Of all the forms of non-verbal communication, color is the most instantaneous method of conveying messages and meanings. Before humans learned to appreciate the aesthetics of color, there were far more practical aspects of communicating with color. Our very survival depends on the ability to identify necessary objects and/or warning signals whether they are animal, vegetable or mineral and color is an integral part of the identification process.

Among other uses, color stimulates and works synergistically with all of the senses, symbolizes abstract concepts and thoughts, expresses fantasy or wish fulfillment, recalls another time or place, and produces an aesthetic or emotional response.

There is no better place to gauge the effectiveness of color than in the marketplace where it is a vital key in communicating a positive, enticing, and irresistible image to a product. Often called the “silent salesperson” color must immediately attract the consumer’s eye, convey the message of what the product is all about, create a brand identity, and most importantly, help to make the sale.”

Color Factiods

Confining color to a particular feature or usage will give greater emphasis to that feature. Repeating a color too many times can create a distraction or dilution of attention.

Memory retention studies show that confusion abounds when words that are associated with specific colors are written in different colors. Example: The word “Blue” written in Green will momentarily confuse the viewer. Hamburgers can never be green. Milk is never red.

• Outlining a color in black or a darker shade will enhance the color. It prevents the color from spreading.
• Colors change significantly in different environments, especially with changing light condition or dominant back ground colors.
• The human eye sees warm colors before it sees cool colors.
• New or novel colors are always interesting to the eye. Colors the eye has never seen before will always attract attention.

Common Themes Associated with Color

Red: Stimulating, exciting, dynamic, provocative. Hands down the strongest color. Only color that releases the hormone Epinephrine, causing a biochemical response of increased heart rate, adrenaline flow, and blood pressure.

• Black: Powerful, mysterious, strong, classic, elegant, expensive.
• Pink: Happy, sweet, romantic, youthful.
• Orange: Energizing, inviting, friendly, vital, tangy.
• Yellow: Luminous, warming, sunny, cheerful, enlightening.
• Brown: Rustic, sheltering, rich, durable, earthy, home.
• Blue: Constant, quiet, dependable, cool, serene, trustworthy.
• Green: Soothing, natural, refreshing, healing, fresh. Of all the colors in the spectrum, green offers the widest array of choices.
• Purple: Regal, spiritual, sensual, elegant, mysterious.
• Neutrals: Timeless, natural, classic, quality, quiet. Achromatics are literally classified as without colors.
• White: Lightweight, pristine, pure, bright, innocent, simplicity.

Conclusion

Design is everywhere. As a collective audience of viewers we are bombarded every minute of our lives by the visual world. Design, by definition, is a highly controlled and purposeful activity. Nothing “just” looks good in commercial art- everything has purpose. Every graphic is “doing” something no matter how large or small, no matter if it’s in six colors or one, no matter if it’s a simple 2d logo, or even a painting by Salvador Dali. Commercial art is a tool for advertising and can be understood objectively. True, there will always be room for personal preferences, subjective tastes, and cultural biases, but as a foundation and a starting point, commercial art benefits greatly from the guidelines science has provided.

Original Article written and information compiled from references as stated by Robert J. Orndorff, 08/2001

REFERENCES

1. http://daphne.palomar.edu – 2001 James T. Shaw
2. Pantone Guide to Communicating with Color – 2000 Leatrice Eiseman, Grafix Press Ltd.
3. Flexography and the Graphic Arts – 1973 George H. Anthony, Flexographic Technical Association