Understanding Colour Meaning in Design: A Guide to Effective Visual Communication

‍

Colour plays an important role in design, guiding perceptions, influencing emotions and enhancing the user experience. In fact, one of the most important steps while designing is choosing the right colours to represent a brand. A great colour palette can elevate a brand’s design by several notches while a poorly chosen palette can make even the best work seem not up to the mark. First impressions of a product can depend largely on its composite colour. Colours are largely subjective and can have a diverse set of interpretations in different cultures. Let’s try to understand the meaning of colour and the role it plays in design.

The Power of Colour Psychology

Colour can have a profound impact on human emotions and as a result, affect human behaviour. It can deeply affect our opinions on a subconscious level and is capable of evoking certain feelings within us. For instance, the colour red can often remind us of a potential threat or an impending danger. On the contrary, red can also imply love and affection. These perceptions depend greatly on age, gender, and social norms in addition to the context they’re used in. The infamous psychologist, Carl Jung, once said “Colours are the mother tongue of the subconscious.”

‍

Source: London Image Institute

‍

When used deliberately and thoughtfully, colours can elicit the right emotions among viewers. Airbnb’s primary colour, Rausch (named after the street where it started), is a pinkish red colour that brings out the brand’s softness and hospitality, making one feel comfortable. It resonates perfectly with their brand identity “Belong Anywhere”. Similarly, LinkedIn’s blue logo can arouse a sense of trust and stability reflecting their brand values - open, honest and constructive. 

Why Colour Meaning in Design Matters 

A good colour palette can serve as a cornerstone in effective communication. It can serve as a great visual cue and eliminate any ambiguity in the intended message. Strategically using colours in a design can:

‍

• Create a brand identity: Unique or unconventional colour choices can immediately help a brand stand out among competitors and leave a lasting impression on the target audience. For instance, the signature red from Coca Cola’s branding makes their products recognisable even when placed among those from other manufacturers. This is in part because of the careful and conscious use of the colour throughout different platforms and mediums.
• Improve usability: Sufficient contrast and proper colour coding makes for better readability and navigation. Additionally, sometimes complex messages are made easier to understand with the use of colour, thus making it clearer for users. Read this article by the Nielsen Norman Group to know more.
• Influence decision-making: Colours can steer consumers in a particular direction by grabbing their attention and encouraging clicks. A thoughtfully curated colour palette can drive user traffic on websites and apps as intended by ensuring the primary actions are visible to the user immediately.

Meaning of Colour in Graphic Design

In graphic design, the meaning of colour goes beyond individual hues. The intricate relationship between each colour in a palette determines the overall impact of a design. Designers need to take into consideration the message to be conveyed and the tone they want to set while doing so.

Colour Palettes

A cohesive colour palette is paramount for creating impactful visuals. Here are some popular ways to do it:

Image by Interaction Design Foundation, CC BY-SA 4.0

‍

• Monochromatic: It consists of using different shades of a single colour ranging from dark to light to create a harmonious look. A monochromatic is usually used for elegant, modern and sleek brands and appear calm and tranquil due to the harmony between the colours.

‍

Image by Interaction Design Foundation, CC BY-SA 4.0

‍

• Analogous: Colours lie close to each other on the colour wheel creating a natural transition. It creates a palette that is soothing to the eyes and is similar to the way colours occur in nature. An analogous colour palette represents balance and visual unity.

‍

Image by Interaction Design Foundation, CC BY-SA 4.0

‍

• Complementary: The colours are on opposite sides of the colour wheel in a complementary palette. It provides a stark contrast and can elevate a design by grabbing users’ attention to where you want. 

If you want to learn more ways of choosing colours for a palette, read this article by the Interaction Design Foundation (IxDF).

‍

Tips to Choose a Colour Palette

1. Define the message:

Start by outlining what you want to communicate through the design. Think about the emotions associated with the message. You can even list some keywords that best describe your project. Make sure the message can be easily understood by anyone.

2. Test combinations:

Now that you know what you want to convey, try out different colour schemes to find the right balance. Choose colours that best embody the message you want to send out to the users.

3. Consider accessibility:

Once you have chosen some colours, check them for contrast ratios to ensure they do not hinder readability and inclusivity. You can also do A/B tests to check which colours improve the visibility of your design.

Meaning of Colour in Business Logos

Logos are the faces of brands and are responsible for shaping first impressions. A well-chosen colour scheme elevates a brand’s identity while representing the organisation's values. Colours add personality to a brand’s logo and bring it to life.

