Tip of the Week:

Why is Color important? Well, I could probably write an entire book answering this question…but for now, I’ll try to stick with the basics. Whether working on a logo, an advertisement, a branding campaign or just a simple business card, the colors your choose are equally as important as the information you include. Color evokes emotional, sub-conscious responses; we are conditioned to stop at red lights, we know pink baby clothes are intended for a girl and blue for a boy (personally, I take issue with this ingrained sexism….but that’s a whole other blog), wedding and christening gowns are white because they denote purity. This is all because the human psyche automatically assigns a specific feeling to a specific color without the person even being aware of it. In design, it is crucial to have a firm understanding on how color will effect the average consumer.

For example, you might be tempted to use your favorite color in your business’ logo design but are unaware of what that color is saying about you. Lets say you own a high-end jewelry store and your favorite color is bright red. You might be attracted to a bright red logo vs. the same logo in a deep red, simply because you think the bright red will stand out in advertisements and, well,  you just really like bright red. What you could be missing is that bright red can represent sexy, passionate, dynamic and stimulating but it also represents impulsive, demanding, dangerous and violent. Deep red, on the other hand, sends a message of rich, sumptuous, elegant and refined. I don’t know about you, but if it were my store, I’d want to send the right message to potential customers.  This is why it is important to choose your graphic designer carefully. Pick someone who knows the emotional meanings attached to colors and will be able to guide and educate you, ultimately resulting in a beautiful, well designed logo/advertisement/collateral that sends the right message.