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| SANMetrix |  | | R2 Dzigns was commissioned to design a complete product identity including letterhead, presentation folders, CD-ROM and cardboard sleeve in preparation for their new software launch. | | Design and Printed by R2 Dzigns | |
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Monday, 07 February 2005 |
Colour is the first thing we notice and the last thing we forget. Colours influence people and they are associated with certain feelings and meanings. If used properly it can be a powerful tool. These associations are defined by both the culture we live in as well as our personal experiences. Below is an overview on how colours are perceived in the Western world. Other cultures can perceive colours completely different.
• Beige is a neutral colour, which suggests practicality and conservatism
• Black is the colour of authority and power. It is also stylish and timeless. Black also symbolises sophistication, elegance, seduction, mystery, death, rebellion, strength, as well as evil. In light terminology, black is the absence of white light, and therefore the absence of all colours.
• Blue is by far the most popular colour, it is a masculine colour and is highly acceptable among males. Relaxes the human nervous system and suggests hygiene and coolness. Authority, dignity, security, faithfulness, trust, reliability, belonging, coolness.
Light blue is associated with health, healing, tranquillity, understanding, softness. It is calming colour and suggests pacific, ethereal, fresh and clean.
Dark blue is associated with depth, dignity, expertise and stability. It is also a good colour to suggesting precision especially in relation to high-tech products.
• Blue/Green combines and balances the tranquil, calm blue with the fertility and growth of green. It adds a sense of sophistication.
• Brown is another conservative colour, which depicts stability, simplicity and comfort as well as denotes masculine qualities.
• Gold evokes the feeling of prestige. The meaning of gold is illumination, wisdom and wealth. Gold often symbolizes high quality.
• Green is the colour of nature. It symbolises, environmental, motion, mobility, wealth, natural, tranquillity, health, freshness, growth, harmony, freshness, and fertility. Green has strong emotional correspondence with safety.
Dark green is also commonly associated with money.
Aqua is associated with emotional healing and protection.
Olive green is the traditional colour of peace.
Teal, a mix of blue and green, is a bit livelier than either colour alone. It carries a touch of sophistication and richness.
• Grey is the most conservative of neutral shades, and represents practicality, security and reliability. Grey and silver work well with other cool colours such as blue.
• Lavender is a calming colour, which is approachable and puts others at ease.
• Orange combines the energy of red and the happiness of yellow. It is associated with joy, sunshine, and the tropics. Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation.
• Purple combines the stability of blue and the energy of red. Purple is often associated with royalty, power, wisdom, dignity, independence, luxury and ambition conveying wealth and extravagance.
• Red is the hottest of all colours, and as such, represents all things intense and passionate. Feelings and imagery, which can be evoked (depending on the shade of red) are heat and fire, speed and zest, blood and excitement, competition and aggression. While Dark red is associated with vigour, willpower, rage, anger, leadership, courage, longing, malice, and wrath.
Red can make an excellent accent colour. Dependant on the shades used; red combined with green, blue or purple these colours can clash, however, using the correct shades of red and blue together they can create high-impact, vibrant design.
• Silver, especially shiny, metallic silver, is cool like grey but livelier, more playful.
• White is associated with light, goodness, innocence, purity, and virginity and is considered the colour of perfection. White means safety, purity, and cleanliness. You can use white to suggest simplicity in high-tech products. However, if intending to trade in Asia it should be noted that white is considered the colour of death to the Chinese and some Asian cultures.
• Yellow evokes bright, warm, and happy feelings. It expresses exhilaration, originality, expectancy and the desire to be active. While yellow is a cheerful and is considered an optimistic colour, people lose their tempers more often in yellow rooms, and babies will cry more. It is the most difficult colour for the eye to take in, so it can be overpowering if overused. To the Chinese yellow is sacred, however, donates sadness in Greece and jealousy in France.
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