Why is colour psychology important in graphic design? The success of your designs relies heavily on colour psychology. Colour is a powerful tool in graphic design. The reactions or emotions it brings out in one person can be a very different experience for someone else. Colour psychology is a science in itself. Studying how colour affects the preferences and creates an impact on the viewer is really crucial for a graphic designer. Colour psychology can be used to draw attention to a design, arrange content, accentuate components, elicit emotion, and make it more appealing.
Before anyone even depicts the message of the logo, advertisement, or design, by looking at the colour effect used in those designs, they can determine how they feel about the company or the product. The colours you choose are just as significant as the content you include when creating a logo, an advertisement, a branding campaign, or even a simple business card. It is critical in design to have a clear grasp of how colour affects the ordinary consumer.
What is Colour Psychology?
The study of how colour influences our emotions and behaviour is known as colour psychology. Certain colours might make you feel a certain way depending on your choices, culture, values etc. These are the series of interactions that influence our reactions towards a particular colour. As the colour and the feeling related to it are highly subjective, colour psychology can be a little complicated.
Colours are used purposefully by every brand and business in their product designs, packaging, ads, and websites. The ability to select colours that work with the brand and the company’s objective is important for a graphic designer.
What is the Importance of Colour Psychology?
Have you ever wondered how blue is used for soothing or calming a person, and how red can arouse passion in you but can also mean danger? As the colour and the feeling related to it are highly subjective, colour psychology can be a little complicated. But what importance does it hold in Graphic Design?
Establish an emotional connection
Colours are a strong determinant of human behaviour. It’s crucial to remember that colour associations are typically influenced by personal experience and cultural variables. As a designer, you have to choose colours that deliver exactly what the brand wants to convey. Colours have a high influence on people and can be used to boost or calm our mood, increase or decrease our hunger, and raise or lower our heart rate. A correctly chosen colour scheme can stir viewers’ emotions and subconsciously influence how they feel about the business and the message. This can be very vital when it comes to producing marketing assets. Colour serves as a guide for the eye and impacts the viewer’s perspective in several ways and its role in shaping consumer perceptions is becoming increasingly apparent to designers and marketers.
Market Products Effectively
Academic research and surveys support the assumption that humans have significant emotional associations with colours. This ideology is used by many brands and companies to send a particular message or information through their marketing using specific colours.
Let’s look at some of the most prevalent colours used in marketing and realize it’s importance:
It is a highly visible colour that is widely associated with thrill, action, danger, and passion. The colour red is used in marketing by firms like Red Bull and Ferrari to draw attention and create a sense of energy and enthusiasm.
Being a warm colour, yellow is related to freshness and cheerfulness. The colour yellow is widely used to promote catchy concepts like sales, special offers as it is really bright and catches viewers’ eyes. Brands like Maggi and McDonald’s use yellow to lure people to eat.
Blue is a colour with a more calming and relaxing tone, while used with other colours can give variations in the delivered message. It is significantly liked with traits like maturity, honesty, and trustworthiness. Many large organizations like – IBM, Facebook, Twitter, Samsung, use blue for marketing their products.
Black has a very strong aesthetic sense to it. It is generally associated with luxury and elegance and is used by luxury brands like – Chanel, Prada, Gucci and Louis Vuitton.
Green is a cool colour and is mainly associated with the environment and freshness. Food companies like Starbucks and Subway, use green colour to emphasize the fresh ingredients used in their products.
Some of the biggest brands promote white as its core component. For eg. Samsung and Facebook. White always goes along with some other colours, but remains the core colour for the logo.
The above summary provides a quick overview of some of the associations and emotional responses that colours might elicit in customers. Designers can leverage their knowledge of these emotional connections to create more successful designs when they use them wisely.
Appeals to Consumers in Different Ways
It’s hard to overstate the impact or the importance of colour psychology when creating a brand from scratch or designing promotional content for an existing brand. According to a major proportion of customers, colours improve brand image and lure them to buy the product. Wisely selected brand colours serve to generate the proper impression and distinguish a brand from its competitors.
It is necessary to understand that colour associations are not general. It can be culturally, regionally, or environmentally specific. It can differ from men to women or sometimes from a kid to an adult. Hence, choosing the right colour can help you to target a specific group or culture of the region, as per the brand’s preference.
As mentioned above, colour is an important part of a successful design and has a significant impact on how people receive and perceive information. Using colours is a convenient way to link a brand’s product with specific moods and emotions and simultaneously convey the correct message. Colour psychology can also be used to attract attention, encourage action, and increase the desired response. In short, your colour scheme should be attractive and should support and enhance the message you wish to convey.