a simple lower case f in a blue colour we think of Facebook, whereas when we see a chirping aqua blue bird or t we think of Twitter 😁.
Now comes the big question how to choose the right shade of colour or which guide to use. You all might be aware that colours often change in visuals or graphics or textiles depending on the material they are being printed. Here, the Pantone Formula Guide Solid Coated & Uncoated comes to your rescue. It is the most popular guide in the world for brand guidelines and spot colour printing. It has the largest colour range in the Pantone Graphics System with 1,867 spot colours, including 112 new colours released in 2016. It is most commonly used for logos and branding as well as in marketing materials. Pantone Formula Guide Solid Coated & Uncoated is available at Textile Design Studio