The Tribune

By Deidre M. Bastian

Do you know that different colours have different psychological effects for human beings? Colour psychology is big business, and for a long time has been a strong tool in a designer’s toolbox. Whether you are defusing a ticking time bomb or trying to design a decent-​looking site, if a designer chooses the wrong colour they are doomed.

Okay, so the wrong colour selection for a client’s site might not be the death of them, but it could curtail their budding career. Choosing colours is no simple matter. As designers, one of the most crucial things we do is communicate. Just as we develop a verbal language to understand each other, graphic design has its own unique language and set of rules.

Remember colours, like words, can be used as a language of expression as well, sometimes having a greater degree of emotional impact on the viewer’s senses.

Colours are very subjective, and can have different meanings to different cultures, personalities, sexes, space and time. They inform us, changing our moods, organising our thoughts and guiding us to make decisions.

It is therefore imperative that graphic designers understand the effects of this very powerful tool and how to best implement its attributes.

For consumers it might be practical to learn how marketing uses certain areas of psychology to lure shoppers into buying products that might not always be the best choice. Moreover, marketing experts, along with web and graphic designers, are well aware of many of these attributes and exploit them on a daily basis to sway audiences into trusting their companies and products.

For example, the fast food and hamburger industries definitely use the effects of colours such as warm reds, oranges and yellows, which are appetite enhancers.

Heavy machinery, such as tractors, cranes and tankers, are painted orange or yellow to catch the eye and signal a level of caution.

Also, interior designers are paid great amounts of money to produce interiors that will be pleasing and not cause physiological problems, especially at hospitals.

Before reading a single word on a website, visitors are confronted with the background colour, text colour and the headlines, which have a strong influence on their interest. Each colour has many aspects to it, but you can easily learn the language of colour by understanding a few simple concepts. Let’s take a look at some of the aesthetic, identity and usability considerations when using colours.

• Red is a bold colour, often used to symbolise action, adventure, energy, danger, passion, love and strength. Red is the most emotionally intense colour, and is commonly used to grab the attention. It has also been found to have a physical effect that can increase blood pressure and hunger.
• Red can have either an attracting or repelling effect, depending on how and where it is used. This can be desirable when marketing a product because it inspires a sense of excitement and adventure in your target.
• Yellow is the most difficult colour for the human eye to absorb, and represents caution, cowardice, curiosity, sunshine, joy and playfulness. This colour is often used by food and hamburger chains.
• In the real world, Green is associated with envy, but is considered a cool colour with a calming and refreshing effect. It is most often used to represent nature, environment, health, youth, healing and money.
• Blue is considered the most calming colour and inspires confidence, authority, dignity, power, success, reliability and faithfulness. It is often used by the Government, large corporations, medical companies and anyone who needs the trust of the public at large. It is statistically the most popular colour, and tends to generate feelings of loyalty and stability. However, blue can also have a cold and depressing effect.
• Blue’s close cousin, Purple, is famously linked to royalty and luxury. It implies ceremony, expense, mystery, spirituality and sophistication. Moderation with this colour is key.
• Orange is a slightly less active colour than red. It is playful, enthusiastic, joyful, energetic and attention-grabbing. It is often used when marketing to young children.
• The colour psychology of Pink is unconditional love and nurturing. Pink can also be immature and girlish.
• White is the universal colour of peace and purity, and is used to denote cleanliness, innocence, simplicity and refinement. In design, white is often overlooked because it is usually a default background colour. Don’t be afraid to shake it up, though, as using colours in an unexpected way can make a bold statement. White can also be complemented with other colours.
• Black is a bold colour used to express authority, elegance and strength, depending on how it is used. It also often suffers from negative connotations such as death and evil. Black and white both should be used with complementing accents.
• Brown is another calming colour. It represents simplicity, nature, earth and utility. It is used by companies attempting to appear conservative, straightforward and honest.

All of these colours, combined in any fashion, can attract or repel people. At the end of the day it is important to understand the effects particular colours can have in designs. Remember that the meaning is what we ourselves create, and does not exist in the colour itself.

Finally, colours can help to sell your branding message or even distract a website viewer. Therefore, choose your colours wisely. Do not simply choose the colours you like, or unusual colours, just because they are different. Bear in mind that you are trying to appeal to the widest possible demographic, so be certain your colours appeal to most - not just some. So, until we meet again, fill your life with memories rather than regrets. Enjoy life and stay on top of your game.

NB: Columnist welcomes feedback at deedee2111@hotmail.com

Ms Bastian is a trained graphic designer with qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.