in the FLOW

in the WEB9

WEB9a

Friend and colleague Debbie Josendale  of 3C Marketing Group LLC sent me a wonderFULL gift:

WEB7a self-described “Magazine for Paper Lovers“…

WEB4Offering Great Advice in a whimsical format…

WEB2Humor…(Groucho Marx)

WEB3Inspiration…(Henry David Thoreau)

WEB6Reassurance!  (Lewis Carroll)

WEB5A Celebration of Books…

WEB8and paper…

What a treat!!!!!

Once again…WEB9aEncouragement…(Erich Fromm)

NOW….

WEB1

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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!

 

                       

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!

 

Brand of Colors: Color Etiquette for your Graphics

Brand of Colors: Color Etiquette for your Graphics

When friend, colleague and client Debbie Josendale  founder, creator, and president of 3C Marketing Group LLC contacted me to get my opinion on the colors in the graphic below, I dove in headfirst, and delivered an analysis of not only the colors, but their placement, qualities, and distribution.

Print

It is a process I find fascinating, and I never tire of both studying, and analyzing how, why, and where colors work best  for the purpose they are being employed…or not.  When the colors are “not working”, sometimes a slight tweak will do the trick; changing the placement, value, chroma, or saturation of a color, or how much of it is being used.  Other times, a greater overhaul of the color palette may be requited.

Debbie knew that something was not right in the graphic above…not in balance. She knew the feeling she wanted communicated wasn’t quite there yet.

I saw immediately that the central “bar” of color, surrounding the word “AUTHORITY” was too dark, and needed some brightness and warmth to fully communicate the idea of “AUTHORITY” as a positive, powerful, and in essence, beautiful thing to the viewer.  I suggested that instead of the deep, almost blackish green (on my screen, and in this age of individual internet screen and printers, who knows what any given pair of eyes is seeing…), that a a mixture of the top green, and bottom blue, IE, a warmer, clearer, yet still strong,  teal be used, to distill the positive message of leadership and problem-solving.

I also suggested that the lighter, brighter green, used at the bottom of the graphic be moved to the top, and the deeper blue at the top be used at the bottom, to “ground”  the “page”, as is done in architectural color consulting. Deeper, darker, and stronger color used on the foundation, or lower part of a building can “ground” it, making the building as a whole look more rooted, stable, and solid. By moving the green to the top of the “page” or view, I felt a more expansive, airy, and optimistic feeling could be created.

Finally, I advised that the top blue block, encasing the Map Marketing (TM) Method lettering be altered in some way that again, would make it less heavy, and also differentiate from the blocks of color below.  This is challenging, as this lettering/text serves as a logo, and thus changing even its scale could be tricky.

3C Map Marketing_ver3 no crop marks

Well, Deb  and her team made the majority of the adjustments I advised,  to the graphic.  Above you can see the beautiful teal color which replaces that dark blackish-green surrounding the word AUTHORITY”,  relieving it of that “black hole” feeling. Not only was the green from the original moved from the bottom of the piece to the top, but a cooler hue of green, closer to the central teal, and less yellow  is used, bringing the piece as a whole into greater color harmony. The blue at the bottom is also adjusted to be closer to the teal, a greener blue, rather than the original “royal” blue, and is now separated from the “title” color bar/block at the very top.

We are still working on what can be done with that top color block, which I feel still, is too strong and heavy, visually “bearing down” on the rest of the graphic. The left side of the top color “block” overhangs the words in color read sideways, which are surrounded by the white background, giving it the sense of being off-center, and bearing to the left.

Enlarging the white text inside that top blue block would alleviate this to some extent, but my advice would be to lose that top block of color altogether, and make the text itself blue, and maybe a bit larger and heavier, to fill the space.
We will see what 3C decides to do!

In any event, the general consensus is that the graphic as a whole is much improved, and better communicates the feeling its creator wants to project. Voila the power of color, how much of it is used, and where!

You can hear our “Color Muze” discussion on Rebecca E. Parsons‘s blog talk radio program, “Artistically Speaking Talk Show” on this subject, preceded by a wonderful interview with paper artist Helen Hiebert.  You can also catch previous “Color Muzes” here, in Cre8tive Compass Magazine.

From all of us to all of You: here’s wishing all of You the  right color mix for You and Your color needs…today!