Why does color matter?

As a business owner, I’m sure you must have read a variety of articles about the correlation between color and emotion – probably while choosing the colors for your brand or while making background choices for your graphics. The fact is that you SHOULD NOT rely on these articles.

Yes, colors convey emotion! However, it is only when you get the right combination as well as the correct color value.

Let’s do a little analysis. Let’s assume you decide to use a blue color based on the idea that it is often associated with calm feelings and promotes trust. This is a great first start! However, I say we need to pump the breaks for a minute to ask ourselves some more questions. Do you have an idea of the lightness/darkness of blue you will use? Light or dark? Try to picture how a light baby blue will make you feel compared to a royal bright blue…. You should know they will convey two different feelings. While a light baby seems to resonate a calm feeling, a royal blue depicts more energy.

For the point of this conversation, let’s say you are choosing brand colors, and need to build off your blue. Often, there is a 60%, 30% plus 10% rule in color design. Of course, you may not adhere to this idea. However, it is a great place with which to start!

Let’s assume you have decided to settle for the light baby blue because you want your brand to depict calmness. Now, you also want your brand to scream optimism, and you feel that orange will create that feeling.

Now the next task comes into play. How will baby blue and orange look together? To start with, blue and orange are complementary colors, which means they will POP when put together. However, if you are attempting to create a calm feeling for your brand, complementary colors can be tricky. If you really enjoy the orange and blue, you may want to learn towards pastel tones.

In short, there is a lot more that goes into color than what you think. Even white and black have their intricacies! I’m so excited to share a bit of my color knowledge with you. Stay tuned for more tips and tricks!

Xoxo, Cathy

Terms you should know

Value: Refers to the lightness or darkness of a color.

Shades: Dark values with black pigment added

Tint: Light values with white pigment added

Hue: Color