<p><strong>What are the colors of your business logo and overall image saying to your clients?</strong><br /> <br /> An underlying emotion is attached to color. The emotions have been cultivated since birth, and these emotions will be different depending upon age, culture, geographic location and even gender (blue for boys, pink for girls).<br /> <br /> Just as the logo acts as a symbolic representation, color promotes an emotional reaction within us. Color, by emotion, can set the tone for your business or company.</p> <ul> <li>Are the colors you're choosing current?</li> <li>Will they stand the test of time?</li> <li>As your business grows and changes will the colors still be cutting edge?</li> </ul> <p>Consider these elements when choosing colors to represent your business:</p> <ul> <li>Does the color reflect or support my target market?</li> <li>What emotion or mood is projected?</li> <li>Is my business philosophy represented?</li> <li>Do they work well together and reinforce my logo design?</li> </ul> <p><br /> <strong>What is color?</strong><br /> <br /> Color is the light spectrum, it is white light refracted or broken down into segments of color that our eyes and brain can process. This is known as the color spectrum; that which can be seen through a prism or in a rainbow.<br /> <br /> <strong>How is color seen?</strong><br /> <br /> Color is perceived by the brain through receptor sites in our eyes. However, we only &quot;see&quot; the reflected light color. When an object appears as white, like paper we are seeing all the colors of the spectrum being reflected back to us. If an object appears black, like a deep hole, then it is void of light or has absorbed all light.<br /> <br /> All visible colors are made up of various combinations of red, green and blue; known as the Primary Colors.<br /> <br /> <strong>Rules of color usage.</strong><br /> <br /> The &quot;rules&quot; of color usage can be overwhelming unless you have a degree in one of the arts. However, the rules can be simplified to allow the average person to communicate their needs and desires.<br /> <br /> First, don't let that huge color chart up on every designers wall be intimidating.<br /> <br /> Secondly, color can be as simplistic as black graphics on white paper, or various shades of black on white, gray or cream paper.<br /> <br /> Thinking of colors as themed groups can help. Earth Tones, various shades of green, brown, rust, gold, orange, or softer colors such as sage, sand and heather. Jewel Tones, ruby, emerald, sapphire etc.<br /> <br /> <strong>Merging logo with color.</strong><br /> <br /> Keep in mind the symbology and imagery of your logo when deciding on color.<br /> <br /> If you have chosen a particular style such as Retro, Classic, Victorian, or Futuristic, make sure the graphic element/logo, type and colors work together in that style to complete the look and bring it all together.<br /> <br /> All the elements of your logo determine how powerful your brand recognition will be.<br /> <br /> <strong>What do colors mean?</strong><br /> <br /> Here we will look at positive, negative and emotional aspects of colors.<br /> <br /> <strong>Cool Colors</strong> = blue - green - purple; <em>passive, restful.</em><br /> <br /> <strong>Blue</strong> - peaceful, tranquil, cold, harmony, trust confidence.<br /> Loneliness, sadness<br /> Number one color choice for business, aids in communication and trust.<br /> <br /> <strong>Green</strong> - growth, money, life, fertility, regeneration, healing.<br /> Envy, jealousy.<br /> Promotes the idea of growth; means &quot;<strong>go</strong>&quot;reflects money.<br /> <br /> <strong>Purple</strong> - spiritual, mystical, wisdom, nobility, creativity.<br /> Cruelty, arrogance.<br /> Brings feelings of longevity, wisdom and royalty to your business.<br /> <br /> <strong>Warm Colors</strong> = red - orange - yellow; <em>vitality, life, vigor, strength.</em><br /> <br /> <strong>Red</strong> - heat, speed, excitement, competition.<br /> Aggression, irritation, restless.<br /> Eye catching color, &quot;look at me&quot; stand out from the crowd.<br /> <br /> <strong style="color: rgb(255, 153, 0);">Orange</strong> - vibrant, expansive, enthusiastic.<br /> Flamboyant, misunderstood.<br /> Have some fun, orange brings something unexpected and different.<br /> <br /> <strong>Yellow</strong> - joy, happiness, optimistic, hope.<br /> Cowardliness, treachery.<br /> Emotes a good feeling without being over-bearing, edgy but safe.<br /> <br /> <strong>Neutral Colors</strong> = black - white - brown;&nbsp; <em>centered, simplistic, contrasting. </em><br /> <br /> <strong>Black</strong> - respectability, sophistication, elegance<br /> Warrior, mournful, battle<br /> Historically promotes mastery, authority figure, when matched with gold, silver or copper black enhances the feeling of expense.<br /> <br /> <strong>White</strong> - clean, pure, youth, balance.<br /> Truce, sterile, surrender<br /> Use to promote knowledge and business expertise.White balances color well, use as open space.<br /> <br /> <strong>Brown</strong> - security, stability, comfort, practical<br /> Dull, drab, tiresome<br /> Evokes a feeling of security, gives a business the impression of being well grounded.<br /> <br /> Now as you begin to at look colors in reference to logos and business image, notice how meaning and emotion of color plays a part in the overall concept of logo design as well as the brand image and positioning of a company. Let me assure you that leading corporate businesses have had a team of experts mulling over the many nuances of their logo design, with color being an integral part of the complete design process. Now you too have the information regarding the use and meaning of color as it relates to your business image and design elements.<br /> <br /> <em>The second in the series of three articles pertaining to color will be Color: Business Image and Perception. Delving deeper into various industry and how color influences those industries.</em></p> 2008-05-07T19:47:17Z -22.9725 1195 883 true 15 8198 color-an-emotional-connection-first-in-a-series-of-three 11 2008-05-11T20:54:39Z 2008-05-11T20:54:39Z

<p>Looking at marketing materials, what feeling is evoked? Is the emotion in alignment with business? How does color play a role? Let's take a look at the primary connection of color and emotion.</p>

0 2009-02-24T09:44:17Z