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Understanding Color in Graphic Design

Did you know that October 22nd is National Color Day? To celebrate, we’re diving into color modes, color theory, and color psychology to help you choose the perfect colors to represent your brand.

Color Theory

Color Theory is used in design to describe how colors interact with each other and how they can be combined to evoke different reactions and feelings.

Primary Colors

The three primary colors are red, yellow, and blue.

Secondary Colors

Secondary colors are created by mixing two primary colors together. The three secondary colors are green, purple, and orange.

Tertiary Colors

Tertiary colors are created by mixing equal amounts of a primary and secondary color together. On the color wheel, they sit between each primary and secondary color.

Complementary Colors

Complementary colors sit opposite each other on the color wheel and have a high contrast to each other, making them work well together,

Monochromatic Colors

Monochromatic colors are variations of a single color on the color wheel. They are typically created using tints, where white or black are added to the original color to create the different variations.

Color Psychology in Design

Color psychology examines how humans perceive colors and the emotions they evoke. This understanding is vital when selecting colors for your brand, as colors can convey messages even without words. Here’s a breakdown of what specific colors commonly represent:  

  • Red: Passion, strength, love, and anger.
  • Orange: Youth, confidence, success, and fun.
  • Yellow: Happiness, creativity, warmth, and playfulness.
  • Green: Nature, money, freshness, and growth.
  • Blue: Trust, loyalty, dependability, and stability.
  • Purple: Luxury, royalty, wisdom, and elegance.
  • Pink: Compassion, sincerity, sweetness, and romance.
  • White: Innocence, cleanliness, simplicity, and calmness.
  • Black: Drama, sophistication, security, and power.
Colors can have a lot of different meanings, so it is important to keep these in mind when selecting colors for your brand.
Color Modes

In our previous article, A Guide to Setting Files Up for Print, we explained the different types of color modes and best practices for using them. We will go over this again, as it extremely important to understand the differences between them for design.

CMYK Colors

CMYK stands for cyan, magenta, yellow, and black. This color mode is essential for print, and it operates on a subtractive model-starting with white and subtracting colors to create the desired hue. When printing colors, using the CMYK color mode ensures the best accuracy. CMYK colors may appear differently when viewed on a screen, as they are not intended for digital formats.  

RGB Colors

RGB stands for red, green, and blue, and is the go-to mode for digital media. This additive color model combines different colors to create a wide spectrum of hues. Keep in mind that RGB colors can vary depending on the screen or device, leading to potential discrepancies when viewed on different platforms. For the best results, use RGB for digital projects and reserve CMYK for print.

PMS Colors

The Pantone Matching System (PMS) is a standardized color matching system used in graphic design. It includes both solid and process colors, depending on the desired outcome. Solid colors offer the truest representation and are crucial for brand consistency. Process colors use CMYK inks applied in varying ratios and are suitable when precise color matching is less critical. When choosing colors for your brand, PMS colors are a great choice, as the color will always print accurately and are easy to define when creating visuals and graphics for your brand.

Choosing the Right Colors for Your Brand

Understanding color theory and color psychology is essential in shaping how consumers may perceive your brand. Thoughtful color choices can enhance your brand message and appeal to your audience’s emotions. Additionally, understanding how to combine colors effectively is key to successful branding.

If you have any questions regarding color psychology or need guidance on selecting the right colors for your brand, don’t hesitate to reach out to our design team for expert advice.

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