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So we have been talking about color right? Big
deal, who cares? Well you do, if you want to present effective
graphics.
After looking at the above image, do you feel
hungry? Do you feel happy or sad or anything? Actually, in this
context, you probably don't feel anything. Let me ask you this;
other than blueberries, when is the last time you ate something
blue? How about a blue, hard-boiled egg? Does that sound
disgusting? It does to me! How about some blue pasta? Sounds
great huh? No, it doesn't.
There are colors that affect us psychologically.
The reason I wanted to compare the upper image of oranges and
yellows with blue is that the former is much more appealing with
regard to food than the latter. In other words, you can accept
the idea of orange and yellow when it comes to food, but blue? I
don't think so.
Companies like McDonald's, Burger King, Wendy's
etc. take advantage of these psychological effects, and so
should you. When you design, you should at least consider the
implications of the colors you use. Many of you have heard this
before. Some of you have no idea. This week, I am speaking to
those that have no idea.
Let me ask you how green makes you feel. How about white? Your
answer will depend on where you come from in the world. For us
in the United States there is a set of "cultural" rules that
define what colors mean. White is pure, like in weddings. Black
is solemn, like at funerals. These colors do something to use
mentally. They affect how we think about what we look at. Take a
look at the graphic below. On each color is the general meaning
in conveys in the United States.
Do these colors and descriptions make sense to
you? They do to most people. In fact, a number of studies have
been conducted to find qualitative evidence that they do affect
people in ways that we sometimes don't even realize. Hospital
rooms have certain colors such as yellow and green to help
soothe patients back to health. Martha Stewart uses greens in
her branding to convey a sense of nature and serenity. Take a
look at a bank's logo. Most times, they will be blue, conveying
a sense of security, calm and strength. And of course, all your
favorite fast food places use orange to make you hungry. Kinda'
makes you think huh?
So my point is that color is vitally important.
As a designer, don't pick colors that are your favorites. In
fact... don't even have favorites. I was filling out at online
survey the other day, and they asked me what my favorite color
was. I was stuck.
Since I have really been paying close attention
to the importance of color, I have lost my love for any one
particular hue. I like every color when it is used well. And
that does not mean that you can't break the rules! Break 'em
since they are there I say! But you have to know the rules
before you can break them right? Just be mindful of color in
design. It is important to your subject matter. Use color to
make your desings more user friendly, and more usable overall.
The color should be a reflection of the site's content and the
company's branding. Or, just from a completely artistic point of
view, color can bring harmony or clash to a site. Both are cool,
but you have to know what goes with what to pull it off. So
break out the color wheel and have a go mate. See you around. |