Dynamic Use of Colour in Commercial Graphic Design
- Design, INSPIRATIONS
- September 20, 2018
With the digitalization of color palettes, the previous limitations of color representation have faded into the murky past and a brilliant new world has been opened up within the realm of graphic design. Computerized color matching makes it possible now not only for a company to select the exact color or set of colors with which they want their company or products to be represented, but also to ensure those same exact hues and shades are presented every single time and across various forms of media.
The existence of this customization capability thus injects a certain amount of relevance and significance into the colour selection process. Essentially, when there are a thousand different variations of pink from which one can choose, the specific shade of pink one chooses begins to matter more. Along these same lines, then, we are also seeing an increased attention to colour psychology in the graphic design and print industries.
When it comes to colour, more is not necessarily better. There can certainly be an over-use of colour, as well as a misuse. An essential part of many different disciplines of design is the study of the proper addition and combination of colour. This knowledge allows graphic designers and printers to extract from the bold use of colour the most impact without creating the unfortunate mistakes of visual confusion or clash.
The Two Colour Systems
There are essentially two different systems for the representation of colour: additive and subtractive (also known as reflective). The additive systems is accessed through the use of light-producing sources. The computer screen through which you are viewing this blog, for instance is making use of the additive system of colour because it produces its own light. Basically, if it is colour that you could see in the darkness or that would bring light to darkness, it is part of the additive system.
Printed media works on the subtractive or reflective colour system. We see it because of the light it does and does not absorb. Because of the different natures of the additive and subtractive colour systems, minor adjustments do sometimes need to be made in order to achieve the correct balance when transitioning from one system to another. However, as mentioned above, digitalization and computerized aid makes these adjustments possible.
The point of this information is to emphasize the breadth of the colour spectrum currently available in graphic design. With the entire world of colour at our fingertips, the question becomes one of how to use it. Contemporary digital design trends are moving in one of two opposite directions. However, both of these trends revolve around a bold use of colour that pushes it to the forefront and encourages it to demand the attention of the viewer.
Colour Effects Customers
People make a determination about whether or not they like a product within 90 seconds or less. Science tells us that about 90% of that decision may at times be based on colour. It is no accident that Coke uses its iconic red colouring to appeal to customers and to promote brand recognition. When major brands slightly adjust their representative colours, they do so based on reasoning related to colour psychology.
Bright colours like yellow, red, and orange produce positive psychological reactions in customers related to emotions like energy, warmth, fun, and optimism. Cooler colours like blue, green and purple inspire feelings of calmness, elegance, and comfort. It is through the proper presentation and combinations of these colours that graphic designers and printers are able to reach out to customers in the most effective ways.
A Bold New Design Trend
Recently the use of vibrant colours has dominated advertising trends. The resurrection of a structural design trend from nearly 50 years ago is taking the marketing world by storm. The trend is called Brutalism, and its hallmark is a simple harshness that makes the elements of design stand out in stark contrast to the basic backgrounds. Colour plays a conspicuous role in Brutalism, contributing to the eye-catching geometry.
Whether your company’s colours are being represented on media walls, on car wraps, on vending machines, or on event canopies, you should never underestimate the impact that the dynamic use of colour can have on your potential customers. Select the colours that most accurately your vision for your company, choose a graphic design specialist who is able to work those colours into a universally appealing vision, and then seek the services of a printing specialist who is able to bring that design to life on printed media.