The major focus of design is to communicate something without using words. Over the years, we as human beings have advanced and have started recognizing and reading things by merely reading the colors around us. Color plays a very important part in getting your brand across to the audience and in how they intercept it.

It doesn’t matter if you are trying to design a logo, an image or an infographic for your client or for your firm, choosing the correct color goes a long in way in maintaining brand recall as well as ensuring audience have a positive perception of the brand. In today’s marketplace, each and every category has been bombarded by different products that essentially solve the same core need. In such a scenario, being highlighted or standing apart can be tricky. Using the correct colors to alter brand perception can be the first step towards ensuring you consumers remember your brand and have a favorable response to it. Make no mistake, if your product is not good or if your service is not up to the mark. Whatever color you might choose to use, it will not make a difference. Colors can only help you so far. In short, colors can make a good company do well and a bad company do worse.

Colors carry an emotion with them. Different colors can make us feel different things. The basic colors are red, blue, and green. These colors combined with each other in different proportion give us infinite other colors. The opacity, saturation, sharpness, softness of the image also play important roles in appealing to the audience. Let us understand the emotions a few of the widely used colors convey.

  • Red – The positive emotions are excitement, love, fire, passion, etc. The negative emotions are aggression, danger, war etc.
  • Blue –The positive emotions are efficiency, intelligence, calmness, etc. The negative emotions are coldness, obscenity, depression etc.
  • Green – The positive emotions are peace, environmental, balance, good luck, etc. The negative emotions are jealousy, illness, envy, corruption etc.
  • White – The positive emotions are purity, light, hygiene, simplicity, etc. The negative emotions are emptiness, unfriendliness, sterility etc.
  • Black – The positive emotions are Sophistication, glamour, efficiency, powerful etc. The negative emotions are heaviness, menace, oppression etc.
  • Yellow – The positive emotions are Optimism, confidence, creativity, friendliness, etc. The negative emotions are anxiety, deceit, irrationality etc.

In the right tone, each of these colors can portray positivity but if the tone is not right or is dark, these colors can turn into having a negative effect on your mind.

A few tips for selecting colors:

  1. Choose the characteristics you want to associate with your image. Pick and carefully choose the array of emotions you would want your audience to have for your brand. Then depending on those emotions, choose the colors that represent them
  2. Start with one color in mind and try to build your image around it. Then, if needed keep on adding complementary colors to arrive at a soothing image.
  3. The more you practice with different colors and color schemes, the more you would know how to use colors to evoke a certain kind of emotions. As they say, there are no shortcuts to success.
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© Saurabh Madhusudan Patel