in Design Connotations and Marketing Analogous Colors

in Design, Connotations and Marketing

Analogous Colors • Appear next to each other • Usually work well together UNLESS they are too close in value then will appear washed out

Complimentary Colors • Separated by another color • Printed side by side can cause vibration • Separated on page work well

Clashing or Contrasting Colors • Appear opposite each other • May have great contrast and visibility

Color Meanings Neutrals Click on a color to find out more…

Red n Love & War…Cupid & the Devil n Fire, blood, courage, determination n Power, happiness, passion, anger n Use Red to…grab attention n get people to take action n to suggest speed and confidence n Small doses go a long way n scarlet, crimson, ruby, rust, maroon, flame, rouge

Marketing Red n Evoke erotic feelings…red lips, nails, etc. n Energy…energy drinks, games, cars, items related to sports and high physical activity n Perfect color for “Click Here” or “Buy Now” buttons

“Good” Red “Bad” Red § Red Carpet treatment § Red Letter Day § Red Eye (overnight flight) § Paint the Town Red (celebrate) § Seeing Red (angry) § In the Red (overdrawn, money loss) § Red Flag (danger, warning)

Orange n Energy, warmth, sun, playful n Often associated with autumn n Stimulating…emotions and appetite n Vitamin C and good health n Orange “pops” with blue n Pumpkin, copper, brass, peach, tangerine, citrus

Marketing Orange n Used to promote food items or toys n Used in promotion of citrus products or fall products n Liked by youth, disliked as adults get older

Yellow n Hope, happiness, sunshine, cheerful n Cowardice and deceit n Used to for hazards signs, emergency vehicles n Works best a companion color n lemon, golden, saffron, cream, topaz,

Marketing Yellow n Used to promote products and items related to leisure n Gets attention on printed page n Men view it as a childish color—avoid using yellow in promoting expensive products to men

“Good” Yellow “Bad” Yellow § Yellow Ribbon (hope, § Yellow Streak or Yellow-bellied (cowardice, coward) § Yellow journalism (irresponsible reporting) support, remembrance) § Mellow Yellow (laid back, relaxation)

Green n Life, renewal, nature, calming, fertility, harmony, money n Jealousy, envy, inexperience n Ireland, Spring, military n emerald, olive, grass, forest, lime, kelly, pine, jade, sage, chartreuse, seafoam, apple

Marketing Green n Used to market safety in drugs and medical products n “Green” environmental products n Money, finance, banking, Wall Street

“Good” Green “Bad” Green § Green Light-go, proceed § Green thumb-good with plants § Greenback—US dollar, money § Green room—where performers go to relax § Green pastures— something newer, better § Green eyed monsterjealousy § Greenhorn—novice, trainee, beginner § Green with envy— jealous § Green around the gills —pale, sickly

Blue n Calm, universal color, natural, peace, faith, confidence, unity, conservative, intelligence n Sky, ocean, water, n Sadness, depression, dk blue is often stodgy, old fashioned or nautical n sapphire, cobalt, navy, royal, cyan, slate, azure, indigo, baby blue

Marketing Blue n Promote products related to cleanliness, air, sky, water n High tech products n Masculine color n Avoid with cooking and food—can suppress appetite

“Good” Blue “Bad” Blue § True Blue—someone loyal & faithful § Blue Ribbon-first rate, top prize § Out of the Blue— unexpected § Bluebook/bluebloodnoble birth, royalty § The Blues—music type § Baby blues--eyes § Feeling blue— depressed § Baby Blues— postpartum depression § Blue Monday—feeling sad § Singing the bluesbemoaning one’s circumstances § Into the blue— entering the unknown

Purple n Royalty, spirituality, flowers, imaginative, luxury, wealth, magic n Dark colors—richness, light colors-delicate n violet, plum, lavender, lilac, orchid, mauve, magenta, wine, amethyst, mulberry, eggplant

Marketing Purple n Accent color n Light purple often good for femine design n Bright purple for promoting children’s products n May be viewed as an artificial color— artificial item promoted

“Good” Purple “Bad” Purple § Purple Cow—unusual, § Purple Speech— eye-catching, profanity, raunchy remarkable language § Purple Prose— exaggeration, highly exaggeration, lies imaginative

White § Light, goodness, purity, perfection, innocence § Safety, coolness, clean, simplicity, softness § Angels, hospitals, dairy products, low-fat, bath papers

Black § Power, elegance, death, evil, mystery § Fear and unknown, negative § Used for prestige (black tie, black expensive car) § Makes things look smaller § Can be neutral or aggressive in a color scheme

Grey § Neutral, conservative, boring, dreary, rain, cold, stormy, sophisicated § Works well with black and white § Often used with pastels § Not a commonly used marketing color

Brown § Neutral, often old fashioned, earthy, nature § Ranges from tan to dark brown § Used to market camping, scouting, fishing related items. § Chocolate products