Kicking it off with Color (Color Theory Part 1)

Colour is my day-long obsession, joy and torment. – Claude Monet

I am not that big on formal introductions in writing (I failed English and Chemistry), so I’m just gonna have a conversation with ya. Honestly, I do not know why I put a quote up there next to that art. I just Googled “art quotes” and picked a decent one.

Anyway, I am Matthew Hart and I am the newest member of Print-FX™ team. As a graphic designer, I look forward to sharing my experience, starting conversations and finding solutions to the problems designers face.

In my (horribly limited) experience I have realized that each color has a meaning. This post will focus on primary colors.

Red is the color of blood, fire and power. It’s also kin to love and romance. This color can actually physically effect people. It can raise blood pressure, respiration rate and even increase metabolization.

Anger and aggression are associated with red. Red can be prestigious, i.e. red carpet. Red is a common color for danger. Red stop signs, traffic lights and hazardous chemical signage.

What’s interesting is that in China, red has a difference association. It is considered to attract good luck.

You have to be careful when using red in a design. I believe it is best used as an accent color. If used as a primary color you better be ready for a powerful piece of art (or a crappy one). Red in nature is intrusive. It will grab people’s attention.

Light red represents joy, sexuality, passion, sensitivity, and love.
Pink signifies romance, love, and friendship. It denotes feminine qualities and passiveness.
Dark red is associated with vigor, willpower, rage, anger, leadership, courage, longing, malice, and wrath.

Yellow is the brightest primary color. Yellow is the color of the sunshine, happyniess, intelect, energy and fun. It is also associated with cowerdness and decite.  Bright, pure yellow grabs attention, which is the reason taxicabs are painted this color. When used with very dark colors yellow is usually the first noticed. When overused, yellow may have a disturbing effect; it is known that babies cry more in yellow rooms.

Men have been know to perceive yellow as a childish color. Yellow is spontaneous and unstable, so avoid using yellow when your message is stability and safety.

Dull (dingy) yellow represents caution, decay, sickness, and jealousy.
Light yellow is associated with intellect, freshness, and joy.

Green is an earthy color. It can represent new beginnings, harmony, freshness, fertility and growth. It also signifies renewal and abundance. Alternatively, green can also represent envy or jealousy, and a lack of experience. Dark green is also commonly associated with money.

Green has many of the same calming attributes that blue has, but it also incorporates some of the energy of yellow. In design, green can have a balancing and harmonizing effect, and is very stable. It’s appropriate for designs related to wealth, stability, renewal, and nature. Brighter greens are more energizing and vibrant, while olive greens are more representative of the natural world. Dark greens are the most stable and representative of affluence.

It is the most restful color for the human eye; it can improve vision. Green, as opposed to red, means safety; it is the color of free passage in road traffic.

Dark green is associated with ambition, greed, and jealousy.
Yellow-green can indicate sickness, cowardice, discord, and jealousy.
Aqua is associated with emotional healing and protection.
Olive green is the traditional color of peace.

Blue symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, the sea and heaven. Blue is often associated with sadness in the English language. Blue is also used extensively to represent calmness and responsibility. Light blues can be refreshing and friendly. Dark blues are more strong and reliable. Blue is also associated with peace, and has spiritual and religious connotations in many cultures and traditions (for example, the Virgin Mary is generally depicted wearing blue robes).

In design, the exact shade of blue you select will have a huge impact on how your designs are perceived. Light blues are often relaxed and calming. Bright blues can be energizing and refreshing.

Blue is a masculine color; according to studies, it is highly accepted among males. Dark blue is associated with depth, expertise, and stability; it is a preferred color for corporate America.

Avoid using blue when promoting food and cooking, because blue suppresses appetite.

Light blue is associated with health, healing, tranquility, understanding, and softness.
Dark blue represents knowledge, power, integrity, and seriousness.

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Hope you enjoyed the post. Remember to check back for the part 2 of color theory where we dive into the secondary colors. And guess what… there will be a part 3! DUN, DUN, DUN!

Sources:
Color Wheel
Smashing Magazine – The Meaning of Color