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.

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.

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!

Standing our Color Ground II

Standing our Color Ground II

Having completed a rather large and multifaceted color consultation for a set of two buildings anchoring opposite corners of a block in the “The Valley”, I decided to disseminate the experience, and its results through a series of blog posts.

As I explore, express and evaluate this consultation over the course of several posts…there will be the time to contrast the colors that were to the colors that became, look at details, and compare the two buildings, one on either end of a median-sized block in Canoga Park, a district in the San Fernando Valley, about 25 miles northwest of Downtown LA.

This building, called SONATA, sits on the same side of the Canoga Park block as its sibling “ARIA”, but at the other end of the block, caddy corner from a heavily trafficked intersection, and is composed of both stucco  and wood siding.

The accent color Rosewood, a Dunn Edwards hue, reflects the same accent color down the street on ARIA.  As the visible foundation color is the greenish-gray “Bison Beige” in 200% formula, it creates a complimentary pop next to the reddish Rosewood.

The field or “house body” color, Dunn Edwards “Hickory” , in 75% formula, providing lightness and calm to unify the assorted materials, and proliferation of balcony “bump-out”, which accent the exterior.

The sides of the building take up part of a block, and thus must provide a pleasing visual, and visceral experinece for the passer by.  Here we can see how both the lower, darker foundation color, and the field or body color serve as a backdrop for green plants, and gray tree trunks, which almost give the sense of a promenade or boulevard.

 

The boulevard feeling is carried through the inner courtyard, where each resident has their own door, sporting a rather intense 200% formula Rosewood.  The Euro-feel awnings amplify the effect!   At the end of the “boulevard” the far courtyard wall is accented by “Hickory” in 200% formula…just that slight intensification of the color to set it slightly apart from the field color.

my favorite shot of this building and scheme…it reminds me of where I lived and walked n Southern France many years ago. The railing, and other ironwork is painted in Dunn Edwards “Chocolate Pudding” hue!

Because of the unification of materials, which affects how the paint color is perceived, the back of the building, to my mind, may be even more aesthetically pleasing then the front!  Fewer cars, too!

It would be fun to look at the building sibs, ARIA and SONATA together, and muse about both their differences, and their similarities.

Shall we do that in the next post?

Great, its a date then.

Take care, and, until then, Be Well…

 

Color Ground

Color Ground
The colors we clothe our buildings in, and the materials we use to build them can have a significant effect on how solid, safe, and grounded they appear.  And, I  might add, in addition to paint color, let’s not forget that the wood, brick, stone, concrete, metal and other natural and industrial materials we build with, have color too.  Add to this the by turns rapturous, earthy, luminous, bold, sublime, and subtle colors of nature, and you have a complex picture of the elements that go into making where we live, work and play picture perfect..or not.

In general, darker, richer, deeper, more saturated, brighter, warmer and more intense colors appear heavier, and thus may seem to “pull downward” towards the, in most cases, ground!  Placing them above a lighter, airier, softer, cooler,  paler, duller, less saturated colors may give the impression of pressing or pushing down upon something less substantial, creating a sense of pressure, ungroundedness, or even danger.  Who wants to feel like the heavier-looking second story might come crashing down through its weaker-looking support, or foundation?

The building above is grounded not only by its strong, dark burgundy red garage door, but also by the heavy foliage and hedge shrubbery which nearly obscures its foundation (the lower part of the structure upon which the rest of the building rests). The cream-colored concrete, red roof tile and strongly patterned brick provide contrast and a  variety of color and materials, but, particularly because of the grounding effect of the dark green, highly textural foliage, do not seem too heavy for the foundation to bear.

The UMG (Universal Music Group) office building in Santa Monica, CA is grounded by a strong, deep, earthy brick-red, which seems to support the pale pink upper above, though the entire structure is punctuated by a multitude of windows. Palms, parkway and other landscaping in front also support this grounded effect.

