Colour in Design

An important part of colour theory is the psychological reactions to colours. Choosing the right colours for your design can help drive home the message my evoking the correct emotions. If a design is aiming to make the viewer feel happy then the colours used should reflect this. If a design is aiming to be calming then perhaps neon yellow and pink aren’t the correct colours for the design.

Each colour of the rainbow has different associations depending on the culture of the audience. This is why it is important to research the colour theory in the country or culture you are designing for. As a designer based in the western side of the globe (UK) I will be specifically discussing colour associations of this culture.

Red

Red is a strong and powerful colour to use it has associations of confidence, strength and passion but could also be used as a sign of danger, alert or anger. Red stands out and can be a good tool to create emphasis and focus to a part of a design. However, it is important to ensure that when using the colour red it has the desired effect. Red helps viewers make a decision make sure it gets them to make the decision you want.

Orange

Similar to red, orange is an attention grabbing colour. Generally seen as a happy, bright and energetic colour it can be used to create a happy, playful and fun mood. It can also create youthfulness and optimism so when choosing to use orange be sure it send the message you want it to.

Yellow

Yellow is seen as an informational colour, similar to red or draws attention and is often used for alerts. Yellow can also be difficult to see on lighter backgrounds so it is suggested to use it sparingly as an accent colour most of the time. Yellow also has connotations to happiness and cheerfulness. It can freshen a design when used appropriately.

Green

Green has a lot of connotations it can be fresh and natural like trees and grass. It has connotations to money and can be seen as rich, it can also feel organic and healthy. The shade of green chosen can drastically change the way a design is seen bright greens are usually fresh and energetic whereas muted greens can be calming and soothing. Dark greens such as emerald or Forrest green are seen as sophisticated colours.

Blue

Like green is a very versatile colour. It can evoke many emotions depending on the shade chosen. It can often be seen as calming and friendly. It can take on both a professional and friendly tone. However it is often associated with sadness. It can also be seen as a natural colour being associated with water. Again the emotions you evoke with blue depends on the shade chosen.

Purple

Purple has strong connotations to royalty and luxury throughout history due to it being very expensive and difficult to make when it was first discovered. It is a very elegant and sophisticated colour and is often associated with trust. It is also traditionally feminine and does sit on the cold side of the colour wheel so just keep this in mind when choosing to use purple.

Pink

Pink of course is tint of red however there are so many variations of pink it is generally considered its own colour by the public. It has associations to love, youth and power. Again like most colours the intensity of the colour will change how it is viewed. A hot pink which is very vibrant will be more powerful and feel more urgent than a softer pink which can be neutral and calming. It is worth noting it is almost always seen as feminine. Although in history it was seen as a boys colour it is now almost always aimed at women and girls.

Brown

Brown is a natural and neutral colour. It is associated with nature and the earth which often creates the connotations of being organic. If you are going for an earthy, organic or wholesome feeling brown would be a good choice.

White

White is seen a pure. It can freshen a design by creating a neutral slate and give breathing room to a design. It is seen a clean and simple which can be very effective within designs

Grey and black

Grey and black are both neutral colours however they should both be used sparingly and they can absorb the vibrancy of a design. Black can be quite overpowering in a design however it is a really good option for body copy text as it helps the readability. Both grey and black should be used as needed.

To conclude the shade of the colour you are choosing is just as important as the colour itself. Choosing a colour is all about the emotion or action you are wanting the viewer or user to have. So ensure whatever colour and shade you choose is creating the thoughts you want it to.