‍

Choosing the Right Colour for Your Logo

1. Align with brand values: Identify your brand’s core values and choose colours that represent them. For instance, a green logo is usually associated with an eco-friendly business while a blue logo is used for companies in the financial sector as they emphasise trust and professionalism.
2. Understand your audience: As we discussed earlier, colours can have different meanings based on social norms and context. So tailor your colour choices to suit your target demographic.
3. Keep it simple stupid (KISS): An elaborate colour palette can be difficult to keep track of and maintain consistency across various platforms and media. Choose colours that can easily be implemented across digital and print media. While a limited colour palette is easy to keep consistent, it also ensures clarity and establishes a strong brand identity.

Examples of Effective Colour Usage in Logos

‍

• Google: A bright and colourful palette that exudes playfulness, innovation and creativity while being bold and defiant.

• Nike: The current minimal black logo is representative of the power, legacy and sophistication the pioneering brand holds in the industry.
• Starbucks: A classic logo where green is associated with nature, healing and growth and white stands for simplicity and cleanliness.

‍

Common Colours in Design and What They Mean

Red: Passion, Strength, and Action

Red is a strong, bold and attention-grabbing colour. It symbolises passion, excitement and urgency. In design, red is often employed in places of importance or situations that require immediate attention. For example:

• In logos: Brands like Coca-Cola and YouTube use red to project energy and engagement.
• In call-to-actions (CTAs): Red buttons are frequently placed in flows where users need to pay attention. It is also used to represent actions that users need to take quickly. 

However, red also implies danger and warning. Designers must use it thoughtfully and intentionally to avoid alarming the viewer.

Blue: Trust, Calmness, and Professionalism

Blue is one of the most flexible and commonly used colours in logos and stands for trust, stability and reliability. It is a popular choice in industries that are based on trust and professionalism, like healthcare and finance.

• In logos: Corporations like LinkedIn and Indeed employ a blue logo to forge trustworthiness with their users.
• In web design: Blue backgrounds or accents are frequently used to exude a sense of calm and focus.

Though blue is often seen in a positive light, occasionally it can come across as cold and detached if overused.

Green: Nature, Growth and Prosperity

Green represents renewal, sustainability and success. It is a great choice for brands focused on health, environment or growth. Due to its calming and refreshing appearance, it makes for a wonderful option for wellness brands.

• In logos: Companies like Starbucks and Subway use green to portray a refreshing and sustainable experience.
• In branding: Green is often chosen to demonstrate environmental awareness and financial stability.
• In web design: Green is often used to indicate the successful completion of an action or process.

Green is a generally positive colour to include in a palette but some shades of green can be a problem when used too much. For example, pale green can provide a calming experience when used in moderation but overused it has a sickly appearance. Like with every other colour, balance is key.

Yellow: Energy, Youth, and Warmth

Yellow is a bright colour often associated with being cheerful, optimistic and positive. It can spark creativity and curiosity, perfect for designs evoking joy and energy. It is an excellent option for brands targeted towards kids products or with a young audience.

• In logos: Brands like McDonald’s and Snapchat employ bright hues of yellow that make them stand out and create a sense of playfulness.
• In graphic design: Yellow is effective in drawing attention to key elements, such as headings or buttons.

Bear in mind that yellow is also associated with feeling overwhelmed. Additionally, due to its brightness, it can be straining to look at. It is perfect for accents rather than a dominant colour.

Purple: Luxury, Mystery, and Spirituality

Purple combines the boldness of red and the calmness of blue. Historically, purple had close ties to royalty, today it is associated with luxury, mystery, spirituality, and sophistication.

‍

• In logos: Brands like Cadbury and Hallmark use purple to signify quality and elegance.
• In design: Purple can add depth and a hint of creativity or mystery to visual elements.

The intensity of purple determines the effect it has on its viewers. Darker shades imply luxury and mystery while lighter shades symbolise calmness and rejuvenation.

‍

Cultural and Contextual Considerations

While colours have universal meanings globally, cultural differences significantly impact their interpretation. For example:

• In Western cultures, white symbolises purity whereas Eastern cultures have taken it to mean mourning.
• Red stands for good luck and fortune in China but indicates danger in several parts of the world.

Source : Photo by Sam Erwin on Unsplash 

‍

It is important to be mindful of the cultural aspects of colours to prevent cultural mishaps and avoid offending viewers. Designers must conduct thorough research to ensure their choices are appropriate in a given context and target demographic.

Conclusion

Understanding the meaning of colour in design is essential for creating impactful and meaningful visuals. Whether crafting a business logo, designing a website, or creating graphic content, color choices must align with the intended message and audience preferences. By leveraging the psychological and cultural significance of colors, designers can elevate their work, enhance brand communication, and forge stronger connections with their audience.

‍

In the vibrant world of design, color is not just an aesthetic choice; it is a language that speaks volumes. Use it wisely.

‍

Connect with us Today !