A similar outcome is achieved by juxtaposing a more saturated hue of reddish pink stucco foundation with the softer and paler ocher-colored wood siding above.  Lush vegetation sporting luxuriant red and pink flowers trailing over a natural wood fence add to its heavier, grounding effect

These interior gymnasium walls are grounded by the deep blue protective covering at their base. Given the wild shapes and over-sized   lines, shapes and patterns used in the room’s design, the consistency and “reliability” of the blue may also serve to keep young athletes players focused and grounded as they play.

Here is the outside of the same building, swathed in corrugated stripes.   Notice that the stripe closest to the ground is darker blue, and the one at the top, lighter.

This fun and fascinating building combines all manner of materials, from wood siding, to brick, to concrete,

and even verdigris decorative details above the door. The mass of flowering vegetation in front,  while nearly obscuring parts of the facade,  add to the fancy of the place, while connecting it to the earth, the  ground.  In moody weather, the mix of weathered materials and enveloping foliage may lend an air of mystery and perhaps even magic to the place.

Here, an artist’s self-styled, whimsical touch creates grounding through the application of  bright color, repeated shapes, and sense of a garden planted  at the base of the house. The playful, optimistic feeling  is further enhanced by the use of complementary colors  yellow and purple.

The largest sphere in this extraordinary mural seems to be sitting right on the sidewalk!  It could be coming right out at us, the viewer, but at least the building doesn’t look like it is about to leave the ground!  The tiled trompe l’oeil technique is used to great visual and grounding, effect here.

When we walk past this extraordinary building in LA’s Venice Canal District, our eye is drawn past the foliage, across the manicured back yard, and over the amazing sunken pool under the blue-framed overhang, through the space between the orange posts, to the electric apple green accent wall behind them. Brighter, more vibrant, and more saturated than the natural greens , and applied blue and orange surrounding it, this wall looks  strong enough to carry this unusual structure’s  visual weight.

This wild building on Wilshire in Santa Monica is one of my favorites.  An eclectic mix of materials, hues and shapes, it seems break all the “rules”, yet somehow, it works!  This could be due to a counteracting balancing effect of the mix of elements. The undulating curve of the upper wood facade/detail is counterbalanced by the strong concrete support/column next to it, even though the wood is a strong color, and an even stronger visual element. Our eye is drawn upward from the glass, and warm blue and green (reflecting sea, sky and grass?) colors behind it to that grand sweep of wood,

which is also supported by the metal detail/support that follows its shape and movement below.  The whole building feels like a

huge kinetic wave, appropriate architecture for a beach town on the edge of the Pacific. The foliage, and its concrete base below also add grounding.  Amazing!  Fidelity, you got it going on, architecturally!

The “Bagel Nosh”  in Santa Monica, hosts a marvelous display of mouth-watering treats. Where does our eye go right to here?  No, there isn’t a spotlight on the center of the case.  That’s just the natural color of these bright golden-yellow jalapeno-flavored bagels. The strong, rich, saturated color just grabs our attention, and holds it there…it’s up to you to decide whether the taste of these treats warrants their attention-grabbing status.

  We walk upon the ground,  perhaps that is why our  shoes are often brown and black…colors of the earth.  We usually want to feel grounded when we tread upon the earth, a firm foundation, a solid base.  But, maybe not all the time.  Perhaps sometimes we want to whirl, twirl, leap, float, and feel  “ten feet off the ground”.  Don’t we long to take risks, to take  flight, as much as we long to be safe, secure, and grounded?  When you want to feel fun, fantastical, floating, and fabulous, try on a glittery, glowing, or gossamer pair of footwear, and see if it helps your grounded spirit to soar!

What buildings, architecture, food or footwear have YOU experienced lately that feel grounded or the opposite?

If you feel so inclined, please share about them with us here.

We love to hear from You.

Remember, we are all trying to ground ourselves  yet take flight within this thing called Life, together.

Stay grounded, but don’t be afraid to fly!