Brand of Colors: The Power of Meaning

Brand of Colors: The Power of Meaning

When my colleague Debbie Josendale, of 3C Marketing Group, asked me to consult on colors for one of her client’s visual identity, which encompasses its brand / branding, I was intrigued.  I had a deep purple color in front of me as a starting point, but knew that it was too dark and somber to represent what I understood her client’s message to be.

I read up on the client, I played with colors, I visualized, and knew that purple would be one of the colors involved.  And the obvious choice of a secondary “partnering” color would be its compliment, gold.

Print

The symbolism, and associations of the chosen colors are also important in determining their meaning, resonance, and appropriateness for the brand and its story.  In a future post, we will  look at the color choices from the vantage points of:

The Energetic,  The Associative, and the Sensory.  Hint:  What does purple “taste” like?  How heavy does gold “feel”?

Read on to find out!

ENERGETIC: Relates to the “chakras“, or energy centers that some believe exist within the “aura“, but outside the body.

Vertex Chakra corresponds to Violet, standing for Wisdom, and Spiritual Energy, and influencing  the Pituitary Gland.

Solar Plexus Chakra corresponds to Yellow, standing for Knowledge and Intellect. It is the seat of tension and  influences the solar plexus and adrenal body

ASSOCIATIONS: According to studies, color-mood  associations are strikingly similar across individuals, groups and cultures. Does this imply a degree of  universality as regards to our color-mood associations?

Purple/Violet tends to associate with:  Dignity, Exclusivity, Royalty, Dignity, Exclusivity, Depth of Feeling, Wealth, Magic, Mysticism, Strictness ( if very dark, as in the original purple color i was shown at the beginning of this project).

Yellow/Gold: tends to associate with: Reflectivity, Luminosity, Happiness, Cheerfulness, High Spirits, the Sun, the a Bright Future, Hope, Wisdom, Expansiveness, not being Earthbound, Activity,  Communication, Air, Gold can associate with wealth. richness, money (gold coins!)

SENSORY: The association of colors with other sense perceptions is related to “Synesthesia“, or “The Unity the Senses”.  Here is what Purple/Violet, and Yellow/Gold tend to “sound”, “feel”, “taste” and “smell” like:

Purple/Violet: Deep, Minor Key (Sound), Velvety (Touch), Heavy, Sweet (Taste, Smell), Heavy (Weight), Cool (Temperature).

Yellow/Gold: Fanfare, Major Key (Sound), Smooth, Silky  (Touch), Sour (Taste, Smell), Light (Weight),   Warm (Temperature).

Does any of this jive with your experience? Does it incline you to dive more deeply into the multifaceted and dimensional  world of color?

After all, it would seem that color can affect your body, health, mood, feelings, and senses.  All of this effect from a phenomena of light waves!  Color is an effect of light, indeed, one could say it isn’t actually “there”.

And yet, there certainly is a “there” there, as regards to color, and color phenomena. Perhaps a subject for another post!

 

                       

Advertisements

Brand of Colors: The Power of Compliments

Brand of Colors:  The Power of Compliments

When my colleague Debbie Josendale, of 3C Marketing Group, asked me to consult on colors for one of her client’s visual identity, which encompasses its  brand / branding, I was intrigued.  I had a deep purple color in front of me as a starting point, but knew that it was too dark and somber to represent what I understood her client’s message to be.

I read up on the client, I played with colors, I visualized, and knew that purple would be one of the colors involved.  And the obvious choice of a secondary “partnering” color would be its compliment, gold. Purple and yellow, violet and gold…these are combinations which are opposite each other on the color wheel.  They are sets of compliments, of opposites. They are complimentary colors and being opposites, set each other off in high contrast, much in the way that black and white do.  So that the color design wouldn’t be garish, I chose hues that were somewhat toned down, rather than bright, though they are strong and saturated. There is a slight earthiness to these colors, that I felt better communicated the feeling of the brand.  Color design for the visual identity of a business can also be tricky in this regard: the colors may look different on different computer screens, and even when printed on different papers or surfaces, and by different companies. The colors are used throughout the client’s site.

Print

The symbolism, and associations of the chosen colors are also important in determining their meaning, resonance, and appropriateness for the brand and its story.  In a future post, we will  look at the color choices from the vantage points of:

The Energetic (the chakras, and their meanings, associations and influences), The Associations we have with these colors, (What they express, or represent) and their associations with the other senses (Sensory).  What does purple “taste” like?  How heavy does gold “feel”?

Visit us again to find out….and learn more about the wild, wooly and wonderful world of Color!

 

Muz-ing on our Color Choices

Muz-ing on our Color Choices

Each month, usually the third Sunday of the month, at 4:15 PST, I have the honor, and the responsibility, of visiting the inspiring and informative Artistically Speaking Talk Show, brainchild of the extraordinary Rebecca E. Parsons, as the Color Muze…and then translating our colorFULL “muzes” into a monthly articles for Rebecca’s online magazine, “Cre8tive Compass“.

The bottom line is…how do we make our color choices?  Why do we choose the colors that we do…and what can help us make the most gratifying color choices for any particular purpose?

From what we take in,

to what we  live in,

to what we put on.

How does color affect us, and how can we cre8te color effects?  Are we talking paint effects, or the effect of light?  How does color make us FEEL emotionally, (what are our color associations?) or   physically (through our senses), or  spiritually, and on an energetic level?

What is actually happening in our brains when we “see” color?  And…what is up with that Color Wheel, anyway?

Analogous colors, complementary colors, warm and cool colors, tertiary colors…what do all of these terms mean, and how can YOU use color theory in Your own precious Life?

So…check us out!  Rebecca broadcasts live every Sunday night, beginning at 3:30 PST…and the Color Muze visits most third Sundays of the month, at approximately 4:15pm, PST.  You will hear marvelous and inspiring interviews with artists, entrepreneurs, crafters, bloggers and bakers, and enough bite-sized pieces of color info to make a meal!

As always…feel free to call in to the Show, make a comment here,  on the Cre8tive Compass site, or either of our Facebook pages.

We love to hear from you.

Remember, we are all cre8ting our own rainbow of this thing called Life…together!

Brand of Colors

Brand of Colors

A recent color consultation and analysis got me thinking…about why we choose the colors that we do.  Of course we can analyze, assess from various vantage points, provide argumentation to support our choices…but really, why do we just feel like some colors  and combinations of colors are just “right” for a particular purpose, venue or view?

I think it all comes down to how a color “makes us” feel.  What emotions, and sensory reactions we have when we gaze upon that part of the light color spectrum that is NOT absorbed by the surface we are looking at.

Take green, for example, specifically the fresh, bright hue of green the Client of my marketing colleague, (who had brought me in to analyze, assess and consult on her client’s color choice, and suggest a tandem hue) was drawn to.

Some of the associations with green include Life, Growth, Nature, Springtime, Immortality, Hope, and Resurrection. Not bad for a “secondary” color!

Green “sounds” soft to shrill, “feels” smooth to damp, “tastes” and “smells”  juicy, sour, or tangy, and

can be “cooler” or “warmer”, “heavier’ or “lighter” depending on the ratio of its components,  yellow to blue.  Energetically, green relates to the “Heart Chakra“,  representing love, sympathy and  harmony, and influencing the heart, and the thymus gland.

What might one put with green, a bright, fresh green, that wouldn’t contrast with it so greatly as to change its character?  Although green and its complement red (or even pink) are a dynamic duo, unless associations of Yuletide, India, or the tension of opposites are desired…another choice must be made.

Hmm…green and orange, green and purple or violet…still too dynamic…as both of these secondaries have red in them.  Yellow would be too similar to the Client’s chosen green in warmth and temperament, containing too much of light and bright and luminous and warm.  Yellow, I felt, would  compete with the green, and not provide the contrast necessary for visual interest.

The Client’s brandmark is a penguin…ah…images of sea and sky emerge.   I ‘saw’ a Teal Blue…that would contrast with the green as a hue darker in value, and provide a coolness that would more subtly offset the bright and warm green,

Blue and green both associate with Tranquility and Peace.  They both suggest aspects of nature.  Blue relates to the Larynx Chakra.  It stands for Religious inspiration as well as creativity, language, and communication, (the Larnyx is often referred to as the “voice box”!), and it influences the Thyroid gland.

Blue “sounds” distant, or soft, it “feels” smooth, it “tastes” and “smells” odorless or fresh, to salty.  It’s perceived “weight” tends to the heavier, and more solid, it’s “temperature, to the cool.  Blue ‘s associations include nobility, contemplation,  truth, spirituality, wisdom, dignity, trustworthiness, value, calm, security, poise, reserve, sea and sky.

We can imagine then, when we put blue and green together, that the effect will be refreshing, and  “natural”,  both warm and cool,  embodying the warm, harmonious heart of love, and the inspired, creative communication of  language, symbol, and of course, color!

If You would like to know who wrote the book on color consultation and design, please investigate the International Association of Colour Consultants/Designers, and the writings and teachings of Frank H. Mahnke.  There is a whole world of color exploration awaiting You out there…and within!

To hear more about color choices and analysis, the how and the why, tune into my Color Muze on  Artistically Speaking Talk Show with Rebecca E. Parsons.

Give it a try…turn YOUR senses on and rock Your world, with Color!

If You feel so inclined…let us know how You do